Upload
binu-narayanan
View
246
Download
0
Embed Size (px)
Citation preview
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 1/24
Integrated Marketing
Communication Plan for Red Bull
Energy Drink
Binu Narayanan
Renjith Ravi
Sudhin Mukundan
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 2/24
Introduction
� Created by Dietrich Mateschitz (Austrian Red Bull)
� Came into existence in 1984
� Pioneer in the energy drink category worldwide
�
RB has a market share of 29% of the global market of energy drinks± U.S. 47%
± Germany 50%
� Red Bull is inspired from a drink Krating Daeng in
Thailand� Red Bull created energy drink category in India
� It was launched in 2003 in India
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 3/24
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 4/24
Integrated Marketing Communication
� Integrated Marketing Communication is the
coordination & integration of all marketing
communication tools to maximize the impact
on consumers
Promotional Mix
Advertising Direct MarketingInteractive/
InternetMarketing
Sales PromotionPublicity/ Public
RelationsPersonal Selling
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 5/24
Promotional Mix- Advertising
� Red Bull advertises in Newspaper, TV, Radio & Magazines.
± Mostly humorous & witty cartoon campaign
� It is aimed to strengthen brand identity
� Camping & cartoon with slogans
± Red Bull gives you wiings
± Red Bull revitalizes both body & mind
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 6/24
Media
� Ad Campaigns on Major TV Channels
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 7/24
Promotional Mix- Direct Marketing
� Direct marketing involves activities like
telemarketing, direct mailing & catalogs.
�
Red Bull does not use much of directmarketing with end consumers
± Wholesaler & retailer relationship are maintained
through direct marketing
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 8/24
Promotional Mix: Interactive/ Internet Marketing
� Red Bull uses
interactive media to
communicate with its
customers.
± http://www.redbull.com
± Social Media like
facebook & twitter
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 9/24
Internet Media
� Social Networking Websites
� Promos on Google and other major websites
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 10/24
Promotional Mix- Sales Promotion
� Encourage the purchase of the product in the
store
� Awareness of the product & its advantages
� Larger Displays in the Departments Stores &
Supermarkets
� Promotional Stickers in the stores to promote
RB
� Discounts for wholesalers & retailers
� Sample to make people try the product
± Employs dressed in Red Bull gear handed out samples
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 11/24
Promotional Mix: Publicity/ Public Relations
� Red bull plan , organize &
distribute information to its
customers very systematically
± Visits schools & universities toprovide them information as well as
samples of Red Bull
± Conducts various events
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 12/24
VIDEO for promotion
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 13/24
Promotional Mix- Personal Selling
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 14/24
Red Bull- Buzz Marketing
� Marketing buzz is a term used in word of mouth.
� It is the interaction of consumers and users of a
product or service which serves to amplify the
original marketing message
� It is a brand which has built its equity through careful
below the line adverting.
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 15/24
Strategy of Red Bull
� Student Brand Managers
± Appoints student brand mangers across campus
± Encourage them to organize parties by providing
free Red Bull cans
� Identify Hot Spots
± Red Bull identified hotspot of majority consumers
±
Special campaign were developed for the specificgroup
� Quirky Ads
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 16/24
� Extreme Sports
± Red Bull adopted brand qualities like Energy,
Danger & Youthfulness
± Started to sponsor/associate with extreme sports
� Athletes
± Started sponsoring high performing athletes
± Gained loyalties from the fans of these athletes
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 17/24
Advertising
� Target Audience
� Image
�Product/Service to be emphasized
� Money Spending
� Timeline
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 18/24
IMC Methodologies
� How to Communicate?
� How do customers process information?
±
Thorough understanding of the audience needs,emotions & activities is essential to ensure
accuracy & relevance of the message.
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 19/24
Red Bull Marketing
� Has an aggressive marketing campaign
� Uses all available media channels
�Primary Target Young People
� Allows consumers to interpret the product
themselves
�
Giving you Wings Cartoon Campaign
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 20/24
Public Relations
� Monitor over the web
� Media Relations
�Create Public Awareness
� Use the help of Technology
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 21/24
Consumer Promotions
� Sponsors many sport events
� Event Sponsoring attracts peoples attention
towards the product
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 22/24
Personal Selling
� Sampling is another very important part of the
three pillar marketing system.
�
As the major purpose of Red Bull is to energizethe company samples at the right place at the
right time, where it finds its exact target
market.
� Examples of usage are driving, studying,
working night shifts and sports.
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 23/24
� Media Plan TV:
± Still a staple medium of advertising.
± Allows to demonstrate the advantages of RB.
± Good Reach.
� Magazines:
± Economical.
± Provides higher brand awareness.
8/7/2019 Red Bull IMC
http://slidepdf.com/reader/full/red-bull-imc 24/24
Evaluation & Control Metrics
Campaign Element Metrics
News Media No. of viewers of the articles
Social Media No. of people using the Blogs such as
Twitter, Facebook
Internet & TV No. of people viewing particularly
when the Ad is being aired
Print Advertisement No. Of Subscribers of those
magazines, Newspapers
Product Placement No. of comments (+ or - ) mentioned
on social networking sites