Mktg Case

1. Explain how Red Bull has been able to arouse and activate the consumer decision-making process.

In reference to the consumer decision-making process, Red Bull takes part in the initial input component that is made up of external influences - their role being in marketing inputs (Schiffman et al., 2014). Tactics known as guerrilla marketing – in which Nufer (2013) describes as non-traditional marketing strategy that seeks new, unconventional, even frown-upon possibilities to gain attention, and content marketing are favoured over traditional marketing in order to attract their consumers.

Using Red Bull’s website as an example, their products are not depicted as the focus and are found elsewhere through a link. The main focus is on the extreme sports events that Red Bull sponsors and has ownership of. This allows connection of their product indirectly and uses ‘story telling’ techniques to connect with the target market of 18 to 34 year old males that associate themselves with the adrenaline junkie lifestyle (Carson & Wyllie, 2014).

Red Bull’s use of marketing inputs triggers the arousal of motives in consumers. In this case it would be considered as a psychological arousal – through the need of a ‘pick-me-up’ when lacking energy or rest. One other arousal could be considered as an emotional arousal – through the need of wanting to compete in extreme sports such as the ones that Red Bull promote in their unique lifestyle (Schiffman et al., 2014).

These arousals lead to the activation of the decision making process, which consists of three main parts:

1. Need recognition – Red Bull consumers recognise the need of finding an energy boost to compensate for lack thereof, or the need of feeling association with the ‘risk takers’ in extreme sports, team sports and adventure (Schiffman et al., 2014).

2. Pre-purchase search – Red Bull consumers if previously associated with their products, may use part internal sources of information along with external sources...