Red Bull Positioning Strategy

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Red Bull’s positioning strategy is based on the concept of product benefit to the consumer. The concept of Red Bull being positioned as Red Bull Gives you wings is a metaphor which is the at the centre of all positioning strategies of the company. It has gained a favorable image in the mind of consumers as an energy drink which enabkles you tackle any difficulty, you will feel much lighter and confident facing challeneges after having a Red Bull.
1. Brand Positioning
Red Bull resonates with the youth and has built up a brand personality which communicates the young energy, through this positioning they have not only captured the young demographics but also the older generations who are young at heart. As a personality
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Through this it has been projected as a high value brand with best in class offering.
Brand Communication
Red Bull has been positioned as an unique and innovative product which targets the the consumers which share the same state of mind . They may be from different demographics but they all drive to suceed, are dynamic, risk takers, physially fit, can handle stress and the DOERS. The brand communicatio through various modes of advertising, PR, ATL, BTL conveys this underlying message to the audience. Different modes of Brand Communication have been discussed below:
Red Bull’s advertising campaign revolves around the slogan Red Bull gives you wings. The energy drink wants to be synonymous with excitement and risk-taking, and it has succeeded at this attempt through various advertising campaigns. Red Bull has associated itself with action sports and its recent association with extreme sports such as sky diving and motor racing gives brand the feel of flying with the
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Asia being a promising market supported by large youth population can reap huge benefits for the company in the long term as Red Bull’s prime consumer is in their 20s. India boasts the highest number of 20-24-year-olds at 98 million, followed by China with 82 million and Indonesia with 21 million. The changing government policies leading to liberalisation of the Chinese and Indian economies would raise living standards leading to improved levels of disposable incomes, which might benefit sales of Red Bull.

• Red Bull mainly has the same marketing strategy worldwide which revolves around the same target market i.e. the young generations: the students and the athletes. It sponsors various local events in most of the countries that they are active in. These strategies have led to formation of a generic image across the world whereas they can be nurtured upon and the strategies can be moulded in different innovative ways in different countries in order to enhance the brand value.

• Red Bull can also invest in Below the Line marketing campaigns, where in it can undertake more one to one interaction with prospect and existing consumers. Red Bull can go for distribution of samples at busy junctions like colleges, malls and clubs to gain more visibility even among the sceptical
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