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ASSIGNMENT COVER SHEET
Student’s name(Family name)
Samira
(Given names)
Sashia
ID number 25375806 Phone 0428680980
Unit name Integrated Marketing Communication Unit code MKF 5926
Title of assignment
Assignment 3 – IMC Plan
Lecturer/tutor Dr Tracey Danaher
Is this an authorised group assignment? Yes NoIf this submission is a group assignment, each student must attach their own signed cover sheet to the assignment.
Has any part of this assignment been previously submitted as part of another unit/course? Yes No
Tutorial/laboratory day & time
Friday / Saturday 9AM-5PM
Due date 29 May 2015 Date submitted 29 May 2015
All work must be submitted by the due date. If an extension of time to submit work is required, a Special Consideration Application (In-semester Assessment Task) must be submitted.
Has an extension been approved? Yes No If yes, please give the new submission date ….…/..…./…….
Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism or collusion amounts to cheating under Part 7 of the Monash University (Council) Regulations.
Plagiarism: means taking and using another person’s ideas or manner of expressing them and passing them off as one’s own. For example, by failing to give appropriate acknowledgement. The material used can be from any source (staff, students or the internet, published or unpublished works).
Collusion: means unauthorised collaboration with another person on assessable written, oral or practical work and includes paying another person to complete all or part of the work.
Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the Associate Dean Teaching and Learning.
Student Statement:
I have read the University’s Student Academic Integrity Policy and the University’s Student Academic Integrity: Managing Plagiarism and Collusion Procedures.
I understand the consequences of engaging in plagiarism and collusion as described in Part 7 of the Monash
University (Council) Regulations. I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied. I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment
and:i. provide to another member of faculty; and/orii. submit it to a plagiarism checking service; and/or
iii. submit it to a plagiarism checking service which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking.
I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment.
Signature ..... . Date 29 May 2015……………
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: [email protected]
Updated: July 2014
ASSESSMENT COVER SHEET
Student’s name(Surname)
UMASHANKAR
(Given names)
MADHURI
ID number25739824
Phone +61450821896
Unit nameINTEGRATED MARKETING COMMUNICATION
Unit code MKF5926
t
Note: If this is a group assignment, please include the names of all other group members.
Title of assignment
Assignment 3 - IMC PLAN
Lecturer/tutor Dr Tracey Danaher
Is this an authorised group assignment? Yes No
Has any part of this assignment been previously submitted as part of another unit/course? Yes No
Tutorial/laboratory day & time
Due date 29/05/15 Date submitted 29/05/15All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the lecturer/tutor.
Extension granted until (date) ................................ Signature of lecturer/tutor ...............................
Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 – Discipline.
Plagiarism: Plagiarism means to take and use another person’s ideas and or manner of expressing them and to pass these off as one’s own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet – published and unpublished works.
Collusion: Collusion is unauthorised collaboration with another person or persons.
Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.
Student Statement:
I have read the university’s Plagiarism Policy and Procedures [http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html.].
I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III – Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].
I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.
I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:
iv. provide to another member of faculty; and/or
v. submit it to a plagiarism checking service; and/orvi. submit it to a plagiarism checking service which may then retain a copy of the
assignment on its database for the purpose of future plagiarism checking.* I certify that I have not plagiarised the work of others or participated in unauthorised collaboration
when preparing this assignment. Signature ..........................Madhuri Umashankar........................... Date……………29/05/15………………………
* delete (iii) if not applicable
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: [email protected]
ASSESSMENT COVER SHEET
Student’s name(Surname)
Agarwal
(Given names)
Kanishka Sanjay
ID number26660903
Phone 0420242400
Unit nameINTEGRATED MARKETING COMMUNICATION
Unit code MKF5926
t
Title of assignment
Assessment 3 - IMC PLAN
Lecturer/tutor Dr Tracey Danaher
Is this an authorised group assignment? Yes No
Has any part of this assignment been previously submitted as part of another unit/course? Yes No
Tutorial/laboratory day & time
Due date 29/05/15 Date submitted 29/05/15All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the lecturer/tutor.
Extension granted until (date) .......................... Signature of lecturer/tutor ......................................
Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 – Discipline.
Plagiarism: Plagiarism means to take and use another person’s ideas and or manner of expressing them and to pass these off as one’s own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet – published and unpublished works.
Collusion: Collusion is unauthorised collaboration with another person or persons.
Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.
Student Statement:
I have read the university’s Plagiarism Policy and Procedures [http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html.].
I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III – Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].
I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.
I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:
vii. provide to another member of faculty; and/orviii. submit it to a plagiarism checking service; and/or
ix. submit it to a plagiarism checking service which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking.*
I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment.
Signature ..........................Kanishka S. Agarwal........................... Date……………29/05/15………………………
* delete (iii) if not applicable
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: [email protected]
ASSESSMENT COVER SHEET
Student’s name(Surname)
MANGADU DHAMU
(Given names)
RAMESH BABU
ID number26559765
Phone +61452210046
Unit nameINTEGRATED MARKETING COMMUNICATION
Unit code MKF5926
Title of assignment
IMC PLAN
Lecturer/tutor Dr Tracey Danaher
Is this an authorised group assignment? Yes No
Has any part of this assignment been previously submitted as part of another unit/course? Yes No
Tutorial/laboratory day & time
Due date 29/05/15 Date submitted 29/05/15All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the lecturer/tutor.
Extension granted until (date) ................................ Signature of lecturer/tutor ..............................
Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 – Discipline.
Plagiarism: Plagiarism means to take and use another person’s ideas and or manner of expressing them and to pass these off as one’s own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet – published and unpublished works.
Collusion: Collusion is unauthorised collaboration with another person or persons.
Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.
Student Statement:
I have read the university’s Plagiarism Policy and Procedures [http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html.].
I understand the consequences of engaging in plagiarism and collusion as described in University
Statute 4.1. Part III – Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].
I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.
I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:
x. provide to another member of faculty; and/orxi. submit it to a plagiarism checking service; and/or
xii. submit it to a plagiarism checking service which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking.*
I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment.
Signature ..........................Ramesh Babu Mangadu Dhamu........................... Date……………29/05/15………………………
* delete (iii) if not applicable
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: [email protected]
MKF 5926 – INTEGRATED MARKETING COMMUNICATIONS
Assessment 3 – IMC PlanSemester 1 - 2015
Submitted By:Sashia Samira
Madhuri UmashankarKanishka Agarwal
Ramesh Babu
Contents
ASSIGNMENT COVER SHEET..................................................................................11. Situation Analysis...............................................................................................11
1.1 Porter’s Five-Forces Model...........................................................................111.2 Brand Image Prism........................................................................................111.3 SWOT Analysis of Red Bull’s Communication Strategy............................11
2. Marketing Objectives..........................................................................................123. Target Market/ Audience....................................................................................134. Communication Objectives................................................................................145. IMC Strategy, Roles & specific objectives for IMC elements..........................156. Positioning Statement:.......................................................................................167. Creative Strategy.................................................................................................168. Media Strategy.....................................................................................................21
8.1 Online Marketing............................................................................................218.2 Word of Mouth................................................................................................228.3 Sales Promotion.............................................................................................238.4 Opinion Leadership.......................................................................................238.5 Guerilla Marketing..........................................................................................24
9. Media Schedule and Budget..............................................................................249.1 Schedule.........................................................................................................249.2 Budget............................................................................................................25
10. Monitoring & Evaluation...................................................................................2610.1 Monitoring....................................................................................................2610.2 Evaluation.....................................................................................................27
11. References.........................................................................................................28
1. Situation Analysis
Situation analysis refers to a collection of methods that managers use to analyze an organization's internal and external environment to understand the organization's capabilities, customers, and business environment.
1.1 Porter’s Five-Forces Model
1.2 Brand Image Prism
Figure 1.2.1: Kapfererer’s Brand Identity Prism for Red Bull
1.3 SWOT Analysis of Red Bull’s Communication Strategy
SWOT refers to strengths, weaknesses, opportunities and threats. SWOT analysis is a process where the management team identifies the internal and external factors that will affect the company’s future performance.
The SWOT analysis helps in using resources efficiently, improving operations, discovering opportunities, dealing with risks and understanding competitive positioning.
The current communication strategy of Red Bull can be analysed as follows:
STRENGTHS
1. 'Out of the box' media and creative strategy
2. Focused on promoting a lifestyle rather than a product
3. Targets specific core groups of consumers eg. bikers, skate boarders, adventure enthusiasts, sportspersons
WEAKNESSES
1. Lack of sync between the various marketing campaigns that are implemented in each country since the advertising principles and policies vary
2. Since the manufacturing is centralized in Austria the product is not customized for each country, which makes it difficult to sell
OPPORTUNITIES
1. Integrating modern methods of online marketing such as Instagram, Dubsmash, Snapchat etc. along with other Social Media tools like Facebook, Twitter, YouTube and so on
THREATS
1. The trends that suggest the increase in customer consciousness with regards to health issues due to caffeine
2. Different countries have different marketing and advertising regulations which alters the communication
2. Marketing Objectives Increase the proportion of sales and achieve revenue worth of AUD$1.5million
throughout the summer period
Increase the number of customers: 7,000 new customers from the specific
target market
Selling 500,000 cans during the summer marketing campaign
Improve brand recognition amongst the 18-30 age group
Launch an event catering to psychographic segmentation
3. Target Market/ Audience A market segment consists of a group of customers who share a similar set of
needs and wants (Kotler & Keller, 2009). We are targeting the segment based
on customer characteristics that includes geographic, demographic, and
Psychographic.
Geographic Segmentation: “Geographic variables are considering market segmentation by taking into
account the geographic location of buyers, primarily the country of origin”
(Filip, 2012, P. 63). Based on geographic segmentation, we will be targeting
the customers who live within Victoria, Australia. Hence, we are looking at a
targeted area of 227,416 square kilometres. This segmentation is based on
our summer marketing campaign as we intend on increasing sales within
Victoria.
Demographic Segmentation : Age and occupation: We intend on targeting university students who belong to
the age group 18 to 30.
Population: According to research, the population of university students in
Victoria, Australia is 344,658. This is what is comprised in our target market in
terms of population.
Income: We aim to target individuals belonging to middle class and upper
middle class households in terms of income. This is mainly because the brand
reflects a status symbol among customers in spite of also being affordable.
Psychographic Segmentation : In Psychographic segmentation, we are segmenting the customers based on
their lifestyle and personality. Specifically, we target university students who
are very adventures and who are willing to try new experiences. For the
purpose of Red Bull SummerBuzz we intend on targeting customers based on
their tastes, preferences, likes and dislikes pertaining to the different events
that we are conducting. For example, in light of our street dancing event, we
intend on targeting dancers, lovers of dance as an art form and in light of our
Freestyle Footie event, we intend on targeting Footie and AFL fans, players of
the sport and so on and so forth.
4. Communication Objectives
The ultimate objective of the communication strategy is to integrate the marketing objectives and communication mediums to get the desired results. The communication objectives can be outlines as follows:
Figure 4.1: Communication Objectives (Bird, 2004)
The communication objectives can be further quantified with regards to the target segment that has been defined earlier.
CognitiveAffectiveConative
To create brand awarenessTo provide relevant information
To influence attitudes and feelingsTo create desiresTo create preferences
To facilitate trial and purchaseTo create loyal customers
Figure 4.2: Target Market Specific Communication Objectives
5. IMC Strategy, Roles & specific objectives for IMC elements
The IMC strategy has been developed taking the following factors into consideration:
1. Marketing costs: In 2014, although the sales of Red Bull in Australia went up by 3.5% to $199.6 million the net after before tax dropped by 3% to $7.18 million compared to the next profit after tax of $14.3 million in 2012. (Langley, 2015). Thus it has to be ensured that IMC strategy is cost-effective so that it does not cut down the profit margins.
2. Relevance of the media to the target audience: The IMC plan targets a very specific segment i.e university students in Victoria in the age group of 18-30. Hence it is very important that the elements used within the IMC plan are of relevance to this target audience in order to make the implementation of the plan effective.
IMC Element Roles Objectives
Online Marketing Promotion of flagship
event and catering to
psychographic
segmentation
Creating awareness
Word-of-mouth Promotion of sales Creating awareness and
Reach 80% of the target audience and generate awareness about the brand and give out product information Cognitive
Infuse the brand spirit of being energetic, creative and adventurous among 60% of the target audienceDevelop a liking and a favourable attitute towards the brand among 45% of the target audience
Affective
Get 20% of the target audience to purchase the productTry and convert 2% of the total target audience to loyal customersConative
campaign and flagship
event
boosting sales
Sales Promotion Product trials and
demonstration
Boosting sales
Opinion Leadership Promotion of the event
and positively
influencing like minded
people
Creating awareness
Guerilla Marketing Brand Promotion Creating awareness
6. Positioning Statement : For the young at heart, Red Bull is the energy drink brand that vitalizes body and
mind. Not only is the distribution channel and the affordability the best leverages that
Red Bull has, but also Red Bull’s consumer touch-points such as supporting sports,
music and culture, provides a sustainable business model for the purpose of building
a connection between the energy drink and its consumers. Red Bull provides a
combination of extraordinary engagement with consumers through events and
competitions that cover the brand’s consumer lifestyle. This is because Red Bull
believes in fostering a strong association between the brand and its customer.
7 . Creative Strateg y Over the summer period of 2016, Red Bull aims to increase sales and brand
awareness through a competitive event festival. This festival “Red Bull
SummerBuzz” will be organized for 3 days and will be marketed and advertised to
our target audience: University students, age ranged from 18 to 30 years old within
Victoria, Australia.
Event Date Description Prize
Battle of
Bands
26th
February
2016
Here, participants are required
to build musical instruments
using RedBull cans and
creating music with the same.
This will have three rounds
including preliminary rounds
(all 10 teams perform), semi
final round (4 teams perform)
and a final round to decide the
winner.
2 Plane Tickets and 3
Days accommodation to
visit RedBull’s
headquarters “Hangar
17” in Austria.
Street
Dance
Battle
26th
February
2016
This is a battle for the different
talented street dance teams in
Victoria. This is a field that has
been increasing in popularity
and hence we plan on banking
on the same. This would
include preliminary rounds (10
teams) and a final round.
Sponsor enrolment to
UDO Australia National
Street Dance
Championships
Skateboard
Competition
27
February
2016
This competition caters to the
budding skateboard
enthusiasts in Victoria.
Skateboarding is an art that is
increasing in popularity
amongst the youth and hence
we plan on using the same for
our target market. This would
include preliminary rounds and
a final round.
A Birdhouse Skateboards
with founder and
professional
skateboarder Tony Hawk
autograph and 3 Days
VIP Access to 2016
Australian Grand Prix –
Formula One World
Championship
Freestyle
Footie
27
February
2016
This event is for freestylers
who use the footie ball for their
act. This event has been
VIP Access to AFL Finals
Tickets and 3 Days VIP
Access to 2016
chosen in light of the
popularity of footie within
Victoria. We wanted to
integrate a more fun twist in
light of the image that RedBull
portrays due to which we
chose footie free-styling as an
event. This would include
preliminary rounds and a final
round.
Australian Grand Prix –
Formula One World
Championship
War of the
Djs
28th of
February
2016
This is a competition for
upcoming DJs to portray their
DJ’ing skills. This is going to
be carried on by means of
elimination starting with two
DJ’s battling against each
other. The winner will be put to
battle against the next
contestant. The order will be
picked on the date by means
of drawing of chits.
Project 6perspeX
Turntable
The event timeline is as follows:
AnnouncementPre-Registeration promotionSocial Media Marketing
Sep 2015
Registeration Start1st Oct, 2015
Post registeration promotion beginsNov 2015
Registeration closes5th Dec, 2015
Voting begins10th Dec, 2015
Voting lines close20th Jan, 2016
Finalists announcement23rd Jan, 2016
Battle of BandsStreet Dance Battle26th Feb, 2016
Skateboard CompetitionFreestyle Footie27th Feb,2016
War of the DjsAfter War Party28th Feb,2016
Post event monitoring and evaluationPost 28th Feb, 2016
We announce the details of Red ull SummerBuzz in September. Individuals
intending to participate need to upload a short video on our website telling us why
they need to be selected and their affinity towards Red Bull. Once the voting lines
are open, participants can share their videos on social media and invite as many
votes as possible. The 10 teams/individuals with the most number of votes will be
chosen to compete during our main event.
During the event, we also plan on having photo booths at the venue. The idea is to
induce sales via this campaign. A can of Red Bull can be bought for $3 at the booth
and with every can bought, they get to take a photo in the booth. This photo will be
displayed on the big screens placed at the event as pop ups during break times.
To enhance and invite the target audience, Red Bull will be advertised in a way that
would appeal to the target audience as and when they hear and see the
advertisement. We intend on going with a combination of rational and emotional
appeal for our various approaches such as Advertising and Interactive
Communication that will be used to aid us in reaching out to our target audience.
These various mediums are the selected strategy which would have the most
engaging and effective reach to our target audience. The rational appeal can be
identified in activities involving handing out leaflets and event’s information along
with RedBull cans by Wings Team Members to our target audience. The emotional
appeal can be felt with the positive vibe engulfing our main event as well as the
interactive word-of-mouth campaign (Belch, Kerr & Powell, 2012).
Additionally, for the purpose of inducing additional sales, we intend on organizing a
competition which could aid purchase and repurchase of RedBull. We will distribute
500,000 cans throughout Victoria that will have a 4 digit alphanumeric code which
our target market can feed into their account on our online website. Each code gives
them points.
We will also differentiate the points collection based on the amount spent on each
Red Bull can.
250mL 2 Points
330mL 5 Points
475mL 7 Points
Three individuals with the highest number of points at the end of our campaign
(announced on the last day of event - 28/02/2016) will win rewards.
Rank Winning Prize Budget
1st Prize Trip to Bali
Plane tickets and Accommodation
AUD$300
2nd Prize Domaine Chandon Wine Tasting
Tour
AUD$200
3Rd Prize H&M Gift Card AUD$100
By doing so we intend on using Pavlov’s Classical Conditioning in terms of creating a
positive response to a previously neutral stimulus (Red Bull) by integrating a reward
system for the same. (Dawson & Schell, 1985)
This message will emphasize a combination of positive appeal with an active
lifestyle. The advertisement campaign will aim to give an extended perception of Red
Bull, as an energy drink who appreciates, sponsors and promotes sport, music, art
and culture. The messages and the advertisement will focus on the
event/competition, this is to enlighten the consumers of the strong association
between Red Bull’s energy drink to live events
8. Media Strategy
Here, we will talk about the marketing media used for our campaign along with the
advertising styles (Belch, Kerr & Powell, 2012) underlying the same.
8.1 Online Marketing
The digital marketing campaign will strongly highlight and utilize the strong influence
of social media. Interrelated with Red Bull’s advertising on their official website, there
will be a separate webpage created for the purpose of this festival involving all
relevant details regarding the same. Additionally, we will also be advertising on our
specifically created Facebook page, Twitter, Instagram, Snapchat and even
Youtube.
Using Facebook and AdWords targeting tool:
Since we have a defined target market, we intend on effectively using advanced
online advertising tools like Google AdWords and also Facebook advertising for the
purpose of effectively reaching our target market and getting the most out of our
advertising budget. With these tools we are able to not only target our advertising
demographically and geographically but we are also able to target based on likes,
interests, tastes and preferences. This way we will be able to effectively target our
psychographic segment as well. For example, we can opt to show our ads more
frequently to users that like and share DJ’ing pages or those who search for DJ
relevant queries on Google (in light of our War of the Djs event). We can also opt to
control the reach of our ads by opting to show them only to relevant users
(geographically, demographically and psychographically), thereby saving additional
costs.
In addition, Red Bull’s management team, through past ventures, has developed a
close network with social media influencers and have secured their commitment to
promote Red Bull’s events to their followers.
The advertising execution technique used here would be imagery as we intend on
making our online ads as visually appealing, attractive and in line with our
customer’s personality as possible.
8.2 Word of Mouth
Red Bull has been a company that has most effectively used word of mouth in their
marketing efforts throughout. We plan on using Wings Team Members (Red Bull
marketing team members - promotion) who go out to different universities around
Victoria to sample and educate our target audience not only about the brand but also
about our current campaign (by sampling cans with codes and inducing them to go
online and collect their free points) and our upcoming event. The Wings Team
Members will also hand out event related information along with the leaflets that are
handed out generally with every can. Here, we are using the straight cell execution
technique.
With this marketing effort, we intend on creating and energetic positive vibe in every
university and induce the flow of information between students. We also intend on
using our opinion leaders (discussed ahead) for the purpose of transmitting
information about the brand and our event to university students.
The Wings Team Members being students themselves can prove to be very effective
in this marketing effort.
8.3 Sales Promotion
RedBull has a continuous ongoing sales promotion campaign which has been used
for the overall marketing purpose for a very long time. The Wings Team Members
along with forming an integral part of our word of mouth campaign also aid as part of
our sampling campaign. Here, we use the demonstration technique of execution as
the Wings Team Members allow potential customers to try the effects of drinking
RedBull by sampling a can to them. The girls are also responsible to educate and
induce our target audience to try out our sales campaign by going online and
collecting their free points in order to induce further future sales.
8.4 Opinion Leadership
Opinion leadership has worked well for Red Bull in the past. Red Bull has used
sportsmen and other individuals that are veterans in their field by supporting them in
return for their support in terms of brand popularity and publicity. Since our campaign
is targeted at university students, we plan on using heads of different university
unions (Eg: Presidents, cultural secretaries, soccer captains, heads of music club,
etc.) as opinion leaders as we believe that these are the people that have plenty of
students as followers and will be able to effectively help us with our campaign. By
supporting university students as opinion leaders, we intend on creating a closer
bond with the students, thereby increasing our brand popularity and in turn the sales
of Red Bull. We would also induce our opinion leaders to share positive experiences
with Red Bull consumption, thereby using the testimonials and endorsements style of
execution.
8.5 Guerilla Marketing
Guerilla marketing is the usage of branded merchandise for the purpose of
advertising. The Wings Team Members go on their shifts wearing original Red Bull
merchandize which aids in the advertising of the brand. Additionally, for the purpose
of publicizing our event and also for the purpose of using our opinion leadership
campaign to the fullest, we intend on giving our opinion leaders Red Bull
SummerBuzz T-shirts so that they can use the same for the purpose of popularizing
the brand (cost factored in overheads budget).
9. Medi a Schedule and Budge t
9.1 Schedule
For our campaign, we intend on following a continuity strategy of scheduling.
Therefore, we plan to carry out rigorous advertising efforts during all the 6 months in
concern as our main aim is to increase summer sales. Additionally, our event would
require extensive marketing and advertising for it’s success. The following table
provides a complete overview of our scheduling strategy. The highlighted boxes
indicate the medium in use for that particular month:
Month Online
Marketing
Sampling Opinion
Leaders
WOM University
Radios
Cost
Sept
2015
$80,000
Oct
2015
$80,000
Nov
2015
$80,000
Dec
2015
$54,000
Jan
2016
$54,000
Feb
2016
$102,000
9.2 Budget
The budget for this IMC plan was determined by using the Percentage of Sales
method. The estimated value of our projected sales is AUD$1.5million. We arrived at
this value based on a 50% targeted mark-up over and above the RedBull sales for
2014 adjusted according to the University student population in Victoria.
Our IMC budget will be 30% of our expected sales value. Every amount stated will
justify the advertising activities. The following is an overview of our budget and its
allocation:
Printed Materials Budget
(flyers, leaflet, banners, brochures and others)
AUD$20,000
Website
Setup AUD$10,000
Maintenances for 6 months
AUD$1,000 / month AUD$6,000
Online Advertising
Google Adwords for 6 months
AUD$5,000 / month AUD$30,000
Facebook Advertising for 6 months
AUD$5,000/month AUD$30,000
Outdoor Promotional AUD$64,000
Overheads AUD$30,000
Event Management AUD$260,000
Total AUD$450,000
10. Monitoring & Evaluation
10.1 Monitoring
What to test?
Source factors: Red Bull Wings Team Members, Opinion Leaders, Website, AdWords and Facebook
Message variables: communication by Red Bull Wings Team Members and opinion leaders, online ad texts, site content
Media strategy: Carefully analyzing all the mediums used and understanding which has worked the best and been most effective
Budget decisions: checking the effectiveness of the current budget in the IMC plan and accordingly taking a call on changing it
When to test?
Pre – Testing: In the initial phases of the campaigns and accordingly taking a call on further activity. Keeping a check on number of registrations received for each event and accordingly increase or modify our marketing efforts. Similarly, keeping a tab on the response to the sales boosting campaign as to the participation to accordingly modify the marketing strategy.
Post – Testing: After the campaign is concluded the sales data and the change in brand awareness reflect the success of the campaign.
Where to Test?
We intend to analyze the impact of our campaigns using online research and analytics data from the Google AdWords and Facebook ads dashboard.
Lab-tests: Testing the content of our message by checking the extent of training and knowledge that the Red Bull Wings Team members possess.
How to Test?
The pre-testing method that is used is comprehension and reaction testing.
Review of the sales data as per the financial statement of the company and the inventory data to check if we have managed to achieve the sales targets. Interaction and traction generated on the various social media platforms is also an important factor to judge the brand awareness. The level of participation is also a factor that evaluates awareness.
10.2 Evaluation
In order to evaluate the effectiveness of the IMC strategy we need to consider the following factors:
Evidence of synergy: Media synergy occurs when the combined effect of multiple activities or media exceeds the individual effect of each of the mediums separately. Analyzing the different media strategies used and their impact in achieving the overall objective can evaluate this.
Return on investment: It is a ratio that reflects the amount you receive with respect to the amount you have invested. This can be evaluated by analyzing the financial statements of the company that reflect sales, profit, expenses and so on.
Cross Media Measurement: Measuring the performance across all the mediums used in rather than looking at individual media in order to evaluate the effectiveness.
Simultaneous Media Consumption: Measurement of consumption of more than one media simultaneously which happens to be extremely relevant in our case all our marketing objectives are fulfilled using multiple media methods.
11. References
Australian Education Network. (2014). Retrieved from http://www.australianuniversities.com.au/directory/student-numbers/
Australian Explorer. (2006). Retrieved from http://www.australianexplorer.com/australian_statistics.htm
Belch, G. E., Kerr, G., & Powell, I. (2012). Advertising: an integrated marketing communication perspective (2nd ed.). McGraw-Hill Australia.
Dawson, M. E., & Schell, A. M. (1985). Information processing and human autonomic classical conditioning. Advances in psychophysiology, 1, 89-165.
Filip, A. (2012). Market segmentation - fundamental process in business to business marketing. Romanian Journal Of Marketing, (3), 62-66.
Higher Education Data Committee. (2014). (A. G. Training, Producer) Retrieved from https://education.gov.au/: https://education.gov.au/higher-education-data-committee-0
Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J: Pearson Prentice Hall.
Sandy, C. J., Gosling, S. D., & Durant, J. (2013). Predicting Consumer Behavior and Media Preferences: The Comparative Validity of Personality Traits and Demographic Variables. Psychology & Marketing, 30(11), 937-949. doi:10.1002/mar.20657
Time. (2014, May 16). Retrieved from http://time.com/102991/lithuania-red-bull-ban/