Case Study Evaluation: Red Bull BY YOU YOUR SCHOOL INFO HERE DATE HERE Case Study Evaluation: Red Bull Red Bull’s Sources of Brand Equity Red Bull has multiple sources of brand equity that come from having a well-known and recognized brand with considerable recognition and recall (Holehonnur, Hopkins, & Fine, 2009)…
The presence of this energy drink in desired consumer markets has made Red Bull stand out over other energy drink marketers by appealing to their emotional and/or psychographic lifestyle tendencies. For example, the adult cartoon concept maintains sophisticated content with a very clear message that is reinforced by the integrated messages delivered. By not selecting a specific target segment, the business is able to promote itself to many different audiences that have a need for energy drinks. This gives the brand more word-of-mouth capabilities and therefore improves brand equity since it is well-known by so many different demographics domestically and across the world. For the most likely target groups to use Red Bull as a lifestyle choice in energy drinks, the company built even higher brand equity through events marketing principles that included opinion leaders that have the ability to influence consumer behaviour (Keller). Event marketing links lifestyle with attitude and uses appropriate logo presentation so that recall of the brand is possible in these events where Red Bull has decided to advertise. The positioning strategy selected by Red Bull also improves brand equity as it gives consumers the correct impression about what to expect as tangible benefits of this energy drink option. The slogan “revitalizes body and mind” sends a very distinct and clear message that Red Bull is intended for energy purposes and has some form of lasting benefit for the buyer related to their needs for thirst or energy production based on lifestyle activities. Equity is built by not confusing the customer segments with complicated messages and stays focused on its position as a market leader among competition. The brand’s distinctive packaging and features also contribute to equity, as well as content and caloric content for those who are concerned about excess calorie consumption. For example, a typical can of Red Bull only has 12 calories (drinksmixer.com, 2010). This is desirable for markets that have social and athletic trends where the volume of excess calories consumed is an emotional need, therefore the psychology of the brand builds more equity from satisfied diet-conscious drinkers. Packaging includes a smaller 3 oz can (Hein, 2001) so that there is not a considerable commitment. It is convenience packaging for customers that do not require large-volume drinks to sustain their thirst needs and thus establishes itself as an energy drink that can be consumed in one, immediate setting. As far as convenience is concerned, equity is built by satisfied users that are concerned about volume quantities. The equity built does not change from country to country since Red Bull sends consistent messages about the quality and use of the product, though the advertising style changes slightly from region to region. The executive leadership at Red Bull believes that using the cartoon advertising format sends a consistent message despite the need for translation of the content (Keller). Basically, Red Bull marketers believe that thirst and energy needs are rather uniform from one consumer to the next all across the globe and can therefore use the same messaging format to deliver perceptions of quality and value. Other than areas where the brand is promoted, such as sports ...
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In 1987, Mateschitz “developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market” (Red Bull, N.D., par. 2). The official website of Red Bull boasts of its historical accomplishment that reveals that “since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.2 billion in 2010.
Janet, the nurse communicated this to the attending Intesivist, Dr. Johnson who sought to disobey the directive based on the belief that she would get better. This is in spite of the insistence by the family that the directive be followed. Refusal to follow the directive is legally considered to amount to assault and battery under common law.
The company has advertisement strategies. Red bull is perceived to be a pioneer in the energy drinks market. The strategic team has had to use various branding theories to maintain the market share and expand to new markets. The drink has a best-of-class strategy that makes it the most expensive in the market.
The fall of the hammer in a traditional auction is complete when the auctioneer announces its completion by the fall of the hammer or in other customary manner-and until any such announcement is made any bidder may retract his or her bid. The equivalent of the fall of the hammer in an eBay auction is the automatic close of bidding at a fixed time and the generation of an eBay advice headed "won" appear to have been accepted by the parties to an eBay auction.
However, for purposes of this paper, special emphasis will be given to an ice event sponsored by The Red Bull Company known as Red Bull crashed Ice. This event will be based in Quebec City and most of the recommendations given will be based on the location.
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According to the National Cancer Institute (2011), some cancer cells produce or secrete certain substances that cause mobilization of Ca (Calcium) from bones into the blood stream. In another study, PTH-rP (released by lung cancer cells) has been associated with shorter
The success of Disney America Park was unachievable.
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