University of Newcastle

1)What segmentation base has sanguine Bull adopted to target consumers? How should Red Bull farther segment the market in the future? When marketers stimulate instigate their strategy they will begin by selecting a marketing base at which they will aim their strategy. The Bases can be bewildered into four segments on the basis of two criteria 1- F operations, which can be unconquerable by a single objective or cognitions that are to a greater extent abstract 2-Consumer rooted features relating to consumers physical, social and psychological needs versus consumption particular(prenominal) behaviour or preferences towards a product.Based on this criteria the four segments business wasting disease include -Demographic, establish on general features of human life -Geographic, establish on the region the consumers live in -Behavioural, based on the consumers preferences towards products -Psychographic, based on the personality traits of consumers While many companies claim to aim their marketing strategy at a single consumer base, many successful companies choose to engage many segmentation bases with one marketing strategy. This process is called crossing segmentation.This can be seen with Red Bulls guerrilla marketing strategy that formal them as a successful company. It is clear that the marketing strategy segment the market demographics and psychographic segments. For example the unique strategy that was developed to demographically target students/ schoolgirlish adults and aimed to psychographically appeal due to their active and outgoing lifestyles. In order to extend their success in the market, Red Bulls targeted consumer base can be further segmented to increase profitability. ) How Does Red Bull arouse the motivations of consumers to purchase zippo drinks? Motivation can be seen as the driving force that impels the consumer to act in fulfilling their needs, hopefully through and through the consumer purchasing their products. Red Bull achieve s this through providing positive motivation for the consumer. 3) Describe the Brand Personality of Red Bull. why do you think the concept of brand personality is so substantial to Red Bull?