Red Bull Marketing Analysis

Red Bull’s reputation is seen as energetic, exciting and attracts a community of like-minded individuals that embodies these values. By identifying with a particular market segment they can build a community around youth culture and capitalize on younger consumers who feel a strong sense of expressing their unique personality by embracing the Red Bull brand (UK, 2013, para. 10). By creating unique events in which community members can be actively involved with Red Bull, it allows consumers to interact with the brand, on a personal level. Such events allow consumers to experience the brand and relate to the brand with their values. Red Bull’s market entry strategy is dependent upon their distribution of their product and

Red Bull uses every means of marketing to reach their target groups. Their marketing is mainly based on the “3 Marketing Pillars” of Red Bull: Sampling, Advertising, and Sponsoring” (Red Bull, 2011, para. 1). In this way, Red Bull is not just promoting their energy drink but is also selling a lifestyle. The top three demographics of people who are mostly likely going to use Red Bull are: athletes, people who like to go out and party, and workers. Each of these three demographics is using the Red Bull energy drinks to meet their personal needs, whether they need to gain an edge in a sport, or mental edges to get their work accomplished, or just for personal consumption. Red Bull’s marketing is created though videos, articles, and most famously though their events and extreme sponsored athletes. The values that Red Bull distributes are relevant and consistent in attracting and maintaining they’re defined target market. Red Bull markets its products to everyone clearly though their marketing campaign. They want to attract every type of customer. Still their best target market is

The bulk of Red Bull’s marketing activity was directed toward encouraging product trials and from the experience of product trials using word of mouth to continue marketing the brand. According to Kraihamer, “We do not market the product to the consumer, we let the consumer discover the product first and then the brand with all its image components” (Islam, 2011, pg. 32). Red Bull’s non-specific advertising captivated a larger audience than just their target audience. At the same time, sponsoring extreme sports and events proved effective in not only advertising the drink, but also making it a lifestyle