Contents:

1.Introduction………………………. 3

2.Perception……………………….... 4

3.Attitude…………………………… 5

4.Reference Groups………………… 7

5.Conclusion………………………....9

6. References………………………..10

Introduction:

Red Bull GmbH is a global enterprise, which produces the brand Red Bull-an energy drink. An entrepreneur Dietrich Mateschitz founded the company Red Bull GmbH in 1984 after encountering the original drink called Krating Daeng (indirectly translates to Red Bull) in Thailand. The drink is an energy booster, which increases attention and concentration and also incentivizes your metabolism (Bized, 2008).

The brand enjoys worldwide annual sales of more than one billion cans and claims a 60% volume share of the world’s energy drinks
Red Bull as a brand communicates those exact characteristics, thus establishing itself as a relevant product for its target group.

3.Attitude:

Red Bull is used by a wide number of audiences where, their relationship towards the product is based on the utility and benefit from an energy drink, thus a behavioral segmentation is set for the product (Drawert.com). Nigel Trood, the managing director of Red Bull, UK says, “You use the drink if you feel you need more energy, if you are feeling tired or need to concentrate. Ultimately, we want to be the consumer's first choice when they need energy. It is very much about people using it in lots of different ways…” (Goliath 2008).

The name Red Bull and its slogan ‘Red Bull gives you wings’ describes its benefits and appeals to the utilitarian function of the product. The effect produced after its consumption produced an energized and alert feeling that meets the consumers’ satisfaction, thus gaining a positive attitude towards the product. Red Bull brand is targeted towards the Generation Y of the market. These are consumers born between the 1980’s and 1990’s ((Bitze, 2008). On studying some of their characteristics, the value-expressive attitude is catered directly towards them. Gen Y consumers are hip, cool and trendy opinion leaders who spend large amounts on products that are perceived to be popular which establishes a statement of uniqueness and self-identity. This feeling