Red Bull Segmentation, Targeting and Positioning

By John Dudovskiy

June 28, 2016

Red Bull segmentation, targeting and positioning explains which specific group of the population the company targets in order to sell their energy drinks to, by dividing the population into various segments.

Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment.

Red Bull uses mono-segment type of positioning and accordingly, the company appeals to the wants and needs of a single customer segment. Red Bull target customer segment represent busy individuals who are overly active in their personal and professional lives and who have are fascinated by extreme sports.

The following table illustrates Red Bull segmentation, targeting and positioning:

Type of seg-mentation	Segmentation criteria	Red Bull target customer segment
Type of seg-mentation	Segmentation criteria	Red Bull Energy Drink	Red Bull Sugarfree Red Bull Zero Calories	Red Bull Editions: cranberry, lime, blueberry, tropical fruits	Red Bull Simply Cola
Geographic	Region	Domestic & international	Domestic & international	Domestic & international	Domestic & international
Geographic	Den- sity	Urban/rural	Urban/rural	Urban/rural	Urban/rural
Demographic	Age	16 – 30	26 – 45	18 – 36	16 – 40
	Gender	Males & Females	Males & Females	Males & Females	Males & Females
	Life-cycle stage	Bachelor Stage young, single people not living at home	Newly Married Couples young, no children	Bachelor Stage young, single people not living at home	Newly Married Couples young, no children
	Income	High	High	High	High
	Occu-pation	Students, employees, professionals	employees, professionals	Students, employees, professionals	Students, employees, professionals
Behavioral	Degree of loyalty	‘Hard core loyals’	‘Hard core loyals’	‘Soft core loyals’	‘Switchers’
	Bene-fits sought	Enhanced performance Sense of belonging	Enhanced performance Sense of belonging	Enhanced performance Sense of belonging	Sense of belonging
	Personality	Ambitious	Ambitious	Determined	Easygoing
	User status	Regular users, Non-users	Regular users Non-users	First-time users	First-time users
Psychographic	Social class	Middle class & upper class	Middle class & upper class	Middle class & upper class	Middle class & upper class
Psychographic	Life- style[1]	Explorer, Reformer	Explorer, Succeeder	Explorer, Succeeder	Explorer, Succeeder

Red Bull segmentation, targeting and positioning

Red Bull GmbH Report constitutes a comprehensive analysis of marketing strategy and business strategy of Red Bull. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Red Bull. Moreover, the report contains analysis of Red Bull’s leadership and organizational structure and discusses the issues of corporate social responsibility.

[1] According to Cross Cultural Consumer Characterization by Young & Rubican

Category: Marketing

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