Marketing Analysis: Red Bull Brand, STP, and Brand Extension

This report provides a comprehensive analysis of the Red Bull brand, examining its core marketing concepts. It begins by defining the concept of a brand according to Dave Aaker and brand extension according to Philip Kotler. The report then delves into the Kapferer's Brand Identity Prism model, illustrating how Red Bull's physical attributes, culture, personality, and consumer relationships contribute to its strong brand identity. Furthermore, the report outlines the STP (Segmentation, Targeting, and Positioning) model for a new Red Bull product (supplemental pills), detailing demographic, psychographic, and geographic considerations. It also covers the product's positioning, marketing strategies, and promotional activities using digital platforms and sponsorships. Finally, the report includes references to books, journals, and online sources used in the analysis.

Principles of
Marketing

Concept of Brand
According to Dave Aaker, The term 'Brand' refers to the name, symbol, image, term, sign
which makes the sellers product differentiate it from others. The combination of all these gives
the brand an identity and makes it differentiable from other products (Pegan, Vianelli and De
Luca, 2020).
Concept Of Brand Extension
According to Philip Kotler,The brand extension refers to the launch of new related or
unrelated product under the existing brand name by same seller or company.
The Kapferer's Brand Identity Prism Model, is a model which help the companies to
build more competitive and strong brand identity. According to Kapfere, all the elements of
model must be interrelated in order to weave the strong brand identity. The elements of the
model is case of Red Bull is as follows;
Illustration 1: Kapferer Brand Identity Prism, 2017

The Red Bull company logo has strong physical remembrance through its Red and blue
colour so used. The 'Bull' name so used is synonym to the brand product, the Bull represent the
energetic and powerful animal which reflects to the brand product message is energy beverages.
The culture it carries with the product is 'to give you wings' synonymously carried by the product
usage as while drinking their drinks will charge up the person and can be used at sports, music
etc. festivals to make every moment special by being energetic. The Red bull develops the
relation with consumers by giving them wild, energy and distinctive bold personality with usage
of the product. The brand carries the image to associate with the young people who always liked
to remain charged up with high energy levels. The Red bull carries the image which makes the
consumer to relate with the dynamic, daring, fun and adventurous personality. The product usage
gives the relation to use it at any moments and festival to enjoy it by being fully energised and
active (Ristevska-Jovanovska, 2016).
STP of Red Bull
The STP model for the new product of Red Bull is as follows;
The Supplemental pills so brought by Red Bull would be segmenting and targetting on the basis
of ;
 Demographic: It would be targetted to (16-35) year as the teenagers and young elderly
people tend to remain more energised owing to their busy lifestyle. The young females as
they are multitasking and needs more share of activeness to remain energised. Based on
occupation the students, professionals and sport enthusiast who need extra energy levels.
The pills would be coming in variation of low on sugar, favours (lime, orange etc.) in
such versions (Pears and Shields, 2019).
 Psychographic: The persons who tends to be active, energetic, fun personality. Those
who possess enthusiastic attitude towards the usage of product.
 Geographic: The distribution would be limited to urban and semi urban areas.
The positioning would be based by setting the skim pricing of pill and combination
marketing would be used. The promotion will be done using the digital platforms such as use of
social media platforms(Instagram, Facebook and Snapchat), sponsoring with sports and music
festivals, advertisements on magazines and T.V. The product will be available at premium retail
outlets so as to maintain the premium image of brand (Schlegelmilch, 2016).

Illustration 2: Red Bull digital promotion on social media
Illustration 3: Supplement pill athlete
special collection

REFERENCES
Books and Journals
Pegan, G., Vianelli, D. and De Luca, P., 2020. International Marketing Strategy. International
Series in Advanced Management Studies.
Ristevska-Jovanovska, S., 2016. BUILDING THE MOST APPROPRIATE SPORT
MARKETING STRATEGY THROUGH SOCIAL MEDIA. Research in Physical
Education, Sport & Health, 5(2).
Schlegelmilch, B.B., 2016. Global marketing strategy. Cham: Springer Nature.
SVOBODOVÁ, M., 2016. Branding and its history-Red Bull (Doctoral dissertation, Vysoká
škola finanční a správní).
Pears, R. and Shields, G.J., 2019. Cite them right: the essential referencing guide. Macmillan
International Higher Education.
Online Source
What Is Branding And Why Is It Important For Your Business?, 2015 ]Online] Available
Through <https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-
important-for-your-business/>