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Consumer Behavior - Red Bull - Case Study - Assignment

Red Bull is seen as more than just an energy drink but as a lifestyle brand centered around extreme sports, art, and music. Red Bull consumers seek to express their true identities or desired identities and are determined to accomplish goals, seeing Red Bull as helping them do so. Red Bull associates itself with diverse activities to target different consumer types and defines its lifestyle as one of adventure, daring experiences, and thrill. It has over 134 events annually and its media house will help take content advertising to new levels while strengthening the Red Bull brand against rising competition for its loyal customers.

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82 views2 pages

Consumer Behavior - Red Bull - Case Study - Assignment

Red Bull is seen as more than just an energy drink but as a lifestyle brand centered around extreme sports, art, and music. Red Bull consumers seek to express their true identities or desired identities and are determined to accomplish goals, seeing Red Bull as helping them do so. Red Bull associates itself with diverse activities to target different consumer types and defines its lifestyle as one of adventure, daring experiences, and thrill. It has over 134 events annually and its media house will help take content advertising to new levels while strengthening the Red Bull brand against rising competition for its loyal customers.

Uploaded by

letstravelandtourspk
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Name: JABRAN AHMED (BBA-H)

ID: 022-20-119331

COURSE: CONSUMER BEHAVIOR

RED BULL CASE STUDY

‘ASSIGNMENT’

QUESTION NO. 1:
Based on your understanding of the personality attributes influencing consumer behavior,
describe how consumers identify themselves with the brand personality of Red Bull. What goal
and values are the consumers of Red Bull trying to achieve?

ANSWER 01:
The set of characteristics that consumers relate to a product as if it is a person is defined as Brand
personality. Red Bull is not just a product nonetheless it is a brand or more of a personality. Its
brand personality is mostly centered on extreme sports, art, and music. Red bull is one of the not
too many brands that has been able to make a human personality related to its name. Red Bull
customers use it as a way to express their self-integrity. This integrity can be either their real
identity or a preferred one that they desire. Red Bull consumers, in my view, are constantly
determined to go past themselves and accomplish their goals, specifically in extreme sports. The
majority of them also feel that Red Bull is the product that would facilitate them achieve their
goals.

QUESTION NO. 2:
Discuss how Red Bull can be considered a lifestyle brand. Looking at the diverse activities that
Red Bull associates itself with, is there a single way to define the Red Bull lifestyle?
ANSWER 02:
Red Bull's lifestyle could be defined as an extreme experience. Red Bull is believed to be a
lifestyle brand generally because of most of the events that they set up in the sport, art, and music
area. Thanks to these events, Red Bull is able to target several different sorts of consumers. Red
Bull’s lifestyle is entirely connected to adventure and thrill. Red Bull highlight daring and
adventurous life. They organized 134 events up to date which is extreme, consisting of sports,
music, and art to involve its consumers. Red Bull Flag tag is one of their general annual events,
and the contestants live the brand’s slogan. By this time, they have a reputable name that is most
likely to exist eternally in the corporate world. They have transformed their energy drink product
and become the full-grown designers of their own brand experience.

QUESTION NO. 3:
Discuss the product complementarity of Red Bull’s energy drink and media house. Do you think
that Red Bull as a lifestyle brand is strong enough to venture into publishing extreme content?
What does this mean for its original product and the rising competition it is facing in different
global markets?

ANSWER NO. 03:


In Red Bull media house, the company is set to take content advertising to the next level and
thrilling as well. Several in the marketing and advertising field are ready to hail Red Bull as a
publishing kingdom that also just sells an energy drink. According to this, the Red bull media
house is certainly strong enough to venture into producing extreme content. Regarding the rising
competition, Red Bull will be more and more present in the marketplace thanks to this venture.
The only thing that separates Red Bull itself from the rising competitors in global markets
through its own customers' loyalty. Therefore, this does not get disturbed by the rising
competition since they have their personal loyal customers. Red Bull’s energy drink is not the
competition here nonetheless its brand which has competition in the global markets like
Mountain Dew.

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