Case Study Essay

Case Study Essay Case Study Essay Katharina zu Dohna – 002518 March 2012 Ian Haan – 012174 Group 70 Jonas Ernevi – 032991 Daniel Hesselberg – 007428 Andreas Skajem Lind – 020442 Camille Lancesseur – 028198 BEM2016 - Consumer Behaviour For what purpose do students purchase and consume Red Bull? brief 3 red bull, a worlwide phenomenon 3 History†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 Overall marketing strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 MAIN BODY 4 Red Bull’s influences on sports †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...4 Sport events attracting students. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Student athletes†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦5 Why do students athletes then consumer Red Bull? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...6 Students’ consumption during nightlife..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...6 The money Factor†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.6 Perception amongst students†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...6 Promotion strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.7 Student’s consumption while studying.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.8 Red Bull’s side effects 10 What about Red Bull’s future†¦? 11 Our opinion on the company 11 References 12 appendix 1 14 appendix 2 18 The aim of the study is to analyse the consumption patterns of Red Bull amongst university students in England. To achieve this, we focused on three main activities undertaken by students being sports, studying and going out (i.e. nightlife). We felt that there were different consumer behaviours associated with each and we wanted to highlight that feature. An ethnographic study was created from interviewing a wide range of students, as well as shop managers, nurses, a nutritionist and a Red Bull promoter. From these interviews, we got a wider understanding and a broader point of view to help us on our case study. Surveys were carried out to get statistical insights on how sports and Red Bull’s consumption are intertwined, as well as to get general feedback from students. Finally, we analysed the future trends of the consumption of Red Bull and its possible decline or increase in popularity. Red Bull, a worldwide phenomenon History of Red Bull Well-known as â€Å"liquid cocaine† or â€Å"speed in can†, the world’s number one Energy Drink, Red Bull, has been selling on the market for the past 25 years (Red Bull, n.d). From travelling in Asia, Dietrich Mateschitz discovered the potential of Energy Drinks and the benefits on physical and mental capacities. Indeed, Red Bull is foremost a Thai product drunk by blue-collar workers to increase concentration and energy at work. Red Bull was thus firstly launched in Austria in 1987, as a new product line. The prompt expansion of Red Bull was helped by the consumer society increasingly requiring new products, and discovering new needs. Red Bull spread around the mass market rapidly and is now available in 162 countries, with several billions of cans being sold every year (Red Bull, n.d). Dietrich Mateschitz managed to alternate Red Bull’s image, being a drink consumed by the lower class, giving it a â€Å"cooler† aspect for the Western market. He successfully targeted the appropriate markets being athletes and youth (BBC News, 2001). Overall Marketing Strategy The brand image created associates youth culture and sports by appealing to a specific age and lifestyle group. The firm segments Generation Y, being an attractive market because of its size and free spending, but also being highly receptive to energy drinks. As this generation is hard to reach because of resistance to traditional types of advertising, Red Bull marketers developed new advertising plans. Indeed, the firm avoids traditional marketing strategies, and uses Case Study Essay Case Study Essay Case Study: FirstGroup * Strategic intent: to provide transportation services to anyone whether it is through school buses, rail or greyhound. * Target Customers: Although Firstgroup is a global business, their main target is the local people. They target to the locals because they can be more responsive to the needs of their consumers in a timely matter. * General Features: They provide yellow school busses to students, Greyhound busses that travel through states and local busses/rail for the everyday commuter. * London’s Air Ambulance: Firstgroup will provide 100k worth of support over four years. Put in service of 23 brand new hybrid busses. Provided an aircraft for quicker transportation. * Political * In 1980, the government started to privatize bus services in the UK because it believed that private businesses would compete to run bus services and that would keep the prices low. * FIrstgroup operates at a local level providing services to local schools and bus routes tha t cater to the elderly people. * A governmental policy relating to the reduction of carbon dioxide emissions affected all transportation services. Firstgroup plans to reduce its CO2 emissions by 25% for its bus division and 20% for rail. Their goal is to improve the fuel efficiency of its vehicles, purchase vehicles with greater fuel efficiency, use alternative fuels, and operational improvements through driver training. * Economical * Listening and responding to consumer demands * Market research showed that parents and students wanted safer bus so Firstgroup designed special pilot services with students on their minds. * Taxation: high tax on fuel encourages customers to switch from using cars to more economical bus and rail transport. * Social-cultural * The number of older people in the UK is rising and more people have bus passes which allows them to travel for free. * People like goods and services that are environmentally friendly. The green consumer would prefer to travel b y bus or train rather than have a personal vehicle. * Technological * Firstgroup introduced ‘Future’, a state-of-the-art articulated vehicle that look like trams but have the flexibility of a bus and use normal