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Red Bull Essay

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Below is an essay on "Red Bull" from Anti Essays, your source for research papers, essays, and term paper examples.

Critically evaluate the approaches taken by Red Bull in order to build strong customer relationships and loyal customers in the face of fierce competition.

|Topics Covered                 |Associated Models or concepts                                                                                                                                                 |
|Consumer Behaviour             |The MASLOW model illustrates how Red Bull built strong consumer relationships by using reference groups to influence the choice criteria of the market segment:               |
|                               |                                                                                                                                                                               |
|                               |Red Bull’s market segment consisted of students/young people and extreme sportsmen who had similar behavioural and psychographic (personality, attitudes, lifestyle etc)       |
|Consumer Market segmentation /|characteristics. In this context, Red bull strategically targeted certain reference groups within the segment which consisted of young trendsetters such as ‘DJ’s, bartenders,|
|targeting                     |break dancers’ who had strong social influence over the segment’s norm beliefs ‘ the scheme targets trendsetters to be brand mangers: individual, non-conformist ppl’.. This   |
|                               |certainly had a differential advantage above the competition as the segment were filling a social need (esteem and belonging) by drinking the product and hence Red Bull       |
|                               |tapped into these motives by linking the brand to social events.                                                                                                               |
|                               |...

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"Red Bull". Anti Essays. 15 Dec. 2018

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Red Bull. Anti Essays. Retrieved December 15, 2018, from the World Wide Web: http://parimatch-stavka7.com/free-essays/Red-Bull-530095.html


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