Q1. How will you characterize Red Bull's overall global marketing strategy?
Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.
The term ‘Glocal’ means to market globally, yet tailor the ‘message’ to appeal to local tastes. Red Bull does not follow a Glocal Marketing …show more content…
Also, Red Bull currently offers only one packaging size, it can introduce 1 litre Red Bull bottles that will be beneficial for the Clubs owners in terms of Raw Material costs and Red Bull in terms of Manufacturing costs. Red Bull’s pricing strategy has been beneficial to the company however, they should lower their prices a little in order to gain more consumers in certain markets. The marketing strategies of Red Bull are highly global. They do not alter their strategies according to local considerations. In order to gain an edge in this competitive global market it is essential for Red Bull to start taking local demands and tastes into consideration. Red Bull’s distribution strategy targets small retailers and distributors that spread the brand name through word of mouth to local consumers. They also use college students to help distribute the product. One thing that they can do in order to improve their product placement is start Red Bull kiosks. This can also act as a marketing tool.
Red Bull uses non- traditional and out of the promotion techniques. They spend 30% of their revenue on marketing and promotion. I believe that their unique marketing techniques have worked for them and they should continue with them even in the future.
Q.4 Red Bull is available in large cities in India across super markets, restaurants and bars. Evaluate the opportunities for market expansion in India.