Growth in FMCG is tough. The rules have long been clear to big brands that subscribe to the Byron Sharp mantra: low-frequency buyers are what fuel brand growth. However, consider the example of Red Bull, the 30-year old, Austria-headquartered, ostensible...
Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.
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