Red Bull- Consumer Behavior - 1881 Words

RedBull While working on this report, we tried to figure out the best way to go about completing a consumer analysis for Redbull. Initially, we were confused as to what to tackle first: the marketing strategy or the consumer profile? We figured that both the marketing and the communication strategy of Redbull in Pakistan were based on— or rather for— a very specific type of consumer. So our first task (in order to understand this consumer type, as well as the dynamics of Redbull’s marketing strategy) was to review the nature of the product, and establish a consumer profile for it. Redbull is an energy drink, developed specially for periods of increased mental and physical exertion in humans. It aims at increasing†¦show more content†¦Now that we have established the consumer profile for the average consumer of Redbull and highlighted the nature of the product itself, we will proceed by delineating these factors’ relationship to the marketing strategy of Redbull. Redbull is priced at Rs.100 per can in the market. It officially grants the retailer an incentive of Rs.10 per can, even though smaller retailers charge Rs.110 (driving their profit to Rs.20 per can). Considering the fact that it is a relatively expensive beverage, it is placed in medium to large sized shopping malls. Large shopping malls are also provided with little refrigerators in the shape of a Redbull can (see appendix 1 for picture) by the company for advertisement purposes. Armed with the knowledge that the average consumer also smokes cigarettes, the Redbull company ensures that cans are also sold at major tobacco shops in Lahore such as Tobacco Masters and Abdul’s Tobacco. They can also be found at popular â€Å"khokas† such as Two Guy Pan Shop in Fortress or Jaidi Pan Shop in Defence. During our research we found that the correlation between smoking and drinking Redbull was indeed quite strong as the average tobacco shop sold about 48 cans per day, while the average grocery store sold about 8-9 cans per day (not taking into account large shopping malls). Redbull is also placed at shops within colleges and some schools. It canShow MoreRelatedConsumer Behavior Analysis- Red Bull987 Words   |  4 Pagesproduct Red Bull. Today, this drink can be easily recognized by its tag line: Red Bull gives you wings. Twenty Five years ago Red Bull and Mr. Dietrich initiated their attempt at becoming a renowned brand and have successfully achieved that aim on a universal scale by implementing a uniformed marketing strategy. 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