MKTCB574_Competency3_Part1.docx Red Bull Distribution Company Strategic Marketing Plan

MKTCB574_Competency3_Part1.docx    Red Bull Distribution Company Strategic Marketing Plan  University of Phoenix  MKTCB/574: Marketing Social, Mobile, And Analytics    Red Bull DistributionCompany Strategic Marketing Plan  Part C: Market Strategy, Marketing Channels, Implementation, and Monitoring  New Target Markets  Fitness Energy  Younger generation consumers are more health conscious and focus on the functional aspect of beverages during purchase. The Vital Pharmaceuticals line of protein infused energy drinks and other fitness supplements allows RBDC to break into a new fitness energy market. Vital Pharmaceutical™s Bang Energy line includes approximately 30 SKUs that contain a creatine protein supplement in the ingredients making it popular with gyms. This market consists mostly of younger millennial and older Gen Z men and women that are health conscious and focus on mental and physical well-being (Marketline, 2019).  RBDC™s current retail customer base is very supportive of the new target market, but is also expected to grow with the addition of several industry chains the current product portfolio is not commonly found in. This includes health stores such as GNC and Vitamin Shoppe. Fitness centers that sell CPG products would be more likely to include protein infused energy drinks adding the potential for large national chains such as Planet Fitness, Gold™s Gyms, and LA Fitness expanding RBDC™s customer base.Some organic focused grocers including Whole Foods, Sprouts, and Trader Joe™s have been resi