RedBull
While working on this report, we tried to figure out the best way to go about completing a consumer analysis for Redbull. Initially, we were confused as to what to tackle first: the marketing strategy or the consumer profile? We figured that both the marketing and the communication strategy of Redbull in Pakistan were based on— or rather for— a very specific type of consumer. So our first task (in order to understand this consumer type, as well as the dynamics of Redbull’s marketing strategy) was to review the nature of the product, and establish a consumer profile for it.
Redbull is an energy drink, developed specially for periods of increased mental and physical exertion in humans. It aims at increasing
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Now that we have established the consumer profile for the average consumer of Redbull and highlighted the nature of the product itself, we will proceed by delineating these factors’ relationship to the marketing strategy of Redbull. Redbull is priced at Rs.100 per can in the market. It officially grants the retailer an incentive of Rs.10 per can, even though smaller retailers charge Rs.110 (driving their profit to Rs.20 per can). Considering the fact that it is a relatively expensive beverage, it is placed in medium to large sized shopping malls. Large shopping malls are also provided with little refrigerators in the shape of a Redbull can (see appendix 1 for picture) by the company for advertisement purposes.
Armed with the knowledge that the average consumer also smokes cigarettes, the Redbull company ensures that cans are also sold at major tobacco shops in Lahore such as Tobacco Masters and Abdul’s Tobacco. They can also be found at popular “khokas” such as Two Guy Pan Shop in Fortress or Jaidi Pan Shop in Defence. During our research we found that the correlation between smoking and drinking Redbull was indeed quite strong as the average tobacco shop sold about 48 cans per day, while the average grocery store sold about 8-9 cans per day (not taking into account large shopping malls).
Redbull is also placed at shops within colleges and some schools. It can
• The Red Bull energy drink is a functional product developed especially for periods of increased mental and physical exertion.
energy to study and have a social life without the calories of coffee, and there is no aftertaste (Rodgers). It is these same students that put a trust in Red Bull to keep them energized and hyper when they need it most.
Red Bull targets only a particular segment of market and therefore makes its product only available at those places where the target can be reached. The energy drink can be bought at colleges, supermarkets and is mainly associated to extreme sports. In particular, the energy drink has also known a tremendous success in India, where the segment is the fastest growing in the category, due to India’s youth centric population and fast urbanization. Red Bull was actually the brand that created energy drink category in India (Docstoc, April 2012).
Ever since Red Bull entered the market in 1997, there's been a boost in the sales of these caffeinated energy drinks. These are marketed to increase energy, aid weight loss, improve stamina, concentration, and athletic performance, some even claim to give you superpowers. But not a slight hint is given to the consumers about the high caffeine amounts in them which can lead to serious consequences in both adults and
Consumers buying decision making play an important role for the success of every company or organisation. Without the investigation into consumers and their buying behaviour companies and organisation and marketer cannot achieved their aims and objective of their goals in the sale of their product. The purpose of this investigation is to explore the relationship between the consumers buying decision making process and the beverage brand products. (Coca Cola and Pepsi Cola) The data for the research has been collected from the UK one of the biggest town in England know as Huddersfield. The result from the research has determining that in the UK, majority of the consumers prefer Coca cola beverage brand than Pepsi and the research result has indicated that consumers buying decision can significant influence the beverage brand product in the UK market the research continue to say that if coca cola has put more focus on consumers buying decision in the UK know what they expected from them and producer according to their customers demand and try to satisfy their need and wants this can lead coca cola toward the success and increase their profit in the UK market
This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.
Red Bull energy drink competes in the Non-alcoholic drink market which could be the overall Food and Beverage market. ‘Red Bulls target market is young, on the go, who enjoy extreme sports and live an active nightlife, anywhere from 18-35’(Swartz,Jon).
The team gathered a wealth of information about the products strengths and weaknesses, but lacked important consumerbrand relationship information. Supplementing the Consumer Insight Team research with the Usage and Attitude Study provided a well rounded customer understanding.
Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson
Market share and strategy - RedBull had dominated the market of energy drinks all over the world. Its main mission is to provide an energy drink made with natural ingredients which provide energy to man, women or children in their day to day life. It provides instant energy which helps college students or working people to maintain their energy and keep doing their work with full enthusiastic way.The Red Bull brand had created a great impact on the mind of its customers by its product results and pricing strategies which make it a larger energy drink on the market.("The Top 15 Energy Drink Brands.")
Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.
Initially the Red Bull’s slogan was “Red Bull gives you wings”. Later on as the taste changed with the change of its ingredients. Earlier it was an energy drink and later it was functional energy drink. Mateschitz devised the brand positioning that Red Bull “Revitalizes Body and Mind” This phrase conveyed the tangible benefit of the product in an easy grasping manner. It meant that Red Bull can be drunk any time whether it was morning, noon, or night. Thus Red Bulls consumption was not limited to any occasion or activities.
Due to the fact that the industry is growing, other countries are now being emerged
To understand the consumers in the target market, marketing managers rely on the 7 O’s framework of consumer research.
1. What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future?