Consumer Behaviour & Research: Low-Interest Product Analysis

This report analyses the current promotional mix of Red Bull, a low-interest product, and suggests changes for improvement. It also evaluates the target market's needs and expectations. The report covers relevant segmentation variables, social influences, psychographics and demographic segmentation, potential target group, and changes in the current promotional mix. The subject is consumer behaviour and research, and the course code and college/university are not mentioned.

Running head: CONSUMER BEHAVIOUR & RESEARCH
Consumer Behaviour & Research
Individual market research report about a low-interest product
Student’s name:
Name of the university:
Author’s note:

1CONSUMER BEHAVIOUR & RESEARCH
Table of Contents
Introduction......................................................................................................................................3
1. Briefly describing the low-interest brand Red Bull and critically analysing their current
promotional mix...............................................................................................................................3
Background of Red Bull..............................................................................................................3
Critically analysing the current promotional mix........................................................................4
As stated by Hoyer, MacInnis and Pieters (2018), marketers in recent time always study the
consumer behaviour in order to understand the uses, buys and disposes of the customers. The
authors further described that consumer behaviour as the totality of the decisions as the
consumption of an offering by decision-making unit over time. This table shows the decisions
which are required to be made:....................................................................................................4
Advertising:.................................................................................................................................6
Internet marketing:.......................................................................................................................7
Sales promotions:.........................................................................................................................8
Public relations:...........................................................................................................................8
2. Relevant segmentation variables.................................................................................................9
Social influences:.......................................................................................................................10
Psychographics segmentation....................................................................................................10
Demographic segmentation.......................................................................................................11
Potential target group.................................................................................................................12

2CONSUMER BEHAVIOUR & RESEARCH
3. Considering needs of the target groups in relation to Red Bull.................................................13
Target Market and their needs, expectations and desire............................................................13
Critically evaluating the sales funnel and purchase of the target market in order to make them
a loyal customer.........................................................................................................................15
Potential touch points of Red Bull for brand and consumers....................................................16
4. Changes in the current promotional mix...................................................................................17
Advertisements:.........................................................................................................................19
Internet marketing:.....................................................................................................................20
Sales promotions:.......................................................................................................................20
Customer Relationship Management.........................................................................................21
Conclusions....................................................................................................................................23
Reference List................................................................................................................................25

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Introduction
All the businesses understand that their success mainly depends on the understanding the
behaviour of the consumers and the business organisations want to create goods and services
which will like, want and use by the customers. In this study, the Red Bull product has been
chosen as it is a low-interest product. Customers overall make little effort to process the message
of low-interest products. The purpose of this study is to analyse the current promotional mix,
humour and emotion used by Red Bull to influence customers' attitudes towards the brand. This
study has also strived to come up with suggestions for improvement. In the initial stage of the
study, Red Bull's current promotional mix, message and techniques have been described. Market
segmentation of Red Bull has been explained in the later section along with the target market of
the organisation. In addition, target groups' wants, needs and expectations have also been
evaluated with sales funnel. In the final section of the study, current changes in the promotional
mix have been suggested with using a CRM system.
1. Briefly describing the low-interest brand Red Bull and critically analysing their current
promotional mix
Background of Red Bull
Red Bull sells an energy drink and it is an Austria based company. Red Bull first sold its
product in the year 1987, inspired by functional drinks from the Far East. Dietrich Mateschitz
founded Red Bull and he created the formula of the energy drink developing the unique
marketing concept. During the time of the mid 80's, Red Bull was not only launched a new
product, but that was completely a new product category. At present, Red Bull is available in

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more than 171 countries and Red Bull has sold more than 68 billion cans so far (Redbull.com
2018). 6.3 Billion cans were sold in the year 2017 only and it showed the increase of 4% from
2016 (Gorse, Chadwick and Burton 2017). Red Bull employed approximately 11,880 employees
in the year 2017 in 171 countries. In terms of the expansion of the business, Red Bull mainly
focuses on Western Europe, the USA and the Far East. Red Bull is planning to roll out the
organic range in the Austrian market as well. Red Bull has a great market share in Turkey (34%),
Netherland (15%), India (15%), the UK (13%) and these figures show that Red Bull is doing
extremely good and cost-efficient marketing management with ongoing business investment.
Ingredients of Red Bull cans are caffeine, taurine, glucose, sucrose, B-group vitamins and alpine
spring water.
Critically analysing the current promotional mix
As stated by Hoyer, MacInnis and Pieters (2018), marketers in recent time always study
the consumer behaviour in order to understand the uses, buys and disposes of the customers. The
authors further described that consumer behaviour as the totality of the decisions as the
consumption of an offering by decision-making unit over time. This table shows the decisions
which are required to be made:
The totality of
decisions
About the
consumption
Of an offering By decision
making units
Over time
Whether Acquisition Products Information
gatherer
Hours
What Usage Services Influencer Days
Why Disposition Activities Decider Weeks

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How Experiences Purchaser Months
When People User Years
How much/how
often/how long
Ideas
Engle-Blackwell-Miniard model makes the correlation between influencing the consumer
behaviour factors and the process of affecting consumer decision-making process. This particular
model has provided emphasis on conscious decision-making process and this particular model
identifies the consumer’s choices. EBM model shares the decision process that is augmented
with information and inputs. There are mainly four sections, input, information processing,
variable influencing decision process and decision process (Bamossy and Solomon 2016). EBM
model includes the human process like memory and information processing and both are
considered negative and positive purchases of the customers.
Red Bull’s promotional mix will be done based on the five stages of the consumer
decision-making process.
Need recognition: The buying process of the customers starts when the customers realise the
current state which is far from the ideal state. The customers need to achieve the goal and the
consumers may need energy boost. The need for energy boost may come from the sportsman,
athletes or just the students.
Information search: The consumers search various sources and consumers need to decide on
what products they need to purchase. Energy drinks provide the customers boost to work hard

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and energy drink helps to quench the thirst as well. Consumers may want to feel and be a parg of
the lifestyles which may resonate the traits, values and culture of the customers.
Evaluation alternatives: The customers evaluate alternatives in the market and this might based
on the prior usage of the customers. The customers take the decision based on the marketing
stimuli and customers have the alternatives within their considerations (Solomon et al. 2015).
Purchase: In this stage, the consumers take the decision to purchase the products after the abive
considerations.
Advertising:
Red Bull Media House makes advertisements for Red Bull and it has a comprehensive
range of advertising opportunities via digital media, print and TV. Red Bull makes perfect
advertisement for both television and online platform. Red Bull does the amazing marketing
globally that makes possible to build the enviable performance record for lasts 25 years. Red
Bull took the guerrilla marketing campaign in the initial stage where Red Bull did utilises the
‘Red Bull Girls' to provide the hand out free drinks to the college students. The strategy of this
advertising was successful. Red Bull mainly targets the urban young professionals through its
marketing strategy for sports and entertainment mixing with advertising. For advertising on the
television, Red Bull makes the videos named ‘Smart Payphones', ‘Sounds of Football', ‘Science
Behind' and ‘Pulp' (Gorse, Chadwick and Burton 2017). These advertisements get famous due to
its appealing imagery and colour with perfect concept. Red Bull makes mystery anime for
television commercials and the job of the television advertisement is to flow in from all over the
world through Red Bull's idea contest. Red Bull's simple and quirky doodles attract the
customers and these go beyond the borders to establish the unassuming piece of artwork. The

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tagline of the advertisement for this brand is ‘Red Bull Gives Wings' and these commercials
connect with people as it has minimum dramatics and stagecraft. Red Bull uses perfect content
marketing to use in the print.
Print
advertisement
TV
advertisement
Online
advertisement
Mobile
advertisement
Music
The Red Bulletin,
Servus in Stadt &
Land, Terra
Meter,
Bergwelten
Red Bull TV,
Servus TV and
Terra Meter
Redbull.com, Red
Bull TV online,
Redbulletin.com,
Speedweek
Red Bull Mobile,
Apps (Red Bull,
Red Bull
Wallpapers,
RBMA Radio)
Red Bull
Records, Red
Bull Music
Publishing
Table 1: Different advertisements of Red Bull
(Source: Redbull.com 2018)
Internet marketing:
Red Bull uses the internet marketing for promotional purpose and RedBull.com website
does the promotion using the content pool and speedweek. Red Bull TV promotes online content
and it shows the promotional campaigns to the customers. Red Bull uses YouTube to show the
short videos and these videos share the message of ‘energy tonic' to the people. In an interview,
Mateschiz told that Red Bull does not bring a product to the people; Red Bull brings people to
the product. Therefore, the message behind the internet marketing is building of lifestyle around
the product; persuade the people to make brand awareness.
Red Bull has approximately 37 million likes on Facebook and Red Bull has taken the
initiative of a campaign like Stratos Balloon Jump (85k fans), Its Music Academy (11k fans) and

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X-fighters (94k fans). The official Facebook of Red Bull provides the average two posts every
day and these posts focus on extreme sports and athlete sponsored videos. In addition, the
Official Twitter Page of Red Bull has over 920,000 followers and it tweets mainly the sponsored
videos and links of the images. The main focus of the videos, images and links is to provide
motivation to do sports and exercise like athletes. Red Bull advertisement promotes that Red
Bull does not let obstacle stand in the way of the customers (Teigeler and Hahne 2017).
Sales promotions:
Red Bull provides a short-term incentive to motivate the customers to purchase the
products. Red Bull creates nationwide competition which is eco-friendly and it helps to increase
interest publicly and generate long-term sales. Red Bull has organised a nationwide hunt for
showing the creativity in the event ‘The Red Bull Art of Can'. Red Bull organises the sales
promotion through ‘erotic imagery' where they use pretty women which do not have any
connection with advertisement materials (Andrews and Shimp 2017). Red Bull Girls are selected
women who generally tour the country for promotions. Red Bull uses Point-of-purchase strategy
by showing off the fact Red Bull is a proud seller. In the year 2017, Red Bull set $800,000 for
creation, design and distribution of sales through promo materials.
Public relations:
Red Bull does promotions underline promotions and Red Bull uses traditional
sponsorship along with organising own events. Red Bull promotes the products through
organising annual Red Bull X-Fighters and Air Race where they ask trained pilots to showcase
the stunts. These types of events help to promote the brand value among the customers and the
brand makes genuine relations with the athletes through making the sponsorship. Red Bull
helped athlete Robbie Maddison to gain the lifelong ambition and it makes the public relations

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by making the customers excite and surprise. Red Bull makes public relations by doing small
activities in local events and these types of activities are made on a three-year overview of the
promotional work. The strategy promotions of public relations taken by Red Bull are Red Bull
Wings Team, Red Bull Bedroom Jam, Red Bull Reporter and Student Brand Manager
Programme (Khan 2016).
Messaging
Red bull “gives you wings” was the one of the first tag lines to be used by the brand
which implied that drinking Red Bull would help the consumer to achieve his goals. Red Bull
has owned the lifestyles to which they created the product for. The brand positions itself as a
cool, edgy, risk taking, extreme brand that knows no limits. The brand sells experiences rather
than the product itself and connects with its consumers through positive interactive experiences.
Red Bull has owned the lifestyles to which they created the product for. The brand
positions itself as a cool, edgy, risk taking, extreme brand that knows no limits. The brand sells
experiences rather than the product itself and connects with its consumers through positive
interactive experiences. Red Bull creates this connection with their target market through being
present at events, connecting with the consumer through these events and the emotions the
consumer feels at these events and creating content where the target market usually has a
positive experience as highlighted through the detailed promotional mix (Hawkins, Best and
Coney 2016).
2. Relevant segmentation variables
Red Bull faced advertising restrictions during 2001 in response to the recorded
complaints from the UK's Advertising Standards Authority. Energy drinks have its effect on

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sugar and caffeine. Red Bull segregates the market by dividing the customer group into various
segments. Each of the market segments has different variables. In the initial stage, Denmark,
French and Norway kept Red Bull as prohibited in the domestic market.
Social influences:
Social factors in consumer behaviour play important role in influencing the behaviour of
the customers (Horner and Swarbrooke 2016). Human beings are generally social beings and
customers need people around to discuss and talk of various issues of the people. Red Bull is an
energy drink and it is mainly targeted to the young people who are professionals and who like
sports and games. The customers live in a society and customers really important for the
individuals to follow the rules of the society (Schutte and Ciarlante 2016). Customer behaviour is
associated with a reference group and relatives who can influence the customers to purchase the
products. Red Bull is an energy drink and the persons who love energy drink and who like
sports. Immediate family members and status in the society can influence the customers to
purchase an energy drink. If the customers like sports and they need to do heavy work on a daily
basis; this sports-man like status can influence the customers to purchase Red Bull products. Red
Bull energy drink has been appreciated worldwide by the top athletes, a young generation and
students when undertaking the long working hours. Therefore, the primary group of social
influences to purchase Red Bull can be included friends, relatives, family members and co-
workers. In addition, if the customers observe the co-workers or the fellow co-athletes are
drinking Red Bull; other people will definitely purchase Red Bull drink.
Psychographics segmentation
Each of the customers has a different set of Values and the customers’ cultural value is
inherent also. Values of the customers can be targeted for segmenting Red Bull. Red Bull will

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segment the customers based on their values. If the values of the customers to be energetic and
the customers think to be like a sportsman, then the customers will definitely purchase Red Bull.
Red Bull needs to understand the psychology of the customers as with the changing demand of
the customers’ Red Bull needs to cope up with new trends to attract more customers (Cross,
Belich and Rudelius 2015).
Red Bull can target the customers using Lifestyles as a variable. The customers can
belong to the business class, students and working class executives. The persons’ personality and
taste showcase the lifestyle. Lifestyles variables of Red Bull mainly belong to the believers and
achievers. Believers' types of people always make their decisions own and believers are mainly
social. Believers believe in other customers and therefore, these people can influence others also.
Achievers are types of people who are motivated by achievements. Red Bull provides stimuli on
the sporty spirit and the adventure nature. Achievers types of people are the high resource as the
consumers.
The brand personality of Red Bull reflects the taste and its customers' different
personalities. The personality of Red Bull customers reflects the persons like adventure, energy,
sports and rough lifestyles (De Corte and Van Kenhove 2017). Personality factors are intangible
in nature and it mainly needs depth market research to understand the personality of the
customers.
Demographic segmentation
The market can be segregated into several groups on the basis of variables like income,
gender, age and occupation. As stated by Alt and Iversen (2017), demographic variables are

12CONSUMER BEHAVIOUR & RESEARCH
popular so that the customers are associated with consumers’ needs. Segmentation variables can
be measured. Red Bull sells the products in more than 171 countries.
Age:
The people aged between 16 and 30 take the major share of Red Bull's customer base. In
addition, it is shown that the young generation is the ultimate customer base of the energy drink
product. The persons aged below 16 are targeted for the sales of the line of soda based Red Bull
products. Elderly or the middle-aged people customers can also be targeted as Red Bull comes
with zero calories. Red Bull is also available in special edition cans named as cool breeze which
is liked by elderly people.
Income:
Red Bull can segregate the customer group in the high-income group. Red Bull is
associated with luxury products as Red Bull mainly caters to the ‘well off’ people.
Occupation:
Red Bull mainly targets the group of students, sports, working people and enthusiasts and
athletes.
Potential target group
Red Bull has only been on the market since 1987 which means it is still in its youth
position. It is not very old in the market which has been on the market for a hundred years. Red
Bull has entered an incredibly saturated market; however, it is promptly carved itself into a niche
market (Hambrick and Lovelace 2018). In addition, Red Bull is an expensive non-alcoholic drink
which is available in the market. Red Bull, therefore, needs to target the young generation which

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has the potential to afford the expensive drink for energy. The expensive drink can only be
consumed by the ‘well off' people. Red Bull's Youth driver programme is so successful. Red Bull
spends money in the F1 race and in the year 2012, it won the Best Team and Best Driver award.
Red Bull, therefore, targets the young generation and despite the presence of BMW, Ferrari,
Toyota and BMW, it had a good start.
The potential target group of Red Bull is the young generation who has decent family
background with money. Therefore, in the demographic segment, it targets the teenagers and
college students or the young adults. Young professionals can also be targets. Red Bull targets
the young generation in the supermarkets, bars, movie halls and in the restaurant to improve the
visibility of the products.
3. Considering needs of the target groups in relation to Red Bull
Needs of customers are things those are necessary for the survival, whereas wants are
things which are not necessary; however, these products can add pleasure and comfort to life. In
Maslow’s Hierarchy of Needs; physiological needs are the basic needs which are vital to survive
and these could be air, food and water. Security needs are associated with the safety and security
and security needs are steady employment, safe neighbourhood, health insurance and shelter
from the environment. Social needs are included belonging, acceptance, affection and love
(Bamossy and Solomon 2016). Esteem needs for things reflect on personal worth, self-esteem,
social recognition and accomplishment. Lastly, self-actualisation needs are associated with the
personal growth without recognition and the interest is fulfilling the potential.

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Target Market and their needs, expectations and desire
Red Bull has a very age-segregated target market in which it operates. Red Bull, being an
energy drink has a specific need and requirement to address too. Its tag-line ‘Red Bull gives you
wings' has a special appeal to the young people belonging to the age group of 18 to 34 years of
age. Moreover, it is considered synonymous to them with energy, danger and youth life. Red bull
energy drink targets athletes as well as the youth market (Generation Y) more commonly known
as millennials which have a love for adrenalin and extreme sports.
The basic need of the youth that constitutes the major customer base of Red Bull is to
stay awake. The modern generation of the new age tends to stay awake for long hours in the
night for work, study or social media activities. The trend is popular as the youth believes that
they are more active during the night. Staying awake for long hours requires an energy boost
from the outside otherwise; they can be overcome by fatigue or sleepiness. Red Bull, strong in
caffeine, promises the energy boost that the youth requires for their late night activities.
Moreover, the customer base of Red Bull comprises young drivers who need to stay
awake during driving at night. These help them to avoid dangers and save lives. The Red Bull
associates itself with extreme sports and brings in the youth who like to associate themselves
with the daring activities. It has been seen psychologically that the youth wants a sense of
belonging to certain activities and consuming Red Bull lets them gets incorporated into the Red
Bull culture.
Red Bull is a reviving drink and hence it is also popular among sportsmen. The
sportsmen rejuvenate themselves with the caffeine-rich Red Bull, to avoid fatigue and prepare
quickly for subsequent activities. Red Bull promotes physical endurance, stimulation of

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metabolism, concentration and reaction speed. It can accelerate the performance of the athletes
and help them in times of need.
Critically evaluating the sales funnel and purchase of the target market in order to make
them a loyal customer
Awareness Phase: When Red Bull entered the market, it was just like any other non-
branded new entrant, with particularly no customer base for an energy drink. Red Bull slowly
developed marketing strategies to be known among the potential customers and let them grow as
a brand. They took a new approach towards the promotion and decided to invest in advertising
and market. The marketing strategy focused on adventure sports which require serious adrenaline
boosts. This made them popular as a brand and helps to attract the interest of a very interesting
market segment.
Interest Phase: Red Bull created an interest in its target market, which is the youth who
liked adventure. Red Bull associated themselves with different sports personalities, who helped
popularise the brand. It also helped Red Bull to identify themselves with stimulating and exciting
performances. It evolved not only as a brand of a particular product but as a revolution of
adrenaline pump. Red Bull hence started to be identified with the high-octane events that are
associated with (Redbull.com 2018).
Evaluation Phase: Red Bull never really had a tough competition, as its marketing
strategy was completely unique to itself. Red Bull never focused on popularising its particular
products but always focused on the development of the brand itself (Pangarkar and Agarwal
2013). Red Bull was always at the forefront of events and successful sports personalities. It
slowly expanded from the high-octane sports to football, video games and other electronic

16CONSUMER BEHAVIOUR & RESEARCH
media. It focused on popularising itself on every field so that it can be easily identified over its
competitor brands.
Decision Phase: Red Bull’s decision of making the brand became so popular that it never
had to mention its products in any promotional activities. The customers were influenced by the
exciting stories of the sports personalities and their adventures and were beginning to identify
themselves in those situations (Redbull.com 2018). Red Bull's strategy has triggered the
decision-making ability of the customers and encouraged the people to purchase their products
even without mentioning their name. The customers were more appealed by the subtle nature of
Red Bull. Instead of focusing on brazen advertisements about the capabilities of their products,
the people identified the vitality of them through the events and promotion of the brand.
Purchase Phase: All the above strategies were not only for the promotion of adventure
sports or activities but for influencing the people to transfer their money to the company through
the purchases. The above-mentioned strategies drew customers from the youth society who tried
to identify themselves with the adrenaline rush and they spent heavily on the purchase of Red
Bull products. This helped to increase the company's sales over the years and has made Red Bull
one of the largest producers of energy drink globally (Redbull.com 2018).
Re-evaluation Phase: The creative marketing, which was the introductory approach by
Red Bull paved the ways for its evaluation from being a non-branded energy drink to one of the
most popular global brands. Their marketing technique has been copied several times in the
future but none had the impact that Red Bull had on the global market of energy drinks.

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Potential touch points of Red Bull for brand and consumers
Touch point is the influential action which is initiated by the human contact,
communication and sensory and physical interaction ( ). Red Bull has been considered the ‘The
Mastermind of Adrenaline Marketing’ with its unique marketing ideas and techniques
(Bloomberg.com, 2018). However, there are points on which the company can focus for its
future development. Marketers of Red Bull matches the emotive needs of target customers and
the marketers need to understand that emotion must represent the brand. Red Bull’s touchpoint
represents bold and adventure. Red Bull can plan to deliver the relevant touchpoint which can
connect inherent emotive meaning.
Red Bull surpassed itself as being Beverage Company to a lifestyle icon. Red Bull has
taken emotional branding strategy to create enduring bond between brand and consumers. Red
Bull should consider this a challenge and develop new and unique strategies to compete with
them. They need to develop their business model accordingly and continue to review their prices
so that they can continue to be the leader in the energy drink industry. Red Bull created
reconstitution stage as it has different culture, process and understanding which help the
organisation to lead speedy responsiveness to the target market. Consumers are the most
important factor that Red Bull should consider while developing business ideas. Customer
satisfaction should be their prime objective, and they should invest in developing better
infrastructure according to the tastes of the changing customers. Besides advertisements and
promotions, it is the customers themselves who are the biggest promoters of the brand and can
make the brand retain its place for the years to come.

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4. Changes in the current promotional mix
Changes in promotional Mix
Top line promotions Below line promotions
Red Bull includes the promotional activities
intended for the mass consumers using the
mass media. Red Bull can design and execute
the company's corporate office. Red Bull needs
to use TV ads, mega event and design of
banners simultaneously with no difference in
execution and design.
Red Bull needs to include promotion schemes,
Point of Sale display and publicly material.
Red Bull can maintain the marketing done by
the company from the plant; the sales manager
will manage the promotions. Sales promotions
will do promotions in the respective areas.
The marketing strategy of Red Bull will show consistent effort and it will be aligned with the
tradition and culture of the people in different areas.
Based on the above analysis done, the following changes need to be done:
 Focus on marketing campaigns targeted at cultures which have collective values as
currently it’s more targeted at individualism
 Create content which is relevant in each culture as opposed to having similar marketing
messages across all regions.
 Content with local language per region would be a key to further connecting with
consumers in each region.

19CONSUMER BEHAVIOUR & RESEARCH
 Create a holistic marketing plan to target generation Z. currently very little is being done
to target this generation and whilst their key market is substantial they will eventually get
older and the need for a new customer base will be critical.
 Increase awareness in regions where market share is low but further understanding the
wants needs and expectations of those customers.
 In countries where the product is banned due to Taurine ingredient, Red Bull could
potentially create a product without the ingredient and focus its marketing efforts on
driving the positives aspects of the drink and how it contributes to the community
through sports and other events.
Advertisements:
Red Bull can change the advertisement strategy as they can segregate the type of
advertisement, they need to provide to the customers. The advertisement will be different based
on the platform.
 The advertisement will be differently created for the online platform, print media or in
the events.
 The advertisement will be focused mainly on the young generation who like extreme
sports, who like to keep them awake for nights or for the sake of energy. The campaign
of the advertisements will build high impact on the customers and it will increase high
intensity. The promotional campaign will be widespread by deploying multiple
innovations in conjunction with standard outdoor media formats.
 As a part of the ‘pull strategy', the competition will increase the spending on
advertisement. The concept of aggressive advertising of Red Bull will be to promote
products.

20CONSUMER BEHAVIOUR & RESEARCH
 Red Bull will introduce the different themes and concepts to create awareness and brand
image. In addition, Red Bull can use the big names in the sports arena to use in the
advertisements.
Internet marketing:
 Red Bull can start the ‘photography’ competition on Facebook and Twitter page.
 In addition, Red Bull can opt to take SEO (Search Engine Optimisation) and PPC (Pay-
per-Click) so that the customers can easily find out the name of Red Bull.
In addition, Red Bull can use the social media analytics to find out the best possible time to post
on Facebook and Twitter. On YouTube, they can post the short video to engage the customers.
Facebook Twitter Instagram
Social media site
focus
Sharing the news and
stories
Sharing content Sharing images and
stories
Company brand
presence
Facebook business
page
Twitter profile page Instagram page
Viral brand exposure
opportunity
Likes and comments Retweets Instagram likes and
posts
Impact on website
traffic
Posting links on
Facebook page
Facebook
advertisements
Promoted tweets Instagram stories
Table 2: Social Media marketing strategy
(Source: Self-developed)

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Sales promotions:
 Red Bull can start the sales promotions in some regions where Red Bull does not have a
good customer base.
 In such regions, Red Bull can provide discounted prices to the customers.
 Red Bull can also start the joint promotions with other brands and vouchers and coupons
will be new to Red Bull. Red Bull can start social media contests and giveaways.
Customer Relationship Management
Customer brand experience, brand dialog behaviours, brand consumption and shopping
behaviours. Furthermore, as stated by Knox et al. (2017), analyses consumer engagement as a
dynamic, non linear, in real time and reflective inter relationships between brands, customer and
on another. As further stated Wagner and Zubey (2016), customer engagement is a four-
dimensional model, with engagement having cognitive, affective, behavioral and social aspects.
The main role of the CRM is to derive the maximum profitability through customer base.
At first, Red Bull needs to analyse the customer portfolio and the first step involved in this is to
determine the customers’ group. Understanding of customer profile is associated with defining
the target customer base (Kumar and Reinartz 2018). CRM strategy of Red Bull can opt to take
the process of customer intimacy as it will help in to get familiar with the customers.
Relationship building is dependent on how well the customers include everything. Red Bull
needs to maintain software where they maintain the buying habits of the customers to learn about
the target market. The organisation needs to develop the network which will identify and develop
the strong relationship with Red Bull. Customer intimacy can be increased through value
proposition and customer profiling helps to move forward and to tailor the value proposition of

22CONSUMER BEHAVIOUR & RESEARCH
the customers (Khodakarami and Chan 2014). Customer lifecycle is associated with a continuing
relationship with the customers.
Figure 1: Customer Relationship Management strategy
(Source: Self-developed)
Red Bull can get benefit in different areas:
 Collecting data of acquired customers, with detailed analyses of that data, certain
segmentation would be undertaken to create cohorts of consumers based on the data
gathered.
 Understanding criteria such as channels of acquisition, demographics, product purchased,
repeat purchases, location and many other variables can assist in creating messaging
which is personalized to the segment.

23CONSUMER BEHAVIOUR & RESEARCH
 CRM will help employees to understand their customers better by having detailed
information on prospects, leads and customers. Being able to serve those consumers with
the right content and messaging in real time will assist in retaining these customers.
 Engaging with customers is vitally important. With all the data that is able to be gathered
and understanding each customers’ needs, personalized messages can be targeted at these
customers with the relevant content and messaging thus creating a personal relationship
with the customer (Knox et al. 2017).
 A CRM system will assist in offering the customers what they really want. If Red Bull is
able to continuously offer the right product to the right person at the right time, positive
perceptions and experiences will continue to happen thus creating further opportunity for
the product to be sold to those customers.
 CRM gives a complete view of the customer and ability to personalize content and
respond quickly and efficiently to customers. Customers that are engaged tend to have a
higher level of participation with the brand. In addition, past experiences with brand if
positive can have an greater connection to the brand.
Conclusions
It has been observed that consumer behaviour is the pattern in which consumers follow to
make the purchase. Red Bull uses different advertisements and communication techniques
through the promotional mix to touch the customers' needs, expectations and desires. Red Bull's
promotional mix starts with consumer's awareness and it concludes to purchase transaction. Red
Bull counts repeat purchases as Red Bull targets the young professionals. Red Bull has Red Bull
TV, Radio, Online channel, mobile app and print media to retain the customers. The expectations

24CONSUMER BEHAVIOUR & RESEARCH
and needs of the customers are changing; the knowledge of consumer behaviour and expectation
can inform future decisions of the product creation.

25CONSUMER BEHAVIOUR & RESEARCH
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