Demographical
-Age : 15 to 60 years – they account for the major share of the customer base
Below 16 – They account for most of the sales of their other line of products of red bull soda.
Middle age and elderly – red bull came out with zero calorie and special edition (cool breeze) for the elderly tastes.
– Gender: They mainly target males, although females are a part of their customer base
– Occupation: Students, working professionals, sports enthusiasts, athletes
– Income: Red bull associated a certain luxury with their brand name and hence caters to a segment that is ‘well off’ in terms of income.
Geographical
-Any area in Australia: Sydney, Perth, Canberra and including the city
- The energy drink market is monopolistically competitive based on a large number of competitors, easy entry and exit from the market, and product differentiation.
- Broad geographic presence Red Bull has a broad geographic presence, which should ensure positive long-term growth even if certain markets reach maturity.