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Belch: Advertising and
Promotion, Sixth Edition
II. Integrated Marketing
Program Situation Analysis
At present, Red Bull’s marketing efforts still
employ grassroots efforts but have expanded to
include more traditional media as well. What
seems to make Red Bull successful, however, is that
the efforts assume a very nontraditional approach
to its messages—essentially attempting to do the
opposite of what everyone else does. The first
order of business in any market is to determine
four or five accounts in a particular market area
that sustain the image—underage discos, surf
shops, and so on—rather than attempting to gain
widespread distribution. Spokespeople (deejays,
alternative sports stars, etc.) are recruited to
spread the word and to be seen using the product.
Sponsorship of alternative sports like the Red Bull
Streets of San Francisco (a street luge event) and
Red Bull Rampage (a free-ride mountain bike competition)
has also been shown to be effective, as
has the use of “education teams”—hip locals who
drive around in a Red Bull auto handing out samples
and promoting the brand.
The more mainstream media are also used—
though on a market-by-market basis rather than
through mass media. And even these traditional
efforts may take on a less traditional form. For
example, the advertising campaign (“Red Bull
104
4. Perspectives on
Consumer Behavior
© The McGraw−Hill
Companies, 2003
gives you wings”) uses animated television and
radio spots featuring the devil trying the product
and sprouting wings. The company also sponsors a
number of more traditional events ranging from
soapbox derbies to Formula 1 racing cars, as well
as extensive public relations programs to reach
youth.
Now that Mateschitz and Red Bull have created
a new beverage category, can they hold on to it?
Success attracts competitors—many who have the
potential to provide more marketing clout than
Red Bull. Coca-Cola, Pepsi, and Anheuser Busch
have all recently introduced their own energy
drinks. Hansen Beverage’s “Energy” and Sobe have
both been gaining sales, and Snapple’s “Venom” is
getting more marketing support from Cadbury.
Mateschitz is not oblivious to the competition. He
and his marketing team are continually developing
more wacky ideas to maintain Red Bull’s alternative
and mystical image. Others feel that expanding
the category can only benefit Red Bull. It may
depend on how large the cult grows!
Sources: “Selling Energy,” Economist, May 11, 2002, p. 62; Kenneth
Hein, “Red Bull Charging Ahead,” Brandweek, Oct. 15,
2001, pp. 38–42; Hillary Chula, “Grabbing Bull by Tail,” Advertising
Age, June 11, 2001, pp. 4-6; David Noonan, “Red Bull’s
Good Buzz,” Newsweek, May 14, 2001, p. 39.
The Red Bull introduction to this chapter demonstrates how products and/or brands
become successful due to their adoption by certain segments of society. In this
instance, a whole new category of drinks has developed as a result of consumer needs.
What is important for marketers to know is how and why these needs develop, what
they are, and who is likely to use the product or service. Specifically, marketers will
study consumer behaviors in an attempt to understand the many factors that lead to
and impact purchase decisions. Those who develop advertising and other promotional
strategies begin by identifying relevant markets and then analyzing the relationship
between target consumers and the product/service or brand. Often, in an attempt to
gain insights, marketers will employ techniques borrowed from other disciplines.
Research methods used in psychology, anthropology, and sociology are becoming
more popular in businesses as managers attempt to explore consumers’ purchasing
motives. The motives for purchasing, attitudes, and lifestyles need to be understood
before effective marketing strategies can be formulated.
These are just a few of the aspects of consumer behavior that promotional planners
must consider in developing integrated marketing communications programs. As you
will see, consumer choice is influenced by a variety of factors.
It is beyond the scope of this text to examine consumer behavior in depth. However,
promotional planners need a basic understanding of consumer decision making,
factors that influence it, and how this knowledge can be used in developing promotional
strategies and programs. We begin with an overview of consumer behavior.