Demographic Segmentation: 

In demographic segmentation, the market is divided into groups on the basis of variables such as age, gender, income,
occupation etc; these demographic variables are so popular with marketers so that they are often associated with the
consumer’s needs and wants. Segmentation variables are easily measurable. Here are the demographic variables have
been used to segment markets. The companies target audiences primarily are the bachelors, youth and the
professionals Red Bull segments its customer base by age as follows
– Age
16 to 30 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 
– 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.
– Occupation: Students, working professionals, sports enthusiasts, athletes
Psychographic Segmentation:
It is the science using psychology to better understand the psychology of the consumers. With the changing
marketing, Red Bull continuously tries to cope up with the new trends and come up with new flavors and
offers to attract more customers.
Psychographic segmentation buyers are divided on following ways:
 
·        Lifestyle: Business class, working class executives, students
·        Personality: ambitious, open to experience.
·        Occasions: Regular, special.
·        Benefits: Quality,
·        User status: regular user
·        Usage rate: medium
·        Loyalty status: medium Loyal
·        Readiness stage: intending to buy
·        Attitude toward product: enthusiastic
Geographic Segmentation:
Geographic segmentation is done using the spatial location to segment the market. In geographic segmentation there are
different schemes for the different geographical units such as states, regions, cities. Markets are mainly divided into the rural
and urban areas. The Geographical variables have been used to segment markets in following ways:
 
·        Area: Red bull limits itself to semi urban and urban India as that is their major consumer base
·        City: Class-A and Class-B cities i.e. metro politician cities
·        Region: Distribution of redbull is constant across regions in India
Socioeconomic Classification:
The people belong to the high job profile with efficient communication
knowledge can use it. The purchase potential of this product is limited up to the
B1, B2, A1 and A2.
 
TARGETING
In geographic segment they target countries with no or negligible market for
Red bull. In demographic segment their main target is the teenagers and college
students (13 to 21 years), young adults ranging from (21 years to 35 years) or
can also called as working professional. In psychographic segmentation they
targeted a2, b1 and b2 socio-economic classes. In behavioral segmentation it
was found that they were targeting the first time users and also their regular
users. They target super markets, movie halls and even bars and restaurants to
improve their visibility.