Red Bull report
Red Bull
The selected product for the assessment report is Red Bull. First of all I’m going to speak about the company, when it was created and which objectives they had in their foundation.
Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in 1987. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 166 countries and around 40 billion cans of Red Bull were consumed at the end of 2013.
MARKET SEGMENTATION
After taking general information from the company next step is about segmentation. “Market segmentation is a method used by businesses to target their products to the right customers” (ppt information)
1) Firstly we are going to talk about Geographical Segmentation. Red Bull started to sell their products in Austria and after seeing their success they started to expand and provide their products throughout all Western Countries. See below the following chart with the information of sales at the end of 2013.
As we can see in the chart the major consumer is USA.
Then the rest of the countries are European except for Brazil.
The information above is calculated by Red Bull sales and not per capita so does not mean that is the place where they drink more.
The chart doesn´t include information about the rest of the American countries, where Red Bull have already implemented their products in the last decade.
2) Another Geographical Segmentation could be new emerging Countries as China, India…. Red Bull aims to strengthen its global position by expanding its presence in Asia.
In Asia-Pacific, Japanese brands have traditionally led the regional rankings table. However, Red Bull is making a strong marketing and geographical
The selected product for the assessment report is Red Bull. First of all I’m going to speak about the company, when it was created and which objectives they had in their foundation.
Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in 1987. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 166 countries and around 40 billion cans of Red Bull were consumed at the end of 2013.
MARKET SEGMENTATION
After taking general information from the company next step is about segmentation. “Market segmentation is a method used by businesses to target their products to the right customers” (ppt information)
1) Firstly we are going to talk about Geographical Segmentation. Red Bull started to sell their products in Austria and after seeing their success they started to expand and provide their products throughout all Western Countries. See below the following chart with the information of sales at the end of 2013.
As we can see in the chart the major consumer is USA.
Then the rest of the countries are European except for Brazil.
The information above is calculated by Red Bull sales and not per capita so does not mean that is the place where they drink more.
The chart doesn´t include information about the rest of the American countries, where Red Bull have already implemented their products in the last decade.
2) Another Geographical Segmentation could be new emerging Countries as China, India…. Red Bull aims to strengthen its global position by expanding its presence in Asia.
In Asia-Pacific, Japanese brands have traditionally led the regional rankings table. However, Red Bull is making a strong marketing and geographical