Year 12 IB Extended Essays 2018

3.2 Understanding and aligning the product to the right consumer base

In terms of psychographic segmentation, Red Bull has a clear campaign that focuses on thrill seekers. It

spends millions of dollars every year sponsoring different extreme sports events, teams and over 500

athletes. The choice to sponsor more extreme sports has seen Red Bull differ itself from its competition

and become a symbol for extreme sports, as well as turning itself into a lifestyle icon. The brand

focuses on marketing towards teenagers to middle age adults who are more likely to have an interest in

extreme sports. A Roy Morgan survey (Roy Morgan, 2014) also shows the average proportion of

workers who consume energy drinks on a weekly basis compared to their industry, it also shows the

average amount of cups of energy drinks were consumed a week by the workers. The transport/storage

industry has a rate of 14% meaning on average 1 in 7 people drink energy drinks on a weekly basis. It

is important to note that this 1 in 7, will drink on average 3.5 cups compared to someone from the

agricultural industry, who will drink on average 4.2 cups but with a 1 in 14 proportion of energy drink

consumers to not. Red Bull has used this to its advantage by marketing towards this demographic of

young to middle aged males, as they are the most common workers in the labour industries.

Energy Drink Consumers by Industry (Roy Morgan, 2014)

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