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Â"Buzz Marketing: Marketing to non-marketable customerÂ".
Nirmalya Kumar, professor of marketing, director of center for marketing and co-director of A.V. Birla India at London Business School.
When Dietrich Mateschitz formulated the drink Â"Red BullÂ" in 1987 for Australian market, bars initially refused to stock it, seeing it as more of a medicinal drink than a mixer. However snowboarders and clubbers soon recognized. The boost it gave them. They started to bring it with them to non – alcohol bars and pubs.
Red Bull has mastered the buzz marketing. In the 8 sales area in US, the representative scouts for the hot spot. They distributed their branded refrigerator and some goodies to the bars and clubs. If other conventional establis...
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