Consumer Behaviour & Research: Market Research Report on Red Bull

This individual market research report examines the consumer behavior surrounding the Red Bull energy drink, a low-interest product. The report begins by describing Red Bull's background and critically analyzing its current promotional mix, including advertising, internet marketing, sales promotions, and public relations. It delves into relevant segmentation variables, such as social influences, psychographics, and demographics, to identify potential target groups. The report then considers the needs, expectations, and desires of these target groups in relation to Red Bull, evaluating the sales funnel and purchase process to foster customer loyalty. Potential touchpoints between Red Bull and its consumers are also explored. Finally, the report suggests changes to the current promotional mix, including adjustments to advertisements, internet marketing strategies, and sales promotions, along with the implementation of a Customer Relationship Management (CRM) system. The report concludes with a summary of findings and recommendations.

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

3CONSUMER BEHAVIOUR & RESEARCH
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

4CONSUMER BEHAVIOUR & RESEARCH
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

5CONSUMER BEHAVIOUR & RESEARCH
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

6CONSUMER BEHAVIOUR & RESEARCH
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

7CONSUMER BEHAVIOUR & RESEARCH
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

9CONSUMER BEHAVIOUR & RESEARCH
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

10CONSUMER BEHAVIOUR & RESEARCH
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