RED BULL IMC PLAN

UNIVERSITY OF THE PUNJAB

Institute of Administrative Sciences (IAS)

Advertising Report
Submitted by: GROUP 7
Hamza Ali (MMKT-IAS-04-R-F19)
M.Tayyab (MMKT-IAS-01-R-F19)
Hameed Usman(MMKT-IAS-37-R-F19)
Arslan Tariq (MMKT-IAS-40-R-F19)
Rana Orangzaib (MMKT-IAS-05-R-F19)

Submitted to: Prof. Syed Kashif Ahmed

 Acknowledgement

No can be the master of all trade. We must have to collaborate with each other for the
accomplishment of our goals. We are highly obliged to our fellows and those persons who
helped us to complete this exclusive project.
We want to express our special thanks to our esteemed lecturer Prof. Syed Kashif Ahmed,
Advertising & Sales Promotion, for giving us such a unique project.
Finally, we are thankful to all those persons who were instrumental in this project which
could never been done without your assistance.
 Contents
HISTORY..............................................................................................................................................4
INTRODUCTION.................................................................................................................................5
ADVERTISING....................................................................................................................................6
PORTFOLIO.........................................................................................................................................7
PRODUCT INFO..................................................................................................................................8
Product Strategy:...............................................................................................................................8
Product Variety:.................................................................................................................................8
Brand Name: Red Bull......................................................................................................................8
Quality:..............................................................................................................................................8
Design:..............................................................................................................................................9
Features:............................................................................................................................................9
Packaging:.........................................................................................................................................9
SWOT Analysis.....................................................................................................................................9
P.E.S.T Analysis..................................................................................................................................12
MARKETING STRATEGY................................................................................................................13
Segmentation:..................................................................................................................................13
Demographic Segmentation:............................................................................................................13
Psychographic Segmentation:..........................................................................................................14
Geographic Segmentation:...............................................................................................................14
Positioning:..........................................................................................................................................15
Distribution Strategy...........................................................................................................................15
Marketing Objectives..........................................................................................................................17
Communication Objectives:................................................................................................................17
Marketing Budget................................................................................................................................19
Integrated Marketing Communication Plan (IMC)..............................................................................20
Advertising:.....................................................................................................................................20
Sales Promotion...............................................................................................................................24
Public Relations (PR)......................................................................................................................25
Direct Marketing.............................................................................................................................25
Digital Marketing............................................................................................................................26
Content Marketing...........................................................................................................................26
Mobile Marketing............................................................................................................................27
Social Media Marketing..................................................................................................................27
Influencer Marketing.......................................................................................................................27
Email Marketing..............................................................................................................................27
Event Launch/ Sponsorship:............................................................................................................27
CONCLUSION...................................................................................................................................29
References...........................................................................................................................................30
 HISTORY
In 1976, Chaleo Yoovidhya presented a beverage called Krating Daeng in Thailand, which
signifies "red gaur" in English. It was mainstream among Thai transporters and workers.
While working for German maker Blendax (later obtained by Procter and Gamble) in 1982,
Dietrich Mateschitz made a trip to Thailand and met Chaleo, proprietor of T.C. Drug. During
his visit, Mateschitz found that Krating Daeng helped fix his fly lag.

In 1984, Mateschitz helped to establish Red Bull GmbH with Yoovidhya and transformed it
into a worldwide brand. Each accomplice contributed US$. 500,000 of investment funds to
establish the organization. Yoovidhya and Mateschitz each held a 49 percent portion of the
new organization. They gave the leftover two percent to Yoovidhya's child, Chalerm,
however it was concurred that Mateschitz would run the company. The item was dispatched
in Austria in 1987.

In Thailand, caffeinated drinks are generally mainstream with common laborers. Red Bull re-
situated the beverage as an in vogue, upscale beverage, first presenting it at Austrian ski
resorts. Valuing was a key differentiator, with Red Bull situated as a superior beverage and
Krating Daeng as a cheaper thing. In numerous nations, the two beverages are accessible,
ruling the two finishes of the cost spectrum.

In 1992, the item extended to Hungary and Slovenia. It entered Germany and the UK in 1994,
the United States (by means of California) in 1997 and the Middle East in 2000. In 2008,
Forbes magazine recorded both Chaleo and Mateschitz as the 250th most extravagant
individuals on the planet with an expected total asset of US.4 billion.

Likewise, in Southeast Asia, Red Bull and Krating Daeng are frequently confounded as both
utilize the Red Bull name in their bundling, despite the fact that they are two separate items
focused on various business sectors. The primary distinction is that Red Bull arrives in a tall
blue and silver can while the Thailand Red Bull, or Krating Daeng, is in a more modest gold
can. The two beverages additionally contrast as far as taste—Red Bull has less sugar and is
carbonated. The seasoning utilized for Red Bull is as yet created in Bangkok and traded
around the world.
 INTRODUCTION

Red Bull is a caffeinated drink sold by Red Bull GmbH, an Austrian organization made in
1987. Red Bull has the most elevated piece of the pie of any caffeinated drink on the planet,
with 7.5 billion jars sold in a year (as of 2019).

Red Bull is sold in a tall and thin blue-silver can. Initially just accessible in a solitary
common flavor and standard or without sugar recipes, a line of "shading versions" with
counterfeit natural product flavors were added to the line starting in 2021. The Red Bull
organization motto is "Red Bull gives you wings",[14] at times "No Red Bull, no wings". As
opposed to following a conventional way to deal with mass promoting, Red Bull has
produced mindfulness and made a 'brand legend' through restrictive extraordinary game
occasion arrangement, for example, Red Bull Cliff Diving World Series, Red Bull Air Race,
Red Bull Crashed Ice and stand-apart tricks, for example, the Stratos space plunging project.

Red Bull is sold in a tall and thin blue-silver can. Initially just accessible in a solitary
common flavor and standard or without sugar recipes, a line of "shading versions" with
counterfeit natural product flavors were added to the line starting in 2021. The Red Bull
organization motto is "Red Bull gives you wings", at times "No Red Bull, no wings". As
opposed to following a conventional way to deal with mass promoting, Red Bull has
produced mindfulness and made a 'brand legend' through restrictive extraordinary game
occasion arrangement, for example, Red Bull Cliff Diving World Series, Red Bull Air Race,
Red Bull Crashed Ice and stand-apart tricks, for example, the Stratos space plunging project.

Red Bull's marketing likewise incorporates different games group possessions (Formula One
Groups Red Bull Racing and Scuderia AlphaTauri, football clubs RB Leipzig, FC Red Bull
Salzburg, FC Liefering, Red Bull Brasil and New York Red Bulls), big name supports, and
music, through its record name Red Bull Records.
 ADVERTISING

Since 1997, Red Bull has been making plugs bearing its trademark "Red Bull gives you
wings." Commercials as a rule were enlivened and included characters with steady squints.

Red Bull's worldwide advertising effort targets youngsters generally with extraordinary
games. These reach from mountain biking, BMX, motocross, windsurfing, snowboarding
skateboarding, kayaking, rowing, wakeboarding, bluff diving, parkour, surfing, skating, free-
form motocross, rally cross, Formula 1 racing, NASCAR racing, to breakdancing. Red Bull
utilizes music and videogames, and has enrolled famous people, for example, Eminem
(supporting the Red Bull "EmSee Battle Rap championships"). It has occasions like
workmanship shows and the "Red Bull Flugtag" (German for "flight day" or "flying day").

Red Bull claims football crews, with clubs in Austria, Germany, the United States, and Brazil
including the Red Bull brand name in their names. By partner the beverage's picture with
these exercises, the organization tries to advance a "cool" public picture and raise brand
power. The caffeinated drink has made a business opportunity for more than 150 related
kinds of products.

In the PlayStation 3's social gaming stage, PlayStation Home, Red Bull built up its own in-
game island, explicitly publicizing its caffeinated drink and the Red Bull Air Race occasion
(for which the space is named) delivered in January 2009. In late November 2009, Red Bull
created two new spaces, the Red Bull Illume space, and the Red Bull Beach space including
the Red Bull Flugtag, both delivered on the equivalent day. In January 2020, Red Bull
delivered its first close to home space called the "Red Bull House of Skate" highlighting an
indoor skate park.[101]

On the Apple App store Red Bull additionally has a couple applications which include:
RedBull.com, Red Bull TV, The Red Bulletin, RBMA Radio, Red Bull iFunk, Wings for
Life-Selfie Run. Just as certain games on the application store which are: Bike Unchained,
Red Bull Kart Fighter 3, Red Bull Air Race the Game, Red Bull Racers.
 PORTFOLIO

Red Bull is one of the best caffeinated savor organizations in the world. The notable Blue and
Silver can has become an image for essentialness, assisting individuals with work and play.
Its expression, "Red Bull gives you wings!" is a demonstration of such a symbolism
caffeinated drinks wish to depict.

The brand "Red Bull" came in to presence in 1984, with its first item dispatched in 1987,
making it a pioneer in the worldwide caffeinated drink market. The thought occurred to Mr.
Dietrich Matechitz while in Thailand. He saw directors drinking a refreshment called
"Krating daeng" before gatherings to remain conscious and centered. After difficult the drink,
he discovered it to have an alleviating impact on his fly slack. He proceeded to team up with
the maker of the beverage, Chaleo Yoovidhya, and along these lines built up a showcasing
procedure to sell the beverage, naming it Red Bull.

The beverage comprises of different fixings, for example, caffeine, starches and other
significant nutrients which are professed to be useful in creating actual perseverance,
improved response, fixation and speed.

The promoting motto, "Red Bull Gives You Wings", has been instrumental in carrying
mindfulness and prevalence to the beverage. It is well known among men, with its biggest
purchaser bunches involving competitors, understudies, night clubbers and the individuals
who are needing a late night lift.

Red Bull has been effectively settled across the world and was made accessible in 162
nations as of year 2019. The principle Micro-financial factor that Red bull appearances
would be their numerous rivals, going from 300 recently settled brands to monstrous
companies, for example, Coca Cola Company, PepsiCo, Hansen Natural Inc and Rockstar
International. In any case, these supposed 'monstrous enterprises' don't hold a lot of piece of
the pie in the caffeinated drink market. All things considered, Red Bull has needed to monitor
them to keep their lead. Contenders give substitute taste determinations, contrasted with Red
Bull's restricted line.
 PRODUCT INFO
Product Strategy:
 Marketed as a product which boosts energy.
 Red bull focuses on behavioral and psychographic segmentation.
 Red bull making awareness to people who are very conscious about their health and diet and conveyed
a message that it is design for diet preferred.

 Red bull capitalizes the market on basis of pureness and naturalism of their product.

Product Variety:
Red bull is available in three different types of flavors with different ingredients.

Brand Name: Red Bull.

Quality:
 Red bull holds common and unadulterated fixings in addition to there are no sugars,
additives and artificial color in the beverage.
 It contains the first kola nut and coca leaf with more caffeine that encourages
individuals to remain dynamic in their everyday life.
Design:
Attractive and eye catching design.

Features:
 It is non-alcoholic drink.
 Red Bull contains different amounts of taurine, vitamins B and sugar.
 It focuses on lifestyle and social class (disco, gig, musical concerts, sporting ventures)
of people.
 It is 100% Halal product.
 Pure taste with original flavor and color.

Packaging:
Red bull is made of aluminum, much taller and thinner in size as compared to others that is
easy to hold.

SWOT ANALYSIS
Strengths:
• Strong Market Leadership
Red Bull is the world's driving caffeinated drink through solid brand value. The caffeinated
drink is solely delivered in Austria and has been traded to in excess of 100 nations around the
world. They appreciate remarkable deals which overwhelm the caffeinated drink market with
a 70% portion of the world's caffeinated drinks market.
• Strong Marketing Effort
Red Bull expanded its customer image mindfulness by having showcasing effort focused
towards 18 – long term olds. An alternate methodology was taken by supporting occasions,
for example, Formula 1 driving, BMX trekking and other outrageous games. This is to make
a buyer base and increment the interest in a specific market section including individuals who
like outrageous games. Brand diplomats – 'Red Bull Girls' were additionally conceptualized
and employed to convey the item. Also, Red Bull advances itself emphatically utilizing
motto, for example, "Red Bull Gives You Wings" – a similitude that permits customers to
realize it's a caffeinated drink that permits them to rejuvenate and stimulate themselves.

Weaknesses
• Lack of Patent
A significant shortcoming is Red Bull's absence of patent in the formula. This permits
contenders to duplicate their formula and enter the market without any problem. Besides,
contenders may then utilize this as a beginning spot to dispatch its own special selling point.

• Little Product Base

Red Bull have a thin product offering (or range) and just market caffeinated drinks alongside
a sugar free assortment. As market vacillate, caffeinated drink and sports drink will be
helpless as it is the littlest section in the generally speaking soda pop market, consequently
rivaling the sodas market will be of a weakness. Shopper's inclinations are changing toward
better choices, for example, non-carbonated, decaffeinated, fresher beverages.

Opportunities:
• Extension of product offering
An augmentation of product offering will help them in expanding the piece of the pie.
Contenders faces high obstruction of section as contenders entering the market cause broad
showcasing and advancements and Red Bull is now on the lookout. Almost certainly, another
item as an augmentation of a current brand will succeed best, Example: a superior insight
with regards to Red Bull. By presenting another item, Red bull can utilize their solid image
mindfulness in advancing its new item.
• Patency
Red Bull ought to do authorizing to their patency. This is to keep contenders from entering
the market without any problem. It will confine the contenders from assembling, replicating
and selling the beverage.
• New Market Opportunities
Buyers will in general blend Red Bull in with different sorts of alcohol. Red Bull could
consider wandering into new objective market. In Pakistan, expanding pattern hosts appeared
in the quantity of gathering goers throughout the long term. With the deals of Red Bull in
night bars and clubs, it will additionally support the income of Red Bull.
• Price Competition
In the caffeinated drink area, contenders will endeavor to keep up elevated level of value,
accommodation, cost and related factors to remain serious and bring higher fulfillment for
purchasers. In this way, Red Bull must be aware of its valuing procedure and item quality to
guarantee the fulfillment level of purchasers, in which achieving brand devotion.

Threats:
• Health Concern
Media have announced that Red Bull has fixings which add to certain wellbeing hazard. In
France, the specialists have gone above and beyond by forbidding the Red Bull item available
to be purchased, accepting that it isn't in consistence with the nation's wellbeing and food
guidelines. Other media reports have additionally been focused towards guardians, expressing
the high caffeine levels in Red Bull could be risky whenever devoured by kids/young people,
who are actually the item's intended interest group. Red Bull has ventured up their measures
in wellbeing security by looking for logical verification that its item is alright for utilization
and delivered various articulations to check the negative media consideration.

• Competition
Rivalry would doubtlessly be perhaps the greatest danger to Red Bull nowadays. Significant
contenders, for example, Coca Cola and Pepsi have dispatched their own caffeinated drink
renditions to contend straightforwardly with Red Bull's items

• Ability to acquire new clients and hold current client unwaveringness. Currently, the
primary objective market of Red Bull are the Generation Y and Millennial shoppers. Since
the young people of Generation "Y" and Millennial are more courageous, more worthy to
change and is regularly than not a brand switcher, in this way it is hard to keep up brand
faithfulness from them should another and better item emerges.

• Above Average Price

The examination is between Red Bull and its rivals, Monster and Rockstar. The cost of a Red
Bull a 500ml can is Rs.3.90 while it costs Rs.2.55 each for Monster and Rockstar. The starch
substance of Red Bull is 28 grams. It is 27 grams and 31 grams of sugars for Monster and
Rockstar separately. The caffeine substance of Red Bull is 80mg and 160mg for Monster and
Rockstar.
 P.E.S.T ANALYSIS

Red Bull Marco-financial variables will be related to the P.E.S.T model of examination -
Political, Economic, Social and Technological elements.

Strategically, with the developing interest for caffeinated beverages and conceivable results
emerging from profoundly stimulated beverages, particular governments may devise
guidelines for the beverage to be clinically tried. In circumstances whereby the nearby
government forces wellbeing and security limitations, Red Bull deals would drop as the
measure of jars sold is influenced. A few nations have even restricted Red Bull as they feel
the item represents a danger to wellbeing and security. In any case, numerous nations have
acknowledged Red Bull as a caffeinated drink brand.

The financial variables show that purchasers will undoubtedly eliminate caffeinated drinks
when there is value expansion, because of the decrease in the discretionary cash flow of the
buyers. Additionally, examines have indicated that caffeinated drinks are not considered as
necessities to shoppers, and they would prefer to set aside on such buys to get more basic
things.

The Social factor focuses towards an age with young people that are progressively presented
to various games and roads for diversion. Considering this, Red Bull has situated itself as a
beverage for adolescents, and with the privilege limited time blend, these could prompt an
expansion in deals.

To cause its image to identify with the majority of a nation, Red Bull will create marks in the
particular nation's language. With this, a greater expense is caused when dispatching the
beverage in various geographic territories. All things considered, Red Bull perceives the
significance of imparting its image way of life as this would achieve an expansion in brand
value and along these lines, deals income later on.

With the headway of online media and mechanical stages, Red Bull has needed to improve its
correspondence techniques and limited time devices to be more successful and applicable.
These assistances to publicize and advance the item, in this way furnishing another method of
speaking with the buyers. Limited time devices, for example, social news sources like
Facebook, Twitter and Instagram has had huge impact on the purchasers, particularly the
young as they can more readily identify with these devices.
Technological innovation has likewise supported the organization to diminish cost as more
beverages would now be able to be created at a less expensive expense, à la economies of
scale, improving the nature of the bundling too.

MARKETING STRATEGY
The marketing strategy of Red Bull will be based on the following components:

SEGMENTATION:
Red Bull segmentation clarifies which explicit gathering of the organization focuses to sell
their caffeinated beverages to, by isolating the population into different sections.
Segmentation includes isolating populace into bunches as indicated by specific attributes,
though focusing on suggests picking explicit gatherings distinguished because of
segmentation to sell items. Red Bull utilizes mono-fragment kind of situating and in like
manner, the organization offers to the needs a lot of a solitary client section. Red Bull target
client fragment speak to occupied people who are excessively dynamic in their own and
expert lives and who have been entranced by extraordinary games.
The following illustrates Red Bull segmentation:

DEMOGRAPHIC SEGMENTATION:
In this kind of segmentation, the market is partitioned into bunches based on factors, for
example, age, sexual orientation, pay, occupation and so forth; these segment factors are so
famous with advertisers so they are frequently connected with the purchaser's requirements
and needs. Segmentation factors are effectively quantifiable. Here are the segment factors
have been utilized to section markets. The organizations target crowds basically are the lone
rangers, youth and the experts Red Bull fragments its client base by age as follows:

Age:
14 to 30 years they represent the significant portion of the client base. Below 16 they
represent the vast majority of the deals of their other line of results of red bull pop.
Middle age and old red bull came out with zero calorie and uncommon release for the older
tastes.
Sexual orientation:
They mostly target guys, despite the fact that females are a part of their customer base.
Income:
Red bull connected a specific extravagance with their image name and thus obliges a section
that is wealthy as far as pay.
Occupation:
Students, working experts, sports athletes, competitors.

PSYCHOGRAPHIC SEGMENTATION:
It is the science utilizing brain research to more readily comprehend the brain science of the
consumers. With the evolving promoting, Red Bull ceaselessly attempts to adapt up to the
new patterns and think of new flavors and offers to pull in more clients. Psychographic
segmentation purchasers are isolated on after ways:

 Lifestyle: Business class, average heads, understudies

 Personality: driven, open to encounter.

 Occasions: Regular, exceptional.

 Benefits: Quality,

 User status: ordinary client

 Usage rate: medium

 Loyalty status: medium Loyal

 Readiness stage: planning to purchase

 Attitude toward item: energetic

GEOGRAPHIC SEGMENTATION:
Geographic segmentation is finished utilizing the spatial area to section the market. In
geographic segmentation there are various plans for the diverse geological units, for example,
states, locales, urban communities. Markets are chiefly isolated into the provincial and
metropolitan regions. The Geographical factors have been utilized to portion markets as
follow:

Zone: Red bull restricts itself to semi metropolitan and metropolitan Pakistan as that is their
significant customer base.
City: Class-A and Class-B urban areas for example metro government official urban areas.
Region: Distribution of red bull is steady across areas in Pakistan.

POSITIONING:
The two contenders to be contrasted with the Red Bull in the perceptual guide will be Sting
and Roar. Red Bull is the best among 4 of the 8 key highlights analyzed. It is demonstrated
higher in piece of the pie, brand picture, conveyance channel, has the best taste and has the
most reduced value contrasted with the other 2 caffeinated drinks.

Red Bull has the most settled brand picture in correlation. Be that as it may, it costs the most
as opposed to the next two caffeinated drinks. The assessed cost of a jar of Red Bull is Rs.300
while it costs about Rs.50 each for Sting and Roar.
As of year 2020, the piece of the overall industry of Red Bull is 43% which is the most
noteworthy matched Sting and Roar which is at 11% and 37%.
The starch substance of Red Bull is 28 grams. It is 27 grams and 31 grams of starches for
Monster and Rockstar separately. Sugars will have the option to give the youthful games
devotees energy for their regular daily existences. The caffeine substance of Red Bull is
80mg and 160mg for Monster and Rockstar (Heckman, Sherry and Gonzalez De Mejia
2010).

DISTRIBUTION STRATEGY
Transportation of red bull is carried out from Austria and Switzerland to 160 countries of its
delivery by the source of train and ships. After that the cans are then directed to the pointed
locations to reach the end consumer with safety.
Red bull with in its geographical region preferably tries to sell its product. It uses the
advertising and communication to attract its consumer. While delivering information related
to their product by the source of engaging them with entertainment through different
channels.
Red bull delivers its cans through direct channel without including any sort of intermediaries
like third party distributaries aims to bridge the gap between the product and the end
consumer to a sort facilitation for its buyers. To sell its product to as many people as possible
by reaching out the maximum outlets available in the region.

Producer Producer

Intermediaries Direct

Final customer Final customer

Conventional Distribution Red bull Distribution

Product Distribution
Door to Door
It is a relatively portable product so it can be carried anywhere with less effort to deliver. Its
producer will hire sales man to enable the product reach the door of customer by its own with
a refreshing taste.
Chain store sales
The producer of the product may open or linked to the already opened nearest retail stores for
the display of the product. It will significantly be seen with other utility products so the
consumer can purchase it from there.

Courier or post services

One of the old commuting is still in market to send product from the warehouse to the hands
of the consumer with safe services.

Direct Online selling

It is the latest sort of communication and easiest one to make the distribution easy as the
internet is gaining enough audience so it becomes the responsibility of manufacturer to ease
the consumer to buy their desired product while sitting at home from the online platforms.
Red bull will be available one click away and consumer need just to search it from the
platforms and pay for it so it will be delivered right on the same or next day at the desired
place with no harm to it.

Red Bull Flux will be another product offering inside the set up brand. The advertising
destinations are to distinguish Red Bull Flux as an energizing new flavor in the Red Bull
product offering. By expanding brand mindfulness, we expect to emphatically impact buy
plan and henceforth brand changing from contenders to Red Bull items. Eventually, the
dispatch of Red Bull-Flux is to expand brand dependability among existing caffeinated drink
buyers and subsequently client lifetime esteem.

MARKETING OBJECTIVES
Red Bull will be a new product in Pakistan. By increasing brand awareness, we aim to
positively influence purchase intent and hence brand switching from competitors to Red Bull
products. Ultimately, the launch of Red Bull is to increase brand loyalty among existing
energy drink consumers and hence customer lifetime value.
• Achieve can-deals of Red Bull energy drink
400,000 during the initial half year of one year,
1,500,000 before the year's over.
• Achieve piece of the pie of caffeinated drinks market
By 10% in the Pakistan Energy Drinks Market
• Achieve net benefit of Red Bull
By at any rate 8% toward the year's end.

COMMUNICATION OBJECTIVES:
The aim is to establish Red Bull as a flavor in alternative to the other energy drinks present in
the market, and in doing so, divert consumer attention and market share away from
competitors. To achieve this, we aim to increase awareness of this new product among
existing Energy Drink consumers by at least 70% through various IMC plans. This will be
done by solidifying the brand attitude, and communicating brand identity in order to improve
purchase intention. At least 15% of our target consumers will regard Red Bull as the
preferred alternative choice twelve months after product launch. Lastly, the communication
objectives aim to increase brand loyalty-measurable through an increase in market share.
This will be achieved through the hierarchical effects of communication, beginning from
awareness to knowledge to liking to preference to conviction to purchase. Furthermore, it will
be aligned with the yearlong IMC plan, with the initial stages focusing on building awareness

Primary Target Audience (Youth aged 14-30)

• Product launch of Red Bull

At the start of financial year 2021 in April.

• Generate awareness of Red Bull

from 0% to 40% among Energy Drink consumers during the first 6

months

increase to 70% among Energy Drink consumers by the end of the year.

• Improve knowledge of Red Bull among target audience

By 60% by the end of the year

• Generate positive association in Red Bull

by 20% during the first 6 months of one year

40% by the end of the year.

• Increase the brand value of Red Bull

to target consumers by 15% by the end of the year.

• Increase brand preference toward Red Bull

Away from competitors by 10%.

• Establish brand trust of Red Bull as the preferred Energy Drink Choice
among target consumers by at least 20% in the first 6 months and 30% in the
next 6 months.

• Increase brand loyalty by an overall of %15

MARKETING BUDGET
We will be using the Integrated Marketing Communication process through
which our goal is to have 1 .5 million cans sold in first financial year. Our projected
target will be Rs. 3,000,000; in which we will use 30% (Rs. 900,0000) of it as our
IMC budget.

Every amount stated below will justify the advertising activities which help us to
achieve our objective

Budget Element Percentage of Budget(Rs.)

Media Advertising Cost 85% (Rs.732,0000)

(inclusive production cost)

*Prints *Rs.356,5400

*Sponsorship *Rs.200,0000

*Cinema *Rs.144,5200

*Radio * Rs.28,8000

*Digital *Rs.1,34400

*Public Relationship *Rs.6,0000

*Sales promotion *Rs.98,000

Other IMC Cost 10%(Rs.86,2000)

Evaluation and Control 5% (Rs.43,1000)

 Total Cost 100% (Rs.861,3000)

Various medium such as Advertising, Sales Promotions, Sponsorship and Interactive

Communication will be used to aid us in reaching out to our target audience. These
various medium are the selected few whereby it would have the most effective reach
to our target audience.

INTEGRATED MARKETING COMMUNICATION

PLAN (IMC)

ADVERTISING:

Printed Advertisements

Magazines

Focusing on informing and alerting the public on our new product in the first 3 months
will be our main priority in the first 3 months. Consecutively, 3 months of a 1 full page
publicity on our new product and upcoming launch event will be featured.
Subsequently, alternate months of a 1-page advertisement will be published to have
constant reminder for our audiences about the existence of the product, presence and
influence. Selectively, The daily times have been chosen to be our main magazine
advertising company as they have outstanding record sales and arguably, the most
related magazine in line with our product.

An editorial cover story write up will also be featured about our new product and our
charity run, which doubles as the launch event for the product. Invitation will be made to
Men’s Health Magazine to establish interviews with our 3 main endorsers which would
maximize the potential of using the channel. Months in which Red Bull has an event or
sponsoring one, name of the event will be printed on the advertisement together with
either one of the 3 endorsers featured on it.

NEWSPAPER PAGE BASI

S S NATURE SIZE S CHARGE(PRS)
AND
MAGAZINES
JHANG Front Colored Standard Daily 150000
DIN Mid Colored Standard Daily 50000
THE DAILY TIMES Front Colored Standard Daily 250000
TOTAL 450000

Electronic Advertisements

Radio:

Pakistan has 22 radio channels in context, reaching mass audiences and specific
segments of youths anytime of the day when they were to tune in to the specific
broadcast frequency. Generally, peak hours for radio broadcasting would be in the
morning and evening period, whereby the mass public would be travelling to and fro
from work.

In retrospect, the purpose of using radio broadcasting would be to inform and educate
the public, especially the youth, about Red Bull Flux. Being able to listen to the
advertisement is one of the simplest way for listeners to be exposed to our
advertisements. However, short-comings of radio broadcasting would be that it stands a
 chance in which listeners might not be paying attention to the verbal advertisements or
it lacks in visuals to exude and gain the attention of the listeners.

Specifically, 94.6FM, and Pakistan No.1 Hit Station, 106.2 have been selected to
broadcast and advertise our advertisements.

94FM is the top English radio channel in Pakistan, mainly catering to the younger
generations of the public, aged 35 and below. It is more of the mainstream channel that
broadcast pop and R&B music in the music scene. Having 98.7fm to advertise for Red
Bull, it will generate appeal for listeners and bring youthfulness to the image of the drink.

Durations of the broadcast will be every alternate day in a week for 1 month prior to the Red
Bull. This would serve to inform the public about our new product and provide details for
the event. Upon reaching 10 days before the event.

RADIO
CHANNELS TIME DURATION PAYMENTS(PRs)
Night peak
94.6 hours 1 min 1200,00
106.2 Day time 1 min 800,000
103 Day time 1 min 500,00
TOTAL 2500,00

News Channels:

PAYMENTS(PRs
MEDIA TIME DURATION )
GEO NEWS Night peak hours 1 min 1200,000
HUM TV Day time 1 min 800,000
CITY42 NEWS Day time 1 min 500,000
TOTAL 2500,000

CABLE (Ads)

LOCATION TIME COST(PRs)

 Wapda Town 6 am-12 am 50,000
Shah-almi market 4 pm-8 pm 80,000
Gulberg 6 pm-11 pm 100,000
TOTAL 230,000

Posters and Billboards:

It will be mounted onto buildings to be create a distinct image and allow the public to be
aware of the new product, this would in turn increase brand image and awareness.
Banners, wall signs, portable signs, inflatable signs and A-frame signs will be used. The
banners and wall signs will be big so it will attract the attention of the public when they
walk past it. 3 different banners will be put up for about a year at the Red Bull
headquarters.
Out-of-Home Advertising will also be used as it will be seen by consumers when they are
heading to a destination when they are out of their homes. These types of advertisements will be
placed at bus shelters, train stations and places where young sport enthusiasts would congregate.

We will be doing poster panels and billboards. The billboards will be put up for a
month at Scape Youth Park and a month during September to promote the F1 Grand
Prix. Poster panels will be put up at shopping malls for a month to inform people about
the upcoming events.

Posters will also be placed at the sports arenas, stadiums, gymnasiums, swimming
complexes, Youth Parks and also in various schools around the year. Many young people
will have a chance to come into contact with it as they will usually go to those places to
do sports.
Swimming complexes will have 3 posters each. Schools include the 5 tertiary
institutions, 17 junior colleges, 7 universities Punjab University, FAST, UMT,
UCP, COMSATS, UET and LUMS.

We will be placing advertisements in train stations at the platform screen doors and 4 sheet panels
for 1 month before our official launch of Red Bull Flux to increase awareness for the new product.
We will be using 4-sheets youth network for the 4 sheet panels and it will cover 8 stations around
Pakistan. Buses will also be painted and wrapped with our advertisement as it travels around
Pakistan thus having a broad reach and frequency. The advertising promotions will last for
through 6 months.

LOCATION SIZE DURATION TOTAL

 COST(PRs)
ICHRA 20x60 1 month 215000
WAPDA TOWN 20x60 1 month 70000
MODEL TOWN 15x45 1 month 115000
GULBERG 30x40 1 month 150000
FORTRESS 20x20 1 month 550000
DEFENCE 20x45 1 month 350000
TOTAL 850,000

SALES PROMOTION
Sales Promotions are to energize quick buys on the spot by permitting our clients to have
benefits and incidentally change in apparent cost or worth.

The point is to have our clients, wholesalers and retailers to buy in mass in this manner
making a reward blessing pack of "" group. We would not just anticipate that our
wholesalers and retailers should load up on the Buy 5 Get 1 Free item, we would likewise
like them sell our item forcefully. This push system will likewise be totally upheld by our
publicizing exertion (pull methodology). We desire to increment on-and off-rack
limit/span, increment item use by stacking clients and killing rivalry and their deal
advancement.

We will have the 'Buy 5 get 1 Free' reward blessing pack for a 3 months' time frame
from April to June. The initial three months of the dispatch, related to all the weighty
promoting endeavors.

Young people will be pulled in by the advancement, as it will be viewed as a useful

saving money on their finish of the rope as adolescents are for the most part not having a
lot of extra cash. The advancement will be done all through Pakistan.

Samplings will be done at significant markets and hypermarkets. Red Bull young ladies
will be appointed to these spots at assigned time allotments every day for the primary
month, for term of an hour to do dynamic testing, illustrating, presenting and teaching the
group on our new item at the showcase counter or rack. These testing endeavors will
additionally permit clients to have a taste and experience the beverage. Moreover, a path
size cup will be utilized for all the samplings.

A 'jingle' couponing exertion will be utilizing along with each offer of the Red Bull item.
By saying "Red Bull, Different Taste Same Effect", one will have the option to appreciate
a moment redeemable coupon of Rs.1000 off the reward pack and Rs.500 off the
individual jars. Thusly, we permit our client to recollect our image and slogan whereby
we would have them to sub-intentionally put us at the rear of their psyche, and by
standing up our image and slogan, we urge them to do as such

PUBLIC RELATIONS (PR)

The main role of Red Bull's advertising group is to construct a commonly valuable
connection between the organization and its objective market.
PR aims to distinguish unreached business sectors and fabricate organizations with vendors.
Red Bull additionally looks for to set itself separated from the competitors via facilitated
occasions inciting network inclusion.
Quite possibly the best brands with regards to hierarchical PR exercises is truly Red Bull. For
quite a long time they've been concocting courageous and here and there beautiful outrageous
tricks and have figured out how to situate themselves as a brand that 'gives content wings'.
We have never straightforwardly advanced the real kind of the caffeinated drink, yet have
rather centered around what esteems it offers to shoppers, to be specific to support energy.
Moreover, we have unquestionably figured out how to do as such with the splendid Red Bull
Relations – an illustration of PR at its best, creating and subsidizing the execution of a
particularly logical occasion is presumably the main campaign the organization has hurried
to date.

DIRECT MARKETING
Direct Marketing of Red Bull can be through means of social media. For example, a
Facebook page will be created where consumers who like the Red Bull page can get a
discount from Red Bull drinks. So when more user likes the Facebook page, the community
will be more aware of it and bringing in a wide group of customers.

Although Red Bull has been extremely successful in the past, times have changed and the
company and products should change with it, otherwise we probably lose market share to the
tremendous increased number of competitors in no time. At the height of early mornings and
late nights, Red Bull energy drink became the fuel of choice for people from all walks of life.
So how is Red Bull marketing its brand to meet the changing needs and budgets of its
customers.

Another addition using the Internet could be banner ads. This would bring consumers to the
site. Promote a free sample to not only bring consumers to the site but to also satisfy the
consumer by introducing them to the product. Many just do not want to waste their money to
try something new. By sending a sample, consumers can get a feel for the Red Bull. Red Bull
should also promote with coupons, paper or web-based.

Red Bull will take advantage of some other forms of direct marketing. However, Red Bull will
pride itself on the forms of advertising with little cost, or no cost. For example, Red Bull will
set its grassroots ethic into motion with a simple, yet masterful marketing force: student brand
managers. Red Bull provides the student representatives with free cases of its energy drink and
then encourages the kids to throw a party. Red Bull could also use this technique with older
individuals in high stress occupations. This will not only spread the word quickly and cheaply,
but to more individuals of different ages.

DIGITAL MARKETING
Red bull is using the various techniques of engaging the product with the content that the
consumer likes without pushing them to buy it.

Content Marketing

Mobile Marketing

Social Media Marketing

Influencer Marketing

Email Marketing

CONTENT MARKETING
Reading good and desirable content is the basic purpose of any researcher. Red bull with the
focus of creating and engaging the consumer not for pursuing for his product but for the sake
of educational and entertainment content and different blogs for the reader to enjoy. It is
looking forward to provide unique content. It strategy is not to sell its product but have a
brand that connects with consumer and gives them a different lifestyle.

MOBILE MARKETING
Red bull is associating audience by the means of mobile ads and applications to advertise
new flavors. The ads will be showing different new flavors if any consumer select a specific
flavor it will open a Pandora of radio station connecting it with a different entertainment
channel to introduce it with the refreshing new flavor. It connects to apps of music to give
different coupons for free.
SOCIAL MEDIA MARKETING
Social media is widely used as the entertainment platform while it has also become a mean of
doing online business. Red bull is using this platform to market its coming new flavors by
associating each of its flavor with a hash tag for the customer to enjoy their drink reach. It
also enables the different customers to have a review of the drinks that is being introduced
and share their experience of taste with each other. Also the consumer can use the hash tag
tagline on twitter. Connecting the mobile and social media will increase effective marketing.

INFLUENCER MARKETING
Red bull connects with its consumer by the means of influencing the product by the person
that has more viewership in the market to create a positive image. For this purpose, mostly
athletes, gymnasts and body building tycoons are most influential person because it will
directly connect with product as well the viewers who are the fans of that person. Arslan Ash
becomes the first Pakistani to become a part of the red bull athlete’s rooster.

EMAIL MARKETING
It is done to create the image of its presence in the market. When you are connected with Red
bull it will engage with the email platform while providing information about the launching
of new product. It gives the awareness about the product and the related discounts and
coupons on different places for your ease. It will give free tours while scratching the can or
by submitting your name in the annual draw for the consumers.

EVENT LAUNCH/ SPONSORSHIP:

We will be organizing and sponsoring our event, The Red Bull in conjunction with our
th
official launch day on the 15 of April 2021. This would be to tie our brand to a
meaningful athletic event, in which a portion of the proceeds will be donated to the
Pakistan National Sports Council. This serves as an encouragement and promotion of
sportsmanship in their cause of pursue for their dreams, fostering mutual interests.
Success rate of the event will be higher because of the similarity of the cause. This cause-
related marketing sponsorship will heighten the awareness for the Paralympics in
Pakistan, bringing the community closer together.

The Red Bull Flux will also be in conjunction with the iPad lucky draw contest prize
presentation as advertised prior to the event. It would portray us to be relevant and
interactive with the youths and their needs.
This would be crucial so that consumers can be reminded of the product even after the
launch, which will be held in June. On top of which, by sponsoring major events, it opens
opportunities for the company as there might be other distributors which would be keen
in getting Red Bull to support their event, in which, boosting awareness and sales for the
company.
We will also introduce our product by providing free sampling into malls i.e., EMPORIUM,
PACKAGES, SQUARE MALL, and the AMANA MALL. We will also hold a meeting of
the salespersons and train them about the selling process because “personal selling “also
makes a view of product in the minds of people. The main purpose of our promotion
strategy is not to attain profit but to have a good corporative and effective relation between
our customers.
We will be tracking sales, web tracking, doing buzz and feedbacks to measure the
success, traffic flow, reach and frequency of our advertising effort. Measures of the
public responses to these event and their attitude towards it will also be conducted.

CONCLUSION
Red Bull is going to be succeed in the Pakistani market through the efficient and consistent
use of integrated marketing communication tools. All the aforementioned strategies will help
to capture and attain our goals efficiently and effectively.
An effective IMC approach can create a strong brand based on a consistent message strategy
projecting a unified voice. Consistent messaging avoids confusion and reinforces the brand
with consumers over time and builds greater trust and awareness. An organization’s products
or services become top of mind when it comes time to purchase using an IMC approach.
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