Advertising Strategy of Redbull

2905 Words Jan 29th, 2012 12 Pages
One of the leader in the energy drink market, Red Bull was created in 1984 by Dietrich Mateschitz and now produces an annual turnover of more than 3 billion Euros (Gschwandtner 2004). Red bull is an internationally popular energy drink that is intended to taste like mixed berries. Red Bull is packaged in a slim aluminium blue and silver container with two red bulls as the logo. It provides 8.3 US fl. oz. of thirst quenching power fluid and contains 80 mg. of pure caffeine; this energy drink combats mental and physical fatigue (Redbull 2011). Red Bull however, was not always Red Bull; this energy drink originated in Thailand and it was sold under the name “Krating Daeng”. For more than 20 years, Red Bull has managed to
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The consumers would be looking for a “pick me up” in order to complete work. Maybe the college student has a paper due soon and will be pulling an “all-nighter” to complete it, or the business person has a report that they need to present to their boss the next day. They are looking for something to keep them focused though out that long night.

Public Service Employees such as; Police, Military and Fire Fighters are also in the target market of this company. These jobs require extremely long hours of shift work. For example the Fire Fighters and Police shift may start at 1:00 am. This is a time when the body is normally sleeping, so these consumers would look for something to wake them up. Personally, after going through officer school training previously when I was serving my National Service (NS) there were times when I had to stay awake for over 48 hours straight, and I was constantly feeling the urge for an energy drink to take that sleepy feeling off.

Fitness buffs are also in the market for Red Bull. These people tend to look for an “edge” while working out. Buyers pass through three consumer response stages; cognitive, affective and behavioural (Percy 2008). This is the “learn-feel-do” sequence of how the consumer 's perception is relative to a product.

I will look at the Communicative Model of how the consumer passes through
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