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					                       RED bull BEHAVIORAL SEGMENTATION
Behavioral segmentation is one of the best segmentations to start with, since it deals with
the product itself and the customer reaction towards Red bull, the consumer may be
pessimistic and negative or positive enthusiastic, how do the consumer feel about Red
bull and what is his relationship with the brand? How loyal is he/she?
This segmentation also asks questions like when the product is consumed. Where was it
purchased? How it was consumed? When did we market for it?
These variable elements are part of the behavioralistic segmentation for Red bull:
  - Benefits sought: marketers must understand what motivates the customers in his/her
      purchase choices and derive what they seek from drinking Red bull.
Red Bull could be categorized under the soft drinks section, since it doesn’t contain
alcohol, consumers like how it affects them and especially how fast they replenish after
consuming the drink, it restores energy into the exerted body , refreshes the brain activity
and enhances physical performance. In general, Red bull is a booster that helps with
everyday struggles of life including work, sports and leisure.
Red bull also gives a coffee effect since it contains caffeine, it also provide energy to the
body using carbon hydrates and vitamins.
  - Usage rate: Consumers of Red bull energy drinks could be classified into four sub
      groups.
a) Heavy users: Heavy users are often a small percentage of the market but account for a
   high percentage
   of total consumption. Marketers usually prefer to attract one heavy user rather than
   several light users,
They have reached maximum product consumption and can't drink more than they are
    already consuming. they have high attachment, Red bull is part of their lifestyle, they
    will always include it in their consideration list when shopping. Red bull is their
    preferred energy drink.
b) Medium users: They also prefer Red bull, their consumption is moderate, they don't
    have high attachment and could replace Red bull by a competitor brand.
c) Light users: They don't consider buying Red bull and they have low loyalty.
They merely buy it because if it's fame in the market.
 - Brand loyalty: Loyal customers of Red bull are the ones that create its value as a
      brand .This segment variable is the most important aspect in the behavioral
      segmentation.
A loyal consumer would cross mountains in order to get his favorite product and even
    they are fewer prices sensitive, they don't usually look at the price if Red bull is
    providing their needs. Red bull creates an emotional bond with these loyal customers,
    for them Red bull is all about speed, velocity, action and energy .Users could be
    divided into 4 groups:
    a) Hard core: Chooses only Red bull
    b) Split loyal: Loyal to Red bull as well to its competitors
    c) Shifters: Those who try Red bull in some occasions but don’t have any loyalty to
        the brand.
    d) Switching users: They are not attached to any brand available in the market.
 - User status: The market consists of first timers, non users, ex users, regular users
      and potential users.
 a) 1st timers: They tried Red bull for the first time and they may become regular users
    in the future.
 b) Non users: Mostly composed of health-conscious people, they avoid energy drinks
    fearing their side effects; they feel skeptical about the ingredients and contents of
    the drink of Red bull.
 c) Ex users: They stopped buying Red bull products and switched to an alternative
    competitor.
 d) Regular users: Those who consume Red bull regularly.
 e) Potential users: They could be anywhere , workers who feel tired after long working
    hours and needs some caffeine ,they chose Red bull instead of a coffee, students
    who like Red bull because of its mental boosting effects , clubbers who want to
    spend some fun after midnight time, travelers on the road.
    Athletes and serious sports people, those who want to achieve their sports goals and
    derive the best out of their muscles, Red bull could be part of their diet because Red
    bull is very effective in terms of increasing speed and endurance.

 -   Readiness to buy: The market contains numerous types of consumers , not everyone
     is aware, interested, ready to buy.
 -   there are 6 stages in which the consumer must get through in order to purchase Red
     bull,
     1) Being aware: Some people are not aware of the existence of the brand but they are
         very few, surveys show that people recall it very well and that Red bull has high
         awareness percentage among consumers. Promotions and advertising spread
         more brand recognition.
     2) Acquiring knowledge: once Red bull is recognized, People start to cumulate
         knowledge about it, consumers nowadays are smarter than ever, they ask and
         search about a brand before they purchase it.
     3) Liking: Everyone likes to buy from companies that spread joy and entertainment ,
         Red bull is very popular in this field because of several international events
         made by the company.
     4) Preference: In order consumers choose Red bull, they must prefer it over its
         competitors (Shark, burn, Power horse ..etc )
     5) Conviction: Consumers must acknowledge that the product will fulfill their needs
         and that it is beneficial for their wellbeing.
     6) Purchase: Once the clients have made up their minds, they are ready to purchase.
 -   Occasions: Red bull takes advantages of different occasions and events to sell its
     products, depending on the nature of these events, some athletic events require
     energy which Red bull is there to provide .
     Business meetings could be an opportunity to offer a drink, vacations , family
     picnics and many other events bring opportunities to sell Red bull.
     Many Red bull events are organized around the globe like Red bull air race , xtreme
     bike shows , Bull vs biker shows .ETC



http://hubmagazine.com/archives/the_hub/2011/nov_dec/the_hub45_g2.pdf
www.drawert_com Marketing Strategy of Red Bull03.htm
http://redbull-brand.blogspot.com/

				
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