• featured Felix Baumgartner in a record- breaking 128,000 feet jump from the earth’s stratosphere. The event was streamed live with viewers able to post comments via Twitter (2.14M Followers) and Facebook (46.5M Likes). Motorsports is another key focus for the company with its own very successful F1 racing team (Passport, 2013).
• Buzz marketing, including handing out free samples at campuses and events where under 30s gather, is often used as a way of initially raising consumer awareness when entering new markets (Passport, 2013).
• Furthermore, Red Bull website is designed not only to promote the products but to keep up with the latest updates in the sports, so customers may spend 45 minuets enjoying their sports news sponsored by their favorite drink (See Appendix).
• TV …show more content…
Red Bull as successful brand address several levels of Maslow’s hierarchy (See Appendix)
Motivation can be described as the driving forces within individual that moves them to take particular action. (Evans et al., 2009, p.6). Red Bull consumer main motivation is the need for intense energy but needs it can be divided according to two categories as well:
• Hedonic: consumers seeking Psychological value self-esteem and sense of belonging such as lifestyle and imitating their sport ideal. (Chernev, 2008)
• Utilitarian: consumer seeking the functional value of getting on-the-go energy boost. (Chernev, 2008)
Here we should talk about the cognitive dissonance, the need to avoid or reduce cognitive dissonance (Festinger, 1957), because there is a motivational conflict in consuming the energy drinks. This condition occurs when the individual holds two different attitudes that are not in harmony, in this case the person try to reduce the dissonance by dropping a cognation or by strengthen one. (Evans et al, 2009,
• Buzz marketing, including handing out free samples at campuses and events where under 30s gather, is often used as a way of initially raising consumer awareness when entering new markets (Passport, 2013).
• Furthermore, Red Bull website is designed not only to promote the products but to keep up with the latest updates in the sports, so customers may spend 45 minuets enjoying their sports news sponsored by their favorite drink (See Appendix).
• TV …show more content…
Red Bull as successful brand address several levels of Maslow’s hierarchy (See Appendix)
Motivation can be described as the driving forces within individual that moves them to take particular action. (Evans et al., 2009, p.6). Red Bull consumer main motivation is the need for intense energy but needs it can be divided according to two categories as well:
• Hedonic: consumers seeking Psychological value self-esteem and sense of belonging such as lifestyle and imitating their sport ideal. (Chernev, 2008)
• Utilitarian: consumer seeking the functional value of getting on-the-go energy boost. (Chernev, 2008)
Here we should talk about the cognitive dissonance, the need to avoid or reduce cognitive dissonance (Festinger, 1957), because there is a motivational conflict in consuming the energy drinks. This condition occurs when the individual holds two different attitudes that are not in harmony, in this case the person try to reduce the dissonance by dropping a cognation or by strengthen one. (Evans et al, 2009,