While teenager population born between mid 1980s and late 1990s or the so-called Generation Y segment acts as the main target segment of Red Bull, it is important to note that this identified population serves the marketing channel of Red Bull in promoting the brand name and product. Buchholz (2008) suggests that employing the traditional form of advertising through print media, prime time commercials,and/or web marketing are not the most recommended means to display the brand; rather, Red Bull takes into account experiential marketing and the causative buzz marketing as their means of advertising.
Red Bull refrains from conventional marketing tools, such as commercials and print ads, due to the following reasons, namely: (1) conventional marketing is not accurate in targeting specific market segment (Curtis, 2009), (2) conventional marketing does not offer actual product or brand experience (Atwal & Williams, 2009), and (3) conventional marketing provide significantly lower product recall compared to the direct buzz marketing offered by non-conventional means, such as brand-organized events and sponsorships (e.g. Red Bull Flugtag, F1 Race sponsorship). In the study of Brasel & Gips (2011), they have argued that Red Bull’s targeted segment are normally turned off by the obvious and suspicious forms of advertising; hence, the company employs buzz marketing wherein message can be transmitted physically via brand wearing, verbally through word-of-mouth, and virtually via internet. This review identifies three strategies employed by Red Bull to initiate their marketing strategies via events and sponsorships, namely: (1) the Red Bull Flugtag or FlightDay, (2) the employment of student brand managers, and (3) the identification of trendsetters in non-conventional establishments (e.g. Bars, Nightclubs).
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