Marketing Case Study: Analyzing Red Bull's Strategies and Success

This case study examines the marketing strategies of Red Bull, an energy drink founded in 1987. It analyzes Red Bull's market share, segmentation, targeting, and positioning strategies. The case study highlights Red Bull's focus on lifestyle, personality, and attitude-based segmentation, targeting young adults, travelers, and students. It also discusses Red Bull's positioning strategy, emphasizing its brand image and differentiation through sponsorships and events. The analysis includes data on market trends, sales, and profits, and concludes that Red Bull is a leading brand expanding through product extensions and effective strategies. References from various publications support the analysis.

PRINCIPLES OF
MARKETING

PRINCIPLES OF MARKETING
Red bull is founded by the Dietrich Mateschitz in 1987. Red bull is the energy drink
which os first time sold in the Australian market. Red bull is the energy drink which is marketed
to truckers, workers, and farmers(Yardeni and et.al., 2017). The drink has a mix of caffeine and
ta-urine to make the people more energetic. It is inspired by the functional drinks of the Far East.
Red bull, has the highest market share in any of the energy drink in the entire world as its
6.790 billion of cans were sold in a single year. Red bull have market share of 89.3 % and also
the volume market share of 73.1%. It posts the record of the profit 501 million euros in the year
2015 which further increase to the 35 % according to the magazine trends which clearly
indicating that company has increasing trend of sales and profits(Wiggers and et.al., 2019).
The following graph depicting the actual target market and market share of the Red bull..
Segmentation
It is basically activity of diving
large group into sub group on
basis of some factors.
Red bull has segmented their
product on the basis of life
style, personality, attitude
towards the product, Occasion
and the loyalty status(Farris,
2017).
Targeting
For extending the brand, target
market for the new protein bar
must be the place where
people of young generation
who spends more of time in
there higher education studies
so that to stay energetic they
need to consume the bars,
travelers, and young adult
Positioning
The positioning strategy which
red bull is using is completely
depends on its image and
product differentiation. As
brand image of the red bull is
the strongest competitive
advantage(Melrose and Bell,
2018). They are focusing on
sponsoring rain and sport

generation who are delicately
in Putting their effort in work
and need to manage their home
and work life(Schmidt and
Tworek, 2017).
Mintal research reveals that,
more energy were launched
globally in 2015 than in any
year since 2008 with the
number of energy drinks
products launched growing 29
percent between 2010 and
2015 (Mintal Report on
Energy Drink, 2019).
Red bull has opportunities to
target large amount of
audience. Further, Red Bull is
mainly targeting 18-34 year
old man based on their interest
(Red Bull Target Customers,
2018).
events as brand is completely
associate with the improving
the mental and physical
performance
Hence, it can be concluded that red bull is the leading brad and also focusing on
capturing the market share by extending the printer bars by adaption of effective strategies

REFERENCES
Farris, P. W., 2017. Red Bull and Energy Drinks 2010. Darden Business Publishing Cases, pp.1-
3.
Melrose, A. and Bell, T., 2018. Red Bull Stratos: Public Relations Case Study.
Schmidt, C. and Tworek, L., 2017. Case Study: The World of Red Bull SMAD 443-0001:
Creative Advertising Campaigns October 18, 2017 Talia Faigen, Patrick Mc
Grath. SMAD. 443(0001).
Wiggers, D and et.al., 2019. Exposure to Caffeinated Energy Drink Marketing and Educational
Messages among Youth and Young Adults in Canada. International journal of
environmental research and public health. 16(4). p.642.
Yardeni, E and et.al., 2017. Stock Market Indicators: Bull/Bear Ratios.
Online:
Red Bull Target Customers. 2018. [ONLINE]. Available through:
<https://www.targetmarketingmag.com/article/case-study-red-bull-content-marketing/all/>.
Mintal Report on Energy Drink. 2019. [ONLINE]. Available through:
<https://www.mintel.com/press-centre/food-and-drink/energy-drink-launches-grow-29-in-
five-years-as-global-sales-reach-8-8-billion-litres>