Consumer Behaviour- Redbull Case Study questions

Consumer Behaviour- Redbull questions - Case Study ExampleThrough 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 Bulls 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 warning, go to gym or those that work in tough environments in the same age limits it would be wiser, as per Walkers (2006) research, to spend more marketing funds on those who are behaving in a more favourable way to consume the harvest-time. For example a 20 year old who goes to gym is more open to Red Bulls advertisements than a 20 year old who works in a print shop. By specifically targeting behaviour based market segments, Red Bulls future marketing can make headway be optimized in line with the companys current policy without interfering with different policies like those of thrill based advertisement. ... Starting from distributing free cases of the sinew 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 harvest 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 all implies the lack of might 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. mention 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 region and association to the brands image, the company has devised a strategy