Red Bull has maintained a sizable market position in the energy drink industry for an extended period, despite the entry of large firms such as Coca-Cola. Over the preceding two decades, Red Bull has established itself as one of the most recognizable energy beverages in the world (Amy et al., 2022). Today, it is also regarded as the world’s best-selling energy drink. In addition to providing customers with many benefits that serve to revive the body and mind, Red Bull is also a healthy, functional beverage. Red Bull was intended to raise heart rate and provide consumers with an energy boost when exhausted (Ankle et al., 2019). Red Bull improves performance, raises metabolic rate, and increases someone’s level of awareness, focus, and response speed are both improved. Red Bull’s primary products blend extremely well-formulated energy-boosting ingredients that help people stay stimulated.
Additionally, it offers a variety of flavors tailored to individual market areas, delighting consumers with a range of tastes. Some of the flavors are Red Bull full zip, sugar-free drinks, and other items that feature components like cranberry and lime. An additional feature that the corporation has is its vast distribution network.
Red Bull’s marketing strategy is so distinctive that it makes product advertising appear effortless. Resulting to the brand’s quick recognition. This is the quintessential case of guerrilla marketing. Additionally, they are co-founders of various traditional and extreme sports and host unconventional events like the Red Bull Rampage. Although these unusual strategies are exceedingly risky and costly to implement, they are highly effective and pay off tremendously. They controlled around 40% of the market in 2012 (Gafoor & Monica, 2018). They place a higher premium on the non-traditional advertising that has been essential in their success. Because their competitors employ more conventional approaches, Red Bull wants to be unique.
With a primary focus on teens and people aged 16 to mid-30s, Red Bull has many customers in this age group (Amy et al., 2022). Additionally, the energy drink is aimed at people who consume alcohol, attend nightclubs, and individuals who are frequently stressed out while attempting to do challenging jobs. Furthermore, Red Bull encourages its target demographic by establishing sponsorships in various locations at various events, activities, and gatherings of varied sizes. Examples include parties and clubs, social gatherings, sporting activities, gymnasiums, and educational environments, to name a few. It is vital to develop a brief customer profile to understand the type of consumers interested in Red Bull.
Demographics:
- Between the ages of 16 and mid-30s.
- Males and females alike.
- Athletes, students, and working professionals.
Psychographics:
- Consumers are those looking for an energy boost.
- Members of the business community, ordinary labour officials, and understudies.
- Exuberant and receptive to new experiences.
Red Bull elevated sponsorship to new heights with the advent of the Red Bull Stratos episode. Some have even dubbed it one of the best marketing initiatives. On the other hand, others have blasted it as irresponsible and inconsiderate. On the other hand, such risks have benefited them and contributed to their market exclusivity. Additionally, Red Bull is a major sponsor of extreme sports, which results in increased visibility, product placement, and relationships with some of the world’s most recognized sportspeople. Given that the brand’s essence is to transcend human capabilities, they do cross-promotions on their social media channels showcasing exciting adrenaline sports.
In conclusion, I believe the above client profile completely suits the product. Most students and professionals commonly use red Bull as a performance-enhancing energy source. According to the demographic and psychographic data collected, consumers who prefer Red Bull are frequently on the move and need a quick boost of stamina that will endure for a few hours at any time or location.
References
Bleakley, A., Ellithorpe, M., Jordan, A., Hennessy, M., & Stevens, R. (2022). A content analysis of sports and energy drink advertising. Appetite, 106010.
Ehlers, A., Marakis, G., Lampen, A., & Hirsch-Ernst, K. I. (2019). Risk assessment of energy drinks with focus on cardiovascular parameters and energy drink consumption in Europe. Food and Chemical Toxicology, 130, 109-121.
Gafoor, K. O., & Monica, M. (2018). A Study on Marketing for Entrepreneurs at Red Bull Bangalore.
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