Red Bull

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Table of Context

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Page 3 – Name of Company, Name/Description of Product, Research Undertaken Page 4-5 – Questionnaire Page 6-15 – Results, Graphs and analysis of data Page 16 – Conclusion of Results Page 17-20 - Are basic customer requirements noticed by the product provider? Page 20-22 – The impact on value chain activities

1

Name of Company Red Bull Name/ description of Product Red Bull Energy Drink The Red Bull Energy Drink is a stimulating, non-alcoholic beverage, designed to increase the consumer’s mental and physical condition, to ‘vitalize body and mind’: - improves performance - increases concentration and reaction speed 2

- improves vigilance - stimulates metabolism (Red Bull® Energy Drink (2009) Benefits. Available at: http://www.redbull.co.uk/#page=ProductPage.Benefits (Accessed 28th February 2009) Research Undertaken The purpose of the research was to depict and understand to what extent the targeted consumer ‘values’ the attributes associated with the Red Bull Energy Drink. In order to discover the extent of these perceived values, a questionnaire was created, originally consisting of 14 questions, before a redesign concluded with an additional two health related questions associated with the product. This questionnaire was presented to 50 random individuals in order to receive a wide range of results, to be able to analyse individual perceptions towards the product and discover to what degree of ‘value’ is apparent with the Red Bull Energy Drink. The key attributes that the product consists of, and that the questionnaire would be focusing on would include the following: -Effect -Taste -Price -Capacity -Appearance -Availability

Original Questionnaire

Red Bull Energy Drink Survey Today Red Bull is the largest worldwide supplier for ‘Energy Drinks’ and is 'energising over 140 countries across the globe' with close to three billion cans of Red Bull consumed each year. Despite this, knowing the desired requirements for any consumer is essential, understanding what is perceived as 'value' will predominantly enforce success. 1. Are you...?  Male  Female What is your age?  Under 16 3

2.

    3.

16-18 19-25 26-35 Over 35

Are you aware of the 'Red Bull' energy drink?  Yes  No Are you a consumer of energy drinks?  Yes  No If no, please specify why ___________________________________________________________________________________ ____________________ On average, how many energy drinks to you consume a week?  1-4  5-8  9-12  Over 12 What do you believe to be the most popular energy drink?  Red Bull  Relentless  Lucozade  Red Devil  Rock Star

4.

5.

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How would you rate the following attributes of an energy drink in the form of value to the consumer? (1-5, 5 being extremely important) 1 2 3 4 5      Effect      Taste      Price      Capacity      Appearance      Availability      In the UK, a single 250ml can of Red Bull Energy Drink retails between £1.15-£1.38, do you believe this to be 'value for money'?  Yes  No If no, please specify why ___________________________________________________________________________________ ____________________ On average how much would you be willing to spend on an energy drink?  £0.50p - £0.75p 4

8.

9.

   10.

£0.80p - £0.90p £0.95p - £1.15 Above £1.20

Do you enjoy the taste of the Red Bull energy drink?  Yes  No Do you believe Red Bull is easily available to purchase?  Yes  No If no, where else would like it to available... ______________________________________________________________________________________ _________________

11.

12.

Do you feel the effects of Red Bull, 'vitalizes body and mind'?  Yes  No Does the packaging of the Red Bull energy drink encourage or entice you to purchase the product?  Yes  No Who do you believe energy drinks are aimed at?  Sports Athletes  Students  Adults

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14.

Post research review...
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