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MKTG 2101 Consumer Behaviour Case Study -Red Bull: Rampaging through Global Marketplaces 1 . What segmentation foundation has Reddish Bull used to target customers? How should Red Bull further part the market later on? Red Half truths have implemented a segmentation base technique relating to market demographics. Particularly the company features targeted fresh active persons aged 18 ” 29 years.

Reddish colored Bull also use geography, discovering mainly university students and city professionals whom needed an ‘energy boost’ throughout their busy agendas and actions.

Mateschitz’ strategy aimed to target opinion commanders, believing that “the authority of one leader bee may influence the buying practices of hundreds. The Reddish colored Bull segmentation strategy also offers an important psychographic component, specifically focussing on young people with attitudes, awareness and life-style that are consistent with risk currently taking, fast paced and energetic behaviours, highlighted with all the company slogan “No Crimson Bull, Simply no Wings. In order to continue to succeed, I believe that Red Half truths must optimize opportunities inside the growing economies of India and Chinese suppliers.

With better economic liberties and elevated population development in the middle school there are a lot of young people dropping into a stunning demographic intended for the Red Bull item. These young adults will be the view leaders of the future in their countries, therefore keeping the key for any success. Ways the company can easily expand the current activities to begin the process will sit in the right marketing strategies, especially I believe which the continued support of extreme situations in these locations will be the perfect way to introduce young people to the merchandise in an interesting new way.. How does Crimson Bull arouse the motivations of customers to acquire its strength drinks? Reddish colored Bull and Mateschitz make clear “we are looking for a even more creative, distinct point of view (Dolan 2005) to promote and present the product to the consumer. This frame of mind is consistent with the brand persona and the image of its consumers. It is because of this that the firm aligns on its own with the fresh male , fast paced and energetic, enthusiastic about extreme athletics, risky behavior and never satisfied with the last thrill.

The company also, is never pleased, continuing sponsorship of extreme athletics, owning F1 racing groups and even expanding its own athletics such as BMX bike riding, Kite Boarding, Freeskiing, paragliding and more! The company is able to continually satisfy the needs of the market, stimulating the customer with exciting new promotions and events which in turn challenge the limits of individual belief. For instance , the Reddish Bull sponsored BMX events where the customers are attempting and completing hidden tricks and ‘death defying’ acts on a weekly basis.

The company in addition has attempted a viral marketing strategy, in order to get the product to the client in a low-cost and effective way. Nevertheless , these efforts are also very well calculated, for instance , the motorists of the Red Bull VOLKS WAGEN Beetle are often extremely good looking females aged 19 ” 28 years, attractive and corresponding intended for the targeted young men. 3. Explain the brand personality of Red Bull. How come do you think the concept of brand character is so crucial to Red Half truths?

Brand individuality allows the customer to develop a meaningful connection to the product. People tend not to develop important, long lasting interactions with the thing itself, it is when the buyer is able start to see the product with a certain persona, with sense and which means, it is in that case that the romance develops and potentially blossoms. Red Half truths and Mateschitz understand this and also have created a brand personality that embodies pleasure, energy and exhilaration, “Red Bull isn’t a drink, 2 weeks . way of life.

People are overcome with the picture, the amazing aura around the occasions and the exhilaration created by athletes. The younger generation feel the item, the brand and the colours when they see these kinds of competitors undertaking the amazing things that they aspire to, enshrouded while using simple colors of metallic and green. A clean, refined graphic burned into their brain, connected to the memories of thrilling moments when their heart was pumping, hands were perspiration and adrenalin was frantically pulsating through their systems.

By creating these experiences for their consumer Red Bull are assisting the development of significant relationships using their product. I believe, maintaining manufacturer personality and relationships is usually imperative to get Red Bull. Mateschitz himself states, “We don’t accept the product to individuals. We generate it obtainable and those who also love the style arrive to us highlighting his acknowledgement with the importance of people aligning themselves with the manufacturer personality and developing a meaningful and longer lasting relationship while using Red Half truths product

Sources * Dolan, K. (2005). The Soft drinks With Hype. Forbes. com http://www. forbes. com/global/2005/0328/028 print out. html 2. Sciffman, D., O’Cass, A., Paladino, A., D’Alessandro, T. and Bednall, D. 2011. Consumer Actions, 5th Edition. Pearson Prentice Hall: Australia * Gschwandtner, G. (2004). The Effective Sales Technique Behind Red Bull. Selling Power. Sept. http://www. sellinpower. com