Red Bull doesn’t taint its brand with overt direct marketing employed by its rivals. It’s not common sense, but then Red Bull is all about uncommon sense. Red Bull would rather build its consumer base through grass roots organic strategies rather than short caffeinated campaign spikes.
Red Bull focuses on creation rather than campaigns. The days when you could get away with simply sponsoring a music event are long gone, but 95% of marketing agencies are still doing it. Everything Red Bull does is about leaving a legacy; Marketing is no longer something you do to youth, but something you do with them. See Red Bull’s Big Tune – (more to be announced in December).
Red Bull takes clarity to heart. There are no doubts that Red Bull is specifically aimed at the young, energetic and adventurous.The Red Bull consumers can be divided into three segments: athletes, clubbers and workers. Each of these using the Red Bull energy drinks to meet their personal needs. Whether these are obtaining physical edges, mental edges or just consumption for pleasure.Clarity in their message enables them to develop a defined market beachhead(small groups of tightly defined consumers a brand can use as a springboard to a wider market). So many brands have broad mass-market appeal that means everything to everybody as opposed to someting for somebody.
Red Bull aspires to be the social platform – the very thread that connects young people in their daily universe.Like Jones Soda, Red Bull understands that it’s the youth that own the brand and the brand realizes that young consumers don’t care about the brand when wake up in the morning!
This video shows how former CEO of Red Bull talk about the company's marketing strategies and how it personified the 'Product Concept Philosophy' on its way to the top of the energy drinks market.
( skip to around the 5 minute to view crucial deatils about the company)
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