Red Bull: Conquering the Performance Drink Market

Being the first company to provide a carbonated performance enhancing drink, Red Bull opened up a whole new market in the drinks industry. Through well developed and initiated marketing strategies red bull has become much more than a performance enhancing drink – it has now become a lifestyle. Recognisable to most, the blue and silver can with two red bulls about to clash in front of a yellow sun is now a brand identity recognised in 169 countries (Red Bull, 2016). As the performance enhancing drinks market expands, Red Bull is still able to boast a high majority of market share due to the solid understanding they have of their consumers needs. With clever use of the marketing mix and the four P’s, Red Bull has been able cement their spot in the market as a premium quality drink that helps fight tiredness, fatigue and lack of energy – something that many of us can relate to. Red Bull is mainly targeting a segment of 18 to 34 year-old males based on their interests – being outdoors, taking risks and having fun.

Segmentation and targeting

By identifying the main usage situations of the product, Red Bull is able to further situational segment to position products so that they can meet the specific needs of the situation. During the antecedent state and relating to Russell and Pratt’s (1980) representation of affective quality, Red Bull is located between high excitement and high arousal. Because of this, Red Bull often advertises though buzz marketing where these states of high excitement and arousal already exist - such as music festivals, bars, clubs and sporting events. This entices consumers to buy Red Bull, as the product is perceived to help prolong these states of arousal and