Red Bull Imc
RED BULL IMC CAMPAIGN
Assignment Objective • IMC can create competitive advantage, boost sales and profits, while saving money, time and stress. • It wraps communications around customers and helps them move through the various stages of the buying process. • This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. • IMC also increases profits through increased effectiveness. At its most basic level, a unified message of RED BULL has more impact than a disjointed myriad of messages. • This IMC boost sales of RED BULL by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase by effectively shortening the search process. • Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. • Horizontal, Vertical , Internal and External Integration achieved by Red Bull.
RED BULL ENERGY DRINK – An Overview
APPENDIX
RED BULL – as a Brand - SWOT Analysis [pic]
Marketing Objectives
Expand market share within energy drink
category
• To differentiate ourselves from competitors
• Develop a breakthrough marketing campaign
that attracts our aspiring thrill seeker target
Target Market
• Young people - open to determined exhaustion and insufficient energy.
• Career driven fashionable females looking for other benefits as vitamins ,slim making and longer period energy
• Health watchers through launching sugar free RB and focusing on other ingredients in the original RB as vitamins.
• Appeal to very specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd.
Positioning Statement
For the thrill seeker, Red Bull is the energy drink that steps up
Assignment Objective • IMC can create competitive advantage, boost sales and profits, while saving money, time and stress. • It wraps communications around customers and helps them move through the various stages of the buying process. • This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. • IMC also increases profits through increased effectiveness. At its most basic level, a unified message of RED BULL has more impact than a disjointed myriad of messages. • This IMC boost sales of RED BULL by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase by effectively shortening the search process. • Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. • Horizontal, Vertical , Internal and External Integration achieved by Red Bull.
RED BULL ENERGY DRINK – An Overview
APPENDIX
RED BULL – as a Brand - SWOT Analysis [pic]
Marketing Objectives
Expand market share within energy drink
category
• To differentiate ourselves from competitors
• Develop a breakthrough marketing campaign
that attracts our aspiring thrill seeker target
Target Market
• Young people - open to determined exhaustion and insufficient energy.
• Career driven fashionable females looking for other benefits as vitamins ,slim making and longer period energy
• Health watchers through launching sugar free RB and focusing on other ingredients in the original RB as vitamins.
• Appeal to very specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd.
Positioning Statement
For the thrill seeker, Red Bull is the energy drink that steps up