Companies increase the sales of their products through the application of appropriate marketing strategies which capture the attention of the consumers and arouse their desire for the brand which makes them interested in the product and thus lead them into taking the action of purchasing and using the product…
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According to Bouhlel, Mzoughi and Slimane (2011), success of a marketing strategy for a brand is based on proper assessment of the nature of the consumers and their purchasing behavior. Marketing strategies and methodologies must be objective and results oriented to enable companies to achieve higher sales and thus increased revenue. Because consumers usually pass through certain steps before they decide to purchase any given brand, a company should ensure that its marketing strategies are designed in a manner which ensures that the awareness of the consumer for the product is created first before the consumer is convinced to have an interest in the brand and thus purchase it. This paper gives a critical analysis and discussion of the marketing activities of Red Bull GmbH, in the promotion of their Red Bull energy drink to its consumers. Consumer behavior models and theories such as the Reasoned Action Theory, The Hierarchy of Effects Model and the Multi Attribute Attitude Model are used to illustrate how the Red Bull marketing strategies create a positive attitude of consumers towards the brand. Red Bull Red bull is an energy drink which was created in 1987 by an Austrian entrepreneur. It has become the most popular energy drink in the world. The energy drink, which is sold by Red Bull GmbH, has become an essential commodity and is used every day in many households across the world as described by Marketing Week (2006, p. 33). The marketing activities of the energy drink have been internationalized with aggressive promotional activities which aim at generating a positive attitude from the consumers of the energy drink as a way of having a competitive advantage over rival brands. Through sponsoring various sporting activities across the world, the marketing activities of the brand have influenced the behavior of the consumers which has resulted into the immense success of the company with ever increasing sales of the brand. Moreover, the appeal of the brand to the consumers has been made possible by the company’s hosting of various events in addition to the use of celebrities to capture the attention of the consumers and thus arousing their desire for the brand. The public image on Red Bull has been promoted by associating the product with the activities it sponsors or hosts and thus causing the consumers to be influenced by the power of the brand that is illustrated by its marketing images. Additionally, the company has also influenced the psychology of the consumers through the energy drink’s slender and well designed cans which are preferred more than those of its business rivals. Moses (2011, p. 23) says that the desire of the consumer for Red Bull is created by its slogan “it gives you wings” which is used in the energy drink’s marketing activities to influence the behavior of its consumers with an aim of making them to reach a decision of purchasing the product. Consumer Attitude Models Mazis, Ahtola and Klippel (1995, p. 38) say that it is through a positive attitude for a product that the interest of a consumer for that brand is created. To promote the attitudes of the consumers for Red Bull, the company has shifted the promotional activities of the brand from product branding to lifestyle branding. The consumers thus view the product as part of their lifestyle and thus the enhanced attitude for the brand. Khermouch (1998, p. 16) explains that the
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