This document discusses Red Bull's success in the energy drink market from the perspective of the consumer decision-making process. It explains how Red Bull uses advertising, sponsorships, endorsements, and brand personality to arouse consumer interest and build brand loyalty. Red Bull promotes brand recognition and a sense of reduced risk through consistent marketing activities over many years that continuously expose consumers to the Red Bull brand.

2. Case Study 14.1
Annika, Gloria, Lillian & Sarah

3. Decision-making process; is a five step process
used by consumers when buying goods or
services.
Need recognition
Information Research
Evaluation of alternative
Purchase
Post-purchase behaviour
Question One:
Explain how Red Bull has been able to arouse and activate the
consumer decision-making process.

4. Question Two:
Why do you think Red Bull has been able to be successful in
entering the evoked set of consumers?

5. Advertising-use of strong slogan
Multiple media channels
- social media, magazine and films.
The sponsorship of extreme sporting
events.
The endorsements of celebrities.

6. What do you think of when you hear the words Red
Bull?
For those who buy Red Bull, Why?
For those who don’t, Why not?
Question Three:
What could influence a consumer to stop purchasing Red Bull?

7. Brand personality is made up of :
Product Properties
Price
Packaging
Images
Promotional activities
Distribution
Advertising
Brand Personality

8. Brand Loyalty established through Brand Credibility
3 Factors:
1. Perceived Quality by product design and price
Question Four:
From a consumer decision-making perspective, how had Red Bull been
successful in maintaining brand loyalty in the energy drink market?

9. 2. Reduced perceived risk – post purchase positive
feedback
Did you first drink a Red Bull or
say it?

10. 3. Continuous Reinforcement –
First TV commercial

11. Latest TV commercial, March 2014

12. • How many events does Red Bull sponsor or endorse?
• Why do this?