Positioning Strategies of Mountain Dew and Red Bull
Mountain Dew and Red Bull are energy drinks highly consumed by teens. As they are also produced and manufactured as soft drinks, the products are also being retailed among those industries. You can find the beverages in more than 170 countries worldwide, where approximately 7 billion cans are sold annually. The companies’ turnout cycles are really high, which tells about the products’ immense demand. If you are already curious about exploring the companies’ right positioning strategies that prompted you to succeed, you are welcome to read further.
One of the most vital points we need to have a look at is the targeting strategies of Mountain Dew.
To acknowledge what target segment the company chose to make the most remarkable concentration on, I suggest watching a commercial example of Mountain Dew.
The advertisement starts with a scene of three young males wearing stylish sportswear. They seem young and energetic, who found a refrigerator in a cozy place full of Mountain Dew beverages. The drink enhanced the level of their mood and prompted them to start singing and dancing.
What can be a better, energetic, and teenager-like beverage that could impact their self-confidence by boosting positive emotions? As we witnessed, the commercial heroes were young, motivated, enthusiastic, active, and trendy people who display the target segment of Mountain Dew. In other words, they belong to the segment of Peacocks.
Who are Peacocks and what do we know about them?
Values and Beliefs
Usually, Peacocks are self-guided and have a strong tendency to stand out in the crowd. They are eager to be noticed, and this is reflected by the places they frequently visit, the clothes they wear, the topics they talk about, and the surrounding people. The target segment wants to be perceived as highly confident individuals, and this is shown by virtue of their constant focus on standing out.
Peacock needs to be a leader. Peacocks want to get to the top of their career, where they will get the status and position they absolutely feel they deserve. The representatives of the target segment have mostly a mid to high-level education. They claim that learning things persist throughout life where knowledge and experience are exerted to achieve independence and differentiation.
Money is another significant value for a Peacock because it provides with the states mentioned before. It is a symbol of success and something they believe other people look up to.
Attitude Towards Shopping
As seen is more than essential for Peacocks; they usually buy brands that stand out and see fit with their personality. More than an average number of the target segment members think that top-rated and luxury brands are better, and they do their best to dress in them.
However, when it comes to the costs, they are often looking for good deals to get what they want at a reduced price. Peacocks give more worth to the quality of a good. They are brand loyal; however, adding their list of favorite brands is also highly probable. Fashion and new trends are associated with magazines and social media, where they actively pursue models and leading brands.
Marketing Strategy
Mountain Dew’s approach to their customers is curiously and entertaining. The company has devised strategies that make them engaged in their work. For example, the company had launched the Green Label Gaming program that enabled video game developers and designers to put their ideas into action. They needed to design new flavors for the beverage.
More precisely, they were about creating innovative names and labels for different geographies. There is another method the company used to maintain the enthusiasm of the consumers. They devise drink packs so that they also offer game toys, clothing, and other freebies. This enterprise also kept potential customers in touch with them regularly.
Problem Removal
The company of Mountain Dew, which is PepsiCo, always persists in Research and Development programs. This means they thoroughly conduct surveys and research analysis to know more about their consumers’ preferences and expectations. This is another strategy the company applies to help customers find what they seek and offer varieties of products. Here is an example that PepsiCo came up with a solution. There are thousands of people who like the beverage; however, they know about its high caffeine and sugar levels.
Usually, this fact pushes them away from their favorite drink, which also means that they lose potential consumers. The resolution proposed by the company is Diet Mountain Dew. It is a new and updated version of the drink formula that lacks calories by virtue of lessened sweetener ingredient levels than healthier types. Thus, the R&D influenced both the factors of brand recognition and sales and customer satisfaction positively.
Social Acceptance
The company struggles against waste and pollution. The company recently launched a joint program where they interchangeably recycle their used materials. The companies have made together with a t-shirt, half recycles plastic bottles and the other half with organic cotton. This is a considerable implementation made by both companies fighting against environmental damages.
Message Strategy
The image above is from the Instagram Official Account of Mountain Dew, where there is depicted two cans of the beverage. The company promises to give 5K Dollars to whoever will be able to create something that can provide the cans with temporary freeze. The image also reveals a small portion of the work, mainly what to do first.
As we noticed, sophistication and innovation come first when we are about Mountain Dew beverage. The company stands for visionary to make it real, where self-improvement and transformation are priorities. The company belongs to the brand archetype of Magician. It stands for manifestation, miracles, the experience of magic and perfection, and creativeness.
Now, it’s time to refer to the targeting strategies of the next energy drink, Red Bull.
To do so I offer to watch the commercial example below.
We see the advertisement is full of rapidly changing scenes of different sports like mountain bike racing, skying, cyclo-cross, motorsport, aquajogging. diving, etc. There are shown sportspeople who are not afraid of taking risks and challenges, but they put all their efforts to win over hardships. Their high level of self-esteem promotes them to become eager to have career advancement and succeed. Can you guess what leads them to be so keen on their works and thoughts? It is called Red Bull’s energetic beverage, for sure.
The characteristics of the video’s heroes reveal the choice of the target segment Red Bull has opted. As they are highly confident people who do not mind risks and difficulties, properly pursue their career route and win, it is apparent that the Red Bull company’s target audience is Breakouts.
Who are Breakouts and what do we know about them?
Values and Beliefs
Breakouts are status-oriented – money and recognition are the means of feeling successful. They do their best to move up in life and be respected by society and their people. They never cease seeking control over people and resources; however, comfortability and mutual understanding while working in a team is also vital. Money is the best measurement of success.
Breakouts like to stand out in a crowd. They are mostly focused on self and personal enjoyment. They appreciate risky situations and adventures and are always open to new challenges. However, the target segment worries a lot about themselves, their future, and their life in general. Breakouts are used to spending a large part of their free time teaming up with friends at pubs, bars, or discos.
Shopping Attitude
Breakouts are typically among the early majority of bran adopters. They like to manage to buy new things before their acquaintances. The representatives of this target segment are spontaneous shoppers, and sometimes they buy something just for their sake. They have less interest in less expensive items.
Breakouts squander a lot on clothing, mainly on trendy mainstream brands. They are fond of quality things but cannot afford the most premium brands. The target segment is not very brand loyal because they enjoy exploring and trying various new brands.
Marketing Strategy
Red Bull is an energy drink that impacts people in a way that triggers their brains to alert. This is because of the high level of caffeine and sugar combination it includes. The marketing campaigns that the company applies refer directly to how it affects consumers’ mood and readiness. Red Bull advertisements are dedicated to the energy booster so that they create an impression of a life beverage. It is not a simple beverage that helps people to “wake up” but exerts all your strengths to start your day effectively and highly motivated.
Problem Removal
The company of Red Bull has a strong association with sports clubs. We witnessed it also from the commercial we watched above. What’s the matter? What connection can Red Bull have with sports clubs? As it promotes sportspeople to alert, it helps them to be ready to put all efforts and win. The company owned a campaign called “Red Bull Gives Wings.” Undoubtedly, the claim is valid because the beverage minimizes fears and enhances blood pressure, which gives wings to fly further.
Social Acceptance
As we already know, Red Bull cooperates with sports clubs. The company is quite active and popular on the social platforms where they display sportspeople and the affection of the energy drink on them. They gain followers and consumers through Instagram and Facebook accounts, showing social recognition and brand awareness. Furthermore, the company immensely invests in those clubs, which means both sides develop corporately.
Message Strategy
Red Bull is quite active on Instagram Account, and the image above is one of the company’s most outstanding examples. We see a sportsman who is flying from a high altitude at a freezing temperature. You probably also noticed the parachute where the logo and name of Red Bull are shown. This is more than a risky and challenging sport variety.
However, the man appears to be fearless and strong who can win over any obstacle and make changes. He is an example of power-seekers who disregard standards and go over even to the darkest sides. The explanation resembles the brand archetype of the Outlaw.
It stands for revolution, shock, freedom, outrageousness, power, functioning. The brand archetype addresses changes in functions that lack sense, behaviors that shock people’s minds, and conduct rebellions.
So much about the positioning strategies of Red Bull and Mountain Dew. We hope we could answer your questions through the analysis of the points of targeting, marketing and message strategies applied by the companies. For more similar posts check out the main page of our website.
