Download - Red Bull Brand Exploratory - MKTG4082
Alessandra FerrazziAngel Lee
Allyson ListerSimon Montgomery
Colin PercyDrew Schmidt
Santiago Strasser
AgendaCompany Background
Secondary Research
Survey Design & Results
ZMET Design & Results
Insights Gained
Red Bull Milestones Timeline
• Dietrich Mateschitz samples Krating Daeng, a Thai energy drink
• Helped cure his jetlag1982: Samples
Thai Energy Drink
• Dietrich loves product so much, he decides to adapt it and founds company.
1984: Red Bull GmbH founded in
Austria • 1992: Expands to Hungary and Singapore
• 1994: UK & Germany
• 1997: Hits US Shores
Global Expansion
Function of Secondary ResearchUsed to support our idea of Red BullHits strongly on two aspects of the brand
equity:Pyramid Salience & Imagery but could reach
as high as Performance & JudgmentInexpensiveFastCredible sources
Findings from Secondary ResearchSalience
Number 1 in the marketPerformance
40% drink energy drinks due to tasteMany reviews also note bad taste of Red Bull
Imagery“Extreme” and “Daring”
Judgment/FeelingsNo explicit information in secondary research
ResonanceLifestyle brand
Survey Research Design
Rationale• Larger sample size• Confirm/deny ZMET findings• Gain deeper insights into the brand’s equity• Easy to perform
Limitations• Convenience sampling is unrepresentative of
population• Difficulty interpreting free response answers
Survey Research Design
Methodology
• Convenience sampling• Complied data using Qualtrics.com• Distributed to people using social
media• Demographic, usage, and perception
questions• Likert scale, free response, and
ranking
Survey ResultsSalience
98% have heard of Red Bull before10% associate Red Bull with energy drink
categoryPerformance
90% rated a “strong” or “fairly strong” association of caffeine with Red Bull
80% rated a “strong” or “fairly strong” association of “Gives You Wings” with Red Bull
4.2% thought of “expensive” when thinking of RedBull
Survey ResultsImagery
Red Bull and alcoholVodka (8%), drinking (5%), Jaeger bombs (4%)
JudgmentVery Satisfied (13%) & Satisfied (35%)Neutral (41%)
Feelings/ResonanceNo major findings from our survey
Red Bull
Caffeine“Gives
You Wings”
Energy Drink(ing)
Other Physical
Aspects:•Sugar•Sweet•Unhealthy•Good/Bad Taste
Brand Related
Aspects:•Expensive/Premium Pricing
Drinking Related
Aspects:•Vodka•Jaeger bombs•Mixing with Alcohol•Party•Sports
Energy Related
Aspects:•Extreme•Awakening•Crazy•Strong
Brand Concept Map
ZMET Research Design
Rationale
• ZMET technique allows us to go deep• Human communication is also non-verbal (about 80%)• “implicit or hidden” data about people’s perception of Red Bull
Limitations
• Time availability• Adaptation/modification of the ZMET Technique• Participants availability/recruiting• Interpretation and consolidation of data• Interviewee unable to understand the task
Resonance
Judgments
Feelings
Performance
Imagery
Salience
ZMET Results
•All participants knew about Red Bull
•Cool/Fun•Energetic•Aspirational
Functional:•Physical endurance•Mental alertness•Fastest reaction•Concentration
Primary:•Excitement •Confidence•Empowered •FearlessSecondary:•Aggressiveness•Belonging
•Loyalty•Extravagant Lifestyle•Community:• Extreme
Sports • Parties
•High quality •Energetic•Credible•Forward thinking•Unhealthy•Social
ZMET Judgments
Positive Negative
ZMET Imagery•Cool/Fun•Energetic•Aspirational
ZMET Mental Map
Red Bull’s Sources of EquitySalience, Unique & Positive AssociationsSalience – Deep salience for energy drink
category with 98% brand awarenessImagery – Bar, studying, and extreme sportsPerformance – Functionally consistentJudgment –Red Bull #1 in favorability despite
health issuesFeeling – Excitement, community, powerResonance – Attachment, community, loyalty,
self-image
Next Steps
Evaluate positioning sustainability
Analyze competitor’s actions’ impact on Red Bull’s positioning and brand equity
Recommend future actions
Questions?