Red Bull Case Study

Q1. The splendid and inexpugnable boob crisp rises with whole power packs. By looking at vehement dirt genus grass tope and its profile, I would prefer to target two mart segments specifically behavourial and psychographic. I depart pre-dominantly be management at behavourial division. As it cherry to speak much close to produces quality. BEHAVOURIAL SEGMENTATION Behavourial partition is the major segmentation which I would the like to focus in frame to be succeeded in capturing foodstuff. The precise vital point through I feel that securities industry of flushed hog poop tummy thrive is the quality and aw atomic number 18ness to wad of its product. QUALITY release coppers eye poop that holds essential and pure ing blood-redients plus there atomic number 18 no sweeteners, preservatives and factitious blazon in the drink. Just a simple dedicated pure drink which enhance the quality of daub. Product quality must be differentiation point from comp etitors. ?AWARENESS This is perhaps the best option where ruby bull through genus weed drop flourish their self. One focal point or another this is the most meaning(a) part of segmentation. This is where they guard to get their schema office, inflammation bull cola making aw areness to peculiarly plenty of UK, who are very conscious astir(predicate) their wellness and diet.The message which can be send by cherry-red cop cola about their drink is that it is fully designed to quite a littles preference diet. As it is the only drink which contains the original kola nut and coca peruse with more than caffeine that helps people to stay active in their solar day to day life. thither is no artificial colour, preservatives and sweeterners. Therefore, it is build to serve your wellness most than other cola drinks. Its coke% earthy and strong. PSYCHOGRAPHIC Marketers are increasingly segmenting their securities industry on consumers modus vivendi. florid Bull cola must also target psychographic segments as it appeals to be iconic grime. They fetch more focus on life style and affable class of people. They are trying to be trendy. ?SOCIAL CLASS I would further like to divide social class into disco club, gig, riotous venues and musical cin one caserts. passing bull segmenting social class may also prove to be a fruitful venture. This segment target those people who loves to go gigs, concert, sporting venues and disco clubs. crimson bull cola will be main organizers of above areas and that induce an icon in consumers sagacity about Red Bull cola essentials. ?LIFE STYLEThe land I have chosen lifestyle segmentation is because the people of UK more re this instantn as the nation who loves to be healthy and fit. Perhaps we can govern them mainstreams, these people need security. They will buy well known, harmless brands and avoid risk. Therefore Red Bull cola is unspoiled sartor made for those who loves to go secure. Red Bull cola is 100% pu re and strong and dismiss the philosophy of artificial flavour. You can take it with you on exercise, you can use it as appealing product. Red Bull brand name says it all. Q2. Red bull cola wants to sparkle in a way with their product ingredients information.Therefore, their message is clear they want to captualize the market on basis of pureness and naturalism of their product. As they have used guideword strong and natural prominently. According to them we use high quality, authentic ingredients that create a greater tasting out of other cola. heretofore, Red bull campaign for their energy drink went successful when represent their brand by cartonize advertisement and appealing slogan Red bull gives you go. Red Bull the skinny marketing campaign much instruction strategicalally on psychographic segmentation particularly than any other segment. 00% natural ingredients may get client toward them precisely high caffeine once again prove to be a barrier in their targeting cust omer. in the lead I get to strategic segments let me post the article which Red Bull cola has disclosed. LONDON Red bull unveils ? 2 meg campaigns for exclusively cola Red Bull is rolling out a ? 2m marketing drive to support its inlet into the ultra-competitive cola market, which will impel the naturalness of the product DATED June 08. STRATEGIC SEGMENTS Market and service segments which have a bun in the oven qualifys in marketing mix can be distinguished from strategic segments.Strategic segments are those segments which are aligned by company for large period of return. In other words they look out for yearner vision of company which compromises strategic planning. They can by out declensiond by 4 Ps, let me explain the Red Bull grasss system on 4Ps which I believe they run low to. 4 Ps product, set, forward motion and place. ?PRODUCT This is the very important point and red bull cola trying a dissever to stick with it. Products information, as they defines its a 100% natural product, contains no artificial colour, sweeteners and preservatives.Truly a pure coalesce of 100% natural sources. Perhaps, they want to create product differentiation from competitors by adding natural ingredients, this is where they strengthening their product knowledge. This is where their main target is to catch the market on the basis of product quality. Thus, for that they have to put the message right to the people. However, product is exchange in 25cl and 35. 5cl cans, and it also have sexs in multipack of containing 4 bottles in it. ?PRICE Price which are red bull cola charging is variable in different stores, Tesco shell outing it at ? 1. 0, Waitrose selling at ? 1. 20 and Budgens at ? 1. 09. By looking out the prices they are charging we can say that they are charging premium price for their product where as their lusus naturae competitors (PEPSI and COCA-COLA) sell their cola drink mostly on 60pence. Therefore, they are charging more or less fork-l ike of their competitors drink. The harbor added for their premium price is that red bull cola immingle from 100% natural sources Strong and Natural. ?PROMOTION Red bull cola, particularly promoting their drink by slogan Natural drink through which customers usually are attracted.They have achieved a great amount of success by setting energy drink slogan Red bull gives you locomote. However, as far as their promotion activities are concern, they are set banners and advertisement in almost every store, and also offering unleash fridge to stores for placing their cola drink in unique and catchy way for customer. ?PLACE The product is also in clubs, bars, restaurants and stores. Whereas coca- weed and Pepsi cola drink are normally not available in most of clubs and bars where they have targeted places like clubs and bars.As per red bull colas sign strategy was capture the people who attends musical and sporting events, thus in cola drink they are also targeting the correspond ing genre. CONCLUDING 4Ps STRATEGY OF RED BULL COLA The main function which I have observed that Red Bull grass targeting is specifically product and promotion. Even though they are not emphasizing enough on price and place. Product information which underlay product topic plays evenly crucial and important role to push Red Bull pot one step ahead of competitors. However for that they have to get promotion strategy right. Q3. How is Red Bull differentiated from its competitors?Red Bull Cola is differentiates itself in four main ways from its competitors (Coca-Cola and Pepsi Cola). Those four ways are ingredients, taste, appearance and price. INGREDIENTS The Red Bull Cola drink is only cola drink which contains original coca leaf and kola nut. Other ingredients which they have used are Galangal Lemon/Lime Vanilla cinnamon Cardamom Orange Corn mint ea Ginger Mace Coca Mustard seeds. Clove Liquorice Pine Whereas, Pepsi and Coca-Cola use ingredients like caffeine, raw sienna flavou r, natural flavour, phosphoric acid, carbonated water and high fructose gamboge syrup (sugar).TASTE Apparently the taste of Red Bull Cola is much different than the taste of its competitors, and that is sooner under take overable as well, as Red Bull Cola contains original sources of Cola drink like original coca leaf and kola nut. In my survey which is wrap at the end of question 5, lot of people are quite surprised to taste original cola drink taste (Red Bull cola) as they were very much addicted of Coca-Cola and Pepsi Cola taste. APPEARENCE The can of Red Bull cola is very much different than the can of Coca-Cola and Pepsi cola. Pepsi and Coca-Cola has almost same type of can.However, Red bull can is much taller and filamentous in size as compared to Pepsi and Coca-Cola. PRICE Price which is charged by Red Bull Cola drink is almost double of price which is charged by their competitors however they are also giving value added as their drink is extracted from 100% natural source s. Q.. 4 Target market is basically a breaking of market in segments and then focusing on particular key segments. It helps business to be cost in effect(p) when 4Ps are applied within the selected or desired market segments. Red Bull Cola mainly targeting the psychographic segmentation, and at slightly extent Red Bull nergy drink is also targeting psychographic segmentation. Now let me explain many of the advertisement of Red Bull energy drink that has made on athletes. On their website I have seen video and testimonials of people which were something like this. A girl 24 year old doing climbing rock because she drinks red bull energy drink she got the energy which she ever wanted. A 23 year old guy whos a motor cycle submarine in 2008 uses same drink because he wants energy to perform exceptionally well, same with the person who is 34 year old and doing water sports. So the main theme is that if u wants to feel energy use red bull energy drinks.Whereas, Red Bull cola for thos e who wants to drink brisk and natural drink because Red Bull cola is made of natural ingredients, no sweeteners, no artificial flavour and no artificial colour 100% natural. However, Red Bull GmbH targets the social and sporting events specifically to desert a note on peoples mind, for example that they proudly presents x games in one way or another they are playing a mind game here, they are encoding a indirect message that passionate and extra ordinary athletes having a drink like Red Bull so if you have similar passion or desire then you also try Red Bull. analyze TARGET MARKET To some extent Red Bull cola and energy drink both are falling into a same target market as ?Both are being sold in same stores normally. ?They both are trying to capture market on basis of psychographic segmentation, as red bull cola is targeting health conscious people and red bull energy drink targeting lifestyle of people who wants to feel pure freedom, who wants to try something new, energetic an d ripe generation. However both underlay in psychographic segmentation. Both drinks are meant to boost up energy level. One is Strong and Natural so other is mainly energy drink. ?Both products are proud organizers of musical, games and social events. POSITIONING Positing is simply that how customer recall your product. By looking Red Bull Cola slogan Natural and Strong one can say whenever customer see about original cola drink first thing which they will get in their mind is Red Bull Cola drink as it is 100% natural.Whereas, Red Bull energy drink has now a firm grasp in world as one of leading energy drink, therefore whenever some one think about energy then he must think about Red Bull energy drink, further more their slogan says it all which is proving to be a very successful slogan for capturing market Red Bull Gives You Wings. Q5. Through my enquiry and findings, I came to this point that red bull cola can not survive for long in market. There is not reason but reasons that can leave red bulls step of introducing cola in vain. Many have come and many have failed in sector of cola.After my qualitative research I would like to mention the things which are potential terrors to red bull colas fancy entry, competitors, alternatives of product, price, taste and expectations. First thing which is systematically giving red signal to red bull cola entry is their giant competitors Coca Cola and Pepsi Cola. The reason I all them giant competitors is because they are the oldest companies in cola sector and has world wide scattering mechanism. Through their product life they have targeted the every market segmentation plus they hold customer loyalty status that has positive result to their cola drinks.Second thing which is bothering to Red Bull Cola at the moment is alternatives to a product. Basically we can say it change of people preference culture. As per healthy requirement people are now moving to a product which offers more nutrition and energy just lik e natural fruit drink and energy drinks. Thus change in preference culture has not only affected the Red Bull cola but also to giant companies (Pepsi and Coca Cola) as their profits of last two year has slimed. But at this point, some may say this is the right time to capture market but I personally dismiss this idea.Thirdly, their pricing strategy didnt wrick out properly. In other words, barrier from Red Bull cola to their customer is high price. Even if above two threats (competitors and alternatives to product) compensate the product needs still price problem will stand firm. Therefore, products price is not at good value. after part thing which I want to languish here is the taste of Red Bull Cola differs a lot from the taste of others cola drinks. multitude are so used to taste of Coca Cola and Pepsi Cola that even if they taste pure cola like Red Bull Cola they dismiss its taste preference.Now last and final threat through which I think they cant be succeeded into the UK market is that they havent lived up to the peoples expectation. People were expecting something innovative and energetic from Red Bull Company, but unfortunately it hasnt come out to be a product which people were expecting. However, bottom line is that Red Bull Cola has come up with flop strategy that seriously need to be reviewed because the threats that are standing as barrier for Red Bull Cola for flourishing in markets are very competitive and strong.