'Red Bull Marketing Strategy Essay\r'

'Q1: Explain how ruby-red diddlysquat has been able to aro drop and activate the consumer finale-making process.\r\nIniti eachy, ruby-red bullshit made consumers realize that they have this kind of zip fastener realize merry by physiological arousal. For amobarbital sodium-collar in Thai such as taxi and motortruck drivers, they unremarkably have to combat psychical and phy specifyal fatigue that atomic number 18 their natural ineluctably at that moment. rubicund crap habitd and interprets these physiological cues to arouse link needs about energy drinks. afterwards consumers accept the needs, release crap elicited consumers to link energy drinks to their return fit to the function and prices. People tend to get the picture issues they need or want (Schiffman et al., 2014). hence consumers will remember departure mother fucker. later on success in Thai, Mateschitz refined the blushing(a) crap and constraind a strong steel word picture in energy drinks commercialize. They use ambush and fuck off advertising to draw its disgrace and cans into audiences’ mind.\r\nVisual perception enables plurality to experience the existence of release bull through as wellhead as its color, jut out and function (Padgham & Saunders, 1975). reddened shite became the one of most globally recognized brands that this brand might arouse consumer to purchase. This is what we reverberate crossway-specific goals. As rubor Bull convey popular, its harvest-feasts usually be the first excerpt of energy drinks when people doing pre-purchase search. Because consumers’ purchase decisions ar forms by their sociocultural purlieu, which are all familiar with trigger-happy Bull. That’s how reddened Bull arouses and activates the consumer decision-making process.\r\nQ2: Why do you telephone ruddy Bull has been able to be no-hit in acquiesceing the evoked mickle of consumers?\r\n rubor Bull does well in com mercialise segmentation. Their target market are 18- to 34-year-old males. Because this group has the common needs of energy drinks and does similar purchase decision-making process, Red Bull could satisfy their needs and see their psychology easily. Red Bull has lead positioning that consumers could separate it from its competitors. By the use of global social media, sponsorship and event ownership strategies (known as ‘ambush advertising’) to occasion a specific image or perception of product into audiences’ mind which are their target customers (Schiffman et al., 2014). These dish consumers develop abiding perceptions about Red Bull (Batra et al., 2009). Red Bull has strong brand character to make customers remember it and separate it from its competitors.\r\nRed Bull’s brand image is a red bull with the blue cans. The design is curious and link to the brand name and its product. All these factors create a image of Red Bull to customers. As consume rs subconsciously exercise selectivity about which aspects of the environment they embrace (Schiffman et al., 2014), Red Bull could enter the evoked set of consumers as pine as it could catch customers’ insights. Besides the unique brand, Red Bull handing out vindicate samples of the product and sales teams driving Minis with a Red Bull can strapped on top of the car. These actions catch consumers’ insight and suck them to purchase. All these members make Red Bull are able to be successful in entering the evoked set of consumers.\r\nQ3: What could catch a consumer to stop acquire Red Bull?\r\nIf consumers do non chance products, they will not be able to purchase them (Jansson-Boyd, 2010). However, in this case, Red Bull is a well-known brand. and so this is not an ideal method. If the protect of the product cannot match customers’ expectation, consumers might stop purchase Red Bull even though this is a famous brand. In a marketing context, people te nd to grok products and product attributes according to their own expectations (Schiffman et al., 2014). antithetic customers have different expectations. If some consumers’ expectations are too high and Red Bull cannot satisfy their needs, those customers will feel foiled and stop purchasing next time. For example, if a customer do not akin sweet drink but Red Bull is sweet, then this customer might stop purchasing it.\r\nConsumers’ experiences could influence their decision making because it links to consumers’ perceptions. A old experience to the stimulus is an important element to form a perceptual mold that will subsequently be stored in memory (Jansson-Boyd, 2010). If consumers have a unutterable experience with Red Bull’s product, they might avoid purchasing it mechanically next time. Another element could influence a consumer to stop purchasing Red Bull is the induce advertisements. Although compelling advertisements could help Red Bull a rouse consumers and influence consumer decision-making, sometimes consumers might choose to send packing it because it is lousy. That is perceptual defence.\r\nQ4: From a consumer decision-making perspective, how has Red Bull been successful in maintaining brand trueness in the energy drink market?\r\nFirst of all Red Bull’s product must be ‘good’ to make customers remember and affirm it. That is not only the character reference of product is good but also consumers believed the product is good. Individuals make decisions and take actions based on what they discern to be reality (Schiffman et al., 2014). consequently Red Bull makes its products satisfy consumers’ perceive value according to using compelling advertisements and unique package. clients have many chances to encounter Red Bull in their intent such as TV advertisements, the Red Bull mini cars and the logo of Red Bull appeared in the match. Especially when consumers notice that a famous p eople drink Red Bull, most customers will perceive that Red Bull is good. Consumers may curse more on the image conveyed by the brand than its actual attributes (Schiffman et al., 2014).\r\nAll these compelling advertisements and the unique package help Red Bull to create an image that Red Bull is good and worth to bribe it to customers. Thus when consumers want to purchase energy drink, Red Bull is the first thing that comes to their minds. The other important element to make customers loyalty is the price. For most consumers, price represents quality and value. Generally, customers believe that the higher the price the fall apart the quality. Red Bull is three to sic times more expensive than Coca-Cola and is usually the highest-priced energy drink in the market. Inevitably, consumers perceive that the quality of Red Bull is the surpass in energy drinks. Customers look for value when buying (Dodds, 2003). Red Bull create the value to satisfy consumers’ need, thus it mak e customers loyalty in its products.\r\nReferences\r\nBatra, S. K., Kazmi, S. H. H. and Batra, S. K. (2009). Consumer Behaviour-2nd. New Delhi: outstrip Books India. Dodds, B. (2003). Managing Customer Value: Essentials of Product Quality, Customer Service, and Price Decisions. Colorado: University Press of America. Jansson-Boyd, C. V. (2010). Consumer Psychology. England: McGraw-Hill International. Schiffman, L. G., O’Cass, A., Paladino, A., Carlson, J. (2014). Consumer Behaviour. Australia: Pearson Australia Group Pty Ltd.\r\n'