Integrated Marketing Communication Plan for Red Bull Energy Drink

Binu Narayanan Renjith Ravi Sudhin Mukundan

Introduction
Created by Dietrich Mateschitz (Austrian Red Bull) Came into existence in 1984 Pioneer in the energy drink category worldwide RB has a market share of 29% of the global market of energy drinks
U.S. 47% Germany 50%

Red Bull is inspired from a drink Krating Daeng in Thailand Red Bull created energy drink category in India It was launched in 2003 in India

Integrated Marketing Communication

Integrated Marketing Communication is the coordination & integration of all marketing communication tools to maximize the impact on consumers
Promotional Mix

Advertising

Direct Marketing

Interactive/ Internet Marketing

Sales Promotion

Publicity/ Public Relations

Personal Selling

Promotional Mix- Advertising

Red Bull advertises in Newspaper, TV, Radio & Magazines.
Mostly humorous & witty cartoon campaign

It is aimed to strengthen brand identity Camping & cartoon with slogans

Red Bull gives you wiings Red Bull revitalizes both body & mind

Media
Ad Campaigns on Major TV Channels

Promotional Mix- Direct Marketing

Direct marketing involves activities like telemarketing, direct mailing & catalogs. Red Bull does not use much of direct marketing with end consumers
Wholesaler & retailer relationship are maintained through direct marketing

Promotional Mix: Interactive/ Internet Marketing

Red Bull uses interactive media to communicate with its customers.
http://www.redbull.com Social Media like facebook & twitter

Internet Media
Social Networking Websites Promos on Google and other major websites

Promotional Mix- Sales Promotion

Encourage the purchase of the product in the store Awareness of the product & its advantages Larger Displays in the Departments Stores & Supermarkets Promotional Stickers in the stores to promote RB
Discounts for wholesalers & retailers Sample to make people try the product
Employs dressed in Red Bull gear handed out samples

Promotional Mix: Publicity/ Public Relations

Red bull plan , organize & distribute information to its customers very systematically
Visits schools & universities to provide them information as well as samples of Red Bull Conducts various events

VIDEO for promotion

Promotional Mix- Personal Selling

Red Bull- Buzz Marketing

Marketing buzz is a term used in word of mouth. It is the interaction of consumers and users of a product or service which serves to amplify the original marketing message It is a brand which has built its equity through careful below the line adverting.

Strategy of Red Bull

Student Brand Managers
Appoints student brand mangers across campus Encourage them to organize parties by providing free Red Bull cans

Identify Hot Spots

Red Bull identified hotspot of majority consumers Special campaign were developed for the specific group

Quirky Ads

 Extreme Sports
Red Bull adopted brand qualities like Energy, Danger & Youthfulness Started to sponsor/associate with extreme sports

Athletes
Started sponsoring high performing athletes Gained loyalties from the fans of these athletes

Advertising
Target Audience Image Product/Service to be emphasized Money Spending Timeline

IMC Methodologies
How to Communicate? How do customers process information?
Thorough understanding of the audience needs, emotions & activities is essential to ensure accuracy & relevance of the message.

Red Bull Marketing

Has an aggressive marketing campaign Uses all available media channels Primary Target Young People Allows consumers to interpret the product themselves Giving you Wings Cartoon Campaign

Public Relations
Monitor over the web Media Relations Create Public Awareness Use the help of Technology

Consumer Promotions
Sponsors many sport events Event Sponsoring attracts people s attention towards the product

Personal Selling
Sampling is another very important part of the three pillar marketing system. As the major purpose of Red Bull is to energize the company samples at the right place at the right time, where it finds its exact target market. Examples of usage are driving, studying, working night shifts and sports.

 Media Plan TV:

Still a staple medium of advertising. Allows to demonstrate the advantages of RB. Good Reach.

Magazines:
Economical. Provides higher brand awareness.

Evaluation & Control Metrics

Campaign Element News Media Social Media Internet & TV Print Advertisement Product Placement Metrics No. of viewers of the articles No. of people using the Blogs such as Twitter, Facebook No. of people viewing particularly when the Ad is being aired No. Of Subscribers of those magazines, Newspapers No. of comments (+ or - ) mentioned on social networking sites