StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Consumer Behaviour - of Redbull - Case Study Example

Cite this document
Summary
The following paper "Consumer Behaviour - Case of Redbull" operates mainly based on questions that can be stated as follows: What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future?…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER93.8% of users find it useful
Consumer Behaviour - Case of Redbull
Read Text Preview

Extract of sample "Consumer Behaviour - of Redbull"

? Redbull Case Study questions 20-3 What segmentation base has Red Bull adopted to target s? How should Red Bull further segment the market in the future? The company has spent millions of dollars on its strategy of guerrilla marketing that started from word of mouth driven advertisement and then moved on to the high cost sponsorships. Red Bull, being an energy drink has a naturally defined consumer based. By age limits, the company targets 16-29 year olds while profession wise, the company focuses on those who are working in tough environments to prove their product to be a facilitation and a method of regaining their energy. Through the marketing strategy of employing thrill into the advertisements, the company targets the young generation to consume the drink as a supplement to the adrenaline inducing sports. Such market segmentation has allowed the company to merge its natural consumer base with its targeted market. In the future, Red Bull’s most beneficial marketing strategy would be to segment the market based on consumers and innovation specifically rather than brute sponsorship based advertisement. Targeting a behavioural segment that is divided in to the groups of those who regularly, for example, go to gym or those that work in tough environments in the same age limits; it would be wiser, as per Walker’s (2006) research, to spend more marketing funds on those who are behaving in a more favourable way to consume the product. For example a 20 year old who goes to gym is more open to Red Bull’s advertisements than a 20 year old who works in a print shop. By specifically targeting behaviour based market segments, Red Bull’s future marketing can further be optimized in line with the company’s current policy without interfering with other policies like those of thrill based advertisement. How does Red Bull arouse the motivations of consumers to purchase its energy drinks? Red bull uses Murray’s biogenic and psychogenic theories of needs to present the advertisements and brand itself. To arouse the motivations to buy the product, through the theory, the red bull implies that the need to use the product already exists. As described by Michael at. al (2011), Red Bull’s implication that the company is only facilitating the need to buy the product arouses significant motivation in the consumer base to use the product as an energy drink. Starting from distributing free cases of the energy drink at gyms, schools and different buildings where they could find their consumer base, the Red Bull started with a viral advertising policy. The success of the viral advertisement resulted in rapid growth in sales. The motivations of consumers were based on their own needs, or their own needs as shown by the company. The need to re energize at work, gym, construction sites and other advertised areas has shown to be a consumer need by the Red Bull and often the Red Bull consumers are compared with non consumers in advertisements. The comparison often either implies the lack of energy in the individual and the inability to perform properly without re energizing or shows extra abilities in the individual consuming the product. The moto “No Red Bull, No Wings” clearly backs up this concept. Furthermore, by sponsoring highly thrilling race competitions, both on air and ground, the motivation to use the product is further aroused in the consumer base, both psychologically and as a way to try the product for the new consumers by creating a ‘buzz’. Describe the Brand Personality of Red Bull. Why do you think the concept of brand personality is so important to Red Bull? Being an energy drink aimed at the youth, Red Bull has developed a bold brand personality of a strong bull as depicted by its logo. The brand personality of the energy drink implies the traits of the type of boost it claims to give the consumers; strength, energy, physical resistance, quicker reaction time and improved mood. Giving an emotional character and association to the brand’s image, the company has devised a strategy based on image and personality of the brand and its consumers. The type of cascading effect Red Bull has on its consumers also implies a certain personality of them. This means the brand personality of the product is very important to the company. Boonsong (2003) reports Dietrich Mateschitz’s own personality to be influenced by the brand personality of the energy drink to an extent. Hindustan Times (2011) reports that the brand personality of the product consistently ‘nudges’ the consumer towards the product in line with the brand’s image. The report also explains how the brand identity of Red Bull has an aggressive trait with respect to the brand sponsored car racing. The Red Bull sponsored drivers are said to have pushed very aggressively towards achieving the top position and either doing extremely well with that effort or ending up in a wrecked car. The two extremes achieved by the Red Bull drivers also depict the brute force and aggressive traits of the brand personality. As such, the aggressive traits of the brand personality have been used in their positive aspects by the marketing campaign. Although the report claims to that the product advertisers might not have been aware of the extent to which the brand personality influences the consumers and how it can go out of their control and become self aware as a group of consumers and sponsored individuals (race drivers and pilots), the overall result seems to have been further developing the brand image of the product in favour of the company. According to Sharon Ward, the brand personality of the has a unique importance of the brand personality concept for Red Bull can not be ignored. The individuality and innovation on par with non conformism and confidence, as suggested by the source, goes with the advertisement campaigns of the company. The high priced sponsorships by the company of flying races and car races supplement the aggressive and energetic brand personality of the product. Furthermore, the implication that the brand personality cascades on to the consumer base and shows their own personality drives the Red Bull marketing campaigns not only by the ‘push’ from the company’s side but also the ‘pull’ from the consumers who want to incorporate the brand personality into their own due to popularity of the product. References Michael R. Solomon, Judith L. Zaichkowsky & Rosemary Polegato (2011). Consumer Behaviour: Buying, Having, and Being, Fifth Canadian Edition. Toronto, ON: Pearson Education Canada. Walker (Jan 1, 2006). Marketing Strategy 5E. Tata McGraw-Hill Education pp. 140. Print. Boonsong Kositchotethana (August 29, 2003). Austrian Marketing Mogul Puts Stamp on Thailand's Original Red Bull Drink. Bangkok Post (Bangkok, Thailand). Periodical. Newswire (February 1, 2011). Just the Red Bull logo 'can give your performance wings'. Hindustan Times (New Delhi, India). Periodical. Sharon Ward (May 7, 2000). Grabbing the drinks market by the horns. The Sunday Herald. Periodical. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Consumer Behaviour- Redbull Case Study questions”, n.d.)
Retrieved de https://studentshare.org/marketing/1471243-consumer-behaviour-redbull-case-study-questions
(Consumer Behaviour- Redbull Case Study Questions)
https://studentshare.org/marketing/1471243-consumer-behaviour-redbull-case-study-questions.
“Consumer Behaviour- Redbull Case Study Questions”, n.d. https://studentshare.org/marketing/1471243-consumer-behaviour-redbull-case-study-questions.
  • Cited: 0 times

CHECK THESE SAMPLES OF Consumer Behaviour - Case of Redbull

Investigating of British Consumer Behavior for Red Bull

No study is available that particularly deals with consumer behaviour towards RED BULL.... Stimulants are believed to have a bad taste but this is not the case with Ant Natural Stimulation, which raises energy levels, helps fight ageing and enhances sexual vigour.... With the aim to gain an insight in to British consumer behavior towards RED BULL, four objectives have been set.... Qualitative date would be collected through face-to-face interview with proper analytical questions that can bring out the actual need of the consumer....
16 Pages (4000 words) Essay

Expected Consumer Behavior

Given these kind of promotional tactics that red-bull and mother energy command there are various social characteristics in people that influence consumers to consume redbull and Mother energy drink.... Schiffman, Bednall, O'Cass, Paladino, Ward & Kanuk (2008) may have had the right definition of consumer social character.... They look at it as a personality trait of the consumer that ranges from inner-directness towards outer-directness.... The consumer's whom it refers to as ‘Inner-directed consumers' are those who determine value of a brand by oneself....
8 Pages (2000 words) Essay

Red Bull's Sources of Brand Equity

For the most likely target groups to use Red Bull as a lifestyle choice in energy drinks, the company built even higher brand equity through events marketing principles that included opinion leaders that have the ability to influence consumer behaviour (Keller).... case Study Evaluation: Red Bull BY YOU YOUR SCHOOL INFO HERE DATE HERE case Study Evaluation: Red Bull Red Bull's Sources of Brand Equity Red Bull has multiple sources of brand equity that come from having a well-known and recognized brand with considerable recognition and recall (Holehonnur, Hopkins, & Fine, 2009)....
7 Pages (1750 words) Case Study

Red Bull Drink in the UK Market

Psychographic or lifestyle pattern categorises the market according to which people exhibit a well-defined way of living, maintaining a set of standard and displaying a typical purchasing behaviour.... The paper "Red Bull Drink in the UK Market " discusses that generally speaking, Red Bull has made spectacular inroads into the European market in a short time via its energy drink....
7 Pages (1750 words) Assignment

Marketing home work

Various firms like redbull, Reebok, Nike have used market research to identify their requirement that was used for new product development.... Mountain Man brewery case, on the other hand emphasizes the need for new product to meet the challenges of time.... nswer 4 Segmentation refers to demography of the consumer vis-à-vis age, gender, income group etc....
2 Pages (500 words) Essay

Critical Analysis of Consumer Behaviour

This paper "Critical Analysis of consumer behaviour" presents the critical analysis of consumer behavior that is a complex social phenomenon that necessitates a wider understanding of the multi-disciplinary approach.... By using the products and services endorsed by celebrities, the consumer is able to satisfy his/her hedonistic needs.... Within the broader framework of globalization and market capitalism, consumption choices give special meanings and symbols to individuals that make it attractive to consumers and help develop consumer culture that thrives on consumption....
8 Pages (2000 words) Case Study

Macro and Competitive Environment of the Non-Alcoholic Redbull Cola in the UK Market

bull; The impact of major macro factors vis-à-vis economic; demographic; socio-cultural; new environmental compulsion and nature; and technology on the market strategy of redbull Cola drink.... The paper "Macro and Competitive Environment of the Non-Alcoholic redbull Cola in the UK Market" highlights that redbull Cola needs to adopt innovatively and mix market strategy for its soft drinks to meet the challenges from its rival companies in the global market....
6 Pages (1500 words) Case Study

Evaluation of Red Bull

The presence of this energy drink in desired consumer markets has made Red Bull stand out over other energy drink marketers by appealing to their emotional and/or psychographic lifestyle tendencies.... For the most likely target groups to use Red Bull as a lifestyle choice in energy drinks, the company built even higher brand equity through events marketing principles that included opinion leaders that have the ability to influence consumer behavior (Keller)....
7 Pages (1750 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us