Islamia University of Bahawalpur

Assignment :
Marketing Mix Report
Submitted to :
Dr. Shahid Yaqub
Submitted by :
Danish Ali Tabassum
Roll number :
S23BMRKT1M01013
Class :
Digital Marketing 1st Semester (1M)

Date:23-05-2023

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 Dedication :

To the Respected Dr Shahid Yaqob who has ignited my passion for

learning, thank you for sharing your knowledge and wisdom. Your
enthusiasm, patience, and commitment to my education have inspired me
to pursue my dreams and reach for the stars.

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 Principal Of Marketing

IN THIS MARKETING MIX REPORT, WE WILL EXPLORE RED BULL OFFERINGS

AND SERVICES, CONDUCT AN ENVIRONMENTAL ANALYSIS, DISCUSS ITS STDP
(SEGMENTATION, TARGET MARKETING, DIFFERENTIATION, AND POSITIONING)
DECISIONS, AND ANALYZE THE FOUR PS OF MARKETING.

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 Relevant History

Red Bull is a globally recognized energy drink brand that was founded in
1987 by Dietrich Mateschitz and Chaleo Yoovidhya. It is headquartered in
Fuschl am See, Austria. Red Bull is known for its distinctive logo, vibrant
packaging, and association with extreme sports and high-energy activities.

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 Introduction:

Red Bull is a well-known global brand that specializes in energy drinks. It

was founded in 1987 by Dietrich Mateschitz and Chaleo Yoovidhya. The
company is headquartered in Fuschl am See, Austria.

Company Overview and Product

Company:Red Bull GmbH
Product : Red Bull
Environment Analysis

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To assess the external environment, several tools can be used, including
SWOT analysis, PESTEL analysis, value chain analysis, and industrial
analysis.

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 SWOT Analysis

Strengths:

Strong Brand Image,Innovative Marketing Strategies,Wide Product

Range,Global Distribution Network.

Weaknesses:

Premium Pricing,Health Concerns,Limited Product Diversification.

Opportunities:

Growing Energy Drink Market,Health-Conscious Market,Sponsorship

and Partnerships.

Threats:

Intense Competition,
Regulatory Challenges,Shift in Consumer Preferences.

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 PESTEL Analysis

Political Factors:
Government Regulations,Political Stability, allowing Red Bull to focus
on growth and market expansion.
Economic Factors:
Disposable Income,Price Sensitivity, affordable for its target market
while maintaining profitability.
Sociocultural Factors:
Consumer Preferences,Health and Wellness Trends, introducing
healthier variants.
Technological Factors:
Distribution and Supply Chain,Marketing and Digital Channels,
engage with consumers, and build brand awareness in the Pakistani
market.
Environmental Factors:
Sustainability and Packaging contribute to environmental
conservation efforts.
Legal Factors:
Intellectual Property Protection,Compliance and Regulations,
advertising standards, and labeling regulations to ensure compliance
and avoid legal issues.

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 Value Chain Analysis
Primary Activity:
Inbound Logistics:Red Bull's value chain begins with the sourcing
and procurement of raw materials such as caffeine, taurine, sugar,
and other ingredients required for its energy drinks.
Operations:In the operations stage, the raw materials are processed
and transformed into Red Bull energy drinks.
Outbound Logistics:Once the energy drinks are produced, they are
packaged, labeled, and prepared for distribution.
Marketing and Sales:Marketing and sales activities are essential to
create brand awareness, generate consumer demand, drive product.
Service:The service aspect of Red Bull's value chain involves
post-purchase support and customer service.
Support Activities
Procurement:Red Bull's procurement function involves sourcing raw
materials from suppliers and negotiating contracts.
Technology and R&D:Investment in technology and research and
development (R&D) plays a vital role in Red Bull's value chain.
Human Resources:Red Bull's human resource management
involves recruiting, training, and developing employees.
Infrastructure:Infrastructure encompasses the physical assets and
facilities that support Red Bull's operations,

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 Industrial Analysis

Market Overview:
The energy drinks market in Pakistan has experienced significant
growth in recent years.
Market Size and Growth:
The energy drinks market in Pakistan has seen robust growth, with
increasing consumption and demand.
Competitive Landscape:
The energy drinks industry in Pakistan is highly competitive, with both
international and local brands vying for market share.
Consumer Preferences:
Pakistani consumers are increasingly seeking energy drinks as a
means to combat fatigue, enhance performance.
Regulatory Environment:
The energy drinks industry in Pakistan is subject to government
regulations, including labeling requirements.
Distribution Channels:
Efficient distribution channels are crucial for reaching consumers
effectively.
Health and Safety Concerns:
The high caffeine and sugar content in energy drinks have raised
health concerns among consumers.

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 STDP
(Segmentation,Target Market, Differentiation And positioning)
Process:

Segmentation:
The first step is to segment the Pakistani market based on relevant criteria
such as demographics, psychographics, and behavior. Red Bull can
consider factors like age, lifestyle, interests, and consumption habits.
Targeting:
After segmenting the market, Red Bull needs to evaluate the attractiveness
and potential of each segment and select the target segments it wants to
focus on. Red Bull can assess factors such as market size, growth
potential, competition, and alignment with its brand positioning.
Differentiation:
In this step, Red Bull needs to differentiate its product offerings from
competitors in the Pakistani market. This can be achieved through unique
product features, innovative flavors, packaging, and marketing strategies.
Positioning:
Positioning involves creating a favorable perception of Red Bull in the
minds of consumers within the selected target segments. Red Bull should
develop a positioning strategy that effectively communicates its brand
message and value proposition to the Pakistani market.

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 Product:
Red Bull offers a range of energy drinks in Pakistan. The product is
positioned as a premium energy beverage that provides a boost of energy
and enhances performance. Red Bull's product differentiation lies in its
unique formula, distinctive taste, and association with extreme sports and
events.
Price:
Red Bull's pricing strategy in Pakistan should consider factors such as
market demand, competition, and consumer purchasing power. While Red
Bull is positioned as a premium brand, the pricing should be set at a level
that is affordable to the target market .
Place:
Red Bull needs to ensure wide availability of its products across various
distribution channels in Pakistan. This includes partnerships with
wholesalers, retailers, and distributors to reach both urban and rural areas.
Promotion:
Promotion is crucial for creating brand awareness and driving consumer
engagement in Pakistan. Red Bull should develop targeted marketing
campaigns to reach its desired audience.

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 Other Factors

In addition to the STDP process, there are several other factors that are
important for Red Bull to consider in Pakistan. These factors can
significantly impact the success and performance of the brand in the
market. Here are some key factors for Red Bull in Pakistan:

1. Pricing Strategy
2. Marketing and Advertising
3. Distribution Channels
4. Consumer Perception and Education
5. Localized Strategies
6. Corporate Social Responsibility (CSR)

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 Conclusion And Recommendations

Red Bull has a strong presence in the energy drinks market in Pakistan,
and its unique positioning and marketing strategies have contributed to its
success. The brand has effectively capitalized on the growing demand for
energy-boosting beverages, especially among the young and active
population.

Specific Recommendations for Red Bull in Pakistan can be the,

Focus on marketing to young people. Red Bull should sponsor sporting
events and other activities that appeal to young people.Partner with local
businesses. Red Bull can partner with local businesses to reach a wider
audience. For example, Red Bull could partner with a coffee shop to offer a
Red Bull-branded coffee.Invest in research and development. Red Bull can
invest in research and development to create new products that appeal to
Pakistani consumers.

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