Year 12 IB Extended Essays 2018

drinks (A survey of 17,773 Australians) and ice coffee (a survey of 20,087), which I have used to

support my analysis of Dare and Red Bull’s demographic segmentation.

2.2.2 Company Marketing Strategy Documents

Dare marketing strategy document, Effie awards submission (Effie, 2017). This is a case study of

Dare’s marketing campaign, it was submitted to Effie by Lion, (Dare’s parent company) for the

purposes of the 2017 Effie Awards which it won. The case study outlines the objectives of the

campaign and has in-depth data on the results. It is important to note that as the document is supplied

by Lion it can be assumed that there is likely bias towards Dare and does not mention weaknesses of

the campaign. A marketing strategy document for Red Bull was unable to be located.

2.2.3 Internet Search – Articles & Presentations

Various articles, statistics and presentations on either the non-alcoholic drink industry, Red Bull, Dare

and/or both predominantly relating to their market strategy, market share and various statistics as

reported by third parties.

2.2.4 Limitations

Red Bull is a privately owned company and therefore is not required to release financial data, they also

are very secretive with company information making it hard to find documents from the company

relating to their marketing strategies with a quote from one Red Bull representative saying, “The

marketing strategy that has worked best for us is not to publish our strategies.”

Therefore, there is a recognised limitation with the research with imbalanced comparison of data

between Dare and Red Bull. I have been able to source secondary research on Red Bulls strategy but

as the company does not opt to release financial data its harder to find statistics. In this sense I have

used best endeavours to utilise research articles to assist in the analysis.

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