The energy drink companies are the 3rd largest beverage companies in India. Energy drinks is consumed by Athletes worldwide before and during competitions to help boost performance, the primary target for the majority of energy drink companies is male teenagers and young people, mostly in the 20s age bracket. Red bull is an energy drink used by consumers to provide an extra boost in energy, promote wakefulness, maintain alertness, and provide cognitive and mood enhancement. Although seem like a new fad, red bull energy drink has been available to the general public for some time. Red Bull (currently one of the most popular energy drinks) was introduced in Austria in 1987 and to the United States in 1997. Red bull is developed specially for periods of increased mental and physical exertion in humans. People mostly consume red bull energy drinks to promote wakefulness, to increase energy. Red bull increases performance, concentration and reaction speed in order to improve the vigilance and emotional status of its user. It additionally stimulates cell metabolism. Red bull’s effects are appreciated throughout the world by top athletes, busy professionals, active students and drivers on long journey. Red bull, 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. Red bull is mostly consumed by 16-29 year old young urban males. According to a research it was found that Red Bull energy drink is facing some problems, the main one of which is the negative media that it has been receiving. However both primary and secondary research shown that negative publicity does not affect buyer behaviour to a great extent.
Secondary research clearly states that Red Bull contains excessive amount of chemicals, some publications even compare it to highly addictive drugs as well as blaming the product for some deaths. Secondary data also helped us identify a growing number of competitors that Red Bull has, the number exceeds a hundred. However, surprisingly to most, secondary research reports show that the sales of the product are increasing each year rather than decreasing as could be expected. Another survey results shows that in general, Red Bull has very high brand awareness as demonstrated by the high brand recognition and recall amongst the respondents. Red Bull also has a strong brand image that is associated with sportiness and energy. It is also perceived to be a drink that is usually consumed for sports and clubbing purposes by both male and female consumers. As compared to its competitors, Red Bull has high favourability and is perceived to be most unique in its slogan and marketing efforts. According a survey consumption of red bull is a popular practice among university student-athletes in India, as 62.2% of the study participants reported that they drank at least a can of red bull in the week prior to the study. Approximately 20.5% of the consumers who were all males drank between 3 and 4 cans per week. Most of the student-athletes who drank red bull indicated that the main reason why they drank it was to help replenish lost energy. Some athletes had wrong perceptions regarding the benefits of red bull energy drink which include its ability to help replace lost body fluids, improve one's performance and reduce fatigue when participating in any physical activity. Obviously, these wrong perceptions are as a result of the ignorance of students about the proven positive benefits and negative effects of Red bull. The results suggest the need to create awareness through health education to prevent the consumption of red bull in excessive quantities and correct some wrong perceptions that athletes have regarding the benefits of red...
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