PowerPlugs
PowerPlugsTemplates for PowerPointHOW THE JOURNEY BEGAN
Chaleo Yoovidhya
Thailand's richest man , dies at 89
Dietrich Mateschitz
The man behind Red Bull's meteoric rise is Austrian entrepreneur
Red bull
Red Bull is the king of the energy drink industry
5
INSPIRATION OF RED BULL
30 billion cans consumed since 19874.5billion cans sold in 2012
TASTE OF WESTERN WORLD
STORY BEHIND THE CAN .
RED BULL ENERGY DRINK vitalizes your body and mind
HOW IT WORKSRed bull energy drink is a functional beverage providing WINGS when ever you need them
WHEN TO DRINK
On the road, during lectures & study sessions, at work ,while doing sports, playing video games ,or going out day and night.
WHATS INSIDE
Caffeine + Touraine + B-Group Vitamins + Sucrose & Glucose + Alpine Spring Water.
MEET THE OTHERS
RED BULLSUGAR FREERED BULLZERO CLORIERED BULLEDITIONRED BULLCOLA ADVERTISINGDietrich Mateschitz created Red Bull adult cartoon advertising with an intelligent dialogue about product benefits.
It targeted anyone with a sense of humor to establish a wide consumer base.
MOST FAMOUS CRTOON SPOTS OF RED BULL
PIGEONDALMATIAN
EVOLUTIONSMOKE SIGNALS
ZEBRASTICKY WICKET
MOUNTAINEERTITANIC
PROPOSED STRATEGY
MARKETING BUDGETWe will be using the Objective and Task method, which our goal is to have 1 .5million cans sold in one financial year. Our projected target will be $3,000,000, in which we will use 30% ($900,000) of it as our IMC budget. Every amount stated willjustify the advertisingactivities which help us to achieve our objective
BUDGET ELEMENTSPERCENTAGE OF BUDGETMedia Advertising Cost(inclusive of production cost)85% ($732,000)print $356,540sponsorship $200,000cinema $144,520radio $28,800digital $1,344Public relations $6,000Sales promotionOther IMC cost10%($86,200) Evaluation & control5%($43,100)Total cost100%($862,000)
CREATIVE STRATEGYWe are aiming to introduce a new product i.e. "Red Bull Shots (60ml).Red Bullshots, will bemarketed andadvertise toour primary target audience; youths of the Generation Y, sports athletes and enthusiasts
Cont.If a person needs an extra boost of energy at some point in the day, then you already know what your options are. Due to all of the competition out there on red bull, coffee drinks and energy drinks such as monster and rock star demand for this product niche have gone up. So, prices have gone upas well for better quality ingredients and safety.Cont.Introducing a new RED BULL SHOT would be more affordable & would satisfy the desire of middle class customers also.Provide instant energy for short period of timeMore health associated MARKETING COMMUNICATION STRATEGYCINEMA ADVERTISINGIn present days, youths are more positively inclined towards cinema advertising as compared to traditional TV advertising.In collaboration with the cinemas, the block- bluster movie package has been selected in which the company would be able to screen a 30 seconds advertisement in upcoming movie hits
RADIO BROADCASTThe purpose of using radio broadcasting would be to inform and educate the public, especially the youth, about Red Bull Shots.Specifically Hot FM 105, Mast FM 103, City FM 89,FM 106.2and FM 100 have been selected to broadcast and advertise our advertisements
31Cont..City FM 89 is the top English radio channel in Pakistan, mainly catering the youngsters. It is more of the mainstream channel that broadcast pop music in the music scene. Having City FM 89to advertise for Red Bull Shots, will generate appeal for listeners and bring youthfulness to the image of the drink
Cont..Hot FM 105 steer more to the working generations.Having them to promote the drink would be able to bring out the other side of Red Bull Shot that it is not a drink that caters only to the youth, but it also helps tired working adult to have more vitality upon consuming the drink
PRINT ADVERTISEMENTMAGAZINES:youth, young sport athletes, young adults and sports enthusiasts who purchase sport magazines will be attracted and curious about sport related articles. It has the ability to present detailed information and excite readers with eye catching visual communication.
Cont..Selectively, TIME Magazine have been chosen to be our main magazine advertising company as they have outstanding record sales and arguably, the most related magazine in line with our product.
Cont..POSTERS & BILLBOARDS:ON-PREMISE BUSINESS SIGNAGE:On-Premise Business Signage will be used to illustrate the advertisement. It will be mounted onto buildings to be create a distinct image and allow the public to be aware of the new product, this would in turn increase brand image and awareness. Banners, wall signs, portable signs, inflatable signs and A-frame signs will be used
CONT..OUT-OF-HOME ADVERTISING:We will be doing poster panels and billboards.The billboards will be put up for a month at Jinnah Stadium Islamabad.Poster panels will be put up at shopping malls.
Cont..Posters will also be placed at the sports arenas, stadiums, gymnasiums, swimming complexes, and also in various universities around the year.
SALES PROMOTION:The aim is to have our customers, wholesalers and retailers to purchase in bulk thus creating a bonus gift pack of Buy 5 Get 1 Free bundle.We will be having the Buy 5 get 1 Free bonus gift pack for a 3 months period. The first three months of the launch, in conjunction with all the heavy advertising efforts.
Cont..Samplings will be done at major supermarkets and hypermarkets. Red Bull girls willbe assigned to these places at designated time slots daily for the first month, for duration of an hour to do active sampling, demonstrating, introducing and educating the crowd on our new product at the display counter or shelf. These sampling efforts will further allow customers to have a taste and experience the drink.
SOCIAL MEDIA:In order to create buzz for the product, various social media will be used.Vehicles such as Facebook, Twitter will serve as a crucial form of communication to the younger generation, who are of a higher relevancy and also more tech savvy.
Cont..Lucky Draw Contests will also be held on Facebook to enhance awareness and to entice more users to know of the products. Liking the Red Bull official Facebook Page and contest picture would give face book users a chance to win an IPad Mini in the lucky draw and 3 lucky winners would be announced.
Cont...For Twitter, it is a platform for updates of the event that are coming up. The benefits of twitter is that tweets can be retweeted thus creating a viral communication among the young tweeters.
EVENT SPONSORSHIP:We will be organizing and sponsoring our event, The Red Bull Shot Charity Run in conjunction with our official launch day. This would be to tie our brand to a meaningful athletic event, in which a portion of the proceeds will be donated to the Pakistan Sports Council.
Cont...This serves as an encouragement and promotion of sportsmanship in their cause of pursue for their dreams, fostering mutual interests. Success rate of the event will be higher because of the similarity of the cause.
SPORTSMEN ENDORSEMENT:The endorsers will be present throughout during our major events such as our launchof Red Bull Shot Charity Run. Particularly, the endorser is there to portray a positive image of Red Bull in their daily lifestyle, communicating and interacting with the audiences and having thepresence of Red Bull felt.
Cont...We have selected Pakistani batsman Misbah ul Haq to endorse the Red Bull Shot, because of his fastest ever test century against Australia.With this achievement from the sport, it would greatly enhance and portray the drink as a high energy and refreshing adrenaline as associated with the tagline.
OTHER IMC PLANS:The aim of this IMC plan is to create awareness that Red Bull Shot has a different taste compared to the original.Besides the major advertising vehicles, other IMC Plans include event support, entertainment &engaging tertiary institutions.
