Lecture 6 Red Bull Flashcards
what are the 3 stages of adoption for redbull
creating and targeting innovators
activating innovators to bring in early adopters
bridging the chasm
keep growing
what did initial research say about redbull
some people hated it and some loved it
who were red bulls initial targets
people at raves
extreme sports
what are characteristics that unite the target groups
need for energy, adventure and adrenaline
wanting to be different
anti
how did red bull want to activate innovators to bring in early adopters
they wanted the core to influence everyone else
what is a product centric approach
how can we sell this product to the segment
what is a consumer centric approach
how can we serve this segment
which of the 7 principles of persuasion was mainly used by redbull
reciprocity
how did reciprocity work for redbull
they organise events and give people a unique experience, people give back by consuming redbull
why was including fun and humour important for redbull
if the brand didn’t they might have been too extreme to go mainstream
what is the chasm
the gap between early adopters and the early majority
why is the chasm difficult
is one product still enough
if you change your identity to go mainstream, you might lose the innovators and early adopters
what was red bulls strategy to bridge the chasm
focus on your own segment and grow the core
how was redbull able to grow the core that much
raving became clubbing (more mainstream)
extreme sports have gone more mainstream
what is heiders balandce theory
you need balance in social relationships (inter segments)
if there is no balance, it doesnt work
