A PROJECT REPORT

ON
‘’ A STUDY ON CUTOMER SATISFACTION AND
MARKETING EFFECTIVNESS OF RED BULL ’’

Submitted in partial fulfilment of the requirements for the three years

BACHELOR OF
BUSINESS ADMINISTRATION
(Affiliated to Mahatma Gandhi Kashi vidyapith Varanasi, Uttar Pradesh)

SESSION: 2021 – 2023

SUBMITTED TO: SUBMITTED BY:
Dr. Saurabh Srivastava Rakesh Kumar
(Assistant Professor) BBA (V Semester)

SCHOOL OF MANAGEMENT ROLL NO: BBA2125146

SCIENCE, VARANASI

1
2
3
 DECLARATION
I hereby declare that the information given by me in the project report is
true, complete and correct to the best of my knowledge and belief. I have
utilized the concepts and applied the required methodologies to analyze the
data collected to reach the conclusion present in the report.

I claim the report to be my indigenous work and has not been published
anywhere else.

RAKESH KUMAR

BBA (V Semester)

Roll No-BBA2125146
 Acknowledgement

I would like to express my heartfelt gratitude to all those who have

contributed to the successful completion of this project.

First and foremost, I extend my deepest appreciation to Dr. Saurabh

Srivastava, for their invaluable guidance and mentorship throughout the
project. Their insights and constructive feedback have been instrumental in
shaping the direction of our work.

Special thanks go to our Prof. P.N. JHA (Director) of SMS, Varanasi who
Gave me such a great opportunity to work on a project where I can show
my creativity.

Thanks!
SR. No. Title Page no.

1 Introduction 7

2 Chapter – 2 11
Review of Literature

3 Chapter – 3 15
Research Methodology

4 Chapter – 4 29
Data Analysis

5 CHAPTER 5 51
Findings and Conclusion

6 ANNEXURE 55

7 BIBLIOGRAPHY 60
 TITLE

RED BULL GIVES YOU WINGS

 Chapter – 1
INTRODUCTION

7
 Introduction

Redbull is a popular energy drink that has gained widespread popularity among
consumers, especially among young adults and college students. With its
unique marketing strategies and high-energy branding, Redbull has become a
staple in the lives of many individuals looking for a quick boost of energy.

This survey report aims to provide an in-depth analysis of consumer

perceptions and behaviors towards Redbull. The report will explore the
reasons why consumers choose Redbull, their consumption patterns, and their
overall satisfaction with the product. Additionally, the report will also delve
into the potential health concerns associated with consuming energy drinks
like Redbull.

The findings from this survey will provide valuable insights into the consumer
preferences and attitudes towards Redbull, which can be

8
beneficial for marketers and businesses in understanding their target audience
better. It will also serve as a resource for individuals who are interested in
learning more about the impact of energy drinks on consumer behavior and
health.

Overall, this survey report aims to shed light on the various aspects of Redbull
consumption and its implications for consumers. By examining these factors,
we hope to contribute to a better understanding of the role that energy drinks
play in our society today.

Red Bull is known for its extensive sponsorship and involvement in a wide
range of events, particularly those related to extreme sports, music, and
culture. The company has a history of supporting athletes, artists, and events
that align with its brand image of energy, excitement, and adventure.

About Sponsorship and Event

Red Bull sponsors numerous extreme sports competitions and events,
including the Red Bull Air Race, Red Bull Rampage, and Red Bull Crashed Ice.
These events showcase some of the world's best athletes performing daring
stunts in disciplines such as freestyle motocross, snowboarding, skateboarding,
and more.

9
In addition to extreme sports events, Red Bull also sponsors music festivals and
cultural events around the world. The company often hosts its own branded
events such as the Red Bull Music Festival and the Red Bull BC One
breakdancing competition.

Red Bull's sponsorship activities extend beyond just providing financial

support. The company is also known for its innovative marketing strategies
that often involve creating unique experiences for consumers at sponsored
events. This can include interactive installations, branded content creation, and
product sampling.

Overall, Red Bull's sponsorship and involvement in events play a significant role
in shaping its brand identity as an adventurous and energetic lifestyle brand.
Through these partnerships, the company continues to engage with its target
audience while also supporting athletes and artists in their respective fields.

In an era marked by dynamic consumer preferences and intense market

competition, the success of any brand hinges on its ability to not only meet but
exceed customer expectations. The beverage industry, in particular, has
witnessed a paradigm shift in consumer behavior, with an increasing emphasis
on unique product experiences and brand engagement. This study delves into
the intricacies of customer satisfaction and evaluates the marketing
effectiveness of Red Bull, a globally renowned energy drink brand that has
carved a distinctive niche in the beverage market.

Red Bull, since its inception, has transcended traditional boundaries and
redefined the concept of energy drinks. With its iconic blue and silver can,
coupled with the slogan "Red Bull gives you wings," the brand has successfully
positioned itself as a lifestyle product synonymous with vitality, performance,
and an adventurous spirit. The unique blend of ingredients, including caffeine,
taurine, and B-vitamins, has not only contributed to its widespread popularity
but has also fueled discussions about its impact on consumer well-being.

10
In this study, we aim to explore the various dimensions of customer
satisfaction related to Red Bull. Understanding the factors that contribute to
customer contentment and loyalty is crucial for any brand's sustained success.
Additionally, we will scrutinize the marketing strategies employed by Red Bull
to ascertain their effectiveness in capturing and retaining market share. From
its groundbreaking events and sponsorships to its digital marketing initiatives,
Red Bull has consistently demonstrated a commitment to staying at the
forefront of consumer consciousness.

The research will employ a combination of quantitative and qualitative

methods, including surveys, interviews, and market analysis, to obtain a
comprehensive understanding of customer perceptions and the efficacy of Red
Bull's marketing endeavors. By examining these aspects, this study aspires to
provide valuable insights for both academic and business communities,
shedding light on the intricate interplay between customer satisfaction and
marketing effectiveness within the context of a globally recognized brand like
Red Bull.

11
 Research objective

1. To understand the need for an Energy Drink in the market.

2. To have a better understanding about its features keeping in mind the

consumer needs.

3. To study the level of consumer expectation.

4. To learn the perception of the public towards the Energy Drink relating
to various parameters. (Safety, Hygiene, Affordability, etc).

5. To analyze the nearest competitors of Red Bull Energy Drink.

6. To ascertain the factors that affects the choice of Red Bull as opposed to
its competitors.

12
 Chapter – 2
Review of Literature

13
Effect of red bull energy drink on auditory reaction
time and maximal voluntary contraction – By V. Goel, S.
Manjunatha, K. M. Pai

Indian journal of physiology and pharmacology

In India, the consumption of "Energy Drinks" (ED) is rising. These

beverages are especially used by students as a stimulant during exam
periods or to recover from intense physical activity. Caffeine is the most
frequent element in energy drinks (EDs), and Red Bull is a widely used
and accessible ED that has 80 mg of caffeine per 250 ml bottle. This
study's main goal was to look into how Red Bull energy drink affected
maximal voluntary contraction and auditory reaction time. Twenty
medical students, ten male and ten female, made up a homogeneous
group that took part in a crossover study. They were randomised to
receive Red Bull supplements (2 mg/kg body weight of caffeine) or an
isoenergetic isovolumetric noncaffeinated control drink (apply fizz plus
cranberry juice) and the use of "Energy Drinks" (ED) is growing in India.
Students particularly utilise these drinks as a stimulant during exam
times or as a way to recuperate from strenuous exercise. The most
common ingredient in energy drinks (EDs) is caffeine, and Red Bull is a
popular and easily available ED with 80 mg of caffeine per 250 ml bottle.
The primary objective of this study was to investigate the effects of Red
Bull energy drink on auditory reaction time and maximal voluntary
contraction. Twenty medical students participated in a crossover study;
10 of them were female and ten of them were male. Red Bull
supplements (2 mg/kg body weight of caffeine) or an isoenergetic
isovolumetric noncaffeinated control drink were given to them at
random.

The effects of any drink on the ART did not differ significantly between
males and females when compared across gender groups, however

14
overall, females had a much lower MVC than males. Energy drinks and
control drinks both dramatically speed up reaction times, but they might
not have any impact on muscle function. The fact that energy drinks are
no more superior than control beverages in and of themselves may
mean that caffeine has little bearing on the positive effects observed
after consumption.

Effect of Sugar-Free Red Bull Energy Drink on High-

Intensity Run Time-to-Exhaustion in Young Adults
By –
D. Candow, Amanda K Kleisinger, Stéphanie Grenier, Kim D Dorsch

Journal of Strength and Conditioning Research

Candow, DG, Kleisinger, AK, Grenier, S, and Dorsch, KD. Effect of sugar-
free Red Bull energy drink on high-intensity run time-to-exhaustion in
young adults. J Strength Cond Res 23(4): 1271-1275, 2009-Consuming
sugar-free Red Bull energy drink before exercise has become
increasingly popular among exercising individuals.

The main purported active ingredient in sugar-free Red Bull is caffeine,

which has been shown to increase aerobic exercise performance. The
purpose of this study was to determine the effects of sugar-free Red Bull
energy drink on high-intensity run time-to-exhaustion in young adults.

Physically active university students (n = 17, 9 men, 8 woman; 21 ± 4

years, 73.4 ± 3.1 kg, 175.1 ± 3.2 cm) participated in a double-blind,
crossover, repeated-measures study where they were randomized to
supplement with sugar-free Red Bull (2 mg·kg−1 body mass caffeine or
∼147 mg caffeine; 4 kcal/250 mL) and noncaffeinated, sugar-free

15
placebo (lemon-lime flavored soft drink, tonic water, lime juice; 4
kcal/250 mL) separated by 7 days.

Exercise capacity was assessed by a run time-to-exhaustion test at 80%

&OV0312;o2max, perceived exertion was assessed immediately after
exercise, and blood lactate was measured before and after exercise.
There were no differences in run time-to-exhaustion (Red Bull: 12.6 ± 3.8
minutes, placebo: 11.8 ± 3.4 minutes), perceived exertion (Red Bull: 17.1
± 2.0, placebo: 16.6 ± 1.8), or blood lactate between groups. In
conclusion, sugar-free Red Bull energy drink did not influence high-
intensity run time-to-exhaustion in young adults.

The blood pressure-elevating effect of Red Bull

energy drink is mimicked by caffeine but through
different hemodynamic pathways - By
J. Miles-Chan, N. Charrière, E. Grasser, J. Montani, A. Dulloo

Physiological Reports

The energy drink Red Bull (RB) has recently been shown to elevate
resting blood pressure (BP) and double product (reflecting increased
myocardial load). However, the extent to which these effects can be
explained by the drink's caffeine and sugar content remains to be
determined. We compared the cardiovascular impact of RB to those of a
comparable amount of caffeine, and its sugar‐free version in eight young
healthy men. Participants attended four experimental sessions on
separate days according to a placebo‐controlled randomized crossover
study design. Beat‐to‐beat hemodynamic measurements were made
continuously for 30 min at baseline and for 2 h following ingestion of
355 mL of either (1) RB + placebo; (2) sugar‐free RB + placebo; (3) water

16
+ 120 mg caffeine, or (4) water + placebo. RB, sugar‐free RB, and water
+ caffeine increased BP equally (3–4 mmHg) in comparison to water +
placebo (P < 0.001). RB increased heart rate, stroke volume, cardiac
output, double product, and cardiac contractility, but decreased total
peripheral resistance (TPR) (all P < 0.01), with no such changes observed
following the other interventions. Conversely, sugar‐free RB and water +
caffeine both increased TPR in comparison to the water + placebo
control (P < 0.05). While the impact of RB on BP is the same as that of a
comparable quantity of caffeine, the increase occurs through different
hemodynamic pathways with RB's effects primarily on cardiac
parameters, while caffeine elicits primarily vascular effects. Additionally,
the auxiliary components of RB (taurine, glucuronolactone, and B‐group
vitamins) do not appear to influence these pathways.

The effects of Red Bull Energy Drink on human

performance and mood By - C. Alford, H. Cox, R. Wescott
Amino Acids

Summary. The effects of Red Bull Energy Drink, which includes taurine,
glucuronolactone, and caffeine amongst the ingredients, were examined
over 3 studies in a total of 36 volunteers. Assessments included
psychomotor performance (reaction time, concentration, memory),
subjective alertness and physical endurance. When compared with
control drinks, Red Bull Energy Drink significantly (P < 0.05) improved
aerobic endurance (maintaining 65–75% max. heart rate) and anaerobic
performance (maintaining max. speed) on cycle ergometers. Significant
improvements in mental performance included choice reaction time,
concentration (number cancellation) and memory (immediate recall),
which reflected increased subjective alertness. These consistent and wide
ranging improvements in performance are interpreted as reflecting the
effects of the combination of ingredients.

17
Response to RedBull® Energy Drink Intake in Young
Adults By - R. Costa
Anatolian journal of cardiology

Energy drinks contain caffeine, taurine, sucrose, vitamins, and other

amino acids. The dosage of these varies depending on the drink chosen.
Several studies on energy drinks have been carried out, but the results
obtained are still inconsistent as well as the risk associated with
consumption. This study analyzed the cardio- and cerebrovascular
responses after consumption of an energy drink – RedBull® – under
standardized pre- and post-ingestion conditions and its impact on the
cardiovascular and cerebrovascular system. Methods: A sample of 30
healthy young adult females was recruited and subjected to 3 moments
of evaluation: at baseline, 30 minutes after ingesting the energy drink,
and 60 minutes after ingesting it according to a non-randomized pre–
post intervention study design. Results: It is found that over time there
are significant changes in peak systolic velocity (P = .006) and
endodiastolic velocity (P < .001) of common carotid artery, peak systolic
velocity (P = .007), and endodiastolic velocity (P < .001) of internal
carotid artery, peak systolic velocity (P = .004), end endodiastolic velocity
(P = .013) of the external carotid artery, endodiastolic velocity (P = .042)
of the middle cerebral artery, cardiac output (P = .004), and heart rate (P
< .001). Conclusions: After the consumption of Redbull®, there was a
decrease in the velocities of the carotid arteries and the middle cerebral
artery as well as a decrease in cardiac output accompanied by a decrease
in heart rate and a slight, although not significant, increase in systolic
and diastolic blood pressures. However, it is still unclear which
pathophysiological mechanisms are responsible for these changes.

The Anatolian Journal of Cardiology is an international monthly

periodical on cardiology published on independent, unbiased, double-

18
blinded and peerreview principles. The journal's publication language is
English however titles of articles, abstracts and Keywords are also
published in Turkish on the journal's web site.

The Anatolian Journal of Cardiology aims to publish qualified and

original clinical, experimental and basic research on cardiology at the
international level. The journal's scope also covers editorial comments,
reviews of innovations in medical education and practice, case reports,
original images, scientific letters, educational articles, letters to the
editor, articles on publication ethics, diagnostic puzzles, and issues in
social cardiology.

The target readership includes academic members, specialists, residents,

and general practitioners working in the fields of adult cardiology,
pediatric cardiology, cardiovascular surgery and internal medicine.

The editorial and publication processes of the journal are conducted in

accordance with the guidelines of the International Committee of
Medical Journal Editors (ICMJE), the World Association of Medical Editors
(WAME), the Council of Science Editors (CSE), the European Association
of Science Editors (EASE), the Committee on Publication Ethics (COPE)
and the HEART Group.

The Anatolian Journal of Cardiology is indexed in Science Citation Index

Expanded, PubMed/MEDLINE, EMBASE, Scopus, EMCare, CINAHL,
Gale/Cengage Learning, EBSCO, DOAJ, ProQuest, Index Copernicus and
TÜBİTAK ULAKBİM TR Index.

19
The requirements for submission of manuscripts and detailed
information about the evaluation process are available in the published
journal and also as 'Instructions for Authors' on the web site (http:/
/www.anatoljcardiol.com).

Statements and opinions expressed in the Anatolian Journal of

Cardiology reflect the views of the author(s). All liability for the
advertisements rests with the appropriate organization(s). The Turkish
Society of Cardiology, the editor-in-chief and KARE do not accept any
responsibility for these articles and advertisements.

20
 Chapter – 3
Research Methodology

21
The primary objective of this research paper is to comprehensively
investigate the relationship between customer satisfaction and
marketing effectiveness within the context of the energy drink industry,
with a specific focus on Red Bull. The study aims to achieve the following
specific objectives:

1. Evaluate Customer Satisfaction Factors:

 Identify and analyze the key factors influencing customer

satisfaction in the context of Red Bull's products and
marketing strategies.

 Examine the impact of product quality, brand image, pricing,

and customer service on overall customer satisfaction.

2. Assess Marketing Effectiveness:

 Investigate Red Bull's marketing strategies and campaigns to

assess their effectiveness in reaching and engaging the
target market.

 Evaluate the role of traditional and digital marketing

channels in promoting Red Bull and creating brand
awareness.

3. Explore the Relationship between Customer Satisfaction and

Loyalty:

 Examine how customer satisfaction correlates with brand

loyalty and repeat purchase behavior among Red Bull
consumers.

 Investigate the influence of positive customer experiences on

building long-term relationships with the brand.

4. Analyze Market Trends and Competitor Dynamics:

22
  Conduct a comparative analysis of Red Bull's marketing
strategies in relation to industry trends and competitive
benchmarks.

 Evaluate how Red Bull's marketing efforts position the brand

within the competitive landscape of the energy drink market.

5. Propose Recommendations for Improvement:

 Provide actionable recommendations for Red Bull based on

the findings, aimed at enhancing customer satisfaction and
optimizing marketing strategies.

 Suggest innovative approaches and potential areas for

improvement in Red Bull's marketing practices to stay
competitive in a dynamic market environment.

23
24
Research methodology on Red Bull can be conducted using
various methods such as qualitative and quantitative research.
The following are some potential research methodologies that
can be used to study Red Bull:

 Perceptions and Associations: What words or images come to mind

when they think of Red Bull? How do they perceive the brand in
comparison to competitors?

 Motivations and Benefits: What motivates participants to choose Red

Bull over other energy drinks? What benefits do they associate with its
consumption?

 Suggestions for Improvement: Are there any aspects of Red Bull they
feel could be improved? What changes would they like to see in the
product or marketing strategies?

Benefits:
 Rich, Detailed Insights: In-depth interviews provide nuanced and
context-rich information, allowing Red Bull to understand the
motivations and emotions behind consumer choices.

 Flexibility: The flexible nature of interviews allows researchers to adapt

their approach based on participant responses, ensuring a
comprehensive exploration of relevant topics.

 Personal Connection: Conducting one-on-one interviews fosters a

personal connection between the researcher and the participant,
creating an environment where participants may feel more comfortable
sharing their true opinions.

25
3. Focus Groups: Organizing focus group discussions with Red Bull
consumers to explore their attitudes, perceptions, and behaviors towards the
brand. This can provide in-depth qualitative insights into consumer motivations
and preferences.

Implementation:
1. Group Composition: Red Bull researchers carefully assemble small
groups of participants representing the target demographic. These
groups typically consist of individuals with diverse backgrounds,
consumption habits, and attitudes towards energy drinks.

2. Moderator Guidance: A skilled moderator guides the focus group

discussion. The moderator's role is to keep the conversation on track,
encourage participation from all participants, and ensure that a variety
of perspectives are explored.

3. Discussion Guide: The moderator follows a discussion guide that

includes a set of open-ended questions and prompts. Questions may
cover topics such as:

 Brand Perception: What comes to mind when participants think

about Red Bull? How do they perceive the brand compared to
others?

 Usage Contexts: In what situations do participants typically

consume energy drinks, and how does Red Bull fit into these
contexts?

 Advertising and Promotion: What advertisements or promotional

activities do participants recall, and how do these influence their
perception of Red Bull?

4. Interactive Activities: In addition to discussions, focus groups may

involve interactive activities, such as product tastings or reactions to
marketing materials. These activities provide more dynamic insights.

5. Recording and Analysis: Focus group sessions may be audio or video-

recorded (with participant consent) for accurate documentation. The

26
 recordings, along with detailed notes, are then analyzed to identify
common themes, opinions, and areas of consensus or disagreement.

Benefits:
 Group Dynamics: Focus groups allow researchers to observe group
dynamics and interactions. Participants' responses can trigger further
discussions and provide a more comprehensive understanding of shared
attitudes.

 Immediate Feedback: Red Bull can receive immediate feedback on new

products, marketing campaigns, or potential changes to existing
products. This real-time interaction helps gauge initial reactions.

 Exploration of Diverse Perspectives: The group setting allows for the

exploration of diverse perspectives and experiences, uncovering insights
that might not emerge in individual interviews.

4. Market Analysis: Analyzing market data and industry reports to

understand the competitive landscape, market trends, sales performance, and
consumer demographics related to energy drinks including Red Bull.

Components of Market Analysis:

1. Industry Trends:

 Red Bull researchers would examine trends within the broader

beverage industry, with a focus on the energy drink sector. This
includes shifts in consumer preferences, emerging product
categories, and changes in regulatory environments.

2. Consumer Demographics and Behavior:

 Understanding the demographics of the target market is essential.

Red Bull would analyze consumer behavior, such as when and
where consumers are most likely to purchase energy drinks, and
what factors influence their choices.

27
3. Competitive Landscape:

 Red Bull would conduct a thorough analysis of competitors in the

energy drink market. This involves studying the product offerings,
marketing strategies, pricing structures, and distribution channels
of key competitors.

4. SWOT Analysis:

 Red Bull may perform a SWOT analysis (Strengths, Weaknesses,

Opportunities, Threats) to assess internal and external factors
affecting the brand. This analysis helps identify areas of
competitive advantage and potential areas for improvement.

5. Regulatory Environment:

 Researchers would examine the regulatory landscape, including

any changes in regulations related to energy drinks. This is crucial
for compliance and for understanding potential challenges or
opportunities arising from regulatory shifts.

6. Distribution Channels:

 Red Bull would analyze the efficiency and effectiveness of their

distribution channels. This includes examining the performance of
retail partnerships, assessing the reach of their products, and
identifying opportunities to expand distribution.

7. Market Segmentation:

 Understanding the different segments within the energy drink

market is essential. Red Bull may analyze how their products
resonate with specific consumer segments and identify
opportunities to tailor marketing strategies accordingly.

8. Emerging Opportunities:

 Red Bull would be vigilant for emerging opportunities, whether in

the form of new consumer trends, technological advancements,
or gaps in the market that could be filled with innovative
products.
28
Benefits:
 Informed Decision-Making: Market analysis provides the foundation for
strategic decision-making, helping Red Bull allocate resources effectively
and capitalize on market opportunities.

 Competitive Positioning: Understanding the competitive landscape

allows Red Bull to position its products effectively, differentiating them
from competitors.

 Adaptation to Trends: By staying informed about industry trends, Red

Bull can adapt its products and marketing strategies to meet evolving
consumer expectations.

5. Social Media Monitoring: Monitoring social media platforms for

consumer conversations, brand mentions, sentiment analysis, and engagement
metrics related to Red Bull. This can provide real-time insights into consumer
perceptions and brand reputation.

Components of Social Media Monitoring:

1. Brand Mentions and Sentiment Analysis:

 Red Bull uses tools to track mentions of their brand on platforms

like Twitter, Facebook, Instagram, and others. They analyze the
sentiment associated with these mentions to understand how
consumers feel about the brand.

2. Campaign Tracking:

 Monitoring social media allows Red Bull to track the performance

of their marketing campaigns. They can assess the reach,
engagement, and overall effectiveness of campaigns in real time.

3. Competitor Analysis:

29
  Beyond monitoring their own brand, Red Bull tracks mentions of
competitors. This helps in understanding how the brand is
positioned relative to others in the market and identifying areas of
competitive advantage.

4. Trend Identification:

 Social media monitoring allows Red Bull to identify emerging

trends and discussions within the energy drink and beverage
industries. This information can be used to adapt marketing
strategies and product offerings.

5. Consumer Engagement:

 Red Bull actively engages with consumers on social media

platforms. Monitoring conversations allows the brand to respond
to inquiries, address concerns, and build a positive relationship
with its audience.

6. Influencer Partnerships:

 Red Bull may identify and monitor influencers who mention or

endorse their products. This helps in understanding the impact of
influencer partnerships and the reach of such collaborations.

7. Content Performance:

 Tracking the performance of different types of content (videos,

images, articles) provides insights into what resonates most with
the audience. This information can guide content creation
strategies.

Benefits:
 Real-Time Feedback: Social media monitoring provides Red Bull with
real-time feedback from consumers, allowing for quick responses to
emerging issues or opportunities.

 Consumer Insights: Analyzing social media conversations offers valuable

insights into consumer preferences, opinions, and behaviors.

30
  Brand Perception: Monitoring sentiment helps Red Bull understand how
the brand is perceived, allowing for adjustments to marketing strategies
if needed.

6. Sales Data Analysis: Analyzing sales data from retail outlets and
online platforms to track the sales performance of Red Bull products over time
and across different regions.

Components of Sales Data Analysis:

1. Sales Performance Metrics:

 Red Bull analyzes various sales performance metrics, including

overall revenue, unit sales, and market share. This allows the
company to track how well its products are performing in the
market.

2. Geographic Analysis:

 Sales data is often broken down by geographic regions. Red Bull

assesses regional variations in sales to tailor marketing strategies
based on specific market conditions and consumer preferences in
different locations.

3. Product Performance:

 Different Red Bull products or variants may have distinct sales

patterns. Analysis of individual product performance helps in
understanding which products are popular and identifying
opportunities for improvement.

4. Seasonal and Temporal Trends:

 Sales data analysis considers seasonal and temporal trends. For

instance, Red Bull may identify peak sales periods and adjust
marketing strategies or product availability accordingly.

31
 5. Promotional Effectiveness:

 Red Bull evaluates the impact of promotional activities on sales.

This includes assessing the performance of discounts, special
offers, and marketing campaigns to understand which initiatives
drive the most sales.

6. Retailer Relationships:

 The analysis may include evaluating the performance of products

across different retailers. Understanding how well Red Bull
products sell in various retail channels helps in optimizing
distribution strategies.

Benefits:
 Performance Evaluation: Sales data analysis provides a comprehensive
evaluation of how well Red Bull products are performing in the market,
allowing the company to identify both successes and areas for
improvement.

 Strategic Decision-Making: Data-driven insights from sales analysis

inform strategic decisions related to product development, marketing
campaigns, and distribution strategies.

 Demand Forecasting: Understanding sales patterns enables Red Bull to

forecast demand more accurately, ensuring optimal production and
inventory management.

7. Ethnographic Research: Conducting observational studies or

ethnographic research to understand how consumers interact with Red Bull
products in real-life settings such as bars, clubs, sports events, or social
gatherings.

Components of Ethnographic Research:

1. Participant Observation:

32
  Red Bull researchers actively participate in and observe the daily
lives of consumers who use their products. This could involve
visiting homes, workplaces, or social events where Red Bull is
consumed.

2. In-Depth Interviews in Natural Settings:

 Ethnographic researchers conduct in-depth interviews with

consumers in their natural environments. This helps in
understanding the role of Red Bull in their routines, rituals, and
social interactions.

3. Contextual Inquiry:

 Researchers explore the context in which consumers decide to

purchase and consume Red Bull. This could include understanding
the situational factors, motivations, and decision-making
processes involved in choosing Red Bull over other beverages.

4. Cultural Analysis:

 Ethnographic research delves into the broader cultural and social

factors that influence consumer behavior. Researchers examine
cultural attitudes, values, and trends that may impact how Red
Bull is perceived and consumed.

5. Documentation of Behaviors:

 Observations are documented through field notes, photographs,

and possibly video recordings. This documentation captures not
only what consumers say but also their non-verbal cues and
actions in relation to Red Bull.

6. Long-Term Engagement:

 Ethnographic research often involves long-term engagement with

the community or individuals being studied. This extended
interaction allows for a more in-depth understanding of patterns
and changes over time

33
Benefits:
 Contextual Understanding: Ethnographic research provides Red Bull
with a deep, contextual understanding of how their products fit into
consumers' lives, routines, and social contexts.

 Uncovering Unconscious Behaviors: This method helps uncover

unconscious behaviors, motivations, and cultural influences that may
not be easily expressed in traditional surveys or interviews.

 Identifying Opportunities for Innovation: By immersing in the

consumers' world, Red Bull can identify opportunities for innovation and
product development that align with consumers' lifestyles.

8. Experimental Research: Designing experiments or A/B testing to

measure the impact of marketing campaigns or product variations on
consumer behavior and brand perception.

Components of Experimental Research:

1. Hypothesis Formulation:

 Red Bull researchers start by formulating a clear hypothesis or

research question. For example, they might hypothesize that a
particular marketing message will lead to increased sales among a
specific demographic.

2. Variable Identification:

 Experimental research involves manipulating independent

variables (factors that researchers control) and measuring their
impact on dependent variables (outcomes of interest). In the
context of Red Bull, independent variables could include
marketing messages, pricing strategies, or product variations,

34
 while dependent variables could include sales figures, consumer
preferences, or brand perception.

3. Random Assignment:

 Participants in the experiment are randomly assigned to different

groups. For example, if testing the impact of a new marketing
message, participants may be randomly assigned to groups
exposed to the new message and a control group exposed to the
standard message.

4. Control Group:

 A control group is a crucial element in experimental research. This

group serves as a baseline and is not exposed to the experimental
manipulation. It helps researchers compare the outcomes of the
manipulated group(s) to those of a group that remains
unchanged.

5. Pre- and Post-Measurements:

 Researchers collect measurements before and after the

experimental manipulation. For instance, if testing the impact of a
new product variant, consumer preferences may be measured
both before and after the introduction of the new variant.

6. Data Collection and Analysis:

 Data on the dependent variable(s) are collected and statistically

analyzed to determine whether there is a significant difference
between the groups exposed to different conditions. Statistical
tests help establish the reliability and significance of the observed
effects.

7. Replication:

 Experimental research often involves replication to validate and

strengthen the findings. Replicating the experiment with different
samples or under different conditions helps ensure the reliability
of the results.

35
Benefits:
 Causation Establishment: Experimental research allows Red Bull to
establish cause-and-effect relationships between variables, providing a
basis for making informed decisions.

 Quantifiable Results: The quantitative nature of experimental research

provides measurable and statistically valid results.

 Controlled Environment: By controlling variables, researchers can

isolate the impact of specific interventions, reducing the influence of
confounding factors.

A combination of these research methodologies can provide a

comprehensive understanding of Red Bull's market position,
consumer preferences, brand image, and competitive dynamics
within the energy drink industry.

36
 Chapter – 4
Data Analysis

37
TABLE No.1
TABLE SHOWING-THE PROFILE OF THE RESPONDENTS
BASED ON AGE

AGE NO. OF RESPONDENTS PERCENTAGE

20-24 30 45%

25-29 19 26%

30-34 14 18%

Above 35 12 11%

TOTAL 75 100%

Analysis

From the above table it is clear that 45% of the respondents are aged between
20 and 24, 26% between 25 and 29, 18% between 30 and 34 and only 11%
aged above 35 years

38
GRAPH NO.1

GRAPH SHOWING-THE PROFIE OF THE RESPONDENTS BASED

ON AGE

NO. OF RESPONDENTS

Above 35
16%
20-24
40%

30-34
19%

25-29
25%

39
TABLE No.2

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED

ON GENDER
GENDER NO. OF PERCENTAGE
RESPONDENTS
MALE 49 65%

FEMALE 26 35%

TOTAL 75 100%

Analysis
It is clear that most of the users of red Bull are males mostly because men are
addicts to it.

40
GRAPH No.2

GRAPH SHOWING THE PROFIE OF THE RESPONDENTS

BASED ON GENDER

FEMALE
35%

MALE
65%

41
TABLE No.3

TABLE SHOWING-THE OCCUPATION OF RESPONDENTS

OCCUPATION NO.OF PERCENTAGE

RESPONDENTS
STUDENT 29 38%

GOVERNMENT 9 12%
SERVICE
EX-SERVICEMEN 3 4%

PROFESSIONAL 21 28%

SELF-EMPLOYED 13 18%

TOTAL 75 100%

Analysis
From the above table it is clear that 38% of the respondents were
students pursuing their graduation or post graduation studies and
28% were professionals. 18% of the respondents were self
employed, 4% were ex- serviceman and 12% belonged to
government services.

42
GRAPH No.3
GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS

NO OF RESPONDENTS

29

21

13
9

STUDENT GOVERNMENT EX-SERVICEMEN PROFESSIONAL SELF EMPLOYED

SERVICE

43
TABLE NO.4
TABLE SHOWING-THE ANNUAL INCOME GROUP OF
RESPONDENTS

INCOME GROUP NO. OF PERCENTAGE

RESPONDENTS
LESS THAN 1,20,000 39 52%

1,20,001-3,60,000 10 14

3,60,001-7,20,000 14 18%

ABOVE 7,20,000 12 16%

TOTAL 75 100%

Analysis
From the above table it is clear that 52% of the respondents had an
annual income of lesser than 1,20,000, 18% had income between
3,60,001 and 7,20,000, 16% earned more than 7,20,000 per annum
and 14% had income between 120001 to 3,60,000.

44
GRAPH No.4

GRAPH SHOWING-THE ANNUAL INCOME GROUP OF

RESPONDENTS

NO. OF RESPONDENTS

LESS THAN 1,20,000

1,20,001-3,60,000
3,60,001-7,20,000
ABOVE 7,20,000

45
TABLE No.5

TABLE SHOWING- THE RESPONDENTS INVOLVEMENT WITH

ANY EXTRACURRICULAR ACTIVITIES ON CAMPUS OR OUT OF
OFFICE

YES/NO NO. OF PERCENTAGE OF

RESPONDENTS REPONDENTS
YES 23 30%

NO 52 70%

TOTAL 75 100%

Analysis
From the above it is clear that 30% of the respondents are involved
in extracurricular activities and 70% of them do not participate.

46
GRAPH No.5

GRAPH SHOWING- THE RESPONDENTS INVOLVEMENT WITH

ANY EXTRACURRICULAR ACTIVITIES ON CAMPUS OR OUT OF
OFFICE

NO. OF RESPONDENTS

60

50

40

NO. OF RESPONDENTS
30

20

10

0
YES
NO

47
TABLE NO.6
TABLE SHOWING-THE RESPONDENTS CONSUMPTION OF RED
BULL.

CONSUMPTION NO. OF RESPONDENTS PERCENTAGE OF

RESPONDENTS
EVERYDAY 15 19%

2-3 DAYS A WEEK 20 27%

4-5 DAYS A WEEK 12 16%

ONCE A WEEK 7 10%

EVERY 2-3 WEEKS 9 12%

ONCE A MONTH 7 9%

LESS THAN ABOVE 5 7%

TOTAL 75 100%

48
Analysis

From the table it clearly shows that 19% of the respondents consume
Red Bull everyday, 27% of them 2-3 days a week, 16% of them 4-5
days a week, 10% once a week, 12% every 2-3 weeks, 9% once a
month and 7% less than above

GRAPH No.6

GRAPH SHOWING-THE RESPONDENTS CONSUMPTION OF RED

BULL

49
30%

27%

25%

20% 19%

16%

15%

12%

10%
10% 9%

7%

5%

0%
EVERYDAY 2-3 DAYS A 4-5 DAYS A ONCE A WEEK EVERY 2-3 ONCE A LESS THAN
WEEK WEEK WEEKS MONTH ABOVE

PERCENTAGE OF RESPONDENTS

50
TABLE NO.7

TABLE SHOWING- THE INCREASE IN CONSUMPTION OF RED

BULL BY THE RESPONDENTS AFTER ADVERTISEMENTS

YES/NO NO. OF PERCENTAGE

RESPONDENTS
YES 47 62%

NO 28 38%

TOTAL 75 100%

Analysis

From the table it clearly shows that 62% of the respondents are
affected by the advertisements and 38% of them are not.

51
GRAPH No.7

GRAPH SHOWING-THE INCREASE IN CONSUMPTION OF RED

BULL BY THE RESPONDENTS AFTER ADVERTISEMENTS

70%
62%
60%
50%
40%
30% 38%

20%
10%
0%
YES

NO

NO. OF RESPNDENTS

52
TABLE NO.8

TABLE SHOWING- THE SOURCE OF AWARENESS OF RED BULL

MEDIA NO. OF RESPONDENTS PERCENTAGE

MAGAZINES 24 32%

FRIENDS 19 25%

TV ADS 11 15%

WEBSITE/BLOGS 15 20%

OTHER SOURCES 6 8%

TOTAL 75 100%

Analysis

As we can see here the major promotional tool which is influencing

the customers is Magazines and friends which is around 32% and
25% respectively, after that the source of awareness among
customers is a mixed response where in 20% from website/blogs,
15% from TV ads and 8% from other sources.

53
GRAPH No.8

GRAPH SHOWING-THE SOURCE OF AWARENESS OF RED BULL

NO. OF RESPONDENTS
30

25

20

NO. OF RESPONDENTS
15

10

0
MAGAZINES FRIENDS TV ADS WEBSITE/ OTHER
BLOGS SOURCES

54
TABLE NO.9

TABLE SHOWING- THE FACTORS INFLUENCING TO BUY RED

BULL

FACTORS NO. OF PERCENTAGE

RESPONDENTS
RELIEVING FATIGUE 15 20%

FOR STAYING AWAKE 18 24%

DAIY ROUTINE 13 17%

INCREASE 18 24%
CONCENTRATION
HANGOVER REMEDY 11 15%

TOTAL 75 100%

Analysis

From the above table it is clear that 20% of respondents buy Red Bull
for relieving fatigue, 24% of them for staying awake, 17% of them
daily routine, 24% of them for increasing concentration and 15% for
hangover remedy

55
GRAPH No.9

GRAPH SHOWING-THE FACTORS INFLUENCING TO BUY RED

BULL

PERCENTAGE

HANGOVER REMEDY
15% RELIEVING FATIGUE
20%

INCREASE CONCEN-
TRATION
24%
FOR STAYING AWAKE
24%

DAIY ROUTINE
17%

56
TABLE NO.10

TABLE SHOWING-PURCHASING PLACE OF RED BULL BY

RESPONDENTS

PLACE NO. OF PERCENTAGE

RESPONDENTS
CONVINIENCE STORE 16 22%

SUPER MARKET 44 58%

DRUG STORE 6 8%

OTHERS 9 12%

TOTAL 75 100%

Analysis

From the above table it is clear that 22% of the respondents buy Red
Bull in nearby convenient store, 58% of them in super market, 8% of
them in drug store and 12% by other means.

57
GRAPH No.10

GRAPH SHOWING- PURCHASING PLACE OF RED BULL BY

RESPONDENTS

12%

21%

8%

CONVINIENCE STORE
SUPER MARKET
DRUG STORE
OTHERS

59%

58
 CHAPTER 5
Findings and Conclusion

59
 FINDINGS

1. It is revealed that majority of respondents are between 20 and 29

years. From this we can conclude younger generation and middle age
are more interested in Red Bull because it is thrilling and inclined
towards the product.

2. It is clear that most of the users of Red Bull are males mostly
because men are addicts to it.

3. It is clear that users are mostly Professional males, 20-35 years of

age including some students because it helps in focusing and staying
awake.

4. It shows that Red Bull is placing their products in the appropriate

and reasonable price range and the people of income bracket less
than 1,20,000 can easily afford this product.

5. It clearly shows that majority of the respondents do not

participate in any extracurricular activities.

6. It is clear that in customers there is a high regularity amongst

consumption by customers in a week.

7. It is clear there is an increase in consumption of Red Bull after

advertisements and hence this marketing strategy has benefited.

8. It clearly shows that magazines and friends create high awareness

of Red Bull amongst people.

9. It is clear that there are majority of reasons supporting the

consumption such as fatigue, for staying up and to increase the level
of concentration.

60
10. It is clear that super markets are on top of retailers in the sales of
Red bull energy drink.

11. It is clear that the energy drink provides rejuvenation and

replenishes energy into the people consuming it.

12. It is clear that majority of the respondents are around the 500Rs
mark and spend around 500Rs on the energy drink.

13. It is clear that red bull energy drink dominates the energy drink
market and consumers prefer red bull over other energy drinks.

14. It is clear that majority of the respondents feel red bull is money
to worth product and not over priced for the quality of the drink.

15. It is clear that there is ample availability of the drink in the

market and not much difficulty to access it.

16. It is clear that red bull is chosen unanimously for its taste over
other factors that support to the strengths of the energy drink

61
 CONCLUSION

From the study it is clear that majority of users are between 20 and
29 years i.e. younger generation and users of Red Bull are
Professional males including some students because it helps in
focusing and staying awake.

Red Bull is placing their products in the appropriate and reasonable

price range and in customers there is a high regularity amongst
consumption by customers in a week. Also there is an increase in
consumption of Red Bull after advertisements with magazines and
friends creating high awareness of Red Bull amongst people.

There are majority of reasons supporting the consumption of Red

Bull such as fatigue, for staying up and to increase the level of
concentration. Super markets are on top of retailers in the sales of
Red bull energy drink. The energy drink provides rejuvenation and
replenishes energy into the people consuming it and customers are
around the 500Rs mark and spend around 500Rs on the energy
drink. So v can say Red Bull energy drink dominates the energy drink
market and consumers prefer red bull over other energy drinks.

Red Bull is money to worth product and not over priced for the
quality of the drink and there is ample availability of the drink in the
market and not much difficulty to access it. From this we can
conclude that Red Bull is chosen. unanimously for its taste over other
factors that support to the strengths of the energy drink.

62
ANNEXURE

63
 QUESTIONNAIRE
This information is required for the successful completion of a
project based on-

'A Study on Customer Satisfaction and Marketing Effectiveness of

Red Bull energy drink, Bangalore.' I would appreciate all your help in
generating the response to this questionnaire. Thank you.

RESPONDENT INFORMATION
Name:
1. Age:
2. Gender: Male Female

3. Occupation:
Student Government service

Professional Self employed other

4. Annual Income:

Less than 1, 20,000 3, 60,001-7, 20,000

1, 20,001-3, 60,000 Above 7, 20,000

5. Are you involved with any extracurricular activities on campus or

out of office? Social events you participate in?

Yes No

6. Have you consumed an energy drink before?

Yes No

64
-If "yes" why? / If "No" why not?

Yes No

7. Have you tried the Energy Drink "Red Bull"?

Yes No

8. How often do you consume Red Bull?

Everyday 3 days a week 4-5 days a week

Once a week Every2-3 weeks Once a month

Less than above

9. Has marketing or advertising affected your consumption of Red

Bull?

Yes No

10. Please specify your source of awareness of Red Bull?

Magazines TV Ads Friends

Website/blogs Other Sources (Please specify)

11. Why do you buy Red Bull?

For Relieving Fatigue For staying Awake

Daily Routine Increase Concentration

Hangover Remedy Others

12. Where do you usually buy Red Bull?

Convenience Store Supermarket

Drug store Others

65
66
13. What are important factors to choose Red Bull? Please provide
your top 3 answers.

Energy Price TV Commercial

Ads on newspaper/magazine Marketing Campaign

Package Taste Brand

Word of Mouth

14. How much do you usually spend on Red Bull per week?

Range of Rs. 100 Range of Rs.200

Range of Rs .300 Range of Rs.400

Range of Rs. 500 More than above

15. Would you prefer any other energy drink over Red Bull?

Yes No

If Yes why?

16. Do you think Red Bull is over priced?

Yes No

17. Have you ever faced difficulties in finding Red Bull?

Yes No

Are you satisfied with availability of Red Bull in market?

Extremely satisfied Not at all satisfied

18. What do you think is the Red Bulls supremacy over its
competitors in the market?

Price Taste

67
Brand Image Promotion

19. Which company do you think has the highest market share in the
energy

drink segment?

Red Bull XXX

Cloud 9 Others

20. Any Suggestions

68
BIBLIOGRAPHY

69
 BIBLIOGRAPHY
Books Referred
• Marketing Management, 13th edition - Philip Kotler.

• Survey Research Method - Charles Babbie.

Magazines Referred
•The Red Bulletin

Websites Referred
• www.google.com

• www.wiiings.com

• www.redbull.com

• www.wikipedia.com

70