nergy and give them a free can of Red Bull, thus building an image and brand awareness. The product is the company's only offering. One can, one size and one sticky sweet taste and Red Bull has been described as the "Porsche of soft drinks" as it mixes well with alcohol. However Red Bull's main weakness is that it has been associated with many health scares around the world thereby reducing credibility of the drinks, however some have argued that this misconception have lured potential users who are intrigued by this mysterious allure. Some opportunities include changing trends in Australia with many people having time management problems, therefore Red Bull allows the consumer to have more energy to do more things they enjoy and threats include the amount of competition of energy drinks already available in the market.
             The communication objectives for this campaign involves increasing brand awareness; developing positive brand attitude, creating brand purchase intention and increasing purchase facilitation. General marketing issues, advertising objectives and promotional objectives are also addressed to facilitate sales of Red Bull, communicate with target consumers and promote the product to our target audience. This progress has been aided by the development of an integrated marketing communications plan where a number of tools will be used to reach the specified university students. These tools include media such as direct mail, magazines, televisions, student brand managers and mobile energisers, website, point of purchase displays, and Red Bull custom made vending machines. The overall budget for this campaign totals at $6,652,720 which will span over a one year period. Some methods used to evaluate and control include keeping track of brand awareness, receive feedback from student brand mangers and integrate some formulae to calculate response rate from direct mail marketing.
             Red Bull is the highest selli...