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Imc Redbulls Final PDF Free
Imc Redbulls Final PDF Free
“INTEGRATED MARKETING
COMMUNICATION [IMC] IN REDBULLS”
SUBMITTED TO:
UNIVERSITY OF MUMBAI
ACADEMIC YEAR
(2014-15)
SUBMITTED BY:
ROHAN PATIL
ROLL NO: 53
M.COM PART-I (BUSINESS MANAGEMENT)
(SEMESTER 2)
PROJECT GUIDE:
PROF S.N.CHITALE
VPM’S
K.G. JOSHI COLLEGE OF ARTS &
N.G. BEDEKAR COLLEGE OF COMMERCE
(THANE)
VIDYA PRASARAK MANDAL, THANE
CERTIFICATE
OF
PROJECT WORK
This is certify that
Mr. / Ms. _______________________________________________
Of
M.Com. (BUSINESS MANAGEMENT ) Part.: ____ Semester
:_____ Roll No. : _____ has undertaken & completed
the project work titled ___________________
______________________________ during the academic year
__________
under the guidance of Mr. / Ms.
___________________________________
Submitted on _____________ to this college in
fulfillment of the curriculum of MASTER OF
COMMERCE ( BUSINESS MANAGEMENT )
UNIVERSITY OF MUMBAI .
This is a bonafide project work & the information
presented is True & original to the best of our
knowledge and belief .
2
PROJECT GUIDE EXTERNAL EXAMINER
DECLARATION
Student
(ROHAN PATIL)
Place: Thane
Date:
3
ACKNOWLEDGEMENT
I am indebted to our principal Dr. Mrs. Shakuntala A. Singh Madam for giving us such an
awesome opportunity. I am also thankful to our coordinator Mr. D.M. Murdeshwar Sir and
also librarian and my colleagues for their valuable support, co-operation and encouragement
in completing my project.
Special thanks to Prof. S.N.CHITALE my internal guide for this project for giving me
expert guidance, full support and encouragement in completing my project successfully.
I take this opportunity to thanks my parents for giving guidance and for their patience and
understanding me while I am busy with my project work.
Lastly I am thankful to God for giving me strength, spirit and also his blessings for
completing my project successfully.
4
INDEX
SR CONTENTS PAGE
NO NO.
.
1. INTRODUCTION 6
2. COMPONENTS OF IMC 8
5
Introduction:-
6
Integrated Marketing Communication (IMC) is the application of consistent
brand messaging across both traditional and non-traditional marketing channels
and using different promotional methods to reinforce each other.
It is essential for organizations to promote their brands well among the end-
users not only to outshine competitors but also survive in the long run. Brand
promotion increases awareness of products and services and eventually
increases their sales, yielding high profits and revenue for the organization.
Advertising
Sales Promotion
Public Relation
Direct Marketing
7
Personal Selling
8
Organization A‘s vision is to promote green and clean world. Naturally its
products need to be eco friendly and biodegradable, in lines with the
vision of the organization.
9
customer relationship management (CRM) which helps in measuring the
effectiveness of various integrated marketing communications tools.
Often, this "one size fits all" approach was costly and uninformative due to the
lack of tools for measuring results in terms of sales. But as methods for
collecting and analyzing consumer data through single-source technology such
as store scanners improved, marketers were increasingly able to correlate
promotional activities with consumer purchasing patterns. Companies also
began to downsize their operations and expand marketing tasks within their
organizations. Advertising agencies were also expected to understand and
provide all marketing functions, not just advertising, for their clients.
10
Today, corporate marketing budgets are allocated toward trade promotions,
consumer promotions, branding, public relations, and advertising. The
allocation of communication budgets away from mass media and traditional
advertising has raised the importance of IMC importance for effective
marketing. Now, marketing is viewed more as a two-way conversation between
marketers and consumers. This transition in the advertising and media industries
can be summarized by the following market trends:
11
The Tools of Integrated Marketing Communications
12
Benefits of Integrated Marketing Communications
With so many products and services to choose from, consumers are often
overwhelmed by the vast number of advertisements flooding both online
and offline communication channels. Marketing messages run the risk of
being overlooked and ignored if they are not relevant to consumers' needs
and wants.
One of the major benefits of integrated marketing communications is that
marketers can clearly and effectively communicate their brand's story and
messaging across several communication channels to create brand
awareness. IMC is also more cost-effective than mass media since
consumers are likely to interact with brands across various forums and
digital interfaces. As consumers spend more time on computers and
mobile devices, marketers seek to weave together multiple exposures to
their brands using different touch points. Companies can then view the
performance of their communication tactics as a whole instead of as
fragmented pieces.
The other benefit of integrated marketing communications is that it
creates a competitive advantage for companies looking to boost their
sales and profits. This is especially useful for small- or mid-sized firms
13
with limited staff and marketing budgets. IMC immerses customers in
communications and helps them move through the various stages of the
buying process. The organization simultaneously consolidates its image,
develops a dialogue, and nurtures its relationship with customers
throughout the exchange. IMC can be instrumental in creating a seamless
purchasing experience that spurs customers to become loyal, lifelong
customers.
Red Bull Energy Drink has been developed for people who want to have
a clear and focused mind, perform physically, are dynamic and
performance-oriented whilst also balancing this with a fun and active
lifestyle.
14
In short, Red Bull gives wings to people who want to be mentally and
physically active and have a zest for life
As of the end of 2014, Red Bull employed 10,410 people in 167 countries
- compared to the end of 2013 when we had 9,694 employees in 166
countries.
In terms of further expansion, Red Bull is targeting the core market of the
USA and growth markets in the Far East, while also focusing on the
continued world-wide roll-out of the Red Bull Editions.
HISTORY
Inspired by functional drinks from the Far East, Dietrich Mateschitz founded
Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink
and developed the unique marketing concept of Red Bull. In 1987, on April 1,
Red Bull Energy Drink was sold for the very first time in its home market
Austria. This was not only the launch of a completely new product, in fact it
was the birth of a totally new product category. Today Red Bull is available in
more than 167 countries and around 50 billion cans of Red Bull have been
consumed so far.
2. More specifically male teenagers & people in their 20s, are also
most likely to believe in the authenticity of the energy drinks’.
15
groups, such as gamers, extreme sports enthusiasts, and the hip-hop
crowd.
The power of consumers is decreasing due to :
1. Low loyalty to RB
2. Low switching costs
3. Health issues
4. Low value perceived
5. Many substitutes
6. Over average price
7. More price sensitivity due to economic situations
SITUATIONAL ANALYSIS
SWOT ANALYSIS
Strengths
Market leadership- Within the energy drinks market Red Bull is the
industry leader throughout the world. Marketing Efforts- a lot of
promotions and well targeted campaigns and sponsorship e.g. formula 1
helps to expand Red bull brand and increase consumer brand
awareness.
Strong, fresh & fashionable brand identity.
Weaknesses
Above-average prices.
Lack of innovation-Reliant on small product base- The company only
markets one branded product
Lack of patent on RB‘s recipe means anyone can copy it.
Red bull loses out on women ,teen agers and seniors as these groups
won’t pay for a drink that doesn’t include the ingredients they needs nor
branded for their life style
16
Decrease in perceived value of the product due the fact that Red Bull
has recently faced much controversy in regards to the health concerns
associated with it.
RB core benefits don’t fit into new trends , there are new trends to focus
more on being natural, healthy ,new trends not only towards boosting
body and brain but also memory ,intelligence ,lowers stress and
depression accordingly RB seems not to be appealing to the next
generation
Opportunities
Marketing researches shows that Middle East and Africa shows the
largest growth of energy drinks consumption 255%,mainly by young
customers who may choose not to drink alcohols due to social and
religious reasons in café’s and music venues
The new cultural shift towards weight loosing and having in shape bodies
would be an opportunity if RB RB introduced a low calorie product
/Sugar free product
The new cultural shift especially of guys towards body building and
going to the gyms
The consumers are price sensitive ,introducing a high quality product
compared to competitors with slightly lower prices would be very
effective
The consumers are size sensitive ,introducing a larger pack relative to
competitors with lower prices would be a very effective
Experiences create word of mouth which to a great extent positively
affect my acquaintances (relatives –friends –colleagues) buyer decisions
The increasing demand of the customers to soft drinks, juices, etc…
17
Threats
18
MISSION STATEMENT
VISION STATEMENT:
People: Be a great place to work where people are inspired to be the best
they can be.
Portfolio: Bring to the world a portfolio of quality beverage that
anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together
we create mutual, enduring value.
Profit: Maximize long-term return to shareowners while being mindful of
our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
19
CONSUMER BEHAVIOR AND MARKET ANALYSIS
Controversies
20
COMPETITIVE ANALYSIS
21
13%
14%
3%
60%
10%
22
regular drinks .Numerous substitutes as coffee ,energy bars ,energy gums
and even fruits are available
TARGET AUDIENCE
New target groups should be targeted and approached with new values
and accordingly product versions
1. Young ambitious nerdy students who need brain energy ,they don’t
have purchasing power yet ,accordingly their mothers are targeted
through personal selling sampling ,the personal selling should illustrate
the difference between regular RB and Red Bull Brainergy ,distribution
channels include the regular ones in addition to school cafeterias
,design should be in different color for differentiation
23
POSITIONING STRATEGY
POSITIONING STATEMENT
“A high perceived value products offering all benefits you need, health energy,
multiflavored, slim making ,brain energy bundle of products ,we clear ,engaging
and unique seeking more than sales ,we are seeking loyalty through
convenience “
24
OBJECTIVES
A-Marketing objectives
Short-Term Objectives
Long-Term Objectives:
25
B- IMC Objectives
1. Healthy
2. Brain energy
3. Multi flavors(Regular /Berry/Coffee )
4. Slim making (Sugar Free)
5. Average priced
6. High Quality
7. Natural ingredients
Online Communications:
26
Objectives: To increase Red Bull’s new positioning and brand awareness to our
primary target market. Strategy:Red Bull will be using online banner advertising
through Facebook, and redesigning their official website to showcase the new
advertisements. The Facebook ads will show up on consumer’s profiles that
have “liked” Red Bull and its products.
C-MEDIA OBJECTIVES
27
The promotional activities will convey the clear message that “We
provide tasty ,healthy ,reasonably priced ,multi flavored drink with all
required benefits ,energetic ,health ,brain energy and slim making product
not only to young males “
BR is a market leader with an European origin
28
Promotion
PRODUCT
1. Brainergy
Young ambitious nerdy students who need brain energy ,they don’t have
purchasing power yet ,accordingly their mothers are targeted through
personal selling sampling ,the personal selling should illustrate the
difference between regular RB and Red Bull Brainergy ,distribution
channels include the regular ones in addition to school cafeterias ,design
should be in different color for differentiation
2. Kryptonite
3. RB Female
4. RB Sugar Free
5. Regular RB
29
Pricing
In the second ‘P’ pricing we have observed that RB is continuously
increasing its prices as compared to its competitors mostly in other
products which a number of customers use rarely so some times he feel
uncomfortable when he compares the prices which were sometime before
The different cost are used in managerial analysis in managerial analysis
like AVC, ATC, FC, VC, MC are all the prices which are involved in
production process of a product. So we will concentrate on these
factors very much.
There are two main types of price setting: Penetration and
skimming
Penetration is used
It’s an approach in which we set firstly low and then as demand
increases we increase the price .We are following this strategy for
competition based pricing to achieve high customer loyalty after
encouraging customers use the original and new products
PLACEMENT (DISTRIBUTION)
Distribution Strategy
30
1. Super markets,
2. Gyms
4. Hyper markets
6. Pharmacies
PROMOTION (MARKETING )
Promise & Support: All benefits you need from Body health to brain
health
Slogan: “Charge Up on Red Bull ”
Theme: Red Bull For every One Core Benefit:- Fulfillment
Functional Benefit:- Makes Energy
Push VS Pull: push strategy is applied as benefits and values are
announced expecting demand in response
Value Preposition: Best value for money.
Marketing Strategy Used:- Penetration strategy supported by product
differentiation
MEDIA STRATEGY
31
It’s a 1 year national campaign focusing on urban areas.
We are launching in the fall as demand for soft and cold drinks decreases
at fall and it is the back to school season and then continues at a high
intensity through the busy holiday season.
To maximize total impressions and utilize a broad range of channels, a
pulse approach will be used in scheduling media Pulse scheduling
(promotional presence year-round, but emphasized and intensified before
and during summer).
. Reach is key – moderate frequency to avoid annoying overplay.
Transit, outdoor, print, television media are used A profile match strategy
will be implemented.
Approaching females through Women’s magazines such as and TV
Female oriented channels and the message should support independence
We will also use Event marketing/sponsorship
Market Coverage
32
1. Trendsetting areas - major urban markets
2. Reaching the trendsetting female is the main concern of the
campaign and the extent of coverage will rely entirely on the substantial
budget
Timing
TV:
Still a corner stone in any major media campaign and is the most
viewed channel for now a day’s concerning out target customers
TV communicates with sight, sound and motion, which is needed for
RB. It is the only media that can reach 99% of the homes at once.
RB has the budget to cover the high costs of this media.
Television allows a demonstration of the advantages of Red Bull Good
reach and proven impact
Female oriented TV programs and channels are approached
Radio:
33
FM 100 in Cairo/Giza ,FM 97.6 IN Alexandria are mostly listened by
target groups considered music stations
Magazines:
We should take advantage of the fact that magazines have become a very
specialized medium. There are many consumers' magazines in Egypt.
Internet:
Outdoor:
34
On buses which is an efficient carrier reaching mass audience
Must encourage the first purchase of the product in store and make the
new target market aware of the product and its benefits
Large displays integrated into the cooler shelves that hold the product
Freestanding units at the point of purchase
Bull hoof-print stickers placed on the floor leading from the door to the
freestanding rack or coolers Bull sound when you step on the last
footprint
Contests:
“Win another RB”, “Uncover a secret code underneath the bottle cap and
win sporting goods and electronics by logging on the website”, “Win a trip
Paris increasing consumer purchases and encourage consumer involvement
with the product
Samples:
Distributed in supermarkets, school/universities. Samples are a way to avoid
product resistance as It will encourage new product purchases and it
represents low risk for consumers since they get it for free. They have
nothing to lose by trying it. Sales people will try to explain the new benefits
of new product versions
Point-of-purchase:
35
In supermarkets to reach the parents of nerdy teen ager students seeking
brain energy, increasing product trial and provide a good product visibility.
Case allowance as the goods approach will be used so it can encourage retailers
to buy more of the product to get a certain amount free .Example selling a pack
of 5 cans with an additional can free
Cooperative advertising:
To encourage retailers to buy our product and to maintain our high level of
advertisement that consumers expect
36
PERSONAL SELLING
As previously stated new target customers include Young ambitious nerdy
students who need brain energy ,they don’t have purchasing power yet
,accordingly their mothers are targeted through personal selling sampling ,the
personal selling should illustrate the difference between regular RB and Red
Bull Brainergy ,distribution channels include the regular ones in addition to
school cafeterias ,design should be in different color for differentiation
CREATIVE PLAN
To communicate that Red Bull can restore mental awareness and
energize a busy, independent person, provides brain energy
Communicate that Red Bull is an effective, good tasting substitute for
other caffeinated beverages (coffee, tea, pop);Diet drinks (sugar free
version ) and it contains all natural ingredient
As a mature brand RB is targeting new segments as females accordingly
ads should Show attractive women consuming Red Bull as a substitute for
coffee and other energy supplements Show attractive women consuming
Red Bull as a substitute for coffee and other energy supplements .There
must be a clear contrast between the average, dull woman and the
successful, vibrant Red Bull drinker . Humor will be used to stress the
advantages of Red Bull over other energy supplements and competitive
brands
The positive aspects of Red Bull will be presented in contrast to the
negative aspects of the alternatives ,demonstrated visually as well as
implied
A new Slogan is used instead of The previous slogan “Red Bull gives you
wings” and will be replaced by: “Charge up on Red Bull” in order to
effectively presents Red Bull as a slightly different brand than in the past
Tactics
37
Marketing Department Chart
2. The brand Manager reviews all aspects of the IMC program including:
targeting, segmenting, positioning, pricing, promotion, packaging
6. The Marketing director receive reports from all the previous managers
,puts the broad strategies ,evaluates the implementation and the success of
the overall IMC program ,make strategic pricing ,promotion, product
strategies
38
D
M I
RA
E
RC
TK
ORE
TM
A I
RN
K
GE
T
I
ND
G
E
P
A
R
T
M
E
N
T
39
Budget
Evaluation
40
In the first month of operation Management will over view that whether
the Marketing goals and objectives are going in right direction or not if
not than what went wrong and what are differences between actual and
expected performance. This may require changing the action programs or
even changing the goals.
Marketing Audit
1 Marketing Environment
2 Marketing Strategy
3 Marketing Organization
4 Marketing Systems
5 Marketing Mix
6 Marketing productivity
7 Profitability
8 Measuring and Managing return on Marketing Investments
41
9 After six months of operation, we have to measure that whether our
investment is being spent well or not. Are we getting targeted Return
on Investment or not
10 The net return from a marketing investment divided by the costs of the
marketing investment. It measures the profits generated by
investments in marketing activities.
CONCLUSION
42
Red Bull is an energy drink sold by Austrian company Red Bull GmbH,
created in 1987. In terms of market share, Red Bull is the highest selling
energy drink in the world, with 5.387 billion cans sold in 2013.
IMC is also more cost-effective than mass media since consumers are
likely to interact with brands across various forums and digital interfaces.
Market leadership- Within the energy drinks market Red Bull is the
industry leader throughout the world. Marketing Efforts- a lot of
promotions and well targeted campaigns and sponsorship e.g. formula 1
helps to expand Red bull brand and increase consumer brand
awareness.
Marketing researches shows that Middle East and Africa shows the
largest growth of energy drinks consumption 255%,mainly by young
customers who may choose not to drink alcohols due to social and
religious reasons in café’s and music venues
The new cultural shift towards weight loosing and having in shape bodies
would be an opportunity if RB RB introduced a low calorie product
/Sugar free product
The consumers are price sensitive ,introducing a high quality product
compared to competitors with slightly lower prices would be very
effective
The consumers are size sensitive ,introducing a larger pack relative to
competitors with lower prices would be a very effective
Experiences create word of mouth which to a great extent positively
affect my acquaintances (relatives –friends –colleagues) buyer decisions
The increasing demand of the customers to soft drinks, juices, etc…
BIBLIOGRAPHY
http://en.wikipedia.org/wiki/Red_Bull
43
http://www.hoovers.com/company-information/cs/company-
profile.Red_Bul
http://energydrink-in.redbull.com/the-company
https://www.boundless.com/marketing/textbooks/boundless-marketing-
textbook/integrated-marketing-communication-12
http://www.businessdictionary.com/definition/integrated-marketing-
communications-IMC.html
44