5. At some point, will Red Bull have to branch out beyond its target market? Will it need to
alter its promotional strategy in order to do so?
At some point, Red Bull will have to branch out beyond its young male target market. As stated,
Red Bull did not only target customers extreme sport enthusiasts; it extended its strategy for
endorsements and events to the world of music and entertainment (Kotler & Armstrong, 2012, p.
429). To cast an even wider net, Red Bull may include its marketing efforts towards students and working individuals, as well. Red Bull not only serves as an energy drink, it is a utility drink that may give one energy from physical weariness. Red Bull products may be ideal for students that are up late studying or for working individuals that are up late covering their night shifts. Therefore, Red Bull may need to slightly alter its promotional strategy by setting the target
market as a behavioral segmentation. This will identify and establish individual’s relationship
with the product and the use and benefit sought from the product as well. In addition, Red Bull
may begin creating and organizing events that provide a platform for students and workers. This
may further promote the brand values and begin the AIDA process with the participants and audiences for these events.