1) Which promotional mix elements does Red Bull use?

What grade would you

give Red Bull on integrating these elements into a core marketing
communications campaign? Explain.

Product
To energize the body and mind, Red Bull energy drinks combine a precise mixture of
chemicals. For instance, their main energy drink product includes water, vitamins, sugar,
caffeine, and taurine. The business also releases limited-edition tastes and drinks without
sugar. Blueberry, coconut, dragon fruit, and watermelon flavors are available to consumers
to ease their palates. Also, it offers beverages with no added sugar. Customers who are on a
diet or who don't like sweets but want to maintain their athletic performance should use this.
The environmental ethos of the Red Bull brand is another distinctive aspect. The company
creates a special edition to raise public awareness of the need of protecting the environment.

Pricing
Premium price for Red Bull's goods is taken into account in its marketing approach.
Compared to the cost of rivals like Rockstar and Monster, it is more expensive. This
premium strategy was developed as a result of its market leadership in energy drinks. Also,
its capacity to deliver consistently high-quality goods. Due to its higher price point, Red Bull
is able to obtain a bigger profit margin on product sales, which brings about financial gains
for the business. As consumers start to think of Red Bull energy drinks as high-end goods, it
increases brand perception. The pricing aspect of Red Bull's marketing strategy is also used
to obtain a competitive edge. This happens logically because people tend to pay more for
high-quality products and rely their evaluation of a product's quality on its price.

Place
This marketing mix works well for assisting brands in reaching consumers with their
products. It makes use of distribution and placement to guarantee that things are accessible
when and where they are needed.
The company uses an intensive placing strategy to put its energy drinks in various locations
within easy reach. Red Bull uses a variety of distribution channels to reach out to both
current and new customers. Red Bull stampedes in places where its target group congregates,
like eateries, markets, and nightclubs. This enables customers to recharge their energies with
a caffeine-filled can. The world's largest energy drink company sells its drinks in more than
171 nations.

Promotion
Red Bull's sponsorship of extreme sports is the focus of its advertising and promotional
campaigns. This includes mountain biking, Formula One, windsurfing, and skating. To
increase brand awareness, the corporation makes significant investments in these efforts. The
Red Bull TV app allows the energy drink juggernaut to keep its followers up to date on its
hip activities. Red Bull live events, productions, and movies are now portable. The app is
easily accessible on a variety of gadgets, including computers and cellphones. Partnerships
are another important component of Red Bull's marketing plan. It collaborated with the
electronics company GoPro in 2016. Fans could now enjoy live events supplied via point-of-
viewing image technology, putting them on the field of play.

With public relations, Red Bull strengthens its bonds with customers and fosters a positive
perception of the business. Concentrating on the 18 to 35-year-old males who make up their
target demographic. By consistently incorporating Red Bull's brand into extreme lifestyle
venues, Red Bull leverages direct marketing to communicate with its present and potential
customers. For successfully incorporating these three components into a central commercial
communications strategy, Red Bull merits an A+.

2) Describe the attributes of modern (digital and social media) platforms Redbull is
employing.

Video

The key characteristic of Red Bull's strategy for social media content is its predominance on
video. Almost all of the posts on its numerous social media platforms are videos. Almost 9
million people subscribe to Red Bull's main YouTube channel, while an additional 3.9 million
people do so on its lesser channels. Motorsports, surfing, music, gaming, and snow sports all
have mini-series, short documentaries, longer-form video content, and live streaming events
available. Red Bull finds inventive methods to reuse content on Instagram, where it posts
comparable content in a much shorter format.

Red Bull is the market leader in more than just content marketing. The company also makes
significant investments in conventional mass media. Red Bull produces videos for their web
channels (YouTube, social media, etc.), and they also deal with traditional TV channels to run
advertising alongside their programming. Red Bull TV is their web hub where they host their TV
content. Their content is divided into categories like "Events," "Films," and "Culture," as well as
channel subjects like "Cliff Diving," "Culture," and "Sports":

Red Bull is consistently active on social media. With the purpose of fostering customer
involvement, Red Bull Media House creates motivational activities and videos. They make sure
Red Bull is shown prominently in their movies and pictures. By exposing the logo and using
appropriate product placements, the activity increases brand recognition. Informational and
amusing materials are shared on its Facebook page. The business has a very responsive social
media crew that answers messages left on their social media accounts right away. They have
accounts on YouTube, Instagram, and Twitter. They make care to offer a variety of content to
appeal to their various consumers, but they also make sure that the brand's central idea of giving
you wings doesn't change.

Web Blog Post

Red Bull connect aims to build a network of motivated, energized, and synergized people who
will work together to achieve shared objectives. In this sense, the goal is to unite a community of
Red Bull fans who have experienced the sensation and value their renewed vigor, vitality, and
ability to work together. What do people who have regenerated bodies and minds do with their
fresh knowledge? They ought to embrace initiatives and viewpoints for change. In this sense, the
business works with persons who have been given new life to discover what they can do with
their new experiences and identities. The world should be changed by using the new personality
and experience to throw open doors and new opportunities.
Programming

Now, Red Bull has incorporated programming strategy into their brand marketing. For instance,
among the Red Bull brand's target population, movies like That's It, That's All have gained
popularity. The business made the audacious decision to launch the Red Bull Media House, a
vast media network. The network guarantees to permanently imprint Red Bull's actions in the
memories of its audience. As a result, the brand has the potential to be marketed to corporate
businesses and other market sectors as a worldwide lifestyle beverage.

Breadth of content
Red Bull's scope of influence goes beyond sports to include music, culture, and lifestyle, and
this diversity of interest’s appeals to a wide spectrum of consumers in its target market. Red
Bull has a multitude of social media accounts for its music channels, its owned sports teams
(such as Aston Martin Red Bull Racing), sports it has partnered with athletes in, such as Red
Bull Snowboarding and Surfing, and more (e.g. Red Bull Music Academy, which was shuttered
last year).

Using the company's Formula 1 team as an example, the Aston Martin Red Bull Racing social
media accounts are among the most active outside of the brand's main social media accounts.
They have millions of followers across the major social media platforms and receive high levels
of follower engagement. This is particularly prevalent on Twitter, where F1 enthusiasts can
spark discussion or join in on conversations with the brand.
Red Bull's relationships with athletes also influence its social media content. A behind-the-
scenes look into an athlete's life can be provided to fans through exclusive YouTube series like
"Who is JOB?," which follows professional surfer James O'Brien. These shows feel authentic
because they use both the athlete's popularity and the brand to target particular audience
segments. Red Bull can showcase its players in a manner that even traditional sports brands can't
due to the unvarnished and raw quality of some of its docuseries. This further highlights the
lengths and risks they are willing to go to in order to produce content.
 3) Will Red Bull eventually need to embrace more traditional media marketing in
order to keep growing? Why or why not?

Red Bull won't need to adopt more conventional media marketing strategies in order to continue
expanding. Red Bull's ability to set its energy drink apart from rivals is the secret to its success.
Red Bull has built an empire for its brand by employing unconventional marketing strategies,
owning professional soccer teams, and setting world records by parachuting from space.
Continued non-traditional media promotion will raise awareness and eventually encourage
consumers to try the energy drink to discover what all the fuss is about.

4) Explain Red Bull’s target audience. Are Red Bull’s promotional techniques
consistent with that audience?
Young adults are generally the target market for Red Bull. Red Bull's promotional strategies are
quite aligned with the preferences and interests of their target audience because they are actively
interested in extreme sports, music, recreation, and entertainment. With events that were so
relevant to clients that lasting relationships would quickly develop, the corporation engaged its
audience using this very effective strategy.

In addition, Red Bull targets a wide range of people, including the athletes they sponsor, students
who consume these beverages for energy, as well as regular clubgoers who mix these drinks. The
stunt is only one illustration of how Red Bull's marketing strategies are appropriate for this
demographic. Red Bull targets those that don't have the time to sleep enough and are up and
going all throughout the day. From Work and school in the morning, to an occasional club at
night.

Building Brand Awareness in the Target audience

Brand awareness refers to the degree of familiarity a brand's target audience has with its product,
name, or service. Red Bull propagates brand awareness via:
Event sponsorship
Red Bull uses well-chosen venues and methods to reach its target demographic. This
encompasses sporting competitions, music festivals, and cinema events. For instance, it is
renowned for promoting extreme activities like cliff diving and Formula One. These action
sports are popular among young people, giving Red Bull a chance to advertise its goods. For
instance, the coffee behemoth blanketed the Red Bull Air Race in Detroit with its brand. In order
to recharge for the intensive flight activity, models also distributed energy drinks to supporters.
Red Bull has supported more than 500 high-risk activities, cementing its reputation as a premier
brand in the extreme sports market. Red Bull also fields teams in the sports of ice hockey,
football, auto racing, and several other sports.

A Unique Company Project

Marketing is frequently only used by brands as a means of increasing product sales. Red Bull
uses marketing, though, to break records in areas other than sales. One standout is the "Red Bull
Startos" assignment. Famous skydiver Felix Baumgartner was propelled to the edge of space to
practice his leap from a height of 38,600 kilometers. Millions of people watched the event live
on YouTube, and Felix had everyone's attention. Even though it was thought to be impossible,
the successful space leap set three new records, demonstrating that a person in free fall can
outrun the speed of sound.

The daredevil stunt also called for high-tech gear, spurring advancements in next aerospace
missions. The project cost $30 million. However, this huge investment paid off, as it pushed in
over $500 million in product sales for the energy drink giant.

Consistent Branding
A key feature in the Red Bull marketing strategy is its consistent and powerful branding. Since
1997, the company has maintained its famous household slogan, "Red Bull gives you wings."
Although it faced a $13 million lawsuit as a consequence, Red Bull still stuck true to its unique
tagline. The company logo consists of two red bulls ready to lock horns and a yellow sun in the
background. This embodies their brand identity- presenting power, fearlessness, and
perseverance. Another contributing factor to Red Bull’s consistent brand success is its viral and
highly shareable content. It focuses heavily on video and blog content displayed on its website
homepage. This engaging content keeps the audience in the loop of its recent activities.

5) At some point, will Red Bull have to branch out beyond its target market? Will it
need to alter its promotional strategy in order to do so? What alternatives does Red
Bull have in altering promotional strategy?

Red Bull will eventually need to expand outside of its intended market. Red Bull will be able to
expand into new markets by expanding outside of their target demographic, where the need for
energy drinks is still untapped. Targeting college students of both sexes can be a huge chance for
Red Bull to expand. To achieve this, Red Bull will need to make a modest adjustment to their
promotional approach by focusing on the requirements and wants of students. In order to inform
students that Red Bull is a safe alternative to other caffeinated beverages like coffee and that it
can help them succeed in their studies or tasks, Red Bull can promote their product during finals
weeks on various college campuses.

6) What are some of the cultural variables that marketers must consider in
developing advertising and promotional programs suitable for other foreign
market? Choose one of these cultural variables and discuss how it a potential to
create a problem or challenge for Red Bull in developing an advertising and
promotional program in a specific country.

Language:
While conducting international marketing, particular attention must be made to language and
translation. It is impossible to overstate the significance of linguistic diversity, and there are
around 3,000 languages spoken worldwide. For marketers creating IMC campaigns, product
labels, brand and product names, taglines, and other marketing materials, language barriers can
be a hurdle. It is extremely difficult to come up with a single brand name that is appropriate for
everyone in terms of pronunciation, meaning, and "personal ability". For a product, brand, or
business to be perceived as legitimate, trustworthy, and of high quality, proper and grammatical
language usage in marketing communication is obviously necessary. Language becomes more
complex when a nation has multiple official languages.

Tastes:
The eating habits of various nations can make it exceedingly difficult for some businesses to
enter those markets. When it came to selling oneself in a nation like India, where beef
consumption is viewed as being "off limits," McDonald's had to completely revamp its image;
they were ultimately successful there by adding vegetarian and regional options to the menu
selection. To enter the Asian market, many foreign fast food restaurants, like Kentucky Fried
Chicken, Wendy's, and McDonald's, had to start introducing menu items with rice dishes.

Values:
Values play the job of defining what is right or wrong in society. A culture's societal fabric is
made up of values, which can also be represented on an individual level and are influenced by
family, education, morality, and religious views. Experiences are another way that values are
learned. Values can affect consumer views and purchase behavior, which is not surprising. For
instance, shoppers in some nations, like the United States, have a propensity for individualism
and base many of their purchases on their own personal tastes. In another country, like Japan,
the group's well-being is valued more highly, and group well-being, like the family's well-
being, has a bigger impact on purchasing decisions. Based on these differences in values, it is
not surprising that ads featuring individuals tend to do better in countries where individualism
is an important value, and ads featuring groups do better in countries where the group’s well-
being is a higher value.

Redbul Lets Values Be Their Guide

Its content also reflects their principles. Giving wings to people and ideas is the term that they
all revolve around. The Red Bull team bases all of its messaging on that phrase and its core
principles. Their success is due to their ability to maintain that contact throughout the previous
30 years.