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    Case Study: Red Bull

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    Abhinav Vashistha
    Red Bull's global marketing strategy is described as "glocal" as it maintains consistent branding globally but also targets distributors and consumers locally. The document evaluates opportunities for Red Bull to expand in India, such as targeting less extreme sports and women. It suggests changes to Red Bull's future global marketing mix like lowering prices, expanding distribution channels, increasing advertising, and introducing new flavors. The most relevant segmentation criteria for Red Bull's international market selection is described as psychographic segmentation to target consumers based on lifestyle.

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    Case Study: Red Bull

    Uploaded by

    Abhinav Vashistha
    547 views3 pages
    Red Bull's global marketing strategy is described as "glocal" as it maintains consistent branding globally but also targets distributors and consumers locally. The document evaluates opportunities for Red Bull to expand in India, such as targeting less extreme sports and women. It suggests changes to Red Bull's future global marketing mix like lowering prices, expanding distribution channels, increasing advertising, and introducing new flavors. The most relevant segmentation criteria for Red Bull's international market selection is described as psychographic segmentation to target consumers based on lifestyle.

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    Red Bull

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    Red Bull's global marketing strategy is described as "glocal" as it maintains consistent branding globally but also targets distributors and consumers locally. The document evaluates opportunities for Red Bull to expand in India, such as targeting less extreme sports and women. It suggests changes to Red Bull's future global marketing mix like lowering prices, expanding distribution channels, increasing advertising, and introducing new flavors. The most relevant segmentation criteria for Red Bull's international market selection is described as psychographic segmentation to target consumers based on lifestyle.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    547 views3 pages

    Case Study: Red Bull

    Uploaded by

    Abhinav Vashistha
    Red Bull's global marketing strategy is described as "glocal" as it maintains consistent branding globally but also targets distributors and consumers locally. The document evaluates opportunities for Red Bull to expand in India, such as targeting less extreme sports and women. It suggests changes to Red Bull's future global marketing mix like lowering prices, expanding distribution channels, increasing advertising, and introducing new flavors. The most relevant segmentation criteria for Red Bull's international market selection is described as psychographic segmentation to target consumers based on lifestyle.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    CASE STUDY: RED BULL

    Abhinav Vashistha

    3062, TY-B

    1. How will you characterize Red Bulls overall global marketing strategy
    (global, glocal or local)?
    - Red Bull’s overall global marketing strategy is kind of glocal because on the Global
    level, Red Bull distinguishes itself from a lot of the beverage market by only offering
    their product in one size, 8.3 ounce or 250ml cans, which is smaller than typical soft
    drink. The cans are small, sleek vessels with distinctive printing with more of blue
    and silver color with the bull’s logo on it, which have been more of described as the
    ‘European’ styling. With the exception of warning labels, the can design does not
    vary from country to country unlike other beverages and which further helps in
    uniformity in the marketing of the product. It also only offers two variants worldwide
    i.e. Original and Sugar-free which are same through all the countries. Seeing locally
    Red bull targets the small distributors instead of targeting largest distributors who
    have larger reach. And further these distributors become the exclusively Red Bull
    distributor. Apart from this Company also goes to hire the teenager’s or college
    students and giving them vans for distributing and marketing the product. These
    students were given the post of student Brand Manager. Initially Red Bull gave its
    energy drinks for free to the pubs and clubs only for the promotion even before the
    launch of the product.

    2. Red Bull is available in large cities in India across supermarkets, restaurants


    and bars. Evaluate the opportunities for market expansion in India.

    - The growth strategies that seem to offer the most likely opportunities  for  Red
    Bull’s
    future are their expansion  into  less  extreme  sports  and  the  femalepopulation
    . Because Red Bull is an energy drink, most consumers think that  its
    primary purpose is to boost the energy of
    those who are hammering it out on  thefield, court, or wherever the action may b
    e. 
    However, Red Bull can be used as  asimple pick me up when you’re feeling tired o
    r just worn  out.  This can occurmostly in the work environment. By carrying a ca
    n of Red Bull, you can  boostyour energy level when it seems you’re not going to 
    make it through  the  shift.Similarly, Red Bull’s initial target was not towards wo
    men. Currently, Red Bull working on expanding their product to women who, just 
    like men, can enjoy theboost Red Bull gives you. With
    the expansion of their target market, along  with
    new advertising techniques, Red Bull can better promote their product  and  keep
    up with the competition.

    3. Which changes would you suggest for Red bull’s future global marketing
    mix, in order to meet the future challenges?

    - Current price of the product is really very high as compared to the market. Change in
    the pricing strategy would be better as the price compared to the other competitors
    is three times higher. Lowering the prices will attract more consumers. The pricing of
    the product should be reconsidered without effecting or compromising on the quality
    of the product.
    And under current marketing strategy, the distribution channel should be changed to
    the large distributers instead of taking the smaller ones. Hiring the larger distributors
    will take the product to the large masses as there are lot of untapped places where
    the product has low or almost no reach. This change can help the product with great
    recognition and higher sales. Also by introducing more television commercials will
    benefit the product as more population nowadays is on television and internet. Red
    Bull is one beverage which has only two variants- Original and Sugar-free. By getting
    in more flavors into the market like cola or orange with the same energy boosting
    power will really take the brand flying high.

    4. Argue for the most relevant segmentation (screening) criteria to be used in


    the International Market Selection (IMS) process.

    - The most relevant segmentation or screening criteria to be used in the IMS process
    for Red Bull would be Psychographic Segmentation. Psychographic segmentation
    groups customers according to their lifestyle. Activities, interests, and opinions (AIO)
    surveys are one tool for measuring lifestyle. As Red Bull is a Energy Drink and helps
    in revitalizing human bodies and the pricing of the product is three times the normal
    aerated soft drinks available in the market so it would be suitable for the people with
    good lifestyle. In countries where people have good lifestyle and are more kind of
    workaholic needs a drink to boost their energy up to work till late.
    Red Bull can be used as
    simple pick me up when you’re feeling tired or just worn  out.

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