Red bull imc plan for korea

Striving to be the No.1

Anina Münch 50141279Sora Jin 20121427Seulkihan Yeo 20092337Sungwhan Lee 20082593Theresa Lindner 50141290Young-Ju Kim 20080201

IMC PLAN for the KOREAN MARKET

Table of Contents

1. Situation Analysis

2. SWOT Analysis

3. STP

4. IMC Objectives

5. Advertising

6. Sales Promotion

7. PR/Publicity/Word of Mouth

7. Event and Cause Sponsorship

8. References

9. Appendix

Situational Analysis

• RedBull is the No. 1 energy drink brand in global market

• But in Korea only the 2nd market leader (after Hot6ix)

Revenue : $ 5040 billion worldwide (in 166 countries)

➔ $ 252 billion spent for the Advertising

➔ $ 1.518.072.289 will be allocated for the Advertising budget in Korea

Situational Analysis

Korean Market Global Share

SWOT

Strengths

• Powerful Brand Image

• High Brand Awareness

• Global Market Leader

Weaknesses

• Relatively High-priced

• Controversial Composition

• Flavor Variety Lacks

• No Registered Patents

SWOT

Opportunities

• International Market

• Room for Growth

• Can Target Different Groups

(Niche Market strategy)

Threats

• Unhealthy Image

• Other Domestic Competitors

• Well-Being Trend

STP

Demographics

• Age (14 - 34)

• Sex (both)

• Can Target Different Groups

(niche market strategy)

Psychological

• Busy People

• Physically-Active

• Students

• Partygoers

Target Market - Workers between 30 – 50

STPPositioning Statement

RedBull regenerates you from the stressful, challenging day by increasing your performance, concentration & metabolism using energy-building ingredients. RedBull gives you wings!

Current 4P• Product

• Original

• Sugar Free

• Price

• Most Expensive Energy Drink in Korea

• Promotion

• Sponsorship

• Cartoons

• Product Placement

• Distribution (Place)

• Convenient Stores

• Product

• Light Caffeine

• New Flavors

• More Efficiency

• Price

• Remains The Same

• Promotion

• Sponsorship

• Events

• Distribution (Place)

• Drug Store

• PC Cafes

NEW 4P

OUR IMC OBJECTIVES• Increase the Market Share (Similar to Hot6ix)

➔ Instead of targeting the young (Hot6ix), We target hard working

laborers between 30 – 50

• Change the Image of the Energy Drink As Usual

➔Increase the Trial-Ability

➔ Increase the Attributes Awareness

Advertising

• 40% of the Total Budget - $ 607.228.916

➔Product Placement in Korean Soap Operas

➔ Co-Branding with the Hiking Gear Advertisements

➔ When taken a bf/aft survey(1,000 respondents among 30-50s,) double

the number of people who recall REDBULL as a No.1 energy drink

Bull Time (Advertising Event)

• Offices will be chosen via Social Media (Tweets)

• 10pm to 11pm

• For the People with Long-Working Hours

• Our Campaign will be followed by a camera and will be

uploaded on Social Media afterwards for public awareness

Bull Bus

• Shows the Friendly Image of the Bull in the morning at

night for the exhausted workers

• Average Cost- $500/bus

Bull Taxi

• Would be in association with the Taxi Companies

• Target the people working late

• Fast & Efficient

• Average Cost- $80/taxi

Sales Promotion

30% of the Total Budget - $ 455.421.686

ObjectivesGive Out Free Samples to Office Workers in the CorpsDeliver Assisting Image of the Red Bull

Make the Brand Attractive to the Retailers and Buyers

Motivate the Consumers to Buy the Redbull

Increased Sales for the Targeted Groups

Sales Promotion

• Sampling - Distribute the Product in Business Districts

ex) Bull Time or Bull Bus

• Sweepstakes - Collect the Hidden Codes to Win the gifts

ex) Kakao Emoticons/Free RedBull Drink

Sales Promotion• OUR PR & WOM Objectives & Budget

• Gain as much fame as LOTTE Hot6 for 30-50

• Reach 100,000 New Likes on Facebook PG

• Get 100,000 new followers on REDBULL twitter

PR & WOM CAMPAIGNsMeaningful, Reasonable & Quantifiable OBJECTIVES

• Appeal to customers in 30-50s in

Korea Rep.

• 50M out of $2B worldwide

budget(2014 est.)

OUR PR &WOM strategies

• Open an online-offline debate forum

• Carry out PR at the places crowded at night with 30-50s

(EX- Love&Music Venue, Weekend Adult Nightclubs)

PR & WOM CAMPAIGN STRATEGIES

OUR PR &WOM strategies

• Stage a Word of Mouth Campaign in KakaoTalk +Friends

• Give free drink coupons for Facebook ‘friends’ and ‘likers’

• Coupons for the Re-tweeters of the RedBull twitter account

PR & WOM CAMPAIGN STRATEGIES

Events

12.5% of the Total Budget - $ 189.759.036

• Sport events- Football, Baseball, Hiking, Marathon

• Business exhibitions

Event Strategies

• Place Promotion Stands to distribute free RedBull sample hand

outs (in exchange for a RB stamp on the back of the hand)

• Promotion Stands at the Computer Game Event Venues

Sponsorship

12.5% of the Total Budget- $ 189.759.036

• Sponsor 1st-class Baseball Team

• Sports Events

SponsorshipObjectives & Strategies

Objectives

Increased Brand Awareness

Link RedBull with the positive Attributes of the Sponsored Partners

Strategies

Place advertisement on Taxis also selling RedBull

Sponsor Computer Game Events (free samples for every participant