Red Bull is currently number two in the energy drinks market in the world and seeks to continually develop aggressively to become market leader through their only two product offers, Red Bull original and Red Bull Sugarfree. The aim of both these energy drinks is to increase and revitalize lost energy through physical or mental exercise, thereby stimulating concentration, vigilance and enhance reaction speed for those that require a boost. Red Bull has been held highly in its target audience of 18-35 year olds as the evening drink when they have been out clubbing late or working long strenuous night shifts. Full awareness of product benefits and the different usage situations of how Red Bull can help have not been clearly communicated to the target audiences. Thus, this integrated marketing communications plan hopes to introduce to new category users and favourable brand switchers that Red Bull can be consumed both night and day and in fact Red Bull can increase their concentration when studying. Therefore throughout the plan, the goal is for Red Bull to target university students using the various creative promotional strategies to spread the word of Red Bull's benefits. Thus Red Bull is to be positioned as a product for young active individuals who require a boost night or day and typically is image conscious and looks after their health. Red Bull's major competitor is V energy drink which is currently the market leader in the energy drinks market. Other competitors include Lucozade, and Liftplus.
             There are many strengths, weaknesses, threats and opportunities currently facing Red Bull at the moment. Strengths include Red Bull using grassroots marketing strategies, building a successful brand built by word of mouth, uses an effective branding strategy by involving "consumer educators." These are people who drive around in shiny silver cars with a big can of Red Bull strapped at rear. They find people who need e...