Redbull Case Study questions 20-3-2013 What segmentation base has Red Bull adopted to target customers? 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…
Download file to see previous pages...
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. ...
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
...Download file to see next pagesRead More
Cite this document
(“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)
“Consumer Behaviour- Redbull Case Study Questions”, n.d. https://studentshare.org/marketing/1471243-consumer-behaviour-redbull-case-study-questions.
The company has experienced reduced sale volumes as a result of closure or its failure to respond to different needs of different customer classes in its market. Specifically, the company has failed to quickly respond to fashion trends for its youthful market in the textile industry; thus losing a significant market share to competitors.
It is notable that the company is performing poorly in its operation evident in the drop in sales revenue and the loss of the major retailers on its Jeans and cloth wear. The major challenge is the failure to shift with the trends of the consumer behavior as in the various market segments and the application of inappropriate technologies.
This paper gives an analysis of the problem and gives recommendations on effective solutions to the problem. According to Roberts (2011, P.1), “if CCT customers cannot get through on the phones, it does not matter how well the rest of the business is managed”.
Everybody does not subscribe to the tagline "good buy at a cheap price" instead they believe "you get for what you pay".
Under the globalization, the world has become a village. People have accepted it. For them it is extraneous to know whether the product is made in china or U.S as long as there is no compromise in the quality.
The work will be based on the Consumer Credit Act 2006, Unfair Contract Terms Act and Trade Descriptions Act 1968.
There are the two basic documents for consumer protection within the UK, which provide the buyer with the right to receive the goods he buys in good condition, without any misleading trade descriptions.
CIF, FOB, and SoGA (1979) have attained relative consensus regarding the obligations of the seller within the sale of goods contract. CIF and FOB emphasise the more important of these obligations to be conformity.1 When the sales of goods contract covers ascertained goods, the buyer is obligated to provide the seller with goods which fulfil the description and characteristics of those contracted for.
Judge made law is the law decided by the Judges while pronouncing the judgments in deferent cases in different circumstances. The judges while dealing with different cases make some guidelines in adjudication of the offence. Statue law is the basic law, which is superior to the judge made law.
Traditionally the market for the luxury brands was considered to be for the ones between the age of 30 and 50 but now younger people are entering the market (Cheong & Phau, 2003). The need for materialism and appearance is not limited to the wealthy consumers but also covers the less-well off young consumers that have a desire for fashion brands.
ning a social marketing campaign: can a longer term approach be of benefit in changing the behaviour of young drinkers?” This section comprises of mainly four basic steps which are involved in the process of data collection. More often than not, the type of methodology used in
orporate level, there have been disparities in the used data and there are a number of differences in the used data in business unit or a specific region with that of the corporate level.
Apart from the above mentioned the Colgate Company has worked hard towards the creation of
3 Pages(750 words)Case Study
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Case Study on topic Consumer Behaviour- Redbull Case Study questions for FREE!