Target group

Red bull is about seeding early markets; they try to look for different market where competitors turn over and their function benefits will make a difference. Different target group of Red Bull is cool people, 15-35 year olds who have own lifestyle such as extreme sport or x-game people. But they are not only cool people. They also penetrate 35-60 year olds who have to use lots of energy such as truck driver and office workers which they have built up brand and put directly positioning with their target group.