Red Bull- Consumer Behavior

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While working on this report, we tried to figure out the best way to go about completing a consumer analysis for Redbull. Initially, we were confused as to what to tackle first: the marketing strategy or the consumer profile? We figured that both the marketing and the communication strategy of Redbull in Pakistan were based on— or rather for— a very specific type of consumer. So our first task (in order to understand this consumer type, as well as the dynamics of Redbull’s marketing strategy) was to review the nature of the product, and establish a consumer profile for it.

Redbull is an energy drink, developed specially for periods of increased mental and physical exertion in humans. It aims at increasing performance, concentration and reaction speed in order to improve the vigilance and emotional status of its user. It additionally stimulates cell metabolism. Redbull’s effects are appreciated throughout the world by top athletes, busy professionals, active students and drivers on long journeys. All this information is listed on the back of a Redbull can— but what you don’t find at the back of the can is the fact that Redbull is also highly addictive! Its addictiveness is fully recognized and appreciated by Mansur Khan, the marketing head of Redbull Pakistan. He also realizes that not every consumer is a victim to it— only people who actually exert themselves physically or mentally directly after consuming a Redbull are prey. So the question that remains unanswered is: who consumes Redbull in Pakistan? What are his or her traits, tastes and habits?

It is clear that Redbull, as a product, is meant for action-oriented consumers—‘experiencers’ to be precise…young individuals who are impulsive, enthusiastic and rebellious. Experiencers combine an abstract disdain for conformity with an outsider awe of others wealth, prestige and power. Their energy finds outlets in exercise, sports, outdoor recreation and social activities.1...
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