ASSIGNMENT04

ABDUREHMAN ULLAH KHAN

REG NO: 40931
COURSE: CONSUMER BEHAVIOUR

SUBMITTED TO: SIR WAQAS RANA

Discussion:
Extreme sports. YouTube. Pinterest. Veganism. Can you predict what will be “hot” in the near
future? Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in
detail, and justify your prediction. What specific styles or products relate to this trend?

Q. Is there such a thing as personality? If so, how might you integrate knowledge about
consumers’ personality traits into a marketing strategy?

CASE STUDY: Giving Wings to a Way of Life.

When Red Bull was launched in 1987 by the Austrian entrepreneur Dietrich Mateschitz, it
created a new beverage category: energy drinks. Since then, the energy drink segment has grown
substantially, with Red Bull establishing itself as the undisputed market leader worldwide—it is
available in 167 countries and has sold around 50 billion cans to date. Red Bull has not only
created a new product category but has also cultivated a way of life that is widely admired by
athletes, musicians, artists, and students around the world. The brand’s logo of two red muscular
bulls and its iconic slogan promising to give the consumer “wings” are a statement for the thrill-
seeking consumer. Red Bull fans are attracted to the brand’s proposition of fun, adventure,
creativity, and challenge. It resonates well with the 18–35 age group by embracing the culture of
extreme sports, music, and art. Over time, the Red Bull brand has become bigger than the
product itself. Red Bull does not intend to bring the product to the people, but to bring people to
the product. Red Bull’s strategy is to associate itself with experiences and events that are popular
with its target customers and thereby create a unique brand identity. The company delivers such
experiences by heavily sponsoring extreme sports events like motor racing, snowboarding, kite
surfing, soapbox races, and Formula One races. Red Bull also creates its own events, like Red
Bull X Fighters, Red Bull Air Race, and Red Bull Paper Wings, all of which attract huge
audiences. The Red Bull Flugtag is one of their popular annual events, and the participants live
the brand’s slogan: they construct their own homemade flying machines and jump into water.
Another event that showcased the brand’s spirit of adventure was Red Bull Stratos, which was
the company’s breakthrough space-diving mission. The event was streamed live on October 14,
2012, showing Austrian sky diver Felix Baumgatner in a Red Bull labelled costume take a free
fall from the edge of space, breaking the speed of sound and landing on the ground in a Red Bull
parachute. The company had heavily publicized the event and it was followed by avid Red Bull
fans right from the planning stages. The live streaming of the event had 8 million views on
YouTube, a new record in itself. Red Bull activities involve a mix of sports, games, athlete and
team sponsorships, music events, and other sports culture events like Red Bull BC One
(breakdancing), and Red Bull Art of Motion (free-running). The Red Bull Web site features more
than 134 events and activities to engage its users. No matter what activity its users choose, one
thing is shared among all— the Red Bull state of mind. Red Bull started its own Media House in
2007 to offer its followers more options to know and experience the Red Bull lifestyle. It
produces content across multiple media: print, television, online, and feature films. Some of the
productions of Red Bull Media House include the film The Art of Flight, the brand’s magazine
Red Bulletin, and the TV show Red Bull Signature Series, in partnership with NBC. With the
establishment of the media house, the Red Bull brand has actually transcended the original
product and become a full-fledged creator of its own brand experience. Red Bull continues to
hold autographed events across the globe and produce its own content, incorporating storytelling
material that attracts readers, viewers, and listeners to the brand. Red Bull is not merely
satisfying a functional need; it is offering its consumers a vision and promising values through
which they can define themselves. Through this approach, the drink that vitalizes the body and
mind becomes a consumer lifestyle choice of extreme experience. In addition, through the Red
Bull Media House, the company is set to take content marketing to the extreme as well. Many in
the marketing and advertising world are ready to hail Red Bull as a publishing empire that also
just happens to sell a drink.

Discussion Questions:
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?

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?

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?

SOLUTIONS
Extreme sports. YouTube. Pinterest. Veganism. Can you predict what will be “hot” in the near
future? Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in
detail, and justify your prediction. What specific styles or products relate to this trend?

Ans: We look at many lifestyle style trends that changes day by day, but one thing is most
uprising is that, people are getting more towards “healthy lifestyle”. This is because people
want to get and stay fit for their own benefits. People are willing to spend more on their health.
People are willing to spend more money to do training in particular gyms. There is always a
class differentiation in specific trends, because upper class will spend quite handsome amount
to join top class and elite gym, where they can enjoy their training and ambiance too. Beside
that lower class will not spend more on gym , they just wanted to have quite basic gym , where
they can enjoy training because they don’t consider elite class gyms, because of the gym
monthly fee. Every trends have different ion to every class of the society. But during these days
healthy lifestyle is one of the top trends and will be more spread in near future.

Is there such a thing as personality? If so, how might you integrate knowledge about
consumers’ personality traits into a marketing strategy?

Ans: Every companies target consumers based on their personalities, because every product is
not for everyone, every companies before launching their must keep their minds that where to
launch the product and to whom this product is for. If we take an example:

Although Apple is considered a premium brand and many products come with a premium price
tag, teens are consider one of the primary Apple target market demographics. This is because
teens are attracted to the value of an iPod and this translates into wanting iPhones, Macs, and
other products later on in life.

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?

Ans: If we talk about the brand Red Bull, it always target athletes, working professional of
healthy lifestyle people. Red Bull's core values include “people, ideas, and culture.” In their
core values, Red Bull further underlines how the people (their customers and those who
participate in the events that they sponsor, as well as their employees) and ideas are what
matters the most, making its mission statement resound. Red Bull mission statement is “giving
wings to people and ideas.” Though manufacturing the soft drinks is the primary operation
of Red Bull, there is so much more than the company does as inferred in this statement.

Many sportsperson likes red bull because of their marketing strategy in which they always used
athletes or sportsperson in their advertisements, and they have made people’s mind that this
drink is best for athletes.
 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?

Ans: Red bull focuses on athletes, sportsperson and professional people. People like to stay
healthy and fit. This drink speaks itself that it also target the sportsperson people. They always
used athletes in their advertisements. Their main target is every types of sports. They always
sponsor every sports events to promote their brand and distribute free drinks in events as
marketing. Red bull is consider to target the healthy lifestyle.

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?

Ans: Red Bull is an unbeatable marketing powerhouse.

When it comes to their marketing strategy, the brand takes everything it does to the extreme.

However, their marketing efforts always put the audience first.

In fact, selling their product comes second.

While they’re active on array of channels and use tons of different tactics, everything revolves
around one concept: creating content and experiences people would be interested in even if
they don’t care about energy drink brands.

By going above and beyond to produce content on par with major publishers, pull off mind-
blowing events, and more, they’ve become one of the most talked about brands in the world.

Red Bull focuses on three significant tactics to attract its target audience:

 Publishing awesome content: The content that the Red Bull marketing team creates is
on the same level as other major media outlets that their audience might consume content
from.

 Colossal publicity stunts: Red Bull takes “Go Big or Go Home” to the next level by
producing massive stunts that cause everyone to freeze and watch what happens.
 Sponsoring or creating events: Red Bull proved its marketing prowess by taking their
product and associating it with things their audience loves by sponsoring or creating events for
them.

 Red Bull’s content does three things exceptionally well.

 First, it covers topics that interest their audience. Extreme sports, concerts and music
festivals are just a few of the topics covered on the Red Bull website. Picture anywhere
you might see someone enjoying (or needing) a Red Bull and their content will cover it.
 Second, is their ability to sell their brand but not push their product? Their content
focuses solely on the enjoyment of the reader, not selling Red Bull. In turn, their
audience begins to associate their product with content that they love to consume.