Red Bull Segmentation, Targeting and Positioning

Red Bull Segmentation, Targeting and PositioningRed 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
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
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
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.

Red Bull GmbH Report

 

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