Strategic Marketing RedBull English

In 2019 the company dominates 43% of the market share and dominates the market from 3 decades. They offer energetic drinks, produced with caffeine, taurine, sucrose and glucose. The products came in many flavors: Standard, sugar-free, tropical, orange, kiwi, Açai, blueberry, coconut and cranberry. Their proposal is to spread a brand experience, not just the products, but to be a part of red bull movement, to have daily basis loyal customers who are not only buying a simple energy drink, they are consuming the brand that sells energy, and itself. Their strategy was based in well strategy target marketing, focusing in young employees, and placing the product samples in their hands, instead of bringing the audience to the product by advertising, they place the product in the market hands, without the need to have a previous market demand, they create the demand based on their product, by focusing on experiences that you could have with the energy drink, showing hard core sports, and sponsoring known athletes as Daniel Abt, Terry Adams, Courage Adms.

As treats we have the saturated soft drinks market, the perception that the red bull is unhealth and alcoholic, the limited products when comparing to other competitors, Poor customer-oriented services and Growing criticism by environment protection groups. If we evaluate the company, is focused on selling and promoting experiences through the brand image, that consequently leads to the purchase of the products, which are not the main marketing focused. Red Bull has a strong culture of process and product innovation. Top management supports the innovative and creative ideas, and employees are encouraged to participate in the problem-solving process, is merged on their culture to incentive vision and developing of ideas, while their costumers should look the brand as what they want to become or how they want to see itself or by others, their target costumers are also from multiple segments, making it hard to target at the same time youngers and adults, who don´t get motivated by the same advertising and marketing proposal, but who have distinct consuming-power and that can choose quality over price, since the Red Bull costumers are price sensitive.

Their competitors come from different segments, the energy dream market and also the soda market, who have strong brand names, who can affect the Redbull leadership position if invest in the same market, the competitors of the same market, the strong bargain power from the costumers make the brand to have no other option then to invest on quality and brand loyalty, but also provide affordable price on their drinks. As woman control 20 million of worldwide spending Source: GFK MRI, Survey of the American Consumer, 2011), meaning 92% on the food, 92% of women pass along information about deals or online recommendations to others.  (Source: Mindshare/Ogilvy & Mather) and 91% of women feel that advertisers don’t understand them. Source: Yankelovich Monitor and Greenfield Online). Our main strategy is to provide events to woman, sponsor women and meet the needs of women, single mothers or business owners, and create specific events for them, such as supporting women athletes, promoting in places frequented by women, giving groups to encourage sports and body activities, while providing health awareness and institute research and red bull health (it has as much caffeine as a cup of coffee).

So will not be an energy drink only for sportsmen, we will be a drink that will go into the monthly purchases of a family, encouraging equality. The promotion should be based on conquering markets with decision-making, influence and purchasing power. It should be positioned in gyms with a large flow of women who work and take care of the house, in addition to attractions for women to have a sporting, relaxing and health day and feel seen by the brand. The place where should occur is on metropolitan cities where sports take place in a concentrated area to position the product, such as large gyms, which are mostly frequented by women near work zones. Los Angeles, Madrid, New York, São Paulo, etc. In these academies in addition to the product should promote the event, which provides brand loyalty and differentiation of their consumers.

com. au/finance/consumer/2018/10/26/red-bull-organics-marketing-health/ https://www. movilidadecocity. com/red-bull-lanza-organics-una-nueva-linea-premium-de-bebidas-organicas-refrescantes/ https://www. redbull.