Red Bull: Company Overview
All the businesses understand that their success mainly depends on the understanding the behaviour of the consumers and the business organisations want to create goods and services which will like, want and use by the customers. In this study, the Red Bull product has been chosen as it is a low-interest product. Customers overall make little effort to process the message of low-interest products. The purpose of this study is to analyse the current promotional mix, humour and emotion used by Red Bull to influence customers’ attitudes towards the brand. This study has also strived to come up with suggestions for improvement. In the initial stage of the study, Red Bull’s current promotional mix, message and techniques have been described. Market segmentation of Red Bull has been explained in the later section along with the target market of the organisation. In addition, target groups’ wants, needs and expectations have also been evaluated with sales funnel. In the final section of the study, current changes in the promotional mix have been suggested with using a CRM system.
Background of Red Bull
Red Bull sells an energy drink and it is an Austria based company. Red Bull first sold its product in the year 1987, inspired by functional drinks from the Far East. Dietrich Mateschitz founded Red Bull and he created the formula of the energy drink developing the unique marketing concept. During the time of the mid 80’s, Red Bull was not only launched a new product, but that was completely a new product category. At present, Red Bull is available in more than 171 countries and Red Bull has sold more than 68 billion cans so far (Redbull.com 2018). 6.3 Billion cans were sold in the year 2017 only and it showed the increase of 4% from 2016 (Gorse, Chadwick and Burton 2017). Red Bull employed approximately 11,880 employees in the year 2017 in 171 countries. In terms of the expansion of the business, Red Bull mainly focuses on Western Europe, the USA and the Far East. Red Bull is planning to roll out the organic range in the Austrian market as well. Red Bull has a great market share in Turkey (34%), Netherland (15%), India (15%), the UK (13%) and these figures show that Red Bull is doing extremely good and cost-efficient marketing management with ongoing business investment. Ingredients of Red Bull cans are caffeine, taurine, glucose, sucrose, B-group vitamins and alpine spring water.
As stated by Hoyer, MacInnis and Pieters (2018), marketers in recent time always study the consumer behaviour in order to understand the uses, buys and disposes of the customers. The authors further described that consumer behaviour as the totality of the decisions as the consumption of an offering by decision-making unit over time. This table shows the decisions which are required to be made:
|
The totality of decisions |
About the consumption |
Of an offering |
By decision making units |
Over time |
|
Whether |
Acquisition |
Products |
Information gatherer |
Hours |
|
What |
Usage |
Services |
Influencer |
Days |
|
Why |
Disposition |
Activities |
Decider |
Weeks |
|
How |
Experiences |
Purchaser |
Months |
|
|
When |
People |
User |
Years |
|
|
How much/how often/how long |
Ideas |
Engle-Blackwell-Miniard model makes the correlation between influencing the consumer behaviour factors and the process of affecting consumer decision-making process. This particular model has provided emphasis on conscious decision-making process and this particular model identifies the consumer’s choices. EBM model shares the decision process that is augmented with information and inputs. There are mainly four sections, input, information processing, variable influencing decision process and decision process (Bamossy and Solomon 2016). EBM model includes the human process like memory and information processing and both are considered negative and positive purchases of the customers.
Red Bull’s promotional mix will be done based on the five stages of the consumer decision-making process.
The Consumer Decision-Making Process and the Engle-Blackwell-Miniard Model
Need recognition: The buying process of the customers starts when the customers realise the current state which is far from the ideal state. The customers need to achieve the goal and the consumers may need energy boost. The need for energy boost may come from the sportsman, athletes or just the students.
Information search: The consumers search various sources and consumers need to decide on what products they need to purchase. Energy drinks provide the customers boost to work hard and energy drink helps to quench the thirst as well. Consumers may want to feel and be a parg of the lifestyles which may resonate the traits, values and culture of the customers.
Evaluation alternatives: The customers evaluate alternatives in the market and this might based on the prior usage of the customers. The customers take the decision based on the marketing stimuli and customers have the alternatives within their considerations (Solomon et al. 2015).
Purchase: In this stage, the consumers take the decision to purchase the products after the abive considerations.
Red Bull Media House makes advertisements for Red Bull and it has a comprehensive range of advertising opportunities via digital media, print and TV. Red Bull makes perfect advertisement for both television and online platform. Red Bull does the amazing marketing globally that makes possible to build the enviable performance record for lasts 25 years. Red Bull took the guerrilla marketing campaign in the initial stage where Red Bull did utilises the ‘Red Bull Girls’ to provide the hand out free drinks to the college students. The strategy of this advertising was successful. Red Bull mainly targets the urban young professionals through its marketing strategy for sports and entertainment mixing with advertising. For advertising on the television, Red Bull makes the videos named ‘Smart Payphones’, ‘Sounds of Football’, ‘Science Behind’ and ‘Pulp’ (Gorse, Chadwick and Burton 2017). These advertisements get famous due to its appealing imagery and colour with perfect concept. Red Bull makes mystery anime for television commercials and the job of the television advertisement is to flow in from all over the world through Red Bull’s idea contest. Red Bull’s simple and quirky doodles attract the customers and these go beyond the borders to establish the unassuming piece of artwork. The tagline of the advertisement for this brand is ‘Red Bull Gives Wings’ and these commercials connect with people as it has minimum dramatics and stagecraft. Red Bull uses perfect content marketing to use in the print.
|
Print advertisement |
TV advertisement |
Online advertisement |
Mobile advertisement |
Music |
|
The Red Bulletin, Servus in Stadt & Land, Terra Meter, Bergwelten |
Red Bull TV, Servus TV and Terra Meter |
Redbull.com, Red Bull TV online, Redbulletin.com, Speedweek |
Red Bull Mobile, Apps (Red Bull, Red Bull Wallpapers, RBMA Radio) |
Red Bull Records, Red Bull Music Publishing |
Table 1: Different advertisements of Red Bull
(Source: Redbull.com 2018)
Red Bull uses the internet marketing for promotional purpose and RedBull.com website does the promotion using the content pool and speedweek. Red Bull TV promotes online content and it shows the promotional campaigns to the customers. Red Bull uses YouTube to show the short videos and these videos share the message of ‘energy tonic’ to the people. In an interview, Mateschiz told that Red Bull does not bring a product to the people; Red Bull brings people to the product. Therefore, the message behind the internet marketing is building of lifestyle around the product; persuade the people to make brand awareness.
Red Bull’s Promotional Mix Analysis
Red Bull has approximately 37 million likes on Facebook and Red Bull has taken the initiative of a campaign like Stratos Balloon Jump (85k fans), Its Music Academy (11k fans) and X-fighters (94k fans). The official Facebook of Red Bull provides the average two posts every day and these posts focus on extreme sports and athlete sponsored videos. In addition, the Official Twitter Page of Red Bull has over 920,000 followers and it tweets mainly the sponsored videos and links of the images. The main focus of the videos, images and links is to provide motivation to do sports and exercise like athletes. Red Bull advertisement promotes that Red Bull does not let obstacle stand in the way of the customers (Teigeler and Hahne 2017).
Red Bull provides a short-term incentive to motivate the customers to purchase the products. Red Bull creates nationwide competition which is eco-friendly and it helps to increase interest publicly and generate long-term sales. Red Bull has organised a nationwide hunt for showing the creativity in the event ‘The Red Bull Art of Can’. Red Bull organises the sales promotion through ‘erotic imagery’ where they use pretty women which do not have any connection with advertisement materials (Andrews and Shimp 2017). Red Bull Girls are selected women who generally tour the country for promotions. Red Bull uses Point-of-purchase strategy by showing off the fact Red Bull is a proud seller. In the year 2017, Red Bull set $800,000 for creation, design and distribution of sales through promo materials.
Red Bull does promotions underline promotions and Red Bull uses traditional sponsorship along with organising own events. Red Bull promotes the products through organising annual Red Bull X-Fighters and Air Race where they ask trained pilots to showcase the stunts. These types of events help to promote the brand value among the customers and the brand makes genuine relations with the athletes through making the sponsorship. Red Bull helped athlete Robbie Maddison to gain the lifelong ambition and it makes the public relations by making the customers excite and surprise. Red Bull makes public relations by doing small activities in local events and these types of activities are made on a three-year overview of the promotional work. The strategy promotions of public relations taken by Red Bull are Red Bull Wings Team, Red Bull Bedroom Jam, Red Bull Reporter and Student Brand Manager Programme (Khan 2016).
Messaging
Red bull “gives you wings” was the one of the first tag lines to be used by the brand which implied that drinking Red Bull would help the consumer to achieve his goals. Red Bull has owned the lifestyles to which they created the product for. The brand positions itself as a cool, edgy, risk taking, extreme brand that knows no limits. The brand sells experiences rather than the product itself and connects with its consumers through positive interactive experiences.
Red Bull has owned the lifestyles to which they created the product for. The brand positions itself as a cool, edgy, risk taking, extreme brand that knows no limits. The brand sells experiences rather than the product itself and connects with its consumers through positive interactive experiences. Red Bull creates this connection with their target market through being present at events, connecting with the consumer through these events and the emotions the consumer feels at these events and creating content where the target market usually has a positive experience as highlighted through the detailed promotional mix (Hawkins, Best and Coney 2016).
Conclusion and Suggestions
Red Bull faced advertising restrictions during 2001 in response to the recorded complaints from the UK’s Advertising Standards Authority. Energy drinks have its effect on sugar and caffeine. Red Bull segregates the market by dividing the customer group into various segments. Each of the market segments has different variables. In the initial stage, Denmark, French and Norway kept Red Bull as prohibited in the domestic market.
Social factors in consumer behaviour play important role in influencing the behaviour of the customers (Horner and Swarbrooke 2016). Human beings are generally social beings and customers need people around to discuss and talk of various issues of the people. Red Bull is an energy drink and it is mainly targeted to the young people who are professionals and who like sports and games. The customers live in a society and customers really important for the individuals to follow the rules of the society (Schutte and Ciarlante 2016). Customer behaviour is associated with a reference group and relatives who can influence the customers to purchase the products. Red Bull is an energy drink and the persons who love energy drink and who like sports. Immediate family members and status in the society can influence the customers to purchase an energy drink. If the customers like sports and they need to do heavy work on a daily basis; this sports-man like status can influence the customers to purchase Red Bull products. Red Bull energy drink has been appreciated worldwide by the top athletes, a young generation and students when undertaking the long working hours. Therefore, the primary group of social influences to purchase Red Bull can be included friends, relatives, family members and co-workers. In addition, if the customers observe the co-workers or the fellow co-athletes are drinking Red Bull; other people will definitely purchase Red Bull drink.
Each of the customers has a different set of Values and the customers’ cultural value is inherent also. Values of the customers can be targeted for segmenting Red Bull. Red Bull will segment the customers based on their values. If the values of the customers to be energetic and the customers think to be like a sportsman, then the customers will definitely purchase Red Bull. Red Bull needs to understand the psychology of the customers as with the changing demand of the customers’ Red Bull needs to cope up with new trends to attract more customers (Cross, Belich and Rudelius 2015).
Red Bull can target the customers using Lifestyles as a variable. The customers can belong to the business class, students and working class executives. The persons’ personality and taste showcase the lifestyle. Lifestyles variables of Red Bull mainly belong to the believers and achievers. Believers’ types of people always make their decisions own and believers are mainly social. Believers believe in other customers and therefore, these people can influence others also. Achievers are types of people who are motivated by achievements. Red Bull provides stimuli on the sporty spirit and the adventure nature. Achievers types of people are the high resource as the consumers.
The brand personality of Red Bull reflects the taste and its customers’ different personalities. The personality of Red Bull customers reflects the persons like adventure, energy, sports and rough lifestyles (De Corte and Van Kenhove 2017). Personality factors are intangible in nature and it mainly needs depth market research to understand the personality of the customers.
The market can be segregated into several groups on the basis of variables like income, gender, age and occupation. As stated by Alt and Iversen (2017), demographic variables are popular so that the customers are associated with consumers’ needs. Segmentation variables can be measured. Red Bull sells the products in more than 171 countries.
Age:
The people aged between 16 and 30 take the major share of Red Bull’s customer base. In addition, it is shown that the young generation is the ultimate customer base of the energy drink product. The persons aged below 16 are targeted for the sales of the line of soda based Red Bull products. Elderly or the middle-aged people customers can also be targeted as Red Bull comes with zero calories. Red Bull is also available in special edition cans named as cool breeze which is liked by elderly people.
Income:
Red Bull can segregate the customer group in the high-income group. Red Bull is associated with luxury products as Red Bull mainly caters to the ‘well off’ people.
Occupation:
Red Bull mainly targets the group of students, sports, working people and enthusiasts and athletes.
Red Bull has only been on the market since 1987 which means it is still in its youth position. It is not very old in the market which has been on the market for a hundred years. Red Bull has entered an incredibly saturated market; however, it is promptly carved itself into a niche market (Hambrick and Lovelace 2018). In addition, Red Bull is an expensive non-alcoholic drink which is available in the market. Red Bull, therefore, needs to target the young generation which has the potential to afford the expensive drink for energy. The expensive drink can only be consumed by the ‘well off’ people. Red Bull’s Youth driver programme is so successful. Red Bull spends money in the F1 race and in the year 2012, it won the Best Team and Best Driver award. Red Bull, therefore, targets the young generation and despite the presence of BMW, Ferrari, Toyota and BMW, it had a good start.
The potential target group of Red Bull is the young generation who has decent family background with money. Therefore, in the demographic segment, it targets the teenagers and college students or the young adults. Young professionals can also be targets. Red Bull targets the young generation in the supermarkets, bars, movie halls and in the restaurant to improve the visibility of the products.
Needs of customers are things those are necessary for the survival, whereas wants are things which are not necessary; however, these products can add pleasure and comfort to life. In Maslow’s Hierarchy of Needs; physiological needs are the basic needs which are vital to survive and these could be air, food and water. Security needs are associated with the safety and security and security needs are steady employment, safe neighbourhood, health insurance and shelter from the environment. Social needs are included belonging, acceptance, affection and love (Bamossy and Solomon 2016). Esteem needs for things reflect on personal worth, self-esteem, social recognition and accomplishment. Lastly, self-actualisation needs are associated with the personal growth without recognition and the interest is fulfilling the potential.
Red Bull has a very age-segregated target market in which it operates. Red Bull, being an energy drink has a specific need and requirement to address too. Its tag-line ‘Red Bull gives you wings’ has a special appeal to the young people belonging to the age group of 18 to 34 years of age. Moreover, it is considered synonymous to them with energy, danger and youth life. Red bull energy drink targets athletes as well as the youth market (Generation Y) more commonly known as millennials which have a love for adrenalin and extreme sports.
The basic need of the youth that constitutes the major customer base of Red Bull is to stay awake. The modern generation of the new age tends to stay awake for long hours in the night for work, study or social media activities. The trend is popular as the youth believes that they are more active during the night. Staying awake for long hours requires an energy boost from the outside otherwise; they can be overcome by fatigue or sleepiness. Red Bull, strong in caffeine, promises the energy boost that the youth requires for their late night activities.
Moreover, the customer base of Red Bull comprises young drivers who need to stay awake during driving at night. These help them to avoid dangers and save lives. The Red Bull associates itself with extreme sports and brings in the youth who like to associate themselves with the daring activities. It has been seen psychologically that the youth wants a sense of belonging to certain activities and consuming Red Bull lets them gets incorporated into the Red Bull culture.
Red Bull is a reviving drink and hence it is also popular among sportsmen. The sportsmen rejuvenate themselves with the caffeine-rich Red Bull, to avoid fatigue and prepare quickly for subsequent activities. Red Bull promotes physical endurance, stimulation of metabolism, concentration and reaction speed. It can accelerate the performance of the athletes and help them in times of need.
Awareness Phase: When Red Bull entered the market, it was just like any other non-branded new entrant, with particularly no customer base for an energy drink. Red Bull slowly developed marketing strategies to be known among the potential customers and let them grow as a brand. They took a new approach towards the promotion and decided to invest in advertising and market. The marketing strategy focused on adventure sports which require serious adrenaline boosts. This made them popular as a brand and helps to attract the interest of a very interesting market segment.
Interest Phase: Red Bull created an interest in its target market, which is the youth who liked adventure. Red Bull associated themselves with different sports personalities, who helped popularise the brand. It also helped Red Bull to identify themselves with stimulating and exciting performances. It evolved not only as a brand of a particular product but as a revolution of adrenaline pump. Red Bull hence started to be identified with the high-octane events that are associated with (Redbull.com 2018).
Evaluation Phase: Red Bull never really had a tough competition, as its marketing strategy was completely unique to itself. Red Bull never focused on popularising its particular products but always focused on the development of the brand itself (Pangarkar and Agarwal 2013). Red Bull was always at the forefront of events and successful sports personalities. It slowly expanded from the high-octane sports to football, video games and other electronic media. It focused on popularising itself on every field so that it can be easily identified over its competitor brands.
Decision Phase: Red Bull’s decision of making the brand became so popular that it never had to mention its products in any promotional activities. The customers were influenced by the exciting stories of the sports personalities and their adventures and were beginning to identify themselves in those situations (Redbull.com 2018). Red Bull’s strategy has triggered the decision-making ability of the customers and encouraged the people to purchase their products even without mentioning their name. The customers were more appealed by the subtle nature of Red Bull. Instead of focusing on brazen advertisements about the capabilities of their products, the people identified the vitality of them through the events and promotion of the brand.
Purchase Phase: All the above strategies were not only for the promotion of adventure sports or activities but for influencing the people to transfer their money to the company through the purchases. The above-mentioned strategies drew customers from the youth society who tried to identify themselves with the adrenaline rush and they spent heavily on the purchase of Red Bull products. This helped to increase the company’s sales over the years and has made Red Bull one of the largest producers of energy drink globally (Redbull.com 2018).
Re-evaluation Phase: The creative marketing, which was the introductory approach by Red Bull paved the ways for its evaluation from being a non-branded energy drink to one of the most popular global brands. Their marketing technique has been copied several times in the future but none had the impact that Red Bull had on the global market of energy drinks.
Touch point is the influential action which is initiated by the human contact, communication and sensory and physical interaction ( ). Red Bull has been considered the ‘The Mastermind of Adrenaline Marketing’ with its unique marketing ideas and techniques (Bloomberg.com, 2018). However, there are points on which the company can focus for its future development. Marketers of Red Bull matches the emotive needs of target customers and the marketers need to understand that emotion must represent the brand. Red Bull’s touchpoint represents bold and adventure. Red Bull can plan to deliver the relevant touchpoint which can connect inherent emotive meaning.
Red Bull surpassed itself as being Beverage Company to a lifestyle icon. Red Bull has taken emotional branding strategy to create enduring bond between brand and consumers. Red Bull should consider this a challenge and develop new and unique strategies to compete with them. They need to develop their business model accordingly and continue to review their prices so that they can continue to be the leader in the energy drink industry. Red Bull created reconstitution stage as it has different culture, process and understanding which help the organisation to lead speedy responsiveness to the target market. Consumers are the most important factor that Red Bull should consider while developing business ideas. Customer satisfaction should be their prime objective, and they should invest in developing better infrastructure according to the tastes of the changing customers. Besides advertisements and promotions, it is the customers themselves who are the biggest promoters of the brand and can make the brand retain its place for the years to come.
Changes in promotional Mix
|
Top line promotions |
Below line promotions |
|
Red Bull includes the promotional activities intended for the mass consumers using the mass media. Red Bull can design and execute the company’s corporate office. Red Bull needs to use TV ads, mega event and design of banners simultaneously with no difference in execution and design. |
Red Bull needs to include promotion schemes, Point of Sale display and publicly material. Red Bull can maintain the marketing done by the company from the plant; the sales manager will manage the promotions. Sales promotions will do promotions in the respective areas. |
The marketing strategy of Red Bull will show consistent effort and it will be aligned with the tradition and culture of the people in different areas.
Based on the above analysis done, the following changes need to be done:
- Focus on marketing campaigns targeted at cultures which have collective values as currently it’s more targeted at individualism
- Create content which is relevant in each culture as opposed to having similar marketing messages across all regions.
- Content with local language per region would be a key to further connecting with consumers in each region.
- Create a holistic marketing plan to target generation Z. currently very little is being done to target this generation and whilst their key market is substantial they will eventually get older and the need for a new customer base will be critical.
- Increase awareness in regions where market share is low but further understanding the wants needs and expectations of those customers.
- In countries where the product is banned due to Taurine ingredient, Red Bull could potentially create a product without the ingredient and focus its marketing efforts on driving the positives aspects of the drink and how it contributes to the community through sports and other events.
Advertisements:
Red Bull can change the advertisement strategy as they can segregate the type of advertisement, they need to provide to the customers. The advertisement will be different based on the platform.
- The advertisement will be differently created for the online platform, print media or in the events.
- The advertisement will be focused mainly on the young generation who like extreme sports, who like to keep them awake for nights or for the sake of energy. The campaign of the advertisements will build high impact on the customers and it will increase high intensity. The promotional campaign will be widespread by deploying multiple innovations in conjunction with standard outdoor media formats.
- As a part of the ‘pull strategy’, the competition will increase the spending on advertisement. The concept of aggressive advertising of Red Bull will be to promote products.
- Red Bull will introduce the different themes and concepts to create awareness and brand image. In addition, Red Bull can use the big names in the sports arena to use in the advertisements.
- Red Bull can start the ‘photography’ competition on Facebook and Twitter page.
- In addition, Red Bull can opt to take SEO (Search Engine Optimisation) and PPC (Pay-per-Click) so that the customers can easily find out the name of Red Bull.
In addition, Red Bull can use the social media analytics to find out the best possible time to post on Facebook and Twitter. On YouTube, they can post the short video to engage the customers.
|
|
|
|
|
|
Social media site focus |
Sharing the news and stories |
Sharing content |
Sharing images and stories |
|
Company brand presence |
Facebook business page |
Twitter profile page |
Instagram page |
|
Viral brand exposure opportunity |
Likes and comments |
Retweets |
Instagram likes and posts |
|
Impact on website traffic |
Posting links on Facebook page Facebook advertisements |
Promoted tweets |
Instagram stories |
Table 2: Social Media marketing strategy
(Source: Self-developed)
- Red Bull can start the sales promotions in some regions where Red Bull does not have a good customer base.
- In such regions, Red Bull can provide discounted prices to the customers.
- Red Bull can also start the joint promotions with other brands and vouchers and coupons will be new to Red Bull. Red Bull can start social media contests and giveaways.
Customer brand experience, brand dialog behaviours, brand consumption and shopping behaviours. Furthermore, as stated by Knox et al. (2017), analyses consumer engagement as a dynamic, non linear, in real time and reflective inter relationships between brands, customer and on another. As further stated Wagner and Zubey (2016), customer engagement is a four-dimensional model, with engagement having cognitive, affective, behavioral and social aspects.
The main role of the CRM is to derive the maximum profitability through customer base. At first, Red Bull needs to analyse the customer portfolio and the first step involved in this is to determine the customers’ group. Understanding of customer profile is associated with defining the target customer base (Kumar and Reinartz 2018). CRM strategy of Red Bull can opt to take the process of customer intimacy as it will help in to get familiar with the customers. Relationship building is dependent on how well the customers include everything. Red Bull needs to maintain software where they maintain the buying habits of the customers to learn about the target market. The organisation needs to develop the network which will identify and develop the strong relationship with Red Bull. Customer intimacy can be increased through value proposition and customer profiling helps to move forward and to tailor the value proposition of the customers (Khodakarami and Chan 2014). Customer lifecycle is associated with a continuing relationship with the customers.
Red Bull can get benefit in different areas:
- Collecting data of acquired customers, with detailed analyses of that data, certain segmentation would be undertaken to create cohorts of consumers based on the data gathered.
- Understanding criteria such as channels of acquisition, demographics, product purchased, repeat purchases, location and many other variables can assist in creating messaging which is personalized to the segment.
- CRM will help employees to understand their customers better by having detailed information on prospects, leads and customers. Being able to serve those consumers with the right content and messaging in real time will assist in retaining these customers.
- Engaging with customers is vitally important. With all the data that is able to be gathered and understanding each customers’ needs, personalized messages can be targeted at these customers with the relevant content and messaging thus creating a personal relationship with the customer (Knox et al. 2017).
- A CRM system will assist in offering the customers what they really want. If Red Bull is able to continuously offer the right product to the right person at the right time, positive perceptions and experiences will continue to happen thus creating further opportunity for the product to be sold to those customers.
- CRM gives a complete view of the customer and ability to personalize content and respond quickly and efficiently to customers. Customers that are engaged tend to have a higher level of participation with the brand. In addition, past experiences with brand if positive can have an greater connection to the brand.
Conclusions
It has been observed that consumer behaviour is the pattern in which consumers follow to make the purchase. Red Bull uses different advertisements and communication techniques through the promotional mix to touch the customers’ needs, expectations and desires. Red Bull’s promotional mix starts with consumer’s awareness and it concludes to purchase transaction. Red Bull counts repeat purchases as Red Bull targets the young professionals. Red Bull has Red Bull TV, Radio, Online channel, mobile app and print media to retain the customers. The expectations and needs of the customers are changing; the knowledge of consumer behaviour and expectation can inform future decisions of the product creation.
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