Smart group

• Mirza Ali Hafeez• Muhammad Yasir Javed• Rana Zeeshan Ali Khan• Shaheryar Arif• Bilal Arif• Umer Saeed• Qaisar Khalid• Farhan Ali

.

Segmentation, Targeting and Positioning of

Red bull

•Dividing the consumers into homogenous groups according to criteria

Segmentation

•Selecting those groups which have potential about our product Targeting

•Creating the specific mindset about our product

Positioning

Process

SEGMENTATION

SEGMENTATION

geographic

Demographic

Psychographic

Economic

Demographic Segmentation

Age Gender Income Occupation

Psychographic Segmentation

Life style Personality Attitude toward product

Loyalty status Occasions

Geographic Segmentation

Area Cities Region

• Red bull avoided usual methods of marketing, relying more on what is called as “buzz marketing” or word-of-mouth.

• Red bull advertise directly to generation y, then so called millennial.

• people born after 1981.• ‘student brand managers’ who would be used

to promote red bull on university campuses. These students would be encouraged to throw parties at which cases of red bull will be distributed.

 TARGETING

Targeting

• Red bull consists of the core age group of 15-30 years.

• Image conscious• Energy drinks with high sugar level are more

popular among children and women, while energy drinks with strong taste and flavor are more preferred by male consumers.

• Recent studies also indicate that 65% of the energy drink market consists of male consumers.

Positioning

• Positioned in premium category of beverage. • Unique taste. • Relevant to the target.• Perception of inspirational and lifestyle brand.• Airtel decided that the brand should always connote

leadership - be it in network, innovations, offerings or services.

• Sponsored games like Golf. • Red bull arrange rallies in Pakistan like Thar desert rally, jhal

maksi rally