Red Bull IMC

8/7/2019 Red Bull IMC

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Integrated Marketing

Communication Plan for Red Bull

Energy Drink

Binu Narayanan

Renjith Ravi

Sudhin Mukundan

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

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

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

� Ad Campaigns on Major TV Channels

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

Promotional Mix: Interactive/ Internet Marketing

� Red Bull uses

interactive media to

communicate with its

customers.

± http://www.redbull.com

± Social Media like

facebook & twitter

Internet Media

� Social Networking Websites

� Promos on Google and other major websites

Promotional Mix- Sales Promotion

� Encourage the purchase of the product in the

� Awareness of the product & its advantages

� Larger Displays in the Departments Stores &

Supermarkets

� Promotional Stickers in the stores to promote

� Discounts for wholesalers & retailers

� Sample to make people try the product

± Employs dressed in Red Bull gear handed out samples

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

VIDEO for promotion

Promotional Mix- Personal Selling

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.

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

� 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

Advertising

� Target Audience

� Image

�Product/Service to be emphasized

� Money Spending

� Timeline

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.

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

Public Relations

� Monitor over the web

� Media Relations

�Create Public Awareness

� Use the help of Technology

Consumer Promotions

� Sponsors many sport events

� Event Sponsoring attracts peoples attention

towards the product

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.

� Media Plan TV:

± Still a staple medium of advertising.

± Allows to demonstrate the advantages of RB.

± Good Reach.

� Magazines:

± Economical.

± Provides higher brand awareness.

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

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