Blue can will be more successful in the market of Singapore, because higher marketing budgets, high proportion of immigrants and low UAI of Singapore. 1.1 The cultural dimension and society in Singapore
Picture 1 Hofstede’s cultural dimension Singapore
According to Hofstede’s cultural dimension, we can know that Singapore has some characters: Low IDV Low UAI Besides, there are more and more overseas migrants in Singapore. In 2010, the proportion of Singaporeans to overseas immigrants is 3:1. And income per capital in Singapore is around USD$37,000, which means that the average consumption expenditure of Singaporean was powerful. High proportion of immigrant High consumption power 1.2 Red Bull in the market of Singapore In Singapore, gold can belongs to Kratingdaeng, a Thai-company, while blue can belongs to Red Bull, an Austria company. However, most consumers think they are 1/9
2011 Communicating Across Cultures
from the same Thai-company with different recipes but similar brand persona and the same benefit. 1.3 Product identity Value Red Bull gives you wings Performance Red Bull vitalizes body and mind
Story Sponsoring racing car and other extreme sports
Picture 2 Product identity of Red Bull in Singapore
Although gold can and blue can are from different companies in Singapore, both have the same product identity. Value Red Bull Energy Drink has been developed for people who want to have a clear and focused mind, perform physically, are dynamic and performance-oriented whilst also balancing this with a fun and active lifestyle. In short, Red Bull gives wings to people who want to be mentally and physically active and have a zest for life. Performance Red Bull boosts energy levels and keeps consumers awake, vitalizes body and mind. In various studies, it was proven that Red Bull increases concentration and reaction speed. It makes you feel more energetic and thus improves your overall well-being.
2011 Communicating Across Cultures
Story Red Bull established racing team to gather the attention of consumers. It also sponsored more than 100 sports, 456 athletes worldwide and even invented the other sports competitions, such as stunt flying, cliff diving, skating competitions. All of these activities creates an attitude of fearless and exudes a youthful vitality. 1.4 External Relationship We think the consumer is the main external stakeholder in this case, so we are going to analyze the consumer’s expectation as following: Value expectation Keep the best performance at any moment without fear of failure. Everyone fears of failure and would like to keep the best performance at any moment. This is the main reason consumers drink Red Bull. Product expectation Be effective and safe Red Bull contains a high dose of caffeine and consumers believe that drink Red Bull excessively will easily damage health. Furthermore, on August 16, 2008, a local newspaper, United Morning Post, reported “After you drink Red Bull, your blood becomes stickier, and it increases the risk of heart disease and the risk of stroke.” Consumers concerns about side effect of Red Bull, which means they want to drink Red Bull only if it is safe. Communication expectation Through sponsorship of (extreme) sports Singapore has a very low UAI, which means Singaporeans are more willing to challenge the limits. Extreme sports, such as formula 1 (F1) is one that matches this character. Besides, there is a F1 racetrack in Singapore and Red Bull has its own fleet. The e-news of Red Bull racing fleet is much more than that of Red Bull energy drink online. Consumers are used to be awareness of Red Bull from Red Bull racing fleet. 1.5 Discussion As we mentioned before, gold can and blue can have highly similar identity, matching to consumers’ expectations. According to data provided by Red Bull Singapore, gold can has higher value share than blue can. We infer it is because of the price. Consumers...