Case Study Red Bull - Further Market Expansion Essay

5420 Words Oct 24th, 2009 22 Pages
________________________________________ Global Marketing Case Study - “Red Bull: The global market leader in energy drinks is considering further market expansion.” ________________________________________

Ann Bendroth Date: 29.05.2009

Global Marketing – Case Study – Red Bull ____________________________________________________________

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Table of Content
1.0 Purpose of the case study .................................................................................... 3 1.1 Company introduction........................................................................................... 3 2.0 Red Bull´s marketing strategy............................................................................... 3 2.1 Target market
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It targets young urban professionals, and post secondary school students. Red Bull tries to portray its products as drinks for energetic, physically active and health-conscious consumers, characterized by the sugar free version. People in need of energy boosts include, but are not limited to club-hopers, truck drivers and students. 2.1.1 Definition of Red Bull´s early adopters The early adopters of Red Bull in Austria and surrounding markets were dancers, clubbers, and ravers who used the drink to stay fresh at late night parties. This party association was crucial to Red Bull as it expanded into other markets because hip nightspots generated significant buzz. Other early adopters of Red Bull included truck 3

Global Marketing – Case Study – Red Bull ____________________________________________________________

_______ drivers who used the drink to stay awake on long drives and students who drank it to help them concentrate during their studies. Though most of the original Red Bull customers were young, the company intended the brand to appeal to consumers of all ages. 2.2 Positioning Mateschiz also devised the brand positioning: “Revitalises body and mind”. This phrase conveys the tangible benefit of the product in an easy-to-gasp manner. It also covers a broad set of appropriate consumption ocassions. Mateschiz intended Red Bull to be drunk whenever

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