Segmentation of red bull

2. Smart group
• Mirza Ali Hafeez
• Muhammad Yasir Javed
• Rana Zeeshan Ali Khan
• Shaheryar Arif
• Bilal Arif
• Umer Saeed
• Qaisar Khalid
• Farhan Ali

3. .
Segmentation, Targeting and Positioning of
Red bull

4. • Dividing the consumers into
homogenous groups according
to criteria
Segmentation
• Selecting those groups which
have potential about our
product
Targeting
• Creating the specific mindset
about our product
Positioning

5. Process

6. SEGMENTATION
SEGMENTATION
geographic
Demographic
Psychographic
Economic

7. Demographic Segmentation
Age Gender Income Occupation

8. Psychographic Segmentation
Life style Personality
Attitude
toward
product
Loyalty
status
Occasions

9. Geographic Segmentation
Area Cities Region

10. • Red bull avoided usual methods of marketing,
relying more on what is called as “buzz
marketing” or word-of-mouth.
• Red bull advertise directly to generation y,
then so called millennial.
• people born after 1981.
• ‘student brand managers’ who would be used
to promote red bull on university campuses.
These students would be encouraged to throw
parties at which cases of red bull will be
distributed.

11. TARGETING

12. Targeting
• Red bull consists of the core age group of 15-30
years.
• Image conscious
• Energy drinks with high sugar level are more
popular among children and women, while
energy drinks with strong taste and flavor are
more preferred by male consumers.
• Recent studies also indicate that 65% of the
energy drink market consists of male consumers.

13. Positioning
• Positioned in premium category of beverage.
• Unique taste.
• Relevant to the target.
• Perception of inspirational and lifestyle brand.
• Airtel decided that the brand should always connote
leadership - be it in network, innovations, offerings or
services.
• Sponsored games like Golf.
• Red bull arrange rallies in Pakistan like Thar desert rally,
jhal maksi rally