Redbull case study Essay Example | Topics and Well Written Essays - 750 words

Redbull case study - Essay Example Red Bull overall marketing strategy is a combination of both global and local strategies. Red Bull has devised a unique, innovative, viral marketing strategy which mainly targets consumers in need of energy boost, especially young adults, club-goers, college and university students and young urban professionals (Kotabe & Helsen, 2014). This local strategy has seen growth of sales locally in countries where it operates. On the other hand, the company has expanded its distribution channels in various countries all over the globe using a strategy that is in no way related to traditional marketing strategies. In the process of international market selection, demographic segmentation criteria would be most relevant segmentation criteria. Having devised this approach in its market orientation, where its target group was those consumers who are in need of energy boost, especially the young people, this would also work in the process of international market selection. Putting into consideration demographic characteristics such as age, lifestyle, income, occupation, sex, education and nationality would help Red Bull select the best international target markets segments whose buying behavior are known. This criterion is most relevant to have Red Bull enjoyed in the right context- where there is need for energy boost rather than just selling a beverage (Kotabe & Helsen, 2014). The launch of Red Bull Cola and Red Bull Shots was a wise idea by the company. Red Bull had specialized in only one brand, which was energy drinks and was available in two flavor varieties. This move was a major brand extension aimed at tapping new markets that were untapped. This move would see expansion of its operations and revenues. The launch of the new brand the Red Bull Cola and Red Bull shots in many markets at the same time saw Red Bull survive stiff completion on some markets like North America (Kotabe & Helsen, 2014). Target of one segment of the market would risk eviction by other