Community Based Marketing Case Study: Thes Bull Beverages

In the developed countries, the lives of the people are highly coordinated by the state, different institutions or companies. Due to the common standards these societies are homogenous. The high level of bureaucracy hinders spontaneity and those social initiatives which are not profit oriented. Moreover, business became pragmatic, companies especially in the retail sector try to optimize all the pieces of their operation and they don’t focus about the social order where activities take place (Hietnamen et al., 2016).
Researchers has observed a new trend which we can also feel. People tend to find alternative ways instead of the homogenous activities. These spontaneous initiatives can turn the current status quo of business and locations upside down (Kozinets and Handelman, 2004).
Its product is relatively simple property that allows consumers to spend very little time to make a purchase decision. Based on this product attribute, in the internet era, Red Bull not only to meet the functional demand of their audience, but also concerned about the brand's spiritual content. This also means not only to sell products, but also have a continuous range of interaction with customers and

complete the spread of the brand. Community-based marketing for the brand and the continuous interaction of consumers to build a platform for the brand directly with the consumer dialogue, strengthen the brand in the hearts of the audience brand image. Based on this, the activities of marketing Red Bull has become one of the important marketing.
Red Bull campaign marketing is very representative, it makes full use of a variety of social media, is an online and offline marketing, clearly reflects the characteristics of the Internet brand marketing activities.

New trends of consumption
Dentsu Group, the biggest advertisement company in Japan, has developed the new consumer behaviour model which base on the social media era-- the SIPI. This model is