Questions on analysing red bulls marketing strategies

Questions on analysing red bulls commercialiseing strategies crimson slovenly person is a highly successful instigatoring story. The pit came to India in 2003. Although the scratch has been keeping a low profile compared to the Cola majors , Red horseshit has created a category of energy drinks in the Indian market. tally to Economic Times ( 30.05.08) the energy drink market in India is estimated to be around 100 crore. The market now has two main players Red Bull and Power Horse.Energy Drinks are not much popular in India or it can be said that this product is used mostly by sport persons hence a niche. So far the use of these kind of drinks has not percolated to the mass market..The energy drink broadly comes under the category of useable drinks which is a bigger market estimated to be around Rs 543 crores.Q1. Argue for the most relevant segment criteria to be used in the international market extract mental process?Red bull has consistently worked on climb uping internat ional sales. Red bull has a well developed network of topical anesthetic subsidiaries dress up in key markets to oversee distribution in any given region. Instead of targeting largest distributors with greatest reach, red bull targets small distributors who often depart exclusively red bull distributors. Small independent venues are also the first targets.Red Bull does not use traditional market the local subsidiaries are responsible for local marketing content such as oral marketing, bill boards and radio.Q2.Which changes would you suggest for red bulls future orbiculate marketing mixture in order to make future challenges?Have an ability to gain new customers and retain current customer loyaltyWith Red Bulls target market currently aimed at the Generation Ys (15 30 yearolds) in that respect is the question of whether this multiplication will continue to drink Red Bull as theygrow older.And will the next upcoming generation accept this product as their own. They should segm ent the market in two difeernt ways, one relating to the youth. Second to the older generationHave Health and Social ImplicationsDue to growing pressure on organisations in society, Red Bull now promotes theirproduct with current societal and health contends in mind. Childhood obesity and type 2-onsetdiabetes has become a major issue across western developed nations. By introducing sugarfree Red Bull will open up a new opportunity to the health conscious and diabetics.Managing this issue will be a constant process and Red Bull must be seen to be adjusting theirproduct to suit society.By not having only one productOne particular issue Red Bull has to consider is their limited product range. Unliketheir major competitors such as Coca Cola and Pepsi, who have various different products indifferent beverage classes (water, soft drinks, electrolytes) Red Bull does not. Only havingone product can be a positive however, for example Red Bull can concentrate 100% effort ontheir product whi le not being distracted by other influences, however the downside is thatshould the market helping of that product decrease in the future, Red Bull has no back upproduct to cover the loss.Q3.How will you categorize red bulls oral global marketing strategy?Red Bull globally is known for buzz marketing. It is a brand which has built its equity through careful below the define marketing. During the initial launch time, Red Bull used to invest heavily in buzz marketing .Some of the famous marketing strategy adoptive by Red Bull is given below Student Brand Managers The brand tried to reach the trend setters and opinion leaders by appointing ( at large(p) agreement ) student brand managers across campuses. These members were given free Red Bull cans and was encouraged to organize parties for other youngsters.Identify Hot Spots The brand identified hot spots where the majority of consumers /opinion leaders gather. This could be a bar or a party area. Once these hotspots are identifie d, the brand campaigns in that spot.Red Bull has the famous slogan Red Bull gives you wiings . The ads are revolving round this theme of the brand giving a high. One situation is that Red Bull need not do much of a product advertisements because the brand was confident that once the customer tries the product, he will dinero understanding the benefits of this product.Q4.Red bulls is available in large cities in India across supermarkets, restaurants and bars. Evaluate for opportunities for market expansion in India?In India which is a market which is characterized by glum duty advertisements, high profile celebrity endorsements and mouth watering sales promotions, Red Bull has managed to take the different route.Since the launch the brand has managed to dominate the Indian market with more than 60 % market share . The popularity of Red Bull has prompted many cola majors to launch their energy drinks brand in India. there are news reports of Coca Cola and Pepsi bringing their gl obal brands in this category into the Indian market.Despite the success of Red Bull and Power Horse, there are stumbling blocks in the development of this category . The main issue is regarding the perception of consumers towards this category.Energy drinks are usually viewed this type of drinks with suspicion. Frankly speaking they have an wedded perception that this energy drinks are associated with alcohol ( it was a perception). I was surprised to find that these products are targeted towards youth.And these products are more found in pubs and bars which kick upstairs reinforced the perception that these drinks have parity with products like beer.India, the culture is different. The consumption of these beverages are not considered a part of social living. There are restrictions in consumption and availability of these beverages.Red Bull is marketed heavily through pubs and bars across the western markets. But in India , Red Bull should keep off from associating itself with t hese kind of beverages. Because such an association will repel many customers especially ladies.Having said that, this category also offers excellent growth potential also provided the brand rationalizes the price. The price of energy drinks vary between Rs70-95 per can which can restrict the frequency of purchase of this product.