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1. PROJECT REPORT
ON
“A STUDY ON CONSUMER SATISFACTION AND MARKETING
EFFECTIVENESS OF RED BULL ENERGY DRINK”
SUBMITTED IN PARTIAL FULFILLMENT OF BACHELOR OF
BUSINESS MANAGEMENT DEGREE COURSE OF BANGALORE
UNIVERSITY
2010-2011
BY
SUDARSHAN JAGANNATHAN
Reg No.07YAC08122
UNDER GUIDANCE OF
MS. RAJANI KORAH
GAIN MORE KNOWLEDGE
REACH GREATER HEIGHTS
PRESIDENCY COLLEGE, KEMPAPURA, HEBBAL,
BANGALORE-560024

2. DECLARATI0N
I hereby declare that this titled as “A STUDY ON
CONSUMER SATISFACTION AND MARKETING
EFFECTIVENESS OF RED BULL ENERGY DRINK” is my
original work under the guidance of Ms.Rajani Korah, towards the partial
fulfilment of the requirements for BBM course of Bangalore University. This
has not been submitted earlier for award of any other degree by Bangalore
University or any other University.
DATE: NAME: SUDARSHAN
JAGANNATHAN
PLACE: BANGALORE REG NO: 07YAC08122

6. 8. BIBLIOGRAPHY
Name of the books, author, magazines, websites.
SL. NO. CONTENTS PAGE
NO
1. CHAPTER 1- INTRODUCTION
This chapter contains introduction to Marketing,
Meaning, Definition, Importance and other relevant
aspects of Customer Satisfaction and Marketing
effectiveness, the theoretical background to Beverage
Industry till date and Indian beverage market.
1-32
2. CHAPTER 2- RESEARCHDESIGN
 Statement of problem
 Objectives of study
 Scopeof study
 Operational Definitions
 Research Methodology
 Tools of Data collection
 Sample Design
 Plan of Analysis
 Limitations of the study
 Overview of Chapter scheme
33-44
3. CHAPTER 3- COMPANYPROFILE
This chapter contains the historical background of
the company, company vision, objectives, and
SWOT analysis.
45-62
4. CHAPTER 4- DATA ANALYSIS AND
INTERPRETATION
Analysis and interpretation from the data collected
through questionnaires, Tables and graphs
representing it.
63-98
5. CHAPTER 5- SUMMARY OF FINDINGS AND
CONCLUSIONS
This chapter contains the findings drawn from the
study.
99-102
6. CHAPTER 6- SUGGESTIONS
This chapter contains the suggestions for the
company.
103
7. ANNEXURES
This chapter contains Questionnaire.

7. INDEX OF THE TABLES
TABLE
NO
TABLE NAMES PAGE
NO
1. Table showing the profile of the respondents based
on age
63
2. Table showing the profile of the respondents based
on gender
65
3. Table showing the occupationof respondents 67
4. Table showing the annual income group of
respondents
69
5. Table showing the respondents involvement with
any extracurricular activities on campus or out of
office
71
6. Table showing the respondents consumption of Red
Bull
73
7. Table showing the increase in consumption of Red
Bull by the respondents after advertisements
75
8. Table showing the sourceof awareness of Red Bull 77
9. Table showing the factors influencing to buy Red
Bull
79
10. Table showing purchasing place of Red Bull by
respondents
81
11. Table showing the respondents factors influencing to
chooseRed Bull
83
12. Table showing the weekly expenditure on Red Bull
by respondents
85

8. 13.
14.
Table showing the respondents opinion of prefering
any other energy drink over Red Bull
Table showing the respondents opinion if red bull is
over priced or not
87
15.
Table showing the opinion of the respondents of
facing difficulties in finding Red Bull and their
satisfaction level with respect to availability of red
bull
91
16 Table showing the respondents opinion about the
Red Bull supremacy over the competitors in the
market
93
17. Table showing Energy Drink Market share, (with
sales and availability in retail shops)
95

9. INDEX OF THE GRAPHS
GRAPH
NO
GRAPH NAMES PAGE
NO
1. Graph showing the profile of the respondents based
on age
64
2. Graph showing the profile of the respondents based
on gender
66
3. Graph showing the occupationof respondents 68
4. Graph showing the annual income group of
respondents
70
5. Graph showing the respondents involvement with
any extracurricular activities on campus or out of
office
72
6. Graph showing the respondents consumption of
Red Bull
74
7. Graph showing the increase in consumption of Red
Bull by the respondents after advertisements
76
8. Graph showing the sourceof awareness of Red Bull 78
9. Graph showing the factors influencing to buy Red
Bull
80
10. Graph showing purchasing place of Red Bull by
respondents
82
11. Graph showing the respondents factors influencing
to chooseRed Bull
84
12. Graph showing the weekly expenditure on Red Bull
by respondents
86

10. 13 Graph showing the respondents opinion of
prefering any other energy drink over Red Bull
88
13. Table showing the respondents opinion if red bull is
over priced or not
90
15.
Table showing the opinion of the respondents of
facing difficulties in finding Red Bull and their
satisfaction level with respect to availability of red
bull
92
16 Table showing the respondents opinion about the
Red Bull supremacy over the competitors in the
market
94
17. Table showing Energy Drink Market share, (with
sales and availability in retail shops)
96

11. CHAPTER 1
INTRODUCTION
INTRODUCTION TO MARKETING

12. Marketing is the process of performing market research, selling products and/or
services to customers and promoting them via advertising to further enhance
sales. It generates the strategy that underlies sales techniques, business
communication, and business developments. It is an integrated process through
which companies build strong customer relationships and create value for their
customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep
the customer. With the customer as the focus of its activities, it can be concluded
that marketing management is one of the major components of business
management. Marketing evolved to meet the stasis in developing new markets
caused by mature markets and overcapacities in the last 2-3 centuries. The
adoption of marketing strategies requires businesses to shift their focus from
production to the perceived needs and wants of their customers as the means of
staying profitable.
The term marketing concept holds that achieving organizational goals depends
on knowing the needs and wants of target markets and delivering the desired
satisfactions. It proposes that in order to satisfy its organizational objectives, an
organization should anticipate the needs and wants of consumers and satisfy
these more effectively than competitors.

13. An orientation, in the marketing context, related to a perception or attitude a
firm holds towards its product or service, essentially concerning consumers and
end-users. Throughout history, marketing has changed considerably in time with
consumer tastes.
Contemporary approaches
Recent approaches in marketing include relationship marketing with focus on
the customer, business marketing or industrial marketing with focus on an
organization or institution and social marketing with focus on benefits to
society. New forms of marketing also use the internet and are therefore called
internet marketing or more generally e-marketing, online marketing, search
engine marketing, desktop advertising or affiliate marketing. It attempts to
perfect the segmentation strategy used in traditional marketing. It targets its
audience more precisely, and is sometimes called personalized marketing or
one-to-onemarketing.

14. Customer orientation
A firm in the market economy survives by producing goods that persons are
willing and able to buy. Consequently, ascertaining consumer demand is vital
for a firm's future viability and even existence as a going concern. Many
companies today have a customer focus (or market orientation). This implies
that the company focuses its activities and products on consumer demands.
Generally, there are three ways of doing this: the customer-driven approach, the
market change identification approach and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic
marketing decisions. No strategy is pursued until it passes the test of consumer
research. Every aspect of a market offering, including the nature of the product
itself, is driven by the needs of potential consumers. The starting point is always
the consumer. The rationale for this approach is that there is no reason to spend
R&D funds developing products that people will not buy. History attests to
many products that were commercial failures in spite of being technological
breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA
(Solution, Information, Value and Access). This system is basically the four Ps
renamed and reworded to provide a customer focus. The SIVA Model provides

15. a demand/customer-centric alternative to the well-known 4Ps supply side model
(product, price, placement, promotion) of marketing management.
Product → Solution
Price → Value
Place → Access
Promotion → Information
If any of the 4Ps were problematic or were not in the marketing factor of the
business, the business could be in trouble and so other companies may appear in
the surroundings of the company, so the consumer demand on its products will
decrease.
Organizational orientation
In this sense, a firm's marketing department is often seen as of prime importance
within the functional level of an organization. Information from an
organization's marketing department would be used to guide the actions of other
departments within the firm. As an example, a marketing department could
ascertain (via marketing research) that consumers desired a new type of product,
or a new usage for an existing product. With this in mind, the marketing

16. department would inform the R&D department to create a prototype of a
product/service based on consumers' new desires.
The production department would then start to manufacture the product, while
the marketing department would focus on the promotion, distribution, pricing,
etc. of the product. Additionally, a firm's finance department would be
consulted, with respect to securing appropriate funding for the development,
production and promotion of the product. Inter-departmental conflicts may
occur, should a firm adhere to the marketing orientation. Production may
oppose the installation, support and servicing of new capital stock, which may
be needed to manufacture a new product. Finance may oppose the required
capital expenditure, since it could undermine a healthy cash flow for the
organization.
Marketing research
Marketing research involves conducting research to support marketing
activities, and the statistical interpretation of data into information. This
information is then used by managers to plan marketing activities, gauge the
nature of a firm's marketing environment and attain information from suppliers.
Marketing researchers use statistical methods such as quantitative research,
qualitative research, hypothesis tests, Chi-squared tests, linear regression,
correlations, frequency distributions, poison distributions, binomial

17. distributions, etc. to interpret their findings and convert data into information.
The marketing research process spans a number of stages, including the
definition of a problem, development of a research plan, collection and
interpretation of data and disseminating information formally in the form of a
report. The task of marketing research is to provide management with relevant,
accurate, reliable, valid, and current information. A distinction should be made
between marketing research and market research. Market research pertains to
research in a given market. As an example, a firm may conduct research in a
target market, after selecting a suitable market segment. In contrast, marketing
research relates to all research conducted within marketing. Thus, market
research is a subset of marketing research.
Marketsegmentation
Market segmentation pertains to the division of a market of consumers into
persons with similar needs and wants. For instance, Kellogg's cereals, Fro sites
are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both
goods denote two products which are marketed to two distinct groups of
persons, both with similar needs, traits, and wants. Market segmentation allows
for a better allocation of a firm's finite resources. A firm only possesses a
certain amount of resources. Accordingly, it must make choices (and incur the
related costs) in servicing specific groups of consumers. In this way, the
diversified tastes of contemporary Western consumers can be served better.

18. Types of marketing research
Marketing research, as a sub-set aspect of marketing activities, can be divided
into the following parts:
 Primary research (also known as field research), which involves the
conduction and compilation of research for a specific purpose.
 Secondary research (also referred to as desk research), initially conducted
for one purpose, but often used to support another purpose or end goal.
By these definitions, an example of primary research would be market research
conducted into health foods, which is used solely to ascertain the needs/wants of
the target market for health foods. Secondary research in this case would be
research pertaining to health foods, but used by a firm wishing to develop an
unrelated product.
Primary research is often expensive to prepare, collect and interpret from data to
information. Nevertheless, while secondary research is relatively inexpensive, it
often can become outdated and outmoded, given that it is used for a purpose
other than the one for which it was intended. Primary research can also be
broken down into quantitative research and qualitative research, which, as the
terms suggest, pertain to numerical and non-numerical research methods and
techniques, respectively. The appropriateness of each mode of research depends
on whether data can be quantified (quantitative research), or whether subjective,

19. non-numeric or abstract concepts are required to be studied (qualitative
research).
There also exist additional modes of marketing research, which are:
 Exploratory research, pertaining to research that investigates an
assumption.
 Descriptive research, which, as the term suggests, describes "what is".
 Predictive research, meaning research conducted to predict a future
occurrence.
 Conclusive research, for the purpose of deriving a conclusion via a
research process.
Promotion (marketing)
Promotion is one of the four elements of marketing mix (product, price,
promotion, distribution). It is the communication link between sellers and
buyers for the purposeof influencing, informing, or persuading a potential
buyer's purchasing decision. Fundamentally, however there are three basic
objectives of promotion. These are:
1. To present information to consumers as well as others
2. To increase demand
3. To differentiate a product.

20. There are different ways to promote a product in different areas of media. Many
times with the purchase of a product there is an incentive like discounts, free
items, or a contest. This is to increase the sales of a given product.
Marketing strategy
The field of marketing strategy encompasses the strategy involved in the
management of a given product. A given firm may hold numerous products in
the marketplace, spanning numerous and sometimes wholly unrelated
industries. Accordingly, a plan is required in order to effectively manage such
products. For example, a start-up car manufacturing firm would face little
success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other
large global car maker. Moreover, a product may be reaching the end of its life-
cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each
scenario requires a unique marketing strategy. Listed below are some prominent
marketing strategy models.
CUSTOMER SATISFACTION
Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of
total customers, whose reported experience with a firm, its products, or its
services (ratings) exceeds specified satisfaction goals."

21. It is seen as a key performance indicator within business and is part of the four
of a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.
Within organizations, customer satisfaction ratings can have powerful effects.
They focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. These metrics quantify an important dynamic. When a brand
has loyal customers, it gains positive word-of-mouth marketing, which is both
free and highly effective.
In researching satisfaction, firms generally ask customers whether their product
or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls
short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower
satisfaction rating than a budget motel—even though its facilities and service
would be deemed superior in “absolute” terms.

22. CUSTOMER SATISFACTION IN 7 STEPS
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve-
wracking experience. Rest assured, though, it does get easier over time. It's
important to meet your customers face to face at least once or even twice during
the course of a project.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days
for a response to an email or phone call. It might not always be practical to deal
with all customers' queries within the space of a few hours, but at least email or
call them back and let them know you've received their message and you'll
contact them about it as soon as possible. Even if you're not able to solve a
problem right away, let the customer know you're working on it.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the
phone. This is very true. It's very important to be friendly, courteous and to
make your clients feel like you're their friend and you're there to help them out.
There will be times when you want to beat your clients over the head repeatedly
with a blunt object - it happens to all of us. It's vital that you keep a clear head,
respond to your clients' wishes as best you can, and at all times remain polite
and courteous.

23. 4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly
defined customer service policy is going to save you a lot of time and effort in
the long run. If a customer has a problem, what should they do?
If the first option doesn't work then what? Should they contact different people
for billing and technical enquiries? If they're not satisfied with any aspect of
your customer service, who should they tell? There's nothing more annoying for
a client than being passed from personto person, or not knowing who to turn to.
So make sure your customer service policy is present on your site -- and
anywhere else it may be useful.
5. Attention to Detail
Have you ever received a Happy Birthday email or card from a company
you were a client of? Have you ever had a personalized sign-up confirmation
email for a service that you could tell was typed from scratch? These little
niceties can be time consuming and aren't always cost effective, but remember
to do them. Even if it's as small as sending a Happy Holidays email to all your
customers, it's something. It shows you care; it shows there are real people on
the other end of that screen or telephone; and most importantly, it makes the
customer feel welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them
Out

24. Sometimes this is easier said than done! However, achieving this supreme
level of understanding with your clients will do wonders for your working
relationship.
7. Honor Your Promises
It's possible this is the most important point in this article. The simple
message: when you promise something, deliver. Clients don't like to be
disappointed. Sometimes, something may not get done, or you might miss a
deadline through no fault of your own. Projects can be late, technology can fail
and sub-contractors don't always deliver on time. In this case a quick apology
and assurance it'll be ready ASAP wouldn't go a miss.
CUSTOMER LOYALTY
Obtaining a thorough understanding of customer loyalty is a prerequisite
for the execution of the research at hand. For that, the development of customer
loyalty research within the framework of relationship marketing will be
presented first, before different customer loyalty concepts will be introduced.
From these concepts, a definition of customer loyalty for use in this study will
be derived, before both consequences and antecedents of customer loyalty will
be portrayed.
Since the beginning of the 1990s, customer loyalty has gained importance
both in relationship marketing research and in business. In business, this can be
attributed to changing market- and competition-environments. Due to a shift
from a sellers’ to a buyers’ market and because of an increasing degree of

25. globalization, most industries find themselves confronted with new challenges.
In a first phase, firms tried to face these challenges by focusing on their internal
processes and organizational structures, trying to achieve cost reductions by
concentrating on internal improvements. A second phase of external focus
followed, where firms directed attention to their customers, trying to retain
existing ones and to win over new ones (churning). Since “acquiring new
customers is much more expensive than keeping them”. And “loyal customers
are the bedrock of any business”. A loyal customer base represents a barrier to
entry, a basis for a price premium, time to respond to competitor innovations,
and a bulwark against deleterious price competition. Loyalty is critical to brand
volume, is highly correlated to market share, and can be used as the basis of
predicting future market share; consequently, understanding loyalty appears
critical to any meaningful analysis of marketing strategy.
In marketing research, two trends mark the development of customer
loyalty. While individual transactions initially were in the center of marketing
research, the focus shifted towards analyzing relationships states that the
‘traditional’ marketing concept of the marketing mix with its ‘4 Ps’, developed
in the middle of the last century, had been the established approach until the
1990s.
This approach, how-ever, focuses solely on transactions, a deficit tackled by the
relationship marketing approach. At the core of it is the study of relationships
between buyers and sellers of goods or services, in contrast to merely

26. examining transactions. An often cited and comprehensive definition of
relationship marketing is provided “Relationship marketing refers to all
marketing activities directed toward establishing, developing, and maintaining
successful relational exchanges.” Therefore, the relationship marketing
approach pro-vides a suitable environment in which customer loyalty research
can be nested.
While the development of relationship marketing began in the early
1970s, it was not until the late 1980s that works from the ‘Nordic School of
Services’. Initiated a paradigm shift that geared marketing towards the creation,
conservation, and extension of buyer-seller relationships. Although relationship
marketing today is widely accepted among marketing researchers, its promoters
do not postulate the replacement of the transactional approach, but rather
juxtapose the two approaches. For example, delineates a strategy continuum, in
which different goods require different degrees of transaction- and relationship-
based marketing strategies. As a result of the focus on relationships in
marketing research, customer loyalty gained importance within research.
Before determining which stream the present study can be associated
with, however, it is important to create a clear understanding of different
customer loyalty concepts prevalent in research. This will be accomplished in
the following section.

27. OBJECTIVES OF CUSTOMER SATISFACTION PROGRAMME
Our Programs are research based, built on the three corner stone’s of customer
satisfaction: productquality, process and procedural quality, and relationship
quality. Our typical program assesses specific issues under each component, for
example:
Product Quality
• meets or exceeds expectations
• state-of-the-art technology
• validated, tested, & simulated to client specifications
• competitive pricing
• enhance customer value
ProceduralQuality
• ease of ordering
• accurate fulfillment
• inventory meets needs
• on time delivery
• environmentally friendly packing
• packaged to prevent damage in shipment
• ease of tracking
• appropriate adjustment/return policy
• order-through-delivery process bests competition
RelationshipQuality
• productknowledgeable contacts
• knowledgeable about client needs

28. • communicates at client knowledge level
• one-stop problem resolution
• problems solved at the root cause
• legendary customer service benchmarks competition
The tailored Programs provide direct, statistically valid, comparisondata of you
to your competition on the following actionable areas:
• Responsiveness
• Competitiveness
• Innovativeness
• Quality
• Customer Service
• Long Term Partnering
It accurately quantifies your competitive strengths and weaknesses from your
customers' perspective. Using the data, it will help you focus strategic efforts to
retain and increase market share. The programs also provide direct measure of
the effectiveness of initiatives your organization has implemented during prior
year (after first year's participation). That is, you will have quantifiable internal
benchmarks (in addition to the external competitive benchmarks) on the repeat
annual surveys to judge progress based on actions you have taken during the
previous 12 months.

29. TABLE SHOWING KEY FACTORS FOR CUSTOMER
SATISFACTION
COMPANY FUNCTION QUALITY FACTORS
Sales
Product
Knowledge
Marketing
Brochure detail
Mailing frequently
Distribution
Order Delivery time
Order Completeness
After Sales
Problem Response Time
Time to Resolve
Accounts
Accuracy
Problem Response
Courtesy

30. HANDLING CUSTOMER COMPLAINTS
A complaint is any measure of dissatisfaction with your product or service, even
if it’s unfair, untrue, or painful to hear! Complaints may be about:
• Service Content, Delivery or Quality • ResponseTime
• Documentation • Personnel
• Billing • Communication
• Follow Up • Requests
This is a customer complaint resolution process that anyone can implement:
 Focus on the Customer
If you can’t immediately solve the problem, respond to the customer and
identify an “owner” who will be responsible for final resolution. Complete the
communications loop with customer. If you’ve referred the complaint to others,
make sure there’s closure. If you’ve left the customer hanging without a
response, you’ve become part of the problem.
 Focus on the Complaint
Collect all complaints from all external customers and categorize them in a way
that allows you to analyze data to see trends, patterns, concentrations,
tendencies, etc.
 Focus on ProcessImprovement
Use the database of complaints to define processes that are important from the
customer’s perspective and to improve the most critical ones. Based on analysis

31. of the database, make appropriate investments to prevent issues that result in
customer complaints. If you can think of complaints as useful data for making
process improvements in your organization, you will go a long way towards
making changes that will differentiate you and make your work life easier, more
fun, and more responsive to customer needs.
SIX STEPS TO DEALING WITH DIS-SATISFIED CUSTOMERS
1. Listen carefully to what the customer has to say, and let them finish-
Don't get defensive. The customer is not attacking you personally; he or she has
a problem and is upset. Repeat back what you are hearing to show that you have
listened.
2. Ask questions in a caring and concerned manner-The more information
you can get from the customer, the better you will understand his or her
perspective. I’ve learned it’s easier to ask questions than to jump to conclusions.
3. Put yourself in their shoes-As a business owner, your goal is to solve the
problem, not argue. The customer needs to feel like you’re on his or her side
and that you empathize with the situation.
4. Apologize without blaming-When a customer senses that you are sincerely
sorry, it usually diffuses the situation. Don't blame another person or
department. Just say, "I'm sorry about that.”

32. 5. Ask the customer, "What would be an acceptable solution to you?"-
Whether or not the customer knows what a good solution would be, I’ve found
it’s best to propose one or more solutions to alleviate his or her pain. Become a
partner with the customer in solving the problem.
6. Solve the problem, or find someone who can solve it— quickly!-Research
indicates that customers prefer the person they are speaking with to instantly
solve their problem. When complaints are moved up the chain ofcommand, they
become more expensive to handle and only add to the customer's frustration.

33. MARKETING EFFECTIVENESS
Marketing effectiveness is the quality of how marketers go to market with the
goal of optimizing their spending to achieve good results for both the short-term
and long-term.
Marketing effectiveness has four dimensions:
 Corporate – Each company operates within different bounds. These are
determined by their size, their budget and their ability to make
organizational change. Within these bounds marketers operate along the
five factors described below.
 Competitive – Each company in a category operates within a similar
framework as described below. In an ideal world, marketers would have
perfect information on how they act as well as how their competitors act.
In reality, in many categories have reasonably good information through
sources, such as, IRI or Nielsen. In many industries, competitive
marketing information is hard to come by.
 Customers/Consumers – Understanding and taking advantage of how
customers make purchasing decisions can help marketers improve their
marketing effectiveness. Groups of consumers act in similar ways leading
to the need to segment them. Based on these segments, they make choices
based on how they value the attributes of a product and the brand, in

34. return for price paid for the product. Consumers build brand value
through information. Information is received through many sources, such
as, advertising, word-of-mouth and in the (distribution) channel often
characterized with the purchase funnel, a McKinsey & Company concept.
Lastly, consumers consume and make purchase decisions in certain ways.
 Exogenous Factors – There are many factors outside of our immediate
control that can impact the effectiveness of our marketing activities.
These can include the weather, interest rates, government regulations and
many others. Understanding the impact these factors can have on our
consumers can help us to design programs that can take advantage of
these factors or mitigate the risk of these factors if they take place in the
middle of our marketing campaigns.
There are five factors driving the level of marketing effectiveness that marketers
can achieve:
1. Marketing Strategy – Improving marketing effectiveness can be
achieved by employing a superior marketing strategy. By positioning the
product or brand correctly, the product/brand will be more successful in
the market than competitors’ products/brands. Even with the best
strategy, marketers must execute their programs properly to achieve
extraordinary results.

35. 2. Marketing Creative – Even without a change in strategy, better creative
can improve results. Without a change in strategy, AFLAC was able to
achieve stunning results with its introduction of the Duck (AFLAC)
campaign. With the introduction of this new creative concept, the
company growth rate soared from 12% prior to the campaign to 28%
following it.
3. Marketing Execution – By improving how marketers go to market, they
can achieve significantly greater results without changing their strategy or
their creative execution. At the marketing mix level, marketers can
improve their execution by making small changes in any or all of the 4-Ps
(Product, Price, Place and Promotion) (Marketing) without making
changes to the strategic position or the creative execution marketers can
improve their effectiveness and deliver increased revenue. At the program
level marketers can improve their effectiveness by managing and
executing each of their marketing campaigns better. It's commonly
known that consistency of a Marketing Creative strategy across various
media (e.g. TV, Radio, Print and Online), not just within each individual
media message, can amplify and enhance impact of the overall marketing
campaign effort. Additional examples would be improving direct mail
through a better call-to-action or editing web site content to improve its
organic search results, marketers can improve their marketing
effectiveness for each type of program. A growing area of interest within

36. (Marketing Strategy) and Execution are the more recent interaction
dynamics of traditional marketing (e.g. TV or Events) with online
consumer activity (e.g. Social Media). (See references below, Brand
Ecosystems) Not only direct product experience, but also any stimulus
provided by traditional marketing, can become a catalyst for a consumer
brand "groundswell" online as outlined in the book Groundswell.
4. Marketing Infrastructure (also known as Marketing Management) –
Improving the business of marketing can lead to significant gains for the
company. Management of agencies, budgeting, motivation and
coordination of marketing activities can lead to improved competitiveness
and improved results. The overall accountability for brand leadership and
business results is often reflected in an organization under a title within a
(Brand management) department.
5. Exogenous Factors - Generally out of the control of marketers, external
or exogenous factors also influence how marketers can improve their
results. Taking advantage of seasonality, interests or the regulatory
environment can help marketers improve their marketing effectiveness.

37. INDUSTRY PROFILE
BEVERAGE INDUSTRY
A beverage is a drink specifically prepared for human consumption. Beverages
almost always largely consist of water. Drinks often consumed include: Water
(both flat or carbonated),Juice based drinks, Soft drinks, Sports and Energy
drinks, Alcoholic beverages like beer or spirits ,Coffee, tea ,Dairy products like
milk. Commonly, drinks are filled into containers, like glass or plastic bottles,
steel or aluminum cans as well as cardboard supported packages, like the "Tetra
Pak" or others. Filling of beverages can be done cold, hot, ambient and cold-
aseptic filling to mention the latest trend of beverage marketing and technology.
The beverage is mainly categorized into two major categories based upon the
alcoholic and nonalcoholic nature of the drink. Non-Alcoholic beverages are
further o two types based upon carbon content. These beverages contain Fruit
juices, Coffee, Tea, Soda, Colas. The Alcoholic beverages are based upon the
fruit content and grain. It may be Wine, Brandy, Whisky or Beer.

38. Beverage
Non-Alcoholic Beverages Alcoholic Beverages
Non-carbonated Carbonated Fruit Based Grain
Fruit Juices,
Coffee,
Tea,
Packaged
Water
Colas,
Soda,
Tonic Water
Wine,
Brandy
Beer,
Whisky
FACTORS DRIVING DEVELOPMENTS IN INDIAN BEVERAGES
SECTOR
India is a growing and developing country which is having a very high
economic growth with the drastic increase into the population size. Due to the
developing economic condition, there is increase in the competition among the
manufacturers, retailers, dealers to promote their products at competitive prices.
The increase in the India population has given a high demand of beverage
market products. The Indian beverage market is segmented into the two major
segments –Alcoholic and Non-Alcoholic Beverages.
Again these categories of beverages are sub-divided into the carbonated and
fruit based drinks. Tea and Coffee also contributed majorly into the Beverage
Industry.

39. Indian Beverage market distribution and marketing channel is highly networked
and has a very approach to the customers. Due to the globalization and
technological developments there is highly innovative products are coming into
the Indian Beverage markets which are appreciated by the Indian population.
In India, here are various forms of beverage market get to be seem in the form
of retailers, Restaurants, Coffee shops, Sport events, Hotels etc.
There are certain factors which are driving developments into the Indian
Beverage sector:
 Economic growth
 Population growth
 Competition for Raw materials
 Power of retailers
 Globalization / Regionalization
 Research & Development
 Technological Developments
 Food safety and regulation
 Consumer Demands and trend
KEY RISKS TO THE BEVERAGE INDUSTRY
As water is the essential ingredient in a beverage product, as well as vital for
cooling and cleaning during the production process. So when one considers that

40. India’s current water supply is approximately 740 billion m3, but it has been
estimated that by 2030 demand for water in India will grow to almost 1.5
trillion m3, the industry will clearly be facing a major problem there. There will
simply not be enough water. Yet China, India and Indonesia are all a focus for
beverage companies due to their lower market penetration. There can be little
doubt, however, that water security issues will be one of the biggest threats to
developing market potential. Let’s first take a look at the alcoholic drinks
industry. The market growth for alcoholic drinks is particularly strong in
emerging Asian economies, driven by a range of socio-economic factors. These
include favourable demographics such as the greater proportion of young people
reaching the legal drinking age and increased per capita income and
urbanization in countries such as India and China. The water bottles market is
also booming. The market for bottled water is developing rapidly in Asia.
Health concerns of polluted municipal water sources and increasing water
shortages are expected to be key drivers of this, but wealth and the increase in
Asian middle classes will play the most significant role. Consumer demand for
purity, hygiene and convenience is on the increase. In India the market is
expected to grow by 100 percent over the next five years and there are currently
more than 2,000 bottled water producers. Whilst there has been a backlash
against bottled water in developed countries as the environmental impact of
plastic bottles becomes more apparent, in Asia it looks set to become an
increasing trend.

41. FUTURE PROJECTIONS OF INDIAN BEVERAGE INDUSTRY
 Beverage Industry is projected to have overall growth between 8% -8.5 %
 Indian non-alcoholic drinks market is expected to at a CAGR of around
20% during 2011-2015.
 India Alcoholic Drinks Market to Grow Over 14% CAGR during 2011-
2015.
 The India Alcoholic Drinks Market Is Expected To Reach The 3 Billion
Liter Mark By 2015.
 The sectors which are projected to achieve excellent growth of 20% from
wine.
 Fruit/vegetable juice market will grow at a CAGR of around 30 per cent
in value terms during 2011-2015.
 The energy drinks segment which will grow at a CAGR of around 29 per
cent during the same period.
 All in all, annual per capita consumption of packaged beverages is
supposed to triple from 2.6 litres in 2000 to 8.7 litres in 2015. Demand
for milk and milk-based beverages are also rising.
 The estimated INR 340 bn Indian liquor industry is expected to maintain
its CAGR of 15%

42. CHAPTER 2
RESEARCH DESIGN
INTRODUCTION

43. In 1982, Dietrich Mateschitz became aware of products called "tonic drinks",
which enjoyed widespread popularity throughout Far East. His idea to market
these functional drinks outside Asia evolved whilst he sat at a bar at the
Mandarin Hotel in Hong Kong.In 1984, Mateschitz founded Red Bull. He fine-
tuned the product, developed a unique marketing concept and started selling
Red Bull Energy Drink on the Austrian market in 1987. This was not only the
launch of a completely new product, in fact it was the birth of a totally new
product category.Product range has widened and the customer has evolved.
TITLE OF THE STUDY
“A Study on Consumer Satisfaction and Marketing
Effectiveness of Red Bull energy drink.”
STATEMENT OF THE PROBLEM

44. Customer satisfaction plays a crucial role in enabling an organization to change
and develop with customers. Keeping the existing customer contended is
generally much easier, takes less time and involves less expense. The reason for
this is that it takes more time to find new prospective customer. In this context
study is conducted with special reference to customer satisfaction. A company
can earn more profits only when it has strong customer care towards product
and services offered by the company. So to have strong customer care it has to
provide a competitive price further advertising to increase.
OBJECTIVES OF THE STUDY

45. 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.
SCOPE OF THE STUDY
This study includes Customer’s response and awareness towards the brand,
products and services of Red Bull. The results are limited by the sample size 75
numbers and therefore the opinion of only selected customers is taken into
consideration. Mainly this study is conducted in Bangalore and the scope is
limited.
OPERATIONAL DEFINITION

46. 1. Customer- A customer (also known as a client, buyer, or purchaser) is
usually used to refer to a current or potential buyer or user of the products
of an individual or organization, called the supplier, seller, or vendor.
2. Customer Satisfaction- Abusinessterm, is a measure of how products and
services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified satisfaction goals."
3. Marketing Effectiveness- It is the quality of how marketers go to market
with the goal of optimizing their spending to achieve good results for
both the short-term and long-term.
4. Respondents- A person who replies to something, esp. one supplying
information for a survey or questionnaire or responding to an
advertisement.
5. Objective- An end that can be reasonably achieved within an expected
timeframe and with available resources.
6. Energy drink- Energy drinks are soft drinks whose producers advertise
that they "boost energy.
7. Buying- To acquire in exchange for money or its equivalent purchase.
RESEARCH METHODOLOGY

47. The research will be carried out in various phases that constitute an
approach of working from whole to part. It includes subsequent phases trying to
go deeper into the user’s psyche and develop a thorough understanding of what
a user looks for while buying a energy drink.
The first phase is completely internal where it is stormed over the most effective
route of action, considering that it is product with minimal main stream
advertising.
The second phase is with some respondents who will be interviewed with the
help of questionnaire keeping in mind the time and cost constraints.
TOOLS OF DATA COLLECTION

48. The information relevant for study was drawn from Primary data collected
through survey method, which alone was not sufficient. Hence Secondary data
was collected to study successfully.
 Primary data-
It will be collected using a questionnaire. A well laid out questionnaire
will be designed for this purpose. Also personal interviews will be
conducted with people in organization as well as consumers and
prospective buyers.
 Secondary data-
This information will be obtained from secondary sources which include
newspapers, magazines, reliable websites, internal reports and other
published sources.
SAMPLE DESIGN

49. The research was carried out in various phases that constituted an
approach of working from whole to part. It included subsequent phases trying to
go deeper into the user’s psyche and develop a thorough understanding of what
the user looks for while buying an energy drink. For the customer satisfaction
study a sample of 75 persons was chosen from the in Bangalore city. The
sample was judgmental and methodology was convenient random sampling.
Size of Sample 75
Sampling technique Convenient Random Sampling
method
Location from which samples were
taken
Bangalore city
PLAN OF ANALYSIS

50.  Raw Primary data has been collected with help of questionnaire. The raw
data has been tabulated with the help of table. From the tables, concept,
analysis and inferences are drawn which in turn was used for
interpretation. Based on, these charts were prepared to better pictorial
understanding of the study.
 From the set of inferences and interpretation, conclusion have been drawn
which is followed by suggestions, keeping the objectives in mind
throughout the study.
LIMITATIONS OF THE STUDY

51.  This research is geographically restricted to Bangalore city only. Hence
the result cannot be extrapolated to other places.
 The study is restricted only to the organized sectorof energy drink
industry.
 Sample size was confined to 75 respondents keeping in view of time and
costconstraints.
 Findings are based on sample survey. The information executed by
respondents may or may not be true because some respondents may not
be serious. However all possible has been made to collect the information
as authentically as possible.
 All interview questions are undisguised or direct. Hence there is a scope
for the respondents to be biased or pretentious.
 This project has been taken up at the undergraduate level and the
knowledge and experience of the student is limited and hence may not be
professional enough.
OVERVIEW OF CHAPTER SCHEME

52. Chapter-1 Introduction- Its all about the Introduction part. It mainly consists
of introduction to Marketing with its types, approaches, research and market
segmentation. Then comes introduction about Customer Satisfaction with its
steps, customer loyalty and concepts, handling customer complaints, how to
deal with dis-satisfied customers and objectives of customer satisfaction
program. Also talks about the marketing effectiveness. Later about beverage
industry till date, Indian beverage industry and its recent trends.
Chapter-2 Research Design- It consists of the title of the study, statement of
problem, objectives and scope of the study, operational definitions, research
methodology, data collection, sample design, plan of analysis and finally the
limitations of the study.
Chapter-3 Company Profile- This chapter contains the historical background
of the company Red Bull, company’s vision and objective, Red Bull products,
marketing plan and SWOT analysis of Red Bull.
Chapter-4 Data Analysis and Interpretation- This chapter consists of the
analysis and interpretation from the data collected through questionnaires, tables
and graphs representing it.
Chapter-5 Findings, Conclusion and Suggestions- This chapter contains the
findings drawn from the study and final conclusion about the whole project.
Also few suggestions are posted.

53. CHAPTER 3
COMPANY PROFILE
Company Overview

54. In 1982, Dietrich Mateschitz became aware of products called "tonic drinks",
which enjoyed widespread popularity throughout Far East. His idea to market
these functional drinks outside Asia evolved whilst he sat at a bar at the
Mandarin Hotel in Hong Kong. In 1984, Mateschitz founded Red Bull. He fine-
tuned the product, developed a unique marketing concept and started selling
Red Bull Energy Drink on the Austrian market in 1987. This was not only the
launch of a completely new product, in fact it was the birth of a totally new
product category.
In 2008, Red Bull launched its own Cola: Red Bull Simply Cola – Strong &
Natural. Very much in line with the needs of today's consumers, Red Bull Cola -
unlike traditional colas - only contains ingredients of 100% natural sources.
In 2009, Red Bull extended its product portfolio with Red Bull Energy Shots:
Starting in the USA, now gradually rolling out globally.
Around 4 billion cans of Red Bull are consumed every year. The responsibility
for the success of the world's No. 1 energy drink is shared by the company's
6,900 employees around the world. Today Red Bull has annual sales of approx.
4 billion cans in 160 countries..As of the end of 2009, Red Bull employed 6,900
people in 160 countries (end 2008: 5,683 in 148 countries).
Despite the ongoing difficulties presented by the global economic downturn,
plans for growth and investment in the business year 2010 remain - typically

55. for Red Bull - very ambitious, but continue to rest on a solid and conservative
financial footing.
Marketing Plan Outline: Red Bull
Marketing Background
Company and Product Review
In 1982, Dietrich Mateschitz, creator of Red Bull alongside ChalermYoovidhya,
saw where Japan and Thailand were heading in the energy drink market and
decided they wanted a piece of the pie. By 1987, Austria proved to be a
difficult market for Red Bull to survive in and soon Mateschitz expanded into
Hungry and the rest of Germany. After expanding across Europe with a lot of
trial and error Red Bull was $12 million in the hole.
Rather than scrapping Red Bull as a loss, Mateschitz fired all his staff and hired
a marketing firm to help him target nightclubs and students. Buzz marketing
became the main focus of Red Bull’s marketing plan, and soon students were
pounding campus pavement and driving around in Mini Coopers with a big Red
Bull can strapped on top with free samples. His buzzmarketing proved to be
not only cost effective, but the very thing that gave Red Bull its appeal.

56. Although Red Bull was not welcomed with open arms in all countries, such as
France, Denmark and Norway, it was growing and expanding.
Mateschitz soon realized that an extreme sporting event was a profitable
avenue to take Red Bull down. Red Bull started supporting approximately 500
extreme sports athletes and hosting exclusive parties for these rock star
competitors. By 1997, Red Bull’s buzz marketing strategy proved successful in
the U.S. as well. Events are now hosed throughout the world ranging from
B.A.S.E. jumping to surfing. Their tagline, “gives you wings” is known
worldwide and Red Bull sponsors public and private events such as the X-
games and the Red Bull Air Races.
Distribution/Penetration
Red Bull is distributed in most grocery store, convenience store, and gas
station
across the U.S. such as HyVee, SuperSaver, Safeway, Trader Joes, Conoco,
Quick Trip, and 7‐11. It is also found in discount/supercenter stores such as
Target and Wal‐Mart. In 2002,
Red Bull completed its distribution share and the product is now available in all
50 states (Todd, Heather).
Target Market Statement

57. Red Bull’s target market are young, on the go people, who enjoy extreme
sports and lead an active nightlife, anywhere from 18‐35, who lead an active
lifestyles, and are skeptical of traditional marketing (Swartz, Jon).
Pricing
The pricing of Red Bull varies from if the consumer is buying an individual can,
which the price is $1.99, compared to a case of Red Bull. The average price of a
case of 24 Red Bull is $65.99, but depending upon the distributor, the prices
may vary. Pricing for energy drinks vary by brand, butRed Bull is typically $1.99
(Dolan, Kerry).
Sales and Market Share Analysis
The sale of Red Bull has only increased from the time Mateschitz introduced it
back in 1987. In 2008Red Bull’s net sales was $4.28 billion, which was up 7.9%
from the previous year. A contributor to these sales is the fact that Red Bull
started to distribute more to the Middle East, Far East and South America
(DPA). In “somecountries, Red Bull commands 80% of the market share. In the
U.S. where Red Bull enjoys a 47% share of the energy drink market, sales are
growing annually at a 40% clip” (Dolan, Kerry).
Competitive Analysis

58. Red Bull can be easily copied because the ingredients were printed on the can
and the drink was not patented. Even though the taste of Red Bull did not do
well in taste tests, it was the marketing strategy that made Red Bull so
successful (Gschwandtner, Gerhard).
In the late 80s, around the same time Red Bull was spreading across Europe,
American’s were drinking Jolt Cola, which was advertising as having “all the
sugar and twice the caffeine as Coke”. It can be said that Red Bull was the first
energy drink to be in competition with soft drinks but also created the new
energy drink category in most markets. After Red Bull hit the market hard in
the late 90‐the present, many other companies have tried to hop on the
energy drink bandwagon such as when Hansen, the natural soda company,
created Monster Energy.
Red Bulls has approximately 100 major competitors, such as 5 Hour Energy
Drink and Rock Star Energy Drink. Not only do energy drink companies fall in
these 100 major competitors of direct competition but, there is also the sector
of soft drinks that have proven to be a viable opponent. Coca‐Cola (Full
Throttle & Monster), Pepsi (AMP Energy Drink) and Gatorade (Rebranded as G
and G2) are three of Red Bulls major competitors.

59. Many celebrities have also taken on the role of putting their face to an energy
drink label, such as Ice‐T creating an energy drink called Liquid Ice, Nelly’s Pimp
Juice and Lil’ John’s, Crunk Juice.
However, in the end, no other energy drink has been able to claim Red Bull’s
70‐90% of the market share it has in over 100 countries worldwide, despite
these competitors (Penalty, Jeff).
Product Awareness and Attributes
Red Bull is known worldwide not only because of what’s inside the can but
because of the lifestyle the brand represents. Red Bull does not take advantage
of the traditional media, instead they rely on sponsoring extreme sporting
events and they give away free samples of Red Bull at the events. “Red Bull
relies heavily on bars and night clubs for its sampling events, alternative sports
have also proven to be a successful product‐trial arena.
The company underwrites a number of extreme sports competitions and
sponsors about three dozen alterna‐athletes” (Hein, Kenneth).
Demand Analysis
The demand of Red Bull increases each year and that is evident with how
rapidly Red Bull has spread not only all over the United States but the world.
From just looking at the market share analysis of Red Bull, sales are increasing

60. every year and sales are expected to keep rising with each coming year. Even
though Red Bull’s demand has increased with each coming year, the “Red
Bull’s U.S. market share has fallen from 75% in 1998 to roughly 47% today”
(Dolan, Kerry).
Purchase Rates and Buying Habits Red Bull consumers are loyal purchasers.
They buy Red Bull for its high energy kick before a class, before a work‐out,
before performing in a sporting event or anytime they need to get an extra
boost to perform at top level. Red Bull is also purchased to drink recreationally
during social functions and at nightclubs and bars to create various alcoholic
beverages.
Problems and Opportunities:
Problems: Red Bull is not a patented drink product, therefore anyone is able to
pick up a can, read the ingredients and go into business for themselves. This is
one of the reasons the market is flooded by competition. In addition to this
Red Bull, along with all energy drinks and supplements, has received negative
press from a medical standpoint.
High levels for caffeine and sugar can create negative effects on heart rate and
blood pressure along with dehydration.

61. Opportunities: Red Bull is one of the most popular energy drinks in the world.
They earned this title by intelligent, consistent marketing. Red Bull has the
opportunity to maintain their position and grow by continuing to target their
niche target audience by heavily using untraditional marketing tactics and
traditional marketing tactics sparingly.
This will not only maintain their dominance in the energy drink market, it will
strengthen their relationship with their target audience (Mr. Burgundy).
SWOT Analysis
Strengths
• Most popular energy drinks in the world.
• Red Bull represents a specific, edgy subculture, while still being consumed by
a variety of demographics.
• Three different versions (Regular, Sugar‐Free, and Cola) allow for variety
without spreading the brand too thin.
Opportunities
• Increase awareness of Red Bull’s dominance in the energy drink market
• Strengthen the relationship between Red Bull’s target audiences.

62. • Increase Red Bull’s sales in specific markets such as the Dakotas, Tennessee
& Ohio.
Weaknesses
• Not a patented drink product
Threats
• Health risks associated with over consumption.
• Competition is increasing.
Marketing Plan-
Sales Objectives
We want to maintain our position as the leader in energy drinks and the face
of extreme sports worldwide, while expanding our reach in the U.S. Currently
North Dakota, South Dakota, Tennessee, and Ohio are lagging in Red Bull
awareness and consumption. We want to increase distribution of Red Bull in
these states by 5% and increase brand awareness by 85% in these markets
while maintaining our national presence.
Target Market
(Malinauskas, Brenda et.al.)

63. The uniqueness of Red Bull is that the company does not follow traditional
media guidelines and that is why they chose the untraditional platform (Hein,
Kenneth). Their target audience is very receptive to this. As stated above, the
target audiences of Red Bull are people between the ages of 18‐35, who lead
an active lifestyle and what to have a sense of belonging in their community,
but in an untraditional way. But there is much more to Red Bull’s target
audience. Not only do they not trust traditional media they are turned off by it.
These antiestablishment and adventure seeking individuals that do not follow
the rules and needed Red Bull needed buzz marketing/extreme sports in order
to tap into them (Rodgers, Anni Layne).
The target audiences of Red Bull are people who work hard and play hard.
Theytake their profession very seriously but like to have fun in their free time.
From the college classroom to the boardroom, these people don’t check out of
life at five o’clock. The common thread connecting Red Bull consumers is that
they all enjoy staying active by participating in sporting events, watching
sporting events, playing video games or socializing (Hein, Kenneth).
Marketing Objectives and Strategies
Our marketing objective and strategy is to launch localized events to attract
youth on college campuses and at sporting events in North Dakota, South
Dakota, Ohio, and Tennessee. These events will feature some of our sponsored

64. athletes making guest appearances and free give‐a‐ways of Red Bull and Red
Bull products. We will host a Soapbox Race and a FlugtagFlightlab event the in
major cities in these states in order boost awareness and consumption of Red
Bull in those areas. In addition, Red Bull vehicles will make their way across the
United States, specifically in larger cities, promoting the brand and giving away
free samples. The Red Bull vehicle routes will travel with reps to college
campuses in major cities promoting the brand and its lifestyle. A million
samples will be distributed by these Red Bull Reps and have a code on the
bottom of each can. Also, an additional million cans will be distributed across
the U.S. to be sold by retailers. Thesecodes can be entered online to win free
Red Bull, a VIP trip for two to the 2010 winter X Games in Aspen, CO, a VIP trip
for two to the summer X Games in Los Angeles, CA, or free entry passes to the
Soapbox Races, or Flugtag Flight lab events hosted in our target states.
National, one in 50 can codes will give away free Red Bull, four in two million
will give away the two winter and two summer X Game packages. In our target
states, 200 cans will award recipients with passes to their local Soapbox Racing
and Flugtag Flight lab events.
As well as targeting North Dakota, South Dakota, Ohio and Tennessee, there
will also be two groups of two people assigned to each state. These Mini

65. Cooper teams will go to colleges and major cities promoting Red Bull and
advertising the Winter and Summer X Games.
Positioning Strategy
R&A Agency will continue to position Red Bull and Red Bull events as a unique,
off the radar subculture. Spotting the Red Bull vehicle will be an event in itself,
creating buzz on the streets and water cooler talk. By using Red Bull to guide
drinkers to Red Bull events we will succeed in increasing consumption and
awareness in lagging markets and stay consistent across the U.S. The events
will be a place where like minded people can come together, have fun, be
creative, blow off some steam and feel like a part of the exclusive Red Bull
family. R&A Agency will not change Red Bulls existing tagline, Red Bull Gives
You Wings, because we feel the company has already established a tag line
that many people already know about. R&A Agency will continue to use the tag
line on products and just make the tag line more evident on products, such as
on the give‐a‐ways that the college
Reps will be giving out.
Marketing Mix Implementation Tools
“Red Bull Gives You Wings” across the United States Red Bull is an energy drink
that represents a lifestyle, and we want to bring that lifestyle to the masses.

66. Our marketing mix will consist of Public Relation promotions, non‐traditional
advertising, and sponsorships of extreme sports athletes and events. By using
this mix, we will attract traditional media to cover our product without
creating traditional ads ourselves. We plan to keep the price of Red Bull the
same as it is now, but do free give away during PR events and during
sponsored events.
Our PR event is a cross‐country road trip in Red Bull’s Mini Coopers. The road
trip will consist of 100 two‐men teams that will be making stops at major
colleges and universities across the U.S., including Yale, Berkley, Notre Dame,
and the University of Nebraska‐Lincoln. In addition to the stops in major cities,
special attention will also be given to North Dakota, South Dakota, Ohio, and
Tennessee to increase consumption and brand awareness. During their stops,
they will host events that give‐a‐way free Red Bull and Red Bull products as
well as other prizes such as flat screen T.V.s and Play station 3s. It will be a year
long event of appearances by the Red Bull Mini Coopers at college campuses in
major cities. These colleges will be contacted ahead of time to arrange free
interns to help plan and set up the events. Students will be able to play video
games, test drive the
Mini Cooper, win prizes, all while drinking Red Bull.

67. Red Bull will continue to have heavy sponsorship of their 500+ athletes and at
the Winter and Summer X Games. Clothing, banners, mini events will be the
main tools during these sponsorships that will be picked up by the local and
national television and radio stations covering these athletes careers and
sporting events.
Marketing Plan Budget and Calendar-Part of our 50 million dollar budget is
meant to focus on North Dakota, South Dakota, Tennessee and Ohio to make
them feel more as if they are part of the Red Bull community by tying them
into major events that Red Bull sponsors. The bulk of our 50 million dollar
budget will be going towards sponsoring the Winter and Summer X Games as
well as purchasing give‐a‐ways.
RED BULL PRODUCTS
Red Bull Energy Drink
Red Bull Energy Drink is a functional
beverage with a unique combination
of ingredients. Ithas been specially
developed for times of increased
mental and physicalexertion. Red Bull
Energy Drink vitalizes body and mind.
Red Bull Energy Drink

68. - increases performance
- increases concentration and reaction speed
- improves vigilance
- improves the emotional status
- stimulates metabolism
Red Bull’s effects are appreciated throughoutthe world by top athletes, busy
professionals, activestudents and drivers on long journeys.
Red Bull Sugarfree
Red Bull Sugarfree is a functional beverage
with a unique combination of ingredients. It
has been specially developed for times of
increased mental and physical exertion.
Red Bull Sugarfree vitalizes body and mind.

69. RED BULL COLA
The cola from Red Bull is a unique blend of
ingredients, all from 100 % natural sources. In
addition, it is the only cola which contains
both the original Kola nut and the Coca leaf.
The result is a natural, not-too-sweet cola
taste, which comes from using the right plant
extracts.
Available in
AUSTRIA,SWITZERLAND,UNITEDKINGDOM,ITALYIRELAN
D,RUSSIA.USA, BELGIUM/LUXEMBURG
RED BULL ENERGY SHOTS
Red Bull Sugarfree Shot is a concentrated Red Bull
Sugarfree in a 60ml bottle with the same functional
ingredients as in a Red Bull Sugarfree250mlcan and
only 2 calories.

70. Buyer BehaviourAnalysis For Red Bull
In 2008, the UK Energy and Sport drink market is estimated to be worth £650
million, with growth projected for the future. Red Bull stands as the market
leader in not only the UK market, but also worldwide. The market is decidedly
young, focusing mainly on the 16 to 24 year old segment. The product itself
and its effectiveness is highly subjective, shaped by previous conceptions,
brand image and health knowledge. Research has shown that these factors
play a role in not just the perception of energy conferred by the product, but
also the actual effectiveness. This study hopes to quantify the multitude of
factors shaping the consumer buying and usage process with respect to the
product and the market. To analyze this effectively, the study focuses on the
consumer perceptions of the energy and sport drink market, which are closely
related, the perception of Red Bull with respect to its current competitors and
the attitudes and opinions specific to the product. In order to explore our
research objectives, a focus group was conducted utilizing eight respondents, 6
female and 2 male. The group, with respect to age, was firmly rooted in the
core demographic of product users. Questioning was guided along the lines of
the three research groupings and utilized an open ended style to illicit valuable
insight about the product. Data was also gathered with respect to quantifiable
values on taste, image and other factors relative to the product and its

71. competition.
Findings were analyzed in the context of three models: Fishbein, Means-end
chain and the consumer decision process. Findings illustrated the image of Red
Bull as a premium market leader within a product classification that is low
involvement and highly contingent on the image and perceived efficacy of the
product. Consumer value perception played a lower role than assumed from
secondary research, with taste and effectiveness heavily shaping consumer
decisions. Within the means-end chain, the product was found.
Graph showing Energy Drink Market share
Red Bull
76%
Cloud 9
6%
SJ XXX
3%
Power Horse
8%
Rock Star
4%
Burn
1.4%
SoBe
0.7%
Amway
0.9%
Energy Drink Market Share
(INDIA)

72. CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION
TABLE No.1
TABLE SHOWING-THE PROFILE OF THE RESPONDENTS
BASED ON AGE

73. 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.
Interpretation
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.
GRAPH No.1

74. GRAPH SHOWING-THE PROFILE OF THE RESPONDENTS
BASED ON AGE
TABLE No.2
45%
26%
18%
11%
20-24
25-29
30-34
Above 35

75. TABLE SHOWING-THE PROFILE OF THE RESPONDENTS
BASED ON GENDER
GENDER NO. OF
RESPONDENTS
PERCENTAGE
MALE 49 65%
FEMALE 26 35%
TOTAL 75 100%
Analysis
From the above table it is clear that 49% of respondents were male and female
respondents constituted just 26% of total responses.
Interpretation
It is clear that most of the users of Red Bull are males mostly because men are
addicts to it.
GRAPH No.2

76. GRAPHSHOWING-THE PROFILE OF THE RESPONDENTS
BASED ON GENDER
TABLE No.3
65%
35%
Male
Female

77. TABLE SHOWING-THE OCCUPATION OF RESPONDENTS
OCCUPATION NO.OF
RESPONDENTS
PERCENTAGE
STUDENT 29 38%
GOVERNMENT
SERVICE
9 12%
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.
Interpretation
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.

78. GRAPH No.3
GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS
No. of Respondents
0%
5%
10%
15%
20%
25%
30%
35%
40%
Student Govt service Ex-servicemen Proffesional Self-employed
No. of Respondents 38% 12% 4% 28% 18%

79. TABLE No.4
TABLE SHOWING-THE ANNUAL INCOME GROUP OF
RESPONDENTS
INCOME GROUP NO. OF
RESPONDENTS
PERCENTAGE
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.
Interpretation
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.

80. GRAPH No.4
GRAPH SHOWING-THE ANNUAL INCOME GROUP OF
RESPONDENTS
52%
14%
18%
16%
Less than 1,20,000
1,20,001-3,60,000
3,60,001-7,20,000
Above 7,20,000

81. TABLE No.5
TABLE SHOWING- THE RESPONDENTS INVOLVEMENT WITH
ANY EXTRACURRICULAR ACTIVITIES ON CAMPUS OR OUT OF
OFFICE
YES/NO NO. OF
RESPONDENTS
PERCENTAGE OF
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.
Interpretation
It clearly shows that majority of the respondents do not participate in any
extracurricular activities.

82. GRAPH No.5
GRAPH SHOWING- THE RESPONDENTS INVOLVEMENT WITH
ANY EXTRACURRICULAR ACTIVITIES ON CAMPUS OR OUT OF
OFFICE
0
10
20
30
40
50
60
70
No. of Respondents
Yes No

83. 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%
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.
Interpretation
It is clear that in customers there is a high regularity amongst consumption by
customers in a week.

84. GRAPH No.6
GRAPH SHOWING-THE RESPONDENTS CONSUMPTION OF
RED BULL
0
2
4
6
8
10
12
14
16
18
20
Everyday 2-3 days
a week
4-5 days
a week
Once a
week
Every 2-3
weeks
Once a
month
Less than
above
No. of Respondents

85. TABLE No.7
TABLE SHOWING- THE INCREASE IN CONSUMPTION OF RED
BULL BY THE RESPONDENTS AFTER ADVERTISEMENTS
YES/NO NO. OF
RESPONDENTS
PERCENTAGE
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.
Interpretation
It is clear there is an increase in consumption of Red Bull after advertisements
and hence this marketing strategy has benefited.

86. GRAPH No.7
GRAPH SHOWING-THE INCREASE IN CONSUMPTION OF RED
BULL BY THE RESPONDENTS AFTER ADVERTISEMENTS
0%
10%
20%
30%
40%
50%
60%
70%
YES
NO
62%
38%
No. of Respondents

87. 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.
Interpretation
It clearly shows that magazines and friends create high awareness of Red Bull
amongst people.

88. GRAPH No.8
GRAPH SHOWING- THE SOURCE OF AWARENESS OF RED
BULL
0%
5%
10%
15%
20%
25%
30%
35%
magazines
friends and
relations TV adds
Website
Other sources
magazines
friends and
relations
TV adds Website Other sources
Respondents 32% 25% 15% 20% 8%

89. TABLE No.9
TABLE SHOWING- THE FACTORS INFLUENCING TO BUY RED
BULL
FACTORS NO. OF
RESPONDENTS
PERCENTAGE
RELIEVING
FATIGUE
15 20%
FOR STAYING
AWAKE
18 24%
DAILY ROUTINE 13 17%
INCREASE
CONCENTRATION
18 24%
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.
Interpretation
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.

90. GRAPH No.9
GRAPH SHOWING-THE FACTORS INFLUENCING TO BUY RED
BULL
Relieving
fatigue
For staying
awake
Daily routine
Increase
concentration
Hangover
remedy
No. of Respondents 15 18 13 18 11
0
2
4
6
8
10
12
14
16
18
20

91. TABLE No.10
TABLE SHOWING-PURCHASING PLACE OF RED BULL BY
RESPONDENTS
PLACE NO. OF
RESPONDENTS
PERCENTAGE
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.
Interpretation
It is clear that super markets are on top of retailers in the sales of Red bull
energy drink.

92. GRAPH No.10
GRAPH SHOWING- PURCHASING PLACE OF RED BULL BY
RESPONDENTS
22%
58%
8%
12%
Convinient
store
Super market
Drug store
Others

93. TABLE NO.11
TABLE SHOWING- THE RESPONDENTS FACTORS
INFLUENCING TO CHOOSE RED BULL
FACTORS NO. OF
RESPONDENTS
PERCENTAGE
ENERGY 25 34%
PRICE 13 17%
TV COMMERCIALS 9 12%
ADS ON NEWSPAPER 4 6%
MARKETING
CAMPAIGN
7 10%
PACKAGE 4 5%
BRAND 6 7%
TASTE 6 7%
WORD OF MOUTH 1 2%
TOTAL 75 100%
Analysis
34% of the respondentsprefer to buy their bike drink for energy, 17% of them
for price, 12% of them due to tv commercials, 6% from ads on newspapers,
10% due to marketing campaign, 5% from package, 7% each for brand and taste
respectively and 2% due to word of mouth.
Interpretation
It is clear that the energy drink provides rejuvenation and replenishes energy
into the people consuming it.

94. GRAPH NO.11
GRAPH SHOWING- THE RESPONDENTS FACTORS
INFLUENCING TO CHOOSE RED BULL
0
5
10
15
20
25
25
13
9
4
7
4
6 6
1
No. of Respondents

95. TABLE No.12
TABLE SHOWING- THE WEEKLY EXPENDITURE ON RED BULL
BY RESPONDENTS
AVAILABILITY NO.OF
RESPONDENTS
PERCENTAGE
RANGE OF RS.100 13 17%
RANGE OF RS.200 9 12%
RANGE OF RS.300 12 16%
RANGE OF RS.400 6 8%
RANGE OF RS.500 19 26%
MORE THAN
ABOVE
16 21%
TOTAL 75 100%
Analysis
From the above it is clear that 17% of the respondents spend Rs.100 on Red bull
weekly, 12% of them spend Rs.200, 16% of them spend Rs.300, 8% of them
spend Rs.400, 26% of them spend Rs.500 and 21% of respondents spend above
Rs.500.
Interpretation
It is clear that majority of the respondents are around the 500Rs mark and spend
around 500Rs on the energy drink.

96. GRAPH No.12
GRAPH SHOWING- THE WEEKLY EXPENDITURE ON RED BULL
BY RESPONDENTS
Range of Rs.100
Range of Rs.200
Range of Rs.300
Range of Rs.400
Range of Rs.500
More than above
0%
5%
10%
15%
20%
25%
30%
Category 1
Range of Rs.100
Range of Rs.200
Range of Rs.300
Range of Rs.400
Range of Rs.500
More than above

97. TABLE No.13
TABLE SHOWING-THE RESPONDENTS OPINION OF
PREFERING ANY OTHER ENERGY DRINK OVER RED BULL
YES/NO NO. OF
RESPONDENTS
PERCENTAGE
YES 17 23%
NO 58 77%
TOTAL 75 100%
Analysis
Maximum number of people (77%) doesn’t prefer any other energy drinkover
Red Bull and 23% of respondents prefer other energy drink also.
Interpretation
It is clear that red bull energy drink dominates the energy drink market and
consumers prefer red bull over other energy drinks.

98. GRAPH No.13
GRAPH SHOWING-THE RESPONDENTS OPINION OF
PREFERING ANY OTHER ENERGY DRINK OVER RED BULL
23%
77%
Yes No

99. TABLE NO.14
TABLE SHOWING- THE RESPONDENTS OPINION IF RED BULL
IS OVER PRICED OR NOT
RATING NO. OF
RESPONDENTS
PERCENTAGE
YES 16 22%
NO 59 78%
TOTAL 75 100%
Analysis
From the above table it is clear that 78% of the respondents felt Red Bull is not
over priced and 22% of them felt its cost is high.
Interpretation
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.

100. GRAPH No.14
GRAPH SHOWING- THE RESPONDENTS OPINION IF RED BULL
IS OVER PRICED OR NOT
Yes
No
0
10
20
30
40
50
60
No. of Respondents
No. of Respondents
Yes 16
No 59

101. TABLE No.15
TABLE SHOWING-THE OPINION OF THE RESPONDENTS OF
FACING DIFFICULTIES IN FINDING RED BULL AND THEIR
SATISFACTION LEVEL WITH RESPECT TO AVAILABILITY OF
RED BULL
YES/NO NO. OF
RESPONDENTS
PERCENTAGE
YES 13 18%
NO 62 82%
TOTAL 75 100%
RESPONSE FOR
SATISFACTION
NO. OF
RESPONDENTS
PERCENTAGE
YES 64 85%
NO 11 15%
TOTAL 75 100%
Analysis
The above table shows that 82% of the respondents accept that there are no
difficulties in finding Red Bull in market and 18% felt they have difficulties.
Also the satisfaction level is 85% of the respondents are extremely satisfied and
34% are not satisfied with respect to availability of Red Bull.
Interpretation
It is clear that there is ample availability of the drink in the market and not much
difficulty to access it.

102. GRAPH No.15
GRAPH SHOWING-THE OPINION OF THE RESPONDENTS OF
FACING DIFFICULTIES IN FINDING RED BULL AND THEIR
SATISFACTION LEVEL WITH RESPECT TO AVAILABILITY OF
RED BULL
Point of Satisfaction
Yes
85%
No
15%
0
20
40
60
80
Yes
No
13
62
No. of Respondents

103. TABLE No.16
TABLE SHOWING-THE RESPONDENTS OPINION ABOUT THE
RED BULL SUPREMACY OVER THE COMPETITORS IN THE
MARKET
FACTORS NO. OF
RESPONDENTS
PERCENTAGE
PRICE 13 18%
TASTE 28 37%
BRAND IMAGE 24 32%
PROMOTION 10 13%
TOTAL 75 100%
Analysis
From the above table it is clear that 18% of the respondents felt price as the
answer, 37% of them felt taste is the reason for the supremacy, 32% of them felt
its brand image and 13% of them felt promotion.
Interpretation
It is clear that red bull is chosen unanimously for its taste over other factors that
support to the strengths of the energy drink.

104. GRAPH No.16
GRAPH SHOWING- THE RESPONDENTS OPINION ABOUT THE
RED BULL SUPREMACY OVER THE COMPETITORS IN THE
MARKET
0
5
10
15
20
25
30
Price Taste Brand Image Promotion
13
28
24
10
No. of Respondents

105. TABLE NO.17
Table showing Energy Drink Market share, (with sales and
availability in retail shops)
BANGALORE SJ XXX Red Bull Cloud 9 Others
North 8 41 6 11
East 5 20 5 10
West 5 26 18 16
South 3 27 6 11
Central 9 49 5 17
Total/326 30 163 40 65
Analysis
From the above table it can be analyze that out of 326 retail shops, Red Bull has
maximum sales and availability (163 shops), followed by Cloud 9 (40 shops)
and then SJ XXX (30 shops)(being in the introductory phase of its life cycle).
Interpretation
From the above data it can be interpreted that Red Bull has the maximum
availability in 163 retail shops outof 326 shops.

106. TABLE NO.17
Table showing Energy Drink Market share, (with sales and
availability in retail shops)
0
20
40
60
80
100
120
140
160
180
North
East
West
South
Central
Total/326
8
5
5
3 9
30
41
20 26
27
49
163
6
5
18
6
5
40
11
10 16
11 17
65
SJ XXX Red Bull Cloud 9 Others

107. CHAPTER 5
FINDINGS AND CONCLUSION
FINDINGS

108. 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.

109. 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.
CONCLUSION

110. 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.

111. CHAPTER 6
SUGGESTIONS
SUGGESTIONS

112. 1. The company should come up with new, better and attractive flavors
to attract all segments of the market.
2. The company can come up with different beverages other than
energy drinks.
3. The company can reduce prices and introduce promotional
campaigns so larger mass can try the product.
4. Red Bull is affiliated with caffeine industry, which might help them
exploit coffee industry.
5. The packaging should help retain the chillness of the drink without
which it is tasteless.

113. ANNEXURE
QUESTIONNAIRE
This information is required for the successfulcompletion of a project based on-
‘A Study on Customer Satisfaction and Marketing Effectiveness of Red Bull

114. energy drink, Bangalore.’ I would appreciate all your help in generating the
responseto 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 1, 20,001-3, 60,000
3, 60,001-7, 20,000 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
-If “yes” why? / If “No” why not?
Yes No
7. Have you tried the Energy Drink “Red Bull”?
Yes No

115. 8. How often do you consume Red Bull?
Everyday 2-3 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 sourceof 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

116. Others
13.What are important factors to chooseRed Bull? Please provide your top 3
answers.
Energy Price TV Commercial
Ads on newspaper/magazine Marketing Campaign
Package Brand
Taste 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

117. 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 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

118. BIBLIOGRAPHY
BIBLIOGRAPHY
Books Referred

119.  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