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



Media

� 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

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



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

Red Bull IMC

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