RED BULL

Red Bull Consumer Report



Red Bull Consumer Report

Introduction

The first energy drink was launched in 1987 in Australia under the name of Red Bull. Ten years later Red Bull arrived in the United States. In this study, the branding concepts in relation to Red Bull expounded, they are reported on the Red Bull branding story. The researcher continue with Red Bull and look at the Red Bull consumer experience and use this as a basis for recommendations growing and sustaining the Red Bull brand over the long term. Since this time energy drink, 22 use has risen dramatically. This study aims to analyze the Red Bull sales figures report selling 1 billion cans in 2000 and over 3 billion in 2006. Partially attributed to the success of Red Bull, over 500 new energy drinks have been created with sales totaling $5.4 billion worldwide in 2006. These products are marketed to the 18- 35 year elderly population, but little research has been conducted on their consumption patterns of energy drinks.

Branding Story

Red Bull has positioned itself as a drink that gives people exponential power. Red Bull's brand elements are speed, endurance, concentration and alertness. Red bull entices the people, who are teenagers and has immense need to prove themselves as cool and powerful. With the introduction of Red Bull, energy drinks quickly gained popularity and have since then continued to grow at an exponential rate (Drew, 2002). Energy drink manufacturers have specifically targeted college students. The precise intention is to take advantage of this group, which has already been identified as an at-risk drinking group. More concerning than merely targeting this population, is the fact that energy drink companies give out free samples of their products to students and have provided most college bars with free energy drink machines or promotions.

'Red Bull gives you wings' the popular slogan from the makers of Red Bull is readily recognized. It is also famous amongst the energy drinker throughout Australia. Energy drink manufactures play on a 'jock identity' of extreme sport athletes. They seem to glorify a high energy stimulant lifestyle. These drinks aimed at young consumers are advertised for a variety of reasons, to reduce tiredness, to help study, increase focus, and most typically to help improve performance. Miller (2008) sampled 795 undergraduate students looking at 'toxic jock identity' which is defined as a sport-related identity predicated on risk taking and hypermasculinity (Haig, 2003). The strength of this pernicious jock identity was positively associated with the frequency of energy drink consumption. The advertising schemes of energy drink companies blatantly play into this identity.

Consumer Perception and Experiences

For the purpose of identifying the consumers' perception and experiences, four Red Bull consumers were interviewed. The consumers' insights and experiences are summarized in a holistic manner. Results indicated that half of the participants reported drinking at least one energy drink each month in the past semester. Of energy drink consumers, a higher percentage of females drank energy drinks as compared to ...