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Transcript of Red Bull
What are the potential benefits of sports marketing in the consumer decision making process?
Principles of Marketing
Presentation by Kristi Hong, Leila Jammal, Alex Gosman, and Jay Heinen
Who is important in the decision making process?
Students (generally at the college level) consume Red Bull:
to make up for insufficient sleep (67%)
to increase energy (65%)
to drink with alcohol while partying (54%)
51% of participants (n=253) consumed 1+ energy drinks in the average month during the college semester.
Source: Malinauskas et al., Smith et al., Budden et al.
92% of 18-24 year olds who don't attend college are internet users. Almost 100% of undergraduate and graduate students do.
The "illegal" drink allegedly contained:
13% said they did so at the urging of their coaches
27% of a sample of 16,000 adolescent athletes used caffeine to improve their sports performance
32% of American HS athletes consumed energy drinks
In some situations, caffeine
help, but not always
people with long working hours
night shift workers
500 Athletes Worldwide
Own many different sports teams
i.e. New York Red Bulls
Involvement in Sports
for adults, seeing the brand and how popular it is gives them a belief that the product must be since it is this wide spread
another thing to think about is for people who are very active and healthy; seeing professional athletes with the beverage creates the belief that it increases performance and that its healthy
smart marketing by Redbull because of the significance and prevalence of sports in people's lives
i.e. 64% of Americans watch NFL; 73% Men; 55% Women
Redbull Gives You Wings
- Described as post-modern hedonistic group
- Hedonism - engaging in the quest for pleasure and happiness
Breaking Down The
- The pursuit for personal pleasure helps
in its success
- People need to feel energized to feel good and as a result, it creates a market for energy drinks
Social Influences On Consumer Behavior
1. Cultural Factors
3. Social Class
4. Personal Factors
- Consumption of energy drinks is known to be accepted
5 Hour Energy
80 mg of caffeine per 8.46 oz
110 calories per 8.46 oz
160 mg of caffeine per 16 oz
210 calories per 16 oz
160 mg of caffeine per 16 oz
280 calories per 16 oz
200 mg of caffeine per 2 oz
4 calories per 2 oz
- Social factors are not a big problem for marketers
4. Type of Work
Alot of people look to sports as an escape from the stressfulness of life.
i.e. Rugby World Cup
Look up to sports figures and idolize athletes
pairing that with jersey sales and having the logo on the jersey paints a picture especially for young kids
seeing their heroes with this logo and then seeing the logo on beverages in their local stores fuels beliefs in the beverage
Thanks for listening!
innovative and trendy
recognizable brand/strong brand equity
understands its consumer
losing market share to competitors
higher pricing compared to alternatives
flavor/personal choice limitations
formula not patented, subject to copying
product line extension
expand into new and previously prohibited markets
- Reference Groups
Standard of Living