A SUMMER INTERNSHIP PROJECT (SIP)

ON
‘‘Brand Loyalty and Retention strategies for Red Bull in Puri’’

Submitted by :- Sashank Sekhar

Sahoo
IBS22PGDM004
Under the guidance of:

External guide Internal Guide

Dr. Biswojit swain
Mr. Soumya Ranjan swain
Prof. (Marketing)
Super striker of Red Bull Innovation-The Business school
Bhubaneswar, Odisha Khordha, Odisha

In partial fulfilment of the award of the degree

Of
Post Graduate Diploma in Management (PGDM) At
Innovation The Business School Mouza tarakai, Muktapur, Khorda
Pin– 752055, June – July, 2023

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 ACKNOWLEDGEMENT

I fell it great pleasure to work under the guidance of Mr.soumya ranjan swain,
super striker of red bull company, odisha for whole-hearted and invaluable
guidance throughout my project. Without his sustained and sincere effort this
project would not have taken this shape. He encouraged and helped me to
overcome various difficulties that I faced at various stages of the project.
I would also like to sincerely thank my supportive professor & internal guide
Dr.Biswojit swain faculty of marketing at Innovation – The Business
School, khordha , Odisha who is a person of rich academic experience; for
giving direction as a true mentor and providing all necessary tips, advice and
many facilities that led to the successful completion of my project report.
I would like to heartly thank Ms. Dipti Tripathy, chairperson IBS for their
directly or indirectly support for helping me this work.
I must acknowledge the various resources in person – academic as well as
industry and, different resources facilities. Finally, I am forever indebted to my
friends and family members for their support as well as understanding and
encouragement when it was most required.

MR. SASHANK SEKHAR SAHOO

IBS22PGDM004

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 DECLARATION

I hereby declare that the subject of this project work entitled “BRAND
LOYALITY AND RETETION STRATEGIES OF RED BULL ENERGY
DRINK (in puri city of ODISHA)’’ is the record of work done by me.

I further declare that the content of the project report has not been submitted
with any institution for award of any degree, or to any organisation for
publication or; to any use what so ever. This is being submitted to “Innovation
– The Business School”, khordha, Odisha for the partial fulfilment of degree
of “post Graduate Diploma in Management (PGDM)” where sources self now
continues as a student.
Some information as they have taken from secondary sources, their veracity is
on those sources. Various sources of information and references – personal and
institutional that have been used in this report have been acknowledged before.

MR. SASHANK SEKHAR SAHOO

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 Innovation – The Business School
Muktapur, Khordha – 752055

BONAFIDE CERTIFICATE

This is to certify that the project report title “ BRAND LOYALITY AND
RETETION STRATEGIES OF RED BULL ENERGY DRINK AT PURI ”, is a
bonafide work carried out by SASHANK SEKHAR SAHOO PGDM student of
Innovation – The Business School, Khordha, Odisha as a fulfilment of the
requirement for the award of the PGDM degree.

He / She has worked under my guidance and satisfactorily completed his/ her
project work.

(Signature of the Internal Guide)

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 Table of content

Sl. No. Contents Page

number
1 Introduction 8
2 Industry/ company overview 12
3 Objectives 24
4 Research methodology 24

5 Literature review 32
6 Data Analysis, Results, and interpretation 37
7 Recommendations 51

8 Limitation of the project 52

9 Conclusion 52

10 Bibliography 55

11 Annexure 57

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 LIST OF FIGURES & GRAPHS

SL Figure Figure Name Page

NO. Number
number

1 1 Aware of Red Bull energy drink 37

2 2 Consume of Red Bull energy drink 38

3 3 contribute to your brand loyalty towards Red 39

Bull
4 4 Choose Other energy drink brands apart from 40
Red
5 5 Try to those other brands 41

6 6 Effective of marketing and advertising 42

campaigns for RED BULL
7 7 Promotions or sponsored events in puri 43

8 8 Red Bull think caters to the preferences and 44

needs of its customers
9 9 Recommend Red Bull to others based on your 45
experience with the brand
10 10 Showing different Age group 45

11 11 Showing different gender group 46

12 12 Showing educational background of customers 47

13 13 Showing the different income group of customer 47

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 LIST OF TABLE
SL NO. Table Table Name Page
Number Number
1 1 Aware of Red Bull energy drink 37

2 2 Consume of Red Bull energy drink 37

3 3 contribute to your brand loyalty towards 39

Red Bull
4 4 Choose Other energy drink brands apart 40
from Red
5 5 Try to those other brands 41

6 6 Effective of marketing and advertising 42

campaigns for RED BULL
7 7 Promotions or sponsored events in puri 43

8 8 Red Bull think caters to the preferences and 44

needs of its customers
9 9 Recommend Red Bull to others based 44
on your experience with the brand
10 10 Showing different Age group 45

11 11 Showing different gender group 46

12 12 Showing educational background of 46

customers
13 13 Showing the different income group of 47
customer

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 CHAPTER-1
INTRODUCTION

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Brand Loyalty and Retention Strategies: Nurturing Long-Term Customer
Relationships
In today's fiercely competitive market, establishing brand loyalty and retaining
customers is paramount for sustained business success. Brand loyalty signifies a
customer's preference for a particular brand over its competitors, while retention
strategies focus on sustaining and enhancing these relationships. This essay delves into
the multifaceted nature of brand loyalty and provides an in-depth analysis of various
retention strategies that companies employ.

Understanding Brand Loyalty

Definition and Significance

Brand loyalty is the deep-seated, unwavering commitment of a customer towards a

particular brand or product. It encompasses a range of emotional, psychological, and
behavioural components, often leading to repeat purchases and advocacy. Significantly,
brand loyalty not only boosts revenue but also fortifies a brand's image and reputation,
setting it apart in a crowded marketplace.

Factors Influencing Brand Loyalty

Quality and Consistency: Consistent product or service quality is foundational to

building trust and loyalty. Customers expect that the brand will meet or exceed their
expectations every time they engage with it.

Customer Experience: An exceptional customer experience, encompassing factors

like user-friendliness, responsiveness, and personalized interactions, fosters a strong
emotional connection.

Perceived Value: Customers are more likely to remain loyal to a brand if they believe
they are receiving good value for their money. This involves a careful balance
between price and perceived benefits.

Emotional Appeal: Brands that evoke positive emotions, such as trust, joy, or a sense
of belonging, tend to create more loyal customers. Emotional connections often surpass
rational considerations.

Brand Identity and Image: A clear and appealing brand identity, including logo,
messaging, and overall aesthetic, helps in creating a strong and recognizable presence
in the market.
Social Proof and Reviews: Positive reviews, testimonials, and endorsements from
satisfied customers serve as powerful reinforcement for brand loyalty.

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Strategies for Building Brand Loyalty

Deliver Consistent Quality

Consistency in product or service quality is non-negotiable. It builds trust and

confidence, reassuring customers that their expectations will be met every time they
engage with the brand.

Personalization and Customization

Tailoring products or services to individual customer preferences fosters a sense of

uniqueness and belonging, strengthening the emotional bond between the brand and its
customers.

Exceptional Customer Service

Prompt, attentive, and empathetic customer service is invaluable in building trust and
resolving issues, converting potentially dissatisfied customers into loyal advocates.

Loyalty Programs and Rewards

Offering incentives, discounts, or exclusive access to loyal customers not only

acknowledges their loyalty but also incentivizes them to continue choosing the brand.

Engaging Content and Communication

Regularly providing relevant, informative, and entertaining content through various

channels keeps the brand top-of-mind and maintains a strong connection with the
audience.

Community Building

Creating a sense of community around the brand, where customers can interact with
each other and the brand itself, fosters a deeper sense of belonging and loyalty.

The Role of Customer Retention

Definition and Importance

Customer retention encompasses all activities and strategies aimed at retaining existing
customers, reducing churn, and maximizing their lifetime value. It recognizes that

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retaining a customer is often more cost-effective than acquiring a new one and,
furthermore, loyal customers are more likely to refer others.

Strategies for Customer Retention

Feedback and Listening Mechanisms

Regularly seeking and acting upon customer feedback not only resolves issues but also
demonstrates a brand's commitment to continuous improvement.

Predictive Analytics and Data-Driven Insights

Leveraging data analytics enables brands to anticipate customer behavior, personalize

offerings, and proactively address their needs.

Re-Engagement Campaigns

Win-back campaigns target inactive or lost customers, offering tailored incentives to

rekindle their interest and loyalty.

Cross-Selling and Upselling

By understanding a customer's preferences and needs, brands can suggest

complementary products or services, increasing their overall value to the customer.

Customer Education and Onboarding

Ensuring that customers fully understand and are proficient in using the product or
service builds confidence and reduces the likelihood of dissatisfaction.

Conclusion

In conclusion, brand loyalty and customer retention are integral components of a

successful business strategy. Nurturing strong, long-term relationships with customers
requires a multifaceted approach that encompasses quality, personalized experiences,
and ongoing engagement. By employing these strategies, businesses can not only
secure customer loyalty but also enjoy the benefits of increased revenue, advocacy,
and a fortified market presence.

This essay provides a comprehensive overview of brand loyalty and retention

strategies, covering definitions, factors influencing loyalty, and a range of strategies
for

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both building and retaining customer relationships. Remember to adapt and expand
upon the essay as per your specific requirements.

COMPANY PROFILE

 Red Bull is an energy drink sold by Red Bull GmbH, an Austrian

company created in 1987. Red Bull has the highest market share of any
energy drink in the world, with 11.5 billion cans sold in a year (as of
2022).
 Austrian entrepreneur Dietrich Mateschitz was inspired by an existing
energy drink named KratingDaeng, which was first introduced and sold
in Thailand by Chaleo Yoovidhya.
 He took this idea, modified the ingredients to suit the tastes of
Westerners, and, in partnership with Chaleo, founded Red Bull GmbH in
1987 in Chakkapong, Thailand.
 In Thai, Daeng means red, and a krating (known in English as a gaur or
Indian bison) is a large species of wild bovine native to South Asia.
Yoovidhya's heirs own majority stakes in both brands, and they both use
the same red bull on yellow sun logo while continuing to market the
separate drinks to the respective Thai and Western markets.

 Red Bull is sold in a tall and slim blue-silver can.Originally only available
in a single nondescript flavor and regular or sugar-free formulas, a line of
"color editions" with artificial fruit flavors were added to the line beginning
in 2013.The Red Bull company slogan is "Red Bull gives you wings".Rather
than following a traditional approach to mass marketing, Red Bull has
generated awareness and created a 'brand myththrough proprietary extreme
sport event series such as Red Bull Cliff Diving World Series, Red Bull Air
Race, Red Bull Crashed Ice and stand-out stunts such as the Stratos space
diving project.
 Red Bull's marketing arsenal also includes multiple sports team
ownerships (Formula One teams Red Bull Racing and Scuderia Toro
Rosso, football clubs RB Leipzig, FC Red Bull Salzburg, FC Liefering, Red
Bull Brasil and New York Red Bulls), celebrity endorsements, and music,
through its record label Red Bull Records.

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 Energy drinks have been associated with health risks, such as masking
the effects of intoxication when consumed with alcohol, and excessive or
repeated consumption can lead to cardiac and psychiatric conditions
 However, the European Food Safety Authority (EFSA) concluded that an
adequate consumption of Red Bull and other popular energy drinks is
safe and that the amount of caffeine in standard Red Bull cans is unlikely
to interact adversely with other typical constituents of energy drinks or
with alcohol. Energy drinks have the effects that caffeine and sugar give,
but there is no distinct evidence that the wide variety of other ingredients
has any effect.
 In 1976 Chaleo Yoovidhya introduced a drink called KratingDaeng in
Thailand, which means "red gaur" in English. It was popular among
Thai truck drivers and labourers. While working for German
manufacturer
Blendax (later acquired by Procter & Gamble) in 1982, Dietrich
Mateschitz travelled to Thailand and met Chaleo, owner of T.C.
Pharmaceutical. During his visit, Mateschitz discovered that KratingDaeng
helped cure his jet lag.In 1984, Mateschitz co-founded Red Bull GmbH with
Yoovidhya and turned it into an international brand. Each partner invested
US$500,000 of savings to found the company. Yoovidhya and Mateschitz
each held a 49 percent share of the new company. They gave the remaining
two percent to Yoovidhya's son, Chalerm, but it was agreed that Mateschitz
would run the company. The product was launched in Austria in 1987.
 In Thailand energy drinks are most popular with blue-collar workers. Red
Bull re-positioned the drink as a trendy, upscale drink, first introducing it
at Austrian ski resorts. Pricing was a key differentiator, with Red Bull
positioned as a premium drink and KratingDaeng as a lower cost item. In
many countries both drinks are available, dominating both ends of the
price spectrum.
 In 1992 the product expanded to international markets: Hungary and
Slovenia. It entered the United States via California in 1997 and the Middle
East in 2000. In 2008, Forbes magazine listed both Chaleo and Mateschitz
as the 250th richest people in the world with an estimated net worth of
US$4 billion.
 Red Bull GmbH is headquartered in Fuschl am See, an Austrian village of
about 1,500 inhabitants near Salzburg. The company is 51 percent
controlled by the Yoovidhya family who, for technical reasons, own the
trademark in Europe and the US.

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 In 1995 KratingDaeng authorized its drink. labelled as Red Bull, to be
sold in China. Since 2014, the Austrian Red Bull (carbonated) has also
been
exported to China. This has created confusion since both drinks use the same
brand name, in both English and Chinese.
 Similarly, in Southeast Asia, Red Bull and KratingDaeng are often
confused as both use the Red Bull name in their packaging, although they
are two separate products aimed at different markets.
 The main difference is that Red Bull comes in a tall blue and silver can
while the Thailand Red Bull, or KratingDaeng, is in a smaller gold can.
The two drinks also differ in terms of taste Red Bull has less sugar and is
carbonated. The flavouring used for Red Bull is still produced in Bangkok
and exported worldwide.

Location
Austria (head office), Singapore, United State, Hungry, Russia, Germany,
United Kingdom, etc.

Ingredients

Red Bull contains caffeine, B vitamins (B3, B5, B6, B12),sucrose, and
glucose. To produce Red Bull Sugar free, sugars sucrose and glucose have
been replaced bythe sweeteners acesulfame K and aspartame/sucralose. The
original Red Bull from Austria (carbonated) has been exported to china
since 2014. In addition, the local energy drink band is also called Red Bull.
Red Bull sold in china have two versions: a regular – strength version in a
short, wide, gold-and-red can similar to the Thai drink and an
“extrastrength” version in a talker, thinner, blue-and-silver can more like the
Western version. Neither Chinese version is carbonated.

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 Ingredient Red bull total Red bull regular Red bull sugar
zero free

0 110 10
Calories
0 grams 0 grams 0 grams
Fat

60 milligrams 100 milligrams 100 milligrams

Sodium

0 grams 28 grams 3 grams

Carbs
0 gram 27 grams 0 grams
Sugar
Less than 1 Less than 1 Less than 1
Protein
gram gram gram
80 milligram 80 milligram 80 milligrams
Caffeine
Sweeteners Aspartame, Sucrose, Acesulfame K,
Sucralose, Glucose Aspartame
Acesulfame K

Price
 Red bull original (regular) 250ml price 125/-
 Red bull other edition 250ml price 125/-
 Red bull 350ml price 145/-

Variant

• Original
• Sugar free
• Cola
• Total zero
• Red edition

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• Blue edition
• Yellow edition
• Orange edition
• Lime edition
• Silver edition
• Pink edition
• Kiwi edition
• F1 edition
• Orange edition zero
• Cherry edition zero

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  Type:- Energy drink
 Distributor:- Red Bull GmbH
 Country of origin:- Austria
 Owner:- Dietrich Mateschitz,ChaleoYoovidhya
 Headquarter:- Salzburg Austria
 Headquarters in INDIA:- Mumbai
 Introduced:- 1987
 Number of Employees:- 11,886
 Color:- Amber
 Ingredients:- Caffeine, taurine, sucrose and glucose, B-group vitamins,
and alpine spring water.
 Variants:- OriginalSugar-free Canberry
 Website:- www.redbull.com

Red Bull gives you wings!

History of Red Bull:

“Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink

named Krating Daeng, which was first introduced and sold in Thailand by Chaleo

Yoovidhya. He took this idea, modified the ingredients to suit the tastes of Westerners,

[5] and, in partnership with Chaleo, founded Red Bull GmbH in 1987 in Chakkapong”

(Jadhav, 2017).

Red Bull is a popular energy drink consumed by millions, myself included. Red

Bull comes in 8oz, 12oz, or 20oz cans. The package is attractive and eye catching in

blue and silver with the name brand in a contrast red. The can, I have found, is of a

make and material that absorbs and holds refrigeration well. This is most likely a

necessity to the quality of the total product. It has been my experience that a hot red

17
bull doesn’t taste as good as a crisp cold one. The refrigeration contributes strongly to

the recipe of the drink. Red Bull is crisp, refreshing, and a boost of energy. It has a

light citrus flavor that is considerably less syrupy sweet than its competitor Monster

Energy.

The product is sold in most convenience and grocery stores. However, Red Bull

products are subject to more restricted distribution channels. Though, like other drinks,

Red Bull is carried in stores, the stocking, inventory, delivery, and service of its

distribution is performed solely by Red Bull representatives. Products are displayed in

a Red Bull specific case that’s easy to see.

Red Bull was the first energy drink to enter the market in 1987. Since its

introduction Red Bull has managed to grab and keep the majority share of the energy

drink market. The marketing strategy of Red Bull is an interesting one. Red Bull

employees an association marketing strategy that would fit the model for athletic and

sports event planners. The company differentiates itself with the “extreme” image it

portrays. Red Bull employs marketing tactics that make you stop and watch. It’s

interesting and exciting. Extreme sports, cliff diving, and concerts. They project an

image that appeals to their target market’s entertainment needs, and then they create

a positive association of that event or production to their product. They sponsor

music and extreme sports events where they create their own sales environments that

brings the audience to the product. Rarely on their website do you ever actually see a

Red Bull can. The marketing focuses more on how do we find new customers rather

than
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how do we sell a product. New customers then become a stable consumer for their

product. Red Bull’s customer base has proven to be extremely loyal.

Red Bull’s high price point is not a detractor of sales. Red Bull employs a high

pricing strategy and their customers willingly pay it. Although there is now a wide

variety of energy drinks in the market that are lower priced, Red Bull’s market doesn’t

seem to waiver with the lower pricing of other competitor’s substitute products. Red

Bull customers associate the energy drink with quality, and they are willing to carry a

higher price for it.

Market Segmentation Table

Demographics The current target market for Red Bull is primarily

Age, Income, teenagers and young adults. Because of the price
Social Class point, Red Bull can also be perceived as a market
aimed at higher income individual and the business
professionals social class.
Psychographics Red Bull wants to appeal to younger individuals
Lifestyles, interested in music, sports, and events. The
Values, personality traits they are aiming for is a daring
Personality lifestyle, open to new experiences. Busy working
Characteristics professionals who need a boost. They invite
socialization with peers of similar interest. They
appeal to, and project, an energetic, dynamic
image
and brand identity.
Geographic Red Bull was originally developed in India but has
National now expanded to 171 countries globally. Although
Cultures different cultures employ a wide variety of
preferences, taste, and attitudes, Red Bull
translates well across cultures. They are speaking
to a younger generation that has more comfort
with global organizations, digital communications
and media, and similar interest. Socialization with
peers is also a strong draw with young adults
across cultures.
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 Their brand identity translates across those
markets globally while maintaining consistency in
its image and packaging. Energy and excitement
speak to the young in a common language.

Behaviors Red Bull has competition in the market, and some

Complimentary at lower price points, substitutes in the market do
or Substitute not have any substantial change on Red Bull’s
Products customer base. This is because of the high brand
Brand Loyalty loyalty that Red Bull enjoys.
Decisions Customers of Red Bull pay on average $1-$2 more
Price a can than the next closest substitute, Monster.
Sensitivity, Red Bull customer correlate Red Bull’s higher
Attitudes & price point with quality of product and quality of
Knowledge of ingredients.
the Product
Class
Media Red Bull’s media plan is best described as its
Type, Level, profile in the market. Energetic and Dynamic.
and Times of Red Bull employs its marketing in a way that you
Media Use would usually associate with event and sports
Type of Media promoters. The sponsor and create events for
Campaign market segments to attend and then positively
correlate their product
with the target customers interest. They are selling
a lifestyle, a personality, more so than a product.

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Marketing Strategy Table

Product The product is well matured and stable. Reb Bull carries
a primary flavor and occasionally test market other flavor
options. The product has been at market saturation for a
long enough period of time that it would be expected to
be heading into decline, but the marketing strategy has
kept the drink relevant and after three decades, still holds
the
largest markets share
Price Price Sensitivity is not a primary consideration with Red
Bull. Customers are loyal and associate the product with
quality. The price can also be price-prohibitive to lower
social classes, placing the product in a perceived higher
income and social class. The company rarely has
substantial price reductions or discounts, although it does
offer four and twelve-packs as a bulk option, but with
little
savings in the bargain.
Place Red Bull is readily available in convenience and grocery
stores. The distribution channels are controlled by Red
Bull and the products are placed in the store in signature
Red Bull cases. Although all products expire, Red Bull
has a decently long shelf-life of 18-24 months after
manufacture. In most cases there is more than ample
stock. The distribution channels are well planned and
well
stocked so as to cut cost on fuel and delivery costs.
Promotion Red Bull’s marketing promotions are different than
traditional marketing campaigns for similar products.
The form, function, focus, and life cycle stage of
effectiveness is original and creative. Usually in the
maturation stage, promotion becomes less effective. In
the case of Red Bull, though the product is at full
maturation, the marketing campaign centers around an
on-going series new events and its effectiveness is not
tied to the maturation of the product. It is able to
continually promote the product to
drive more sales even through the maturity stage.

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Market Analysis

So, what drives a marketing strategy for an energy drink when the product

isn’t the primary object of their advertisement? I believe the answer is the “energy” of

the company, the excitement, the daring. Red Bull’s primary target markets are

teenagers and young adults, male and female, any race, in upper income and higher

social classes across the globe.

Red Bull has managed to project a young, energetic, dynamic image for thirty

years. This image is important because it reflects who Red Bull’s target market is.

Young, energetic, dynamic, adventurous customers. In analyzing Red Bull’s marketing

strategy, they are focusing primarily on teenagers and young adults. Their marketing

campaigns are geared to customers who thrive on social interaction and “extreme”

events.

Red Bull also places itself in a price point that would appeal to individuals who

might consider themselves higher income and of elevated social status. However, the

company’s placement of their product makes it readily available to people in ways that

would take advantage of both higher -income stable customers as well as lower-income

22
variable buyers. The events that Red Bull sponsors and creates are also accessible to

customers online and in videos, so that those who may not have the financial means to

attend, can still feel like they are included.

The company primarily focuses on target markets that it may be perceived

would benefit from a “boost”. Athletes, extreme sports stars, working professionals,

young people who spend weekends out having fun are all in Red Bull’s sights. They

sponsor and create events that showcase popular athletes and musicians and create a

perceived connection between the two.

Red Bull’s product is geographically flexible. They began in India and now have

expanded its products across 171 countries selling over six billion cans last year. The

company is never satisfied with the status quo. They are continuously expanding into

new markets. Last year alone they experienced new growth in developing markets

ranging from a 12-30% increase in sales.

In my final analysis of the product I found that though the product has been at

market saturation for some time, they are not experiencing a decline in profitability.

The company rejects the traditional product lifecycle by continuously renewing

themselves in their market advertisements. The product is over thirty, but the company

doesn’t allow the image it projects to get stale or out of date. It continues to stay

relevant with its Peter Pan marketing strategy that keeps it forever young.

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 OBJECTIVE OF THE STUDY
 To understand brand loyalty customers of Red Bull.
 To understand retention strategy of Red bull

RESEARCH METHODOLOGY

According to Clifford Woody Research comprises defining and redefining

problems formulating hypothesis or suggested solutions; collecting organizing
and evaluating data; making deductions and reaching conclusions; and at last
carefully testing the conclusions to determine whether they fir the formulating
hypothesis.

I. Title of the Study

My project name is “Brand Loyalty and Retention strategies for Red Bull in
Puri “Duration of Project The study was conducted among the consumers of
puri city. The duration of the project study was one month 15 days.
II. Type of Research

Research approaches

• Descriptive research :-
The research study is conducted through descriptive research.

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Descriptive research design is a scientific method which involves observing and
describing the behaviour of a subject without influencing it in any way or to
identify the cause of something that is happening. For instance ,this research
could be used in order to find out what age group is buying a particular Brand of
the product, where a company’s market share differs between geographical
region or to discover how many competitors a company has in their conducting
the research must comply with strict research requirement in order to obtain the
most accurate figures / results possible.

Research design
A research design is the determination and statement of the general research
approach or strategy adopted for the particular project.

• Sample size
The number of samples is 93 from puri , which fulfils the requirement.
Each respondent is treated as a case of detailed analysis

• Sampling design
Convenience sampling is used for this study. Convenience sampling is used in
exploratory research where the researcher is interested in getting an inexpensive
approximation of the truth .As the name implies, the sample is selected because
they are convenient. This non probability method is often used during
preliminary research efforts to get a gross estimate of the results, without
incurring the cost or time required to select a random sample.

Data collection method

For the accumulation of data, the sources were primary and secondary data.

• Primary Data:
Primary data refers to original information or data that is collected directly from its
source. It is firsthand information that researchers gather specifically for their own
study or purpose. This means that the data has not been previously collected, processed,
or altered by others.
Researchers can collect primary data through various methods, such as surveys,
interviews, observations, experiments, and direct interactions with individuals or
entities being studied. This type of data provides unique and specific insights that are
relevant to the researcher's specific objectives.

25
For instance, if a researcher is conducting a study on customer satisfaction with a
particular product, they might conduct surveys or interviews with actual customers to
gather their opinions and feedback. The information collected in this manner would be
considered primary data because it is obtained directly from the individuals who are the
subject of the study.
In summary, primary data is valuable because it is tailored to the specific needs of the
research and can offer fresh and specific insights. However, collecting primary data
requires careful planning, design, and execution to ensure accuracy and reliability. It
may also involve costs for data collection tools, participant recruitment, and other
resources.

• Secondary Data:
They are not originally drawn by the researcher as fresh data. These are
collected by some other person for this purpose and published. These types of
data can be collected through various sources. For this study the secondary data
were collected from magazines, journals, references and website.

Statistical Tools Used

The main statistical tools used for the collection and analyses of data in this
project are:

•Questionnaire

•Pie Charts

•Bar Diagrams

No of Respondent: 93

Sample Size & Method of Selecting Sample

Sample size refers to the number of individuals, units, or elements selected from a
larger population for inclusion in a research study. The sample size is a critical
consideration in research because it impacts the accuracy and reliability of the findings.

26
It's important to ensure that the sample size is large enough to provide meaningful
results, but not so large that it becomes impractical or costly to collect data.

The method of selecting the sample size depends on several factors, including the type
of research, the population being studied, and the desired level of confidence and
precision. Here are some common methods of selecting sample size:

Simple Random Sampling:

In this method, each member of the population has an equal chance of being
selected for the sample. This is done through a random selection process, like using
a random number generator or a random selection tool.
Stratified Sampling:

This involves dividing the population into subgroups (strata) based on certain
characteristics (e.g., age, gender, location) and then randomly selecting samples from
each subgroup in proportion to their representation in the population.
Systematic Sampling:

This method involves selecting every "k-th" individual from a list or population after
selecting a random starting point. For example, if you want a sample of 100 from a
population of 1000, you might select every 10th person.
Cluster Sampling:

This involves dividing the population into clusters or groups, randomly selecting
some clusters, and then collecting data from all individuals within the selected
clusters.
Convenience Sampling:

This method involves selecting individuals who are readily available or easily
accessible. While convenient, this method may introduce bias because the sample may
not be representative of the entire population.
Purposive Sampling:

In this method, the researcher selects individuals based on specific criteria or

characteristics relevant to the study. This is often used in qualitative research or when
studying specific subgroups.
Power Analysis:

For experiments or studies with a specific hypothesis to test, power analysis is used to
determine the minimum sample size needed to detect a significant effect with a desired
level of confidence.
Non-Probability Sampling:

27
This includes methods like quota sampling, where specific quotas are set for certain
subgroups, and snowball sampling, where existing participants refer potential
participants.
Selecting the appropriate sample size requires careful consideration of factors such as
the research design, budget constraints, time constraints, and the level of precision and
confidence desired in the study's findings. It's crucial to strike a balance between a
sample size that is large enough to be statistically meaningful and one that is feasible
and practical to implement.

DEVELOPING THE SAMPLE DESIGN: -

The sample was designed keeping in view the following basic components:
(a) Choosing the sample unit (who are to be served): -
For this project simple random sampling was conducted where each sample
elements as a known and equal probability of selection. The people surveyed
were customers& Retailers (and a few wholesale dealers).

(b) Choosing the sample size: -

The sample size was chosen keeping in mind the size to be good enough to
solve the purpose in available time. So, for urban market of puri the sample size
taken was to be 93,
Choosing the sample media: -
For this project report, a format was prepared on which the data were collected
by interviewing respondents & observing the target outlets.

The format used for the survey is enclosed in the annexure.

Research instruments: -

Research instrument means the instrument employed in research for gathering

the information for this project. Mainly two types of instruments wereused to
collect the data-1. Observationmethod2. Interview method

28
Time frame: -
The total time consumed in collecting the data was five weeks. Further two
weeks were spent in collecting other relevant information from different sources
and in analysing the data.

1. RESEARCH DESIGN
A research design is an arrangement of condition for collection and an analysis
of data in a manner that aims to combine relevance to the research purpose
which should be economical in procedure. In fact ,research design is a
conceptual structure within which the research is conducted. It constitutes the
blueprint for the collection, measurement and analysis of data. The data required
in this endeavour includes both primary and secondary data.
EXPLORATORY RESEARCH:
Exploratory research is also termed as formulated research studies. The main
purpose of research study is that of formulating purgation or developing a
working hypothesis. The investigation thus carried out by the researcher in the
Kanpur city is discovering of ideas and insights.

SAMPLING UNIT:
Sampling unit means individual entity i.e. individual customer or individual
retail shop.

SAMPLING SIZE:
It means the number of individual entities in the sample. In my research project;
the size of sample was such that it represents the universe. The optimal sample
is the one that preserves the chief characteristics of the parent population & the
optimal sample size is the one which is moderate & reasonable in number,
flexible in nature & adaptable.

2- RESEARCH APPROACH:
Primary Data can be collected in four ways:

•Observation

29
 •Focus groups

•Survey

•Experiment

Under the observation method, the information is sought by the way of

Investigators own observation without asking from the respondent. The main
advantage of this method is that subjective bias eliminated, if the observation is
done accurately.

A focus group is gathering of six persons who spend a few hours with skilled
Interviewer to discuss the project, service, organization or other marketing
entity. The meeting is held in pleasant surroundings.
Survey research stands midway between observational and focus groups.
Research on the one hand experimental research on the other hand.
Observational and focus are the best suit for casual research. Researchers decide
to collect primary data through survey method because of unsuitability and
impertinency of unsuitability and impertinency of other research approach.

Survey research method is more accurate and feasible because it has greater
scope and researcher can easily know and describe the attitudinal aspect of
buying behaviours of respondents, which was not possible by using other
method with constraints.

3-RESEARCH INSTRUMENTS:
There are four main research instruments available for data collection.

•Interviews

•Observations

•Questionnaires

•Schedules

30
The Interview method of data collection involves presentation of oral verbal
response. These methods can be used through personal interviews and if
possible, through telephone interviews.
The Questionnaires are the most common instrument in collecting primary data.
It consists of a set of questions presented to respondent for their answers. It
should be constructed carefully because it is considered as the heart of survey
operation.

The method of the data collection

schedules is very much like the Collection of data through questionnaire. With
little, difference which lies in fact that schedules (pro-forma a set of questions)
are being filled in by the enumerator who are specially appointed for the
purpose, For the primary data collection the researcher decided to pick up
questionnaire’s method as research instruments because its suitability and
conforming to the research problem .The other methods stated can be used
without previous training to the researcher and a lot of infrastructures facility
and time constraints are retained the researcher to adopt other research
instrument.
Online Data Collection:

Utilizing online platforms, such as social media, forums, or online surveys, to collect
data from a wide range of participants.

Instrument For Data Collection:

I have used the questionnaire method in sample survey. If one wishes to

find what people think or know, the logical procedure is to ask them. This
has lead marketing researchers to use the questionnaire technique for
collecting data more than any other method.
In this method questionnaire were distributed to the respondents and they
were asked to answer the questions in the questionnaire. The questionnaires
were structured non-disguised questionnaire because the questions, which
the questionnaire contained, were arranged in a specific order besides
every question asked was logical for the study; no question can be termed
as irrelevant.
The questionnaire, were non-disguised because the questionnaire were
constructed so that the objective is clear to the respondent. The respondents were
aware of the objective. They knew why they asked to fill the questionnaire.

31
 CHAPTER- 2
LITERATURE REVIEW

32
 Bogomolova S., et.al.,(2017): Two studies provide estimates of upper range of
incidence first-time (brand and UPC) purchases, claimed reasons for these
incipient purchases, and consumer profiles of first-time brand buyers. Study 1
analyzes three years of transaction data from 10,000 staunchness card
members;
Study 2 reports on 510 mall intercept interviews in two different stores. Despite the
astronomical range of items available in modern supermarkets, incipient brand
purchasing is not categorically mundane: incipient brands constitute about 5% of
items in a basket and are purchased on about 1/3rdof shopping trips. The majority
of these incipient-to-consumer purchases have been prompted by in-store stimuli
(descrying incipient brands, price promotions and stock-outs). Interestingly,
demographic characteristics between first-time and subsisting buyers did not differ.
Providing further evidence to the habitual nature of grocery shopping, the results
betoken constrained opportunities to expand/change consumer repertoires
suggesting the desideratum for perpetual marketing activities for FMCGs.
 Duman S. and Ozgen O. (2017): This study explored the customer insights
behind penalizing/rewarding brands associated to a political ideology (BAPI) and
elongates theories of brand avoidance and political consumerism. Study 1 analyzes
posture toward BAPI through a qualitative study and in study 2 the relationship
between identification, misidentification, moral avoidance, religiosity and
disposition to penalize/reward BAPI with the mediating role of posture is tested via
structural equation modeling. The findings revealed that consumers penalize the
brands which they oppose politically, when there is no selfcongruence and believe
these brands divert the celebrity of the society by polarizing and conservatizing it.
Moreover, while religious commitment did not have any effect on posture and
disposition to penalize/reward BAPI, the results substantiate that consumers who
attend religious accommodations are found to have a propensity to penalize BAPI.
This is the first study intended to empirically test these relationships and
understand the underlying reasons behind penalizing and rewarding BAPI
 Sreejith R. and Suresh K. (2017): The study fixated on the sodality between
brand experience, brand personality, consumer contentment, and consumer
adhesion of brand Patanjali in the FMCG space in South India. It is pellucid
that Patanjali has made its way into the consumers' hearts and minds. Patanjali
has simply, yet prosperously identified consumers' desideratum for pristine and
wholesome modern products utilizing Baba Ramdev's image for authentication
and credibility. Consumption is optically discerned as a more perspicacious
experience and consumers seem to utilize it because the brand arouses their
curiosity.
Reiterated purchase of a brand leads to cerebrating and quandary solving postures.
33
 The findings betokened that experiential branding seems to be a more potent be
speaker of trending demeanour regarding product purchase of Patanjali consumers
than brand personality, leading to a better consumer gratification.
 Jacoby and Kyner (1973) have reached to the conclusion that the
psychological factors were the possible reasons for brand loyalty. These socio-
psychological
factors were pre-dominantly responsible in their buying behavior.
 Cooper and Withey (1989:531) confirm that customer behaviour can be induced
by situation factors such as the lack of available alternatives, high switching cost
or a tendency towards inertia.
 Dick and Basu (1994:101) argue that loyalty should not be regarded as mere
repurchase behaviour. This opens the door for a large number of variables that
can be examined as the consequences of evaluative constructs in studies of brand
loyalty.
 Dick and Basu (1994:101) argue that loyalty should not be regarded as mere
repurchase behaviour. This opens the door for a large number of variables that
can be examined as the consequences of evaluative constructs in studies of brand
loyalty.
 Anderson et al. (2004) argued a loyal and contented customer base helps to
increase the organizations‟ relative bargaining power regarding suppliers, partners
an channels. So, customer loyalty should affect shareholder value in a positive
manner by reducing instability and associated risk with expected future cash flows.
 Sheebarani (2013) suggested that the goals of a firm and requirement of
advertising of FMCG products can be mutually done by exchanging details on
social media platforms. The researcher cited the examples of web-based platforms
like FB, Twitter and YouTube which act as both channel of advertising the
products as well as for entertainment purposes. Further, these platforms are fruitful
in putting an impression in front of the consumers. The findings posited that
advertising via social media is convenient, economical and is effective in creation
of brand loyalty and recommendation for trying new brand.
 “Consumer buying behaviour is the practice adopted when individuals, groups or
firms select, use or dispose of the product, services and experiences to cater to their
needs and requirements” (Solomon,1993). The significance of the association
among consumer behaviour and successful marketing is emphasized on in order to
have a successful marketing strategy. Additionally, it is essential for firms to
comprehend consumer buying behaviour (Furaiji et al., 2011 and Haghshenas et
al.,2013).
 Durukan et al (2012) analysed that purchase choices of consumers are impacted
by implementation of social media marketing strategies. This research study had
30 explored the various factors which affects the consumer buying behaviour.
Those
34
 factors are categorised into three different categories which can be, factors which
influence consumption of the product, factors that allow the consumers to be
influenced by others and factors that induced social media consumption. If due
care is given to all these three categories a firm can devise effective social media
marketing strategies.
 Bhatt (2012) had investigated the impact of social networking sites popularity on
return on investment. Organisations have a global opportunity to execute the
marketing of their products and services on social media as it is the most reliable
channel for communication in the modern business world. This research was
mainly concerned with examining of the ROI which a company earns from
advertisements and promotions from 39 various social media platforms,
specifically FB & Twitter. Discoveries of the study underlined the way that a
favourable relationship exists amid social media and ROI, as these platforms are
successful in increasing popularity and fan following of the brand which increases
brand awareness and finally leads to an increase in sales and revenues.
 Gilfoil and Jobs (2012) analysed the relevance of social media on the spending
pattern of consumers. They believed that viral marketing and E-WOM on social
media are important determinants of consumer behaviour. There has been an
increase in positive word of mouth and electronic referrals done by satisfied
consumers for the goods and services which further results in increase in the sales.
It was found that firms have learnt the true potential of social media by utilising
social media platforms, irrespective of their level of awareness about them.
 Kaplan and Haenlein (2010) in their research study “stated that social media is
an internet-based application which allows its users for creating and exchanging
the content generated by users.” Different kinds of tools which are used on social
media can be blogs, communities, social networking sites and virtual social world.
They further posited that it is the most effective technique which can be
implemented by firms to communicate with their end users within the minimum
time in an economic and effective manner. They recommended that if a company
wants to earn more profits and expand their business, they need to include
marketing strategies via social media.
 Kumar (2015) presented a wider perspective and stated that buying behaviour of
consumers in the digital world is governed by different factors like demographic,
economic, cultural, marketing and technological factors. The author further
stated that consumers‟ decision to shop online is dependent on references, value
added services and terms of delivery.

35
 CHAPTER- 3
DATA ANALYSIS AND
INTERPRETATION

36
1. Are you aware of Red Bull energy drink?
Respondents Frequency Percentage (%)
Yes 74 80
No 19 20
Total 93 100%
Table 1:- Aware of Red Bull energy drink

Aware of Red Bull energy drink

20%

YES NO

80%

Chart 1:- Showing Aware of Red Bull energy drink

Interpretation:-
Through the analysis of this question, we can easily know that 80% customer aware of
the product ,20% customer not know about the product
2. How frequently do you consume Red Bull energy drink?

Respondents Frequency Percentage (%)

Daily 12 13
Weekly 26 28
Monthly 14 15
Occasionally 25 27
Rarely 16 17
Total 93 100

Table 2 :- Consume of Red Bull energy drink

37
 CONSUME OF RED BULL ENERGY DRINK

Daily
17% 13%

Weekly

Monthly

28% Occasionally
27%
Rarely

15%

Chart 2 :- Consume of Red Bull energy drink

Interpretation:-
From the above data we seen that 13% customer daily consume, 28%
weekly, 15% monthly, 27% occasionally and 17% rarely consume the red
bull energy drink in puri.
3. What factors contribute to your brand loyalty towards Red Bull? (Select all
that apply)

Respondents Frequency Total respodents Percentage

(%)

Taste and flavor 30 93 32%

Energy boost and effectiveness 46 93 49%

Brand reputation 18 93 19%

Packaging and design 18 93 19%

Marketing and advertising 22 93 23%

campaigns

38
 Availability and 16 93 17%
accessibility

Price and value for money 17 93 18%

Other (please specify) 15 93 16%

Total 182

Table 3:- contribute to your brand loyalty towards Red Bull

100% 100% 100% 100% 100% 100% 100% 100%

49%
32%
23%
19% 17% 18% 16%

Frequency Respondents

Chart 3:- contribute to your brand loyalty towards Red Bull

Interpretation:- According data collection to 32% customer taste and flavor, 49%
Energy boost and effectiveness, 19% brand reputation, 19% packaging and design

23% marketing and advertising campaigns, 17% availability and accessibility, 18%
price and value for money and 16% other(please specific) are consumer brand loyalty
towards Red Bull.

39
 4. Have you tried other energy drink brands apart from Red Bull?

Respondents Frequency Percentage (%)

Yes 74 80%
NO 19 20%
Total 93 100%
Table 4:- Choose Other energy drink brands apart from Red Bull

OTHER ENERGY DRINK BRANDS APART FROM RED BULL

20%

YES

80% NO

Chart 4:- Other energy drink brands apart from Red Bull

Interpretation:- Out of 100, 80% customer are choose the Other energy drink brands
And 20% customer are not choose .

5. If yes, what made you try those other brands? (Select all that apply)
Respondents Frequency Total Percentage (%)
respodenta
Lower price 53 93 57
Recommendations from others 41 93 44

40
 Promotions or 32 93 34
discounts
Curiosity to try new 35 93 37
brands
Availability of other brands 25 93 27
Other (please specify) 21 93 22
Table 5:- Try to those other brands

Try to those other brands

100% 100% 100% 100% 100% 100

57%
44%
34% 37%
27%
22%

frequency Percentage (%)

Chart 5:- Try to those other brands

Interpretation:- Among 100%, 57% Lower price, 44% recommendations from other,
34% promotions or discounts , 37% curiosity to try new brands , 27% availability of
other brands, 22% Other (please specify) if yes customer are made you try those other
brands in puri.

41
 6. How effective do you find Red Bull's marketing and advertising campaigns
in creating brand loyalty?
Respondents Frequency Percentage (%)
Highly effective 23 25%
Effective 37 40%
Neutral 16 17%
Ineffective 11 12%
Highly ineffective 6 6%
Total 93 100%
Table 6:- Effective of marketing and advertising campaigns for RED BULL

Effective of marketing and advertising campaigns

for RED BULL
6%

12% 25%
Highly effective

Effective

Neutral
17%
Ineffective

Highly ineffective

40%

Chart 6:- Effective of marketing and advertising campaigns for RED BULL
Interpretation:- Through the analysis of the questions , we can know that 25% Highly
effective, 40 % effective, 17% neutral, 12% ineffective, 6% Highly ineffective Red
Bull's marketing and advertising campaigns in creating brand loyalty in puri.

42
 7. Have you participated in any Red Bull-sponsored events or promotions in puri?
Respondents Frequency Percentage (%)
Yes 49 53
No 44 47
Total 93 100
TABLE 7:-Promotions or sponsored events in puri

Promotions or sponsored events in puri

YES

47%
53%
NO

Chart 7:- Promotions or sponsored events in puri

Interpretation:- From the above data we seen that 53% consumer are participated,
47% consumer are not participated in any Red Bull-sponsored events or promotions in
puri

8. How well do you think Red Bull understands and caters to the preferences
and needs of its customers in puri?
Respondents Frequency Percentage (%)
Very well 26 28
Well 24 26
Neutral 26 28
Poorly 12 13

43
 Very poorly 5 5
Total 93 100
Table 8:- Red Bull think understands and Caters to the preferences and needs of
its customers

Frequency
5%

13%
28%

28%

26%

Very well Well Neutral Poorly Very poorly

Chart 8:- Red Bull think caters to the preferences and needs of its customers

Interpretation:- Through the analysis of the questions , we can know that 28% very
well, 26% well, 28% neutral , 13% poorly, 5% very poorly well do you think Red Bull
understands and caters to the preferences and needs of its customers in puri.
9. How likely are you to recommend Red Bull to others based on your
experience with the brand?

Respondents Frequency Percentage (%)

Very likely 30 32
Likely 34 37
Neutral 12 13
Unlikely 10 11
Very unlikely 7 7
Total 93 100
Table 9:- Recommend Red Bull to others based on your experience with the brand

44
 RECOMMEND RED BULL TO OTHERS BASED ON
YOUR EXPERIENCE WITH THE BRAND
7%
11%
32%
Very likely
Likely
13%
Neutral
Unlikely
Very unlikely
37%

Chart 9:- Recommend Red Bull to others based on your

experience with the brand

Interpretation:- From the above data we seen that 32% very likely, 37% likely, 13%
neutral, 11% unlikely, and 7% very unlikely to recommend Red Bull to others based on
your experience with the brand.
10. I am in the age group of

Respondents Frequency Percentage (%)

18 to 35 53 57
36 to 50 31 33
Above 50 9 10
Total 93 100
Table 10:- Showing different Age group

AGE GROUP
10%

18 to 35
33%
57% 36 to 50
Above 50

Chart 10:- Showing different Age group

45
Interpretation:- Through the analysis of the questions , we can know that 57%
customer age group of 18-35, 33% customer 36- 50 and 10 % customer are above 50.
11.I am

Respondents Frequency Percentage (%)

Male 73 68
Female 20 22
Total 93 100
Table 11:- Showing different gender group

GENDER

22%

Male
Female

78%

Chart 11:- Showing different gender group

Interpretation:- Among 100, 78% customer gender are male and another 22% gender
are female.
12. I am a
Respondents Frequency Percentage (%)

Under graduate 21 23
Graduate 45 48
Post graduate 27 29
Total 93 100
Table 12:- Showing educational background of customers

46
 EDUCATION

23%
29%
Under graduate

Graduate

Post graduate

48%

Chart 12:- Showing educational background of customers

Interpretation:- From the above table 48% customer are graduate, 23% customer
are under graduate and 29% customer are post graduate.
13.My income is

Respondents Frequency Percentage (%)

<25000 39
25000-50000 34
>50000 20
Total 93
Table 13:- Showing the different income group of customer

INCOME

21%

<25000
42%
25000-50000
>50000

37%

Chart 13:- Showing the different income group of customer

Interpretation:- Out of the 100, 42% customer income below 25000, 37% customer
income 25000 to 50000 and 21% customer income above 50000.

47
T-Test

Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
1 73 2.25 1.103 .129
Effectiveness_strategy
2 20 2.80 1.281 .287

Independent Samples Test

Levene's Test for t-test for Equality of Means

Equality of
Variances

F Sig. t df Sig. (2- Mean Std. 95% Confidence

tailed) Differen Erro Interval of the
ce r Difference
Differen Lower Upper
ce

Equal 1.479 .227 - 91 .058 -.553 .288 -1.126 .019

variances 1.91
Effectiveness assumed 9
_strategy Equal - 27.1 .089 -.553 .314 -1.198 .091
variances not 1.76 97
assumed 1

 As the p value is more than 0.05 (0.227), so, we will accept the null hypothesis, so, there is no
significant difference between male & female with respect to to effectiveness of Red Bull’s
marketing and advertising campaigns in creating brand loyalty.
 ANOVA-Test

Descriptives
Recommendation

N Mean Std. Std. 95% Confidence Interval Minimum Maximu

Deviation Erro for Mean m
r Lower Bound Upper Bound

1 53 2.19 1.210 .166 1.86 2.52 1 5

2 32 2.28 1.198 .212 1.85 2.71 1 5

3 8 2.13 1.246 .441 1.08 3.17 1 5

48
Total 93 2.22 1.196 .124 1.97 2.46 1 5
ANOVA

Recommendation

Sum of Squares df Mean Square F Sig.

Between Groups .242 2 .121 .083 .921

Within Groups 131.457 90 1.461

Total 131.699 92

 As the p value is more than 0.05 (0.921), so, we will accept the null hypothesis,
so, there is no significant difference in age of customers with respect to
recommending Red Bull to others based on experience.

Objectives of the Study:

 To find if there is any relationship between male & female with respect to
effectiveness of Red Bull’s marketing and advertising campaigns in
creating brand loyalty.
 To find if there is any influence of age of customers with respect
to recommending Red Bull to others based on experience.
Hypothesis:
 H1: There is significant difference between male & female with respect to
effectiveness of Red Bull’s marketing and advertising campaigns in
creating brand loyalty.
 H2: There is significant difference in age of customers with respect
to recommending Red Bull to others based on experience.

49
 CHAPTER-4
CONCLUSION

50
Findings: -

 In two months of our SIP we found that in puri market there are lots of
demand for RED BULL Energy Drinks in comparison to the other energy
drinks. Basically students sports man and the people who are working
hard prefers RED BULL for fitness.
 At this time we had gone to different market areas of Puri for creating
new outlets and we convinced most outlets. They got agree to keep our
product.
 Some of them told us due to poor distribution by distributor and irregular
market survey now they are not keeping the RED BULL. Some outlets
are demanding for scheme and discounts offers.

Recommendations: -

 Regular market survey and quality scheme should be provided to

retailer in specific time interval.
 If the company will add some new SKUs by increasing its quantity
then it will increase the sale of the product.
 RED BULL should create its own outlets at specific area so its sale
can improve.

51
 . LIMITATIONS

• Time period of the survey was not adequate to collect sizeable number of
data for analysis (a small sample size gives less reliable picture).
• Area of survey was confined to only puri markets of Odisha . So, the
inferences drawn from the survey may not be appropriate in the larger
context.

Information provided by the respondents is taken to be true for analysis in

this project. But, presence of certain degree of biased element cannot be
ruled out, as under such a circumstance, the inferences drawn could be less
reliable.

CONCLUSION:-

In conclusion, Red Bull is a popular energy drink known for its stimulating effects due
to its caffeine and other ingredients. Here are some key points to consider:
Energy Boost: Red Bull is designed to provide a quick energy boost, making it a
popular choice for individuals seeking increased alertness and focus.

Ingredients: Red Bull contains caffeine, taurine, B-vitamins, and sugar (unless it's the
sugar-free version). The combination of these ingredients is intended to enhance
energy and performance.

52
Moderation: It's crucial to consume Red Bull in moderation due to its caffeine content.
Excessive consumption can lead to negative side effects like increased heart rate,
jitteriness, and sleep disturbances.

Personal Tolerance: Individual responses to Red Bull can vary based on caffeine
sensitivity and overall health. Some people may experience stronger effects than others.
Not a Substitute for Healthy Habits: Red Bull should not be used as a substitute for
proper sleep, a balanced diet, regular exercise, or stress management. It's essential to
maintain a healthy lifestyle for long-term well-being.

Consultation: If you have any health concerns or are unsure about how Red Bull may
affect you, it's advisable to consult with a healthcare professional.

In summary, Red Bull can provide a temporary energy boost when used appropriately,
but it should be consumed in moderation and as part of a balanced lifestyle. It's
essential to be mindful of your individual tolerance and to prioritize your overall health
and well-being.

In conclusion, Red Bull is a well-known energy drink that has made a significant
impact on the beverage industry and consumer culture. Throughout this discussion, we
have explored various aspects of Red Bull, including its history, marketing strategies,
ingredients, effects, controversies, and considerations for consumption.
Red Bull's success can be attributed to its innovative marketing campaigns, which have
effectively positioned it as more than just a drink but as a lifestyle and a symbol of
vitality and adventure. Its sponsorship of extreme sports events and collaborations with
athletes have further solidified its brand identity and appeal to a wide range of
consumers.

The key ingredients in Red Bull, including caffeine, taurine, and B-vitamins, contribute
to its energizing effects. However, it's crucial to consume Red Bull in moderation, as
excessive intake can lead to adverse side effects and potential health risks.
Additionally, Red Bull offers sugar-free variants to cater to those looking to reduce
their sugar intake.

Controversies surrounding energy drinks like Red Bull include concerns about caffeine
content, potential for addiction, and associations with adverse health effects. As such,
it's essential for consumers to be informed about the ingredients and make responsible
choices regarding their consumption.

In conclusion, Red Bull's journey from a regional beverage to a global phenomenon is a

testament to its marketing prowess and ability to tap into the desires and aspirations of
its target audience. While it can provide a quick energy boost when used appropriately,

53
consumers should prioritize a balanced and healthy lifestyle and exercise caution when
consuming caffeinated beverages.

As with any product, Red Bull's effects and suitability can vary from person to person,
so it's important for individuals to be aware of their own tolerance levels and consult
with healthcare professionals if they have concerns about its impact on their health.
In the ever-evolving landscape of the beverage industry, Red Bull's story serves as a
reminder of the power of branding, marketing, and understanding consumer needs and
desires. It will continue to be a prominent player in the energy drink market, shaping
consumer preferences and choices for years to come

54
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o www.wikipedia.com www.google.com

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Ingredient Profile, Functionality, and Regulations in the United States
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Red Bull Energy Drink - Official Website - Company Profile. (2019). Retrieved 21
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Red Bull Official Website
Red Bull Gives You Wings - RedBull.com.

(2019). Retrieved 21 September 2023, from

https://www.redbull.com/us-en/

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 ANNEXURE

1. Are you aware of Red Bull energy drink?

 Yes  No
2. How frequently do you consume Red Bull energy drink?
 Daily  Weekly  Monthly  Occasionally  Rarely

3. What factors contribute to your brand loyalty towards Red Bull? (Select all
that apply)

 Taste and flavor  Marketing and advertising campaigns

 Packaging and design  Energy boost and effectiveness

 Brand reputation  Availability and accessibility

 Price and value for money  Other (please specify)

4. Have you tried other energy drink brands apart from Red Bull?
 Yes  No

5. If yes, what made you try those other brands? (Select all that apply)
6.
 Lower price  Recommendations from others  Promotions or
discounts  Curiosity to try new brands  Availability of other
brands  Other (please specify)

57
7. How effective do you find Red Bull's marketing and advertising campaigns
in creating brand loyalty?
8.
 Highly effective  Effective  Neutral
 Highly ineffective  Ineffective
9. Have you participated in any Red Bull-sponsored events or promotions in
Bhubaneswar?
 Yes  No

10.How well do you think Red Bull understands and caters to the preferences
and needs of its customers in Bhubaneswar?
 Very well  Well  Neutral  Poorly  Very poorl

11.How likely are you to recommend Red Bull to others based on your
experience with the brand?
 Very likely  Likely  Neutral  Unlikely  Very unlikely

10. I am in the age group of

(i) 18 to 35 (ii) 36 to 50 (iii) Above 50

11. I am

(i) Male (ii) Female

12. I am a

(i) Under graduate (ii) Graduate (iii) Post graduate

13. My income is

(i) <25000 (ii) 25000-50000 (iii) >50000

58