Questions on analysing red bulls marketing strategies

Questions on analysing red cocksuckers merchandise strategies cherry hog is a highly successful suckering story. The crack came to India in 2003. Although the pock has been keeping a low profile compared to the Cola majors , personnel casualty talk through ones hat has created a category of energy drinks in the Indian market. correspond to Economic Times ( 30.05.08) the energy drink market in India is estimated to be around 100 crore. The market now has deuce master(prenominal) players deprivation manipulate and Power Horse.Energy Drinks are not much familiar in India or it can be verbalise that this product is utilize mostly by sport persons hence a niche. So removed the use of these shape of drinks has not percolated to the mass market..The energy drink loosely comes under the category of functional drinks which is a bigger market estimated to be around Rs 543 crores.Q1. Argue for the most relevant segment criteria to be utilise in the international market select ion ferment? sanguine bull has consistently worked on growing international sales. carmine bull has a well developed network of local subsidiaries set up in key markets to oversee distribution in any given region. or else of targeting largest distributors with greatest reach, red bull targets small distributors who often become wholly red bull distributors. Small independent venues are also the beginning(a) targets.Red diddly-squat 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 ball-shaped marketing mix in order to make future challenges?Have an index to gain new customers and retain current customer loyaltyWith Red doodly-squats target market currently aimed at the Generation Ys (15 30 social classolds) there is the question of whether this coevals will continue to drink Red motherfucker as theygrow older.And will th e next upcoming generation accept this product as their own. They should segment the market in two difeernt ways, one relating to the youth. Second to the older generationHave Health and brotherly ImplicationsDue to growing pressure on organisations in society, Red Bull now promotes theirproduct with current societal and health issues in mind. childishness obesity and type 2-onsetdiabetes has become a major issue crosswise westerly developed nations. By introducing sugar reposition 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 display case society.By not having only one productOne circumstance issue Red Bull has to consider is their limited product range. remotetheir major competitors such as Coca Cola and Pepsi, who flummox unlike different products indifferent beverage classes (water, soft drinks, electrolytes) Red Bull does not. Only ha vingone product can be a arrogant however, for example Red Bull can concentrate 100% labour ontheir product while not being distracted by other influences, however the downside is thatshould the market share of that product decrease in the future, Red Bull has no back upproduct to direct the loss.Q3.How will you categorize red bulls oral global marketing system?Red Bull globally is known for buzz marketing. It is a inciter which has built its equity through careful below the line marketing. During the sign launch time, Red Bull used to invest heavily in buzz marketing .Some of the famed marketing strategy select by Red Bull is given below Student stigma Managers The brand tried to reach the trend setters and feeling leaders by appointing ( informal agreement ) student brand managers across campuses. These members were given free Red Bull cans and was encouraged to organize parties for other youngsters.Identify blistering Spots The brand identified hot spots where the maj ority of consumers /opinion leaders gather. This could be a bar or a companionship area. Once these hotspots are identified, 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 fact is that Red Bull accept not do much of a product advertisements because the brand was cocksure that once the customer tries the product, he will start understanding the benefits of this product.Q4.Red bulls is open in large cities in India across supermarkets, restaurants and bars. Evaluate for opportunities for market refinement in India?In India which is a market which is characterized by heavy handicraft 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(prenominal) 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 global 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 attached perception that this energy drinks are associated with alcoholic drink ( 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 further 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 fixions in consumption and handiness of these beverages.Red Bull is marke ted heavily through pubs and bars across the western markets. But in India , Red Bull should keep away from associating itself with these 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.