MKT 333 Redbull - Red Bull Case Study Jonathan Mills 1...

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Red Bull Case Study Jonathan Mills 1. Competitors- a. Direct competitors- Monster, Rockstar, Amp, 5 hour energy and Nos b. Indirect competitors- Gatorade, Powerade, Coca-Cola, Pepsi, Starbucks 2. Redbulls initial target market were truck drivers that are required to stay awake driving for many hours at a time. The drink would keep them from falling asleep, increasing their productivity. The new target market is a group of people that are always on the lookout for exciting new adventures. They are looking for uniqueness and self-identity in the brand they choose. Redbull is considered the “anti-brand” and many of the consumers buy into that. As they sponsor more than 167 sports around the world, mostly in auto racing and extreme sports, they are investing in an exciting and daring image that relates to their target market. 16-29 is usually the age range they are reaching out to as they are the target market within and outside of the extreme sports category. They are using the
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