Red Bull case study

Subhojit Basak 45D

Salience:

o Red Bull is a functional drink with nutritional value that contains additional caffeine, taurine,
and glucuronolactone
o It Can be consumed when feeling fatigued for temporary relief
o It is a Functional Drink with nutritional value
o Red Bull Contains extra caffeine, taurine and glucuronolactone

Performance and Imagery:

o Powerful energy drink to give an instant boost, strong personality and good taste which are
the primary markers for Performance
o For imagery, they project themselves close to adventure sports, doing something outside
your comfort zone.

Judgments and Feelings:

o Brand tagline “Gives you wiiiings” connected with the consumers

o Youthful and non-conformist nature
o Out of the Comfort zone
o Dominance in the market
o Tackles and flights of Fatigue

Resonance:

o Trust of Customers was achieved

o Fulfilling the said promise of providing an instant burst of energy
o Customer Base Increased annually
o Success in all its target markets