9. “ Red Bull Energy Drink is a great
functional drink which can be really
handy just before training or
competition. Red Bull gives you wings.”
– MARK WEBBER
10. Tri-Component Attitude Model
Affective Component: Emotions that amplify or enhance experiences
Conative Component: Tendency of consumer to behave in a particular way.
Causes the intention to purchase
Elaboration Likelihood Model
Peripheral Route: Source expertise; Quick persuasion without much
thought
15. Through understanding of the audience’s needs, emotions and activities is essential to ensure accuracy and
relevance of the message
HOW DO WE COMMUNICATE?
HOW DO CUSTOMERS PROCESS
INFORMATION?
17. “Red Bull gives you wings”
• Extreme stunts/sports are the perfect fit for Red Bull
• By sponsoring & hosting these extreme stunts, Red Bull backs their
slogan
• Red Bull innovates new ways to maintain their Brand Personality
Red Bull Remains #1 because…
Consumer Perception: Red Bull keeps their message consistent
Consumer Learning: Red Bull keeps their consumers involved before,
during, and after stunts occur
Consumer Attitude: Shows consumers that they too can be adventurous
19. It is recommended for Red Bull to stick to its “AntiMarketing” strategy
.
Through the current marketing it connects well with the target
consumers.
SHOULD THE COMPANY DO MORE
TRADITIONAL ADVERTISING ?