Introduction

The chosen brand is Red Bull which is looking for a brand extension of their Red Bull water.
The study refers to what the growth strategy the product is adopting and how the target market is
organised. The chosen brand consists of a market size of 11.582 billion, and all of these Red
Bulls cans were sold worldwide in 2022. The increase of the market is successful with 18.1%
against the data of 2021. Overall turnover was ip to 23.98% from 7.816 EUR billion to 9.684
billion. The brand was established in the year 1987 1st April and this company mass produces
energy drinks.
Existing brand values
They spend a good amount on visual examples and advertisements through company websites
and online platforms on their current product which is expected to drive the market towards new
products as well. Social media promotion accounts for the 20% of the sales and it is organising
the 20% of big shot sports events. They work on content based marketing by 20%. According to
SEO rankings, the number of https://www.redbull.com/in-en/ has 3,673,610 organic keywords,
and it is considered the best. Different research shows that Red Bull has been dominating the US
market 41.3% and creates a certainly high market share which is good for the brand to go for
extension of Red Bull water.
PESTLE analysis

Political The proposed product Red Bull water category comes under the food and
beverage industry and the markets of Austria, United Kingdom, Croatia,
South Africa and India will be explored to spread the product as these
markets have limited barriers of entry.

Economical The proposed product is to come under the economic range of $1 for 6
ounces which is quite a good competition for the existing brands.

Social Marketing tagline for this brand is “Red Bull gives you wings” and it has
a target market of consumers of the age 18 to 34 years. This includes
giving energy supply in the form of water for people involved in sports
 and fitness activities across the younger population which is the majority
of any country, which is going to make the business profitable

Technological Will be using online campaigns anding send newsletter updates and
product information via phone or messages and use direct selling

Environmental Waste disposal has been a biggest threat to the company which the
company aims to control within the next five years and their current
packaging of aluminium cans are 100% recyclable and coming up with
sustainable packaging

Legal The product is a water that can be safely consumed, hence there are less
legal threats.

Hence, by using existing expertise it is quite clear how Red Bull is going to build the new
market.