1)- answer the following: A- Analize Red bull brand by applying concepts and the
ID: 367282 • Letter: 1
Question
1)- answer the following:
A- Analize Red bull brand by applying concepts and theories. your analysis should include an explanatio of consumer behavior concepts or theories and how red bull is applying or relates the concepts and theories. evaluate how the concepts relate to redbull, how and why is it imortant.
B- provide an evaluation on the effictiveness of red bull's strategy and marketing tactics in the context of consumer behavior concepts and theories. you should focus on the positive and negative aspects. Include a critique of these strategies and recommendations for improves alignment with consumer behavior concepts and applications.
these questions relate to a group project (subject: Marketing) (Book: Consumer Behavior) and not a case.
Explanation / Answer
A)
Redbull is an energy drink company who has distribution across the world. Basically the red bull drink is known to drink for energy.
Redbull started its marketing strategy by involving in Formula one race sponsorship for a longer time and later they exposed for many other sporting events. During the initial period Red bull was not so popularly known even though they involved in Formula one race. There was an impression that the drink is only made for Sports people. Due to this red bull started its marketing strategies and especially Red bull’s Felix jumped off to space which drew attention of millions of people. Also they started to have marketing campaign in many colleges company campuse and in places where majors events were being held.
After the continuous effort of marketing strategies slowly the college students, youngsters started to have the drink. Also the Red bull was famous was only for few countries. Slowly the red bull has become brand for many other countries across globe.
B)
Redbull initially did not reach the middle level consumers in the beginning since they were only involved in sponsorship with only formula one. When they realised it did not workout. They did not evaluate the group of people who usually consume the product which was something very important. People at age group between 18 to 34 because an individual’s identity contributes to which product motivates them. Example – if a person like Kingfisher beer, a person will go for that.
Also there was a talk that energy drink often keep you less hungry and makes you more lazy few years ago. It was quite challenging for red bull to come out of it. Also for red bull, fighting with competitors like pepsi coco cola was challenging. They had to be different in taste, rate, and formulas used. Red bull never said it’s a soft drink instead they came up with a concept called Energy drink which attracted the youngsters and slowly started capturing the market
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