Red Bull IMC Plan
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 revitalise 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
To transform 15% erratic FBS's to try Red Bull. Targeting tweens (9-14 year olds) influences 80% of adult product purchases. To modify the negative brand attitude of Red Bull in other brand switchers. Once consumers identify with the benefits of Red Bull they are likely to remain to the brand as evaluating alternatives consumes times and the switching costs are risky. Although barely less than five years old, energy drinks have an "allure, sexual tension and other mechanisms that people believe will exhilarate them" says Tom Pirko (2002), a beverage analyst and as such has grown in a meteoric fashion, however will remain a niche market and occupy only a small percentage of the overall non-alcoholic market. htmlShimp Terence (2003) "Advertising, Promotions and the supplemental aspects of Integrated Marketing Communications" South Western USAStavros Con (2003) "Marketing Communications Lecture Notes" RMIT UniversityWestberg Kate (2003) "Advanced Marketing Concepts and Applications Lecture Notes" RMIT UniversityAuthor Unknown (2001) "Red Bull: Raging Success" BBC News UKAuthor Unknown (2001) Beverage Trends: Thirst for Healthy and Functional Drinks" http://www. Increase Red Bull's Brand Awareness from 40% to 60% by the end of 2004. Students whether at school or University have been inundated with stressful exam periods, studying sessions and assignments throughout their schooling life. Consumers are purchasing products that support social progress, a sense of community, and public good. Student Brand Managers at University Sport CompetitionsThese are events held by universities to encourage students to participate in extra curricular activities, join clubs, get active and make new friends. Red Bull's main competitors include V, Red Eye, Lift Plus and Lucozade. Direct Mail Objectives To receive a 65% response rate from the targeted audience within 4 weeks of mail outs. COMPETITIONDirect Competitors Indirect CompetitorsV CokeLift Plus PepsiPowerade Coffee/TeaSoBe WaterRed Devil JuiceRed Eye KMX Venom Gatorade Determinants of competition includes price. Student brand managers are able to explain the full benefits of Red Bull, eliminate perceived risks and are real life examples of the benefits of Red Bull.
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