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1. Kate Nichols Hannah Razay Alastair Mcbain Crissy Hawkins
Case Study 14.1 Building the Buzz with Red Bull
2. Q1: How has Red Bull been able to arouse and activate the
consumer decision-making process? Red Bull have been exceptionally
successful with their brand positioning A key factor is how Red
Bull arouses and activates the consumer decision-making process
Consumer decision-making - need recognition - pre-purchase search -
evaluation of alternatives - purchase and - post-purchase
behaviour.
3. Problem/need recognition: Red Bull position themselves
towards their consumers through offering a solution to being tired
or lacking energy Pre-purchase search: name and logo emblazoned on
multiple sporting teams throughout the world, sponsored events, a
music label and their sheer art of storytelling in their marketing
campaigns
4. Evaluation of alternatives: Greatest market power than any
other functional energy drink producer in the world Purchase and
post-purchase behaviour: Red Bulls marketing aims to reach all
areas of the globe to give the best possibility for reaching new
customers and retaining old customers.
5. Q2: Why has Red Bull been able to be successful in entering
the evoked set of consumers? Ongoing public relations campaign name
printed on nearly every extreme/action sport around the world Red
Bull has been able to portray itself as more than just a product,
but as a lifestyle Buzz-marketing strategy
6. Red Bull has shunned print advertising in its marketing
strategy Expanded into 50 countries, experienced annual
double-digit growth, and captured the loyalty of a notoriously
fickle consumer group: teenagers Strong brand personality and
strategic use of global social media, sponsorship and event
ownership
7. Q3: What could influence a consumer to stop purchasing Red
Bull? Reference groups Normative Comparative Contractual A
consumers purchasing of Red Bull would be most affected by
contractual reference groups which are groups that consumers have
direct contact with such as a group of friends.
8. Some groups have a negative effect if the consumer started
to associate Red Bull with a certain group of people who they did
not want to be like then they might stop purchasing the drink.
Ageing target market means consumers are moving onto more mature
beverages. Cognitive dissonance Regret decision to buy Red Bull
over a healthier option This might influence them to change their
behaviour to match their beliefs
9. Q4: From a consumer decision-making perspective, how has Red
Bull been successful in maintaining brand loyalty in the energy
drink market? Consumer decision-making perspective suggests that
consumers buy products and services to solve a problem or satisfy a
need or a want. It can be assumed that they are trying to fulfil
the basic need of thirst, as well as maintaining and enhancing
energy levels.
10. Because Red Bull is a low impact purchase the advertising
does not have to contain a lot of factual information Red Bull has
maintained brand loyalty through their repeated mass media
advertising on television Dominant brand in the energy drink market
because they were the original energy drink
11. Red Bull is a long established brand with a large market
share and strong brand loyalty from consumers Biased habitual
behaviour that solves two very basic needs: thirst and energy
levels Trust is very important for brand loyalty
12. References Batra, R., P. Lenk, M. Wedel. 2010. Brand
Extension Strategy Planning: Empirical Estimation of Brand Category
Personality Fit and Atypicality. Journal of Marketing Research.
47(2) 335-347. Schiffman, L., OCass, A., Paladino, A. &
Carslon, J., 2014, Consumer Behaviour, 6th edition, Pearson
Publishing. Mowen, J 1988,Beyond Consumer Decision Making, Journal
of Consumer marketing, vol. 5, no. 1, pp. 15-25, viewed 5 September
2014, Quester, P & Pettigrew S 2011,Postpurchase processes,
customer satisfaction and consumer loyalty, in Mc Graw Hill (ed),
Consumer Behaviour- Implication for Marketing Strategy, North Ryde,
NSW, pp. 204-205.