Tired Drivers Need

Firstly, a physical need is when tired drivers are feeling the need to fall asleep due to fatigue; and this can compromise their safety.A driver needs to stay awake and alert when driving to avert danger and this need is satisfied by Red Bull. In fact it has become a 'hot item amongst tired drivers stopping at gas stations.' (Gscwandtner 2004). A social need for example is where 'humans have a social need for belonging' (Kotler. 2004)

and this need is satisfied by belonging to a group.A group could be people with the same

interests eg extreme sports. Red Bull associates itself with energy, danger and youth culture,

and markets its product through its sponsorship of youth culture and extreme sports events.

Consumers who drink Red Bull are 'automatically' introduced to the Red Bull culture, and

their social need is then satisfied.

The final need is individual. An individual may have a need for concentration or self-

expression and this could be inhibited by fatigue or weariness. Red Bull realised that it could

satisfy this need by 'energising and stimulating the mind' (Red Bull 2008). For example, if

they are fatigued, a university student may experience an inability to retain knowledge and

therefore show an inability to express themselves.

2.2 Wants A want can be defined as 'the form taken by human needs as they are shaped by culture and individual personality' (Kotler et al. 2006) Extreme athletes want to accelerate their performance and to revive themselves quickly after

each event and this want is satisfied by Red Bull. Red Bull promotes its consumption 'to

increase physical endurance, improve concentration and reaction speed, improve vigilance

and stimulate metabolism.' (Red Bull, 2008).

2.3 Demands 'Demands are human wants backed up by buying power and given their resources, people

demand products with benefits that add up to the most satisfaction.' (Kotler et al. 2006).

Another way of putting it is that 'demand for a product...is both a willingness and an ability

to pay for the product that will satisfy a particular want'. (McColl et al. 1998)

Red Bull is arguably one of the most expensive soft drinks on the market, a can of Coke

generally costs around $2.50 for 375ml whereas a smaller 250ml can of Red Bull is sold at

$3.75. Consumers are