ASSIGNMENT # 2

MARKETING PRINCIPLES

NAME: HAMZA IFTIKHAR BHATTI

REGISTRATION # 2011285

Q1. You are also required to recommend a Brand tag line for future something that is
Different to the current tag line of i.e. “Red Bull gives you wings”.

Ans. I would recommend “when the skyway is your highway” as a new brand tag line for the
future something that is different to the current tag line of RedBull “RedBull gives you wings”
as it is somewhat similar to the current tag line and doesn’t completely change overall theme that
RedBull is marketing upon that it’s a sudden burst of energy. “When the sky is your highway”
would be a catchy phrase among the youth population because they like something unexpected,
something that gives them a feeling of something new or something that makes them fell other
then what they fell normally.

Q2.Keeping in mind that Red bull is an energy boosting caffeine drink that revitalizes
energy. Plan an Integrated Marketing communication (IMC) system for Red Bull Pakistan,
keeping the extreme rivalry that runs here between Sting (Pepsi), Monster and Roar (Coca
Cola). Identify the diverse IMC components at the top of the priority list that would utilize
to make an incentive difference for the clients.

Ans. RedBull’s slogan “it gives you wings” is their main strategy as they link every marketing
event to this slogan. This slogan means you can do the impossible so to prove that they sponsor
sports or events which require a lot of hard work and intensity. By sponsoring these events they
give their customers the message about how they can achieve the impossible by RedBull as their
main drink. They also sponsor non sporting events such as festivals from which they show their
creativity e.g. RedBull held a competition of paper airplane in SZABIST Islamabad campus and
also they want to enter the market other than sports which shows a non-sport person can also
prefer a RedBull drink over rest like Coke, Pepsi, sting and monster energy drink thus they
linked every marketing strategy with each other.

Q3. Keeping the Product life cycle arranges in view where you might position Red Bull and
why dependent on the contextual investigation and your comprehension of the Market.

Ans. Redbull has a positioning strategy of high price, high quality which shows they maintain
the quality of the product but also maintain the brand image by putting a good price on it. They
have an upper hand in the market as they sponsor many events mostly are of racing events. Also
it’s a premium brand so they keep their customer satisfaction to high level by providing products
readily available and not only just by convenience store but also by providing vending machines
at different places and also customer can acquire it at different events such as tennis matches, car
racing etc.