BDKM2103 INTRODUCTORY MARKETING COMMUNICATION

September 2022

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 E-mail address: @oum.edu.my

Learning Centre:

Table of Contents
1.0 Introduction.........................................................................................................3

2.0 Creative Strategy......................................................................................................5

2.1 Publishing Awesome Content..........................................................................6

2.2 Colossal Publicity Stunts..................................................................................8

2.3 Sponsoring or Creating Events.........................................................................9

3.0 Execution Strategy.................................................................................................10

3.1 Maximizing the Idea behind the Tagline.......................................................11

3.2 Keeping Consistent Visual Branding.............................................................12

3.3 Bringing the Product to the Audience with Sponsorships and Events...........13

4.0 Media Strategy.......................................................................................................15

4.1 Television.......................................................................................................16

4.2 Radio..............................................................................................................17

4.3Print.................................................................................................................18

5.0 Marketing Communication Plan for Red Bull for 2023.........................................19

5.1 Situation Analysis..........................................................................................20

5.2Marketing Communication Objective:............................................................22

5.3Target Group...................................................................................................23

5.4Marketing Budget............................................................................................24

6.0 Ways to Improve Marketing Communication Strategy....................................25

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 6.1 Sampling........................................................................................................26

6.2Daily Time Plans.............................................................................................28

6.3Culture Activities............................................................................................29

6.4Guerrilla Marketing Activities........................................................................30

7.0 CONCLUSION......................................................................................................31

8.0Reference:...............................................................................................................32

Part 2 Online Class Participation.................................................................................36

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1.0 Introduction
Red Bull is one of the world's largest producers of energy drinks. The "Red Bull"
brand has been operating since 1984, and the first product was released in 1987. As a result,
the company has dominated the global market for energy drinks (Sterling, E., 2015). Dietrich
Matechitz got the idea for the project while on vacation in Thailand. He then worked with
Chaleo Yoovidhya, who founded Red Bull GmbH in Fuschl am See, Austria, in 1984, to
develop a marketing strategy for the product to be marketed under the Red Bull name
(Sterling, E., 2015). The recognisable blue and silver can now stands for vitality that enhances
people's capacity for work and play (Bergstrom, 2017).

Figure 1.1.0: Red Bull Logo.

The beverage is supposed to include a combination of nutrients that work together to

improve reaction time, focus, and speed, including caffeine, carbohydrates, and other
necessary vitamins (Hoflander, J. G., 2010).

Red Bull created a brand myth through its own marketing techniques to widely
promote its energy drinks (Hoflander, J. G., 2010). The following was included in Red Bull's
marketing communication strategy:

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2.0 Creative Strategy
Red Bull uses three key approaches to appeal to their target audience:

- Publishing high-quality content: Red Bull's marketing team creates content that is
comparable to what the target audience might find in other important media outlets.

- Extravagant marketing strategies: Red Bull takes the adage "Go Big or Go Home" to its
logical conclusion by pulling off extravagant exploits that make people stop and wait to see
what happens.

- Sponsoring or planning events: Red Bull has proven its marketing acumen by connecting its
products to pastimes that its target market members love.

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3.0 Execution Strategy
Whether someone will pay attention to a marketing message depends on how words,
pictures, and illustrations are used in an implementation. The amount of attention given in
print media will also depend on the execution's size and main point, and in broadcast media
like radio and television, it will depend on how long the commercial is. The initial phase is
drawing attention, though. Executions must also keep their attention so that the message may
be analyzed. Several execution techniques that can aid in grabbing and holding readers'
attention are covered in this section.

Execution
Strategy

Maximizing the Keeping Bringing the

Idea Behind the Consistent Product to the
Tagline Visual Brand Audience
Figure 3.0.1: Execution Strategy of Red Bull’s

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4.0 Media Strategy
The media strategy ought to complement and support the overall marketing and
communication goals. Choosing the best medium to reach the target audience is the first step
in creating a media plan. Reach and frequency need to be balanced, and the message needs to
be spread with the least amount of unnecessary coverage feasible to the target audience. The
foundation for creating the media strategy is a thorough analysis of the marketing
communication campaign, the marketing strategy plan, and the creative strategy plan.
Regarding the media, decisions are made. The geographic and target market coverage of the
media vehicles should be coordinated by the media strategy planner. The media strategy must
also be flexible enough to take advantage of new marketing opportunities. It must also be
adaptable enough to adjust when media availability shifts. When deciding on the media to be
used, costs must be considered.

Media Strategy

Television Radio Print

Figure 4.0.1: Media Strategy of Red Bull

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5.0 Marketing Communication Plan for Red Bull for 2023
The marketing communications strategy is crucial to attaining that goal since it draws
attention from consumers and nudges them to get in touch with your company (Shin, K. Y.,
2013). Consistent sales are rare without a strong marketing communications strategy. Finding
the right target market based on client demands and how you will address those needs is the
first stage in developing this strategy (Taylor, C. R., 2010). Therefore, this section of the
marketing communication plan includes situation analysis, target group, objective, and budget
(Rossiter, J. R., & Bellman, S., 2005).

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6.0 Ways to Improve Marketing Communication Strategy

Despite being a distinguished company, Red Bull hasn't yet grown sales and product
for use in regular corporate operations. Red Bull needs to put strategies to strengthen the
creative, execution, and media strategies into practise in order to further increase the
effectiveness of its upcoming marketing communication projects. The phases that will be used
include sampling, daily scheduling, cultural activities, and guerilla marketing techniques.

Ways to
Improve Red
Bull
Performance

Guerrilla
Daily Time Culture
Sampling Marketing
Plans Activities
Activities
Figure 6.0.1: Ways to Improve Marketing Communication Strategy

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7.0 Summary
Red Bull is one of the world's largest producers of energy drinks. Since it was founded in
1984 and introduced its first product in 1987, Red Bull has been a leader in the global market
for energy drinks (Sterling, E., 2015). Red Bull has never specifically targeted any markets
outside of the Asian market, choosing instead to use technical strategies to expand globally
(Red Bull, 2021). When producing top-notch content, Red Bull gave priority to global
visibility, consistency, diversity, value, and basic care (Bergstrom, 2017). Red Bull created a
brand myth through its own marketing techniques to widely promote its energy drinks
(Hoflander, J. G., 2010).

Red Bull's creative strategies include publishing fantastic content, outlandish publicity
stunts, and sponsorship or innovative events. Red Bull use these cutting-edge strategies to
entice and retain customers throughout their sales.

Red Bull's execution strategy calls for maximising the message sent by the slogan,
preserving visual brand coherence, and reaching the target market by way of sponsorship and
events to introduce the product. Red Bull is currently one of the top producers of energy
drinks as a result of its execution strategy.

As part of their media strategy, Red Bull uses print, radio, and television to promote their
brand. The strategies Red Bull has chosen to increase brand recognition are quite effective
and appealing for boosting customer satisfaction.

I will suggest that Red Bull apply techniques to increase the creative, execution, and
media strategies in order to further boost the effectiveness of its upcoming marketing
communication programmes, using the marketing communication strategy as my guidance.
Therefore, the greatest strategy to build is to change their campaign samples, daily schedules,
cultural activities, and guerrilla marketing strategies.

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8.0 Reference:
Austria, T. K. S. R. S. (2012). Adding wings to red bull media: search and display
semantically enhanced video fragments. Retrieved November 10, 2021 from
https://dl.acm.org/doi/abs/10.1145/2187980.2188052

Ang. (2014). Principles of Integrated Marketing Communications. Boston, M.A:

McGrawHill.

Bergstrom, B. (2017). Red Bull Marketing Strategy: What You Need to Know (And How to
Copy It). Retrieved 17 November, 2021, from
https://coschedule.com/blog/red-bull-marketing-strategy/

Brito, D. C. (2019). Sports sponsorship and the impact on a brand's purchasing intention and
recommendation: Red Bull, more than wings (Doctoral dissertation).

Brown, K. (2013). Selling Energy: An Analysis of Red Bull’s Marketing Strategies. How
They Could Impact the Largest Swiss Watch Company, Swatch Group, 4.

Brownbill, A. L., Miller, C. L., & Braunack‐Mayer, A. J. (2018). The marketing of

sugar‐sweetened beverages to young people on Facebook. Australian and New
Zealand journal of public health, 42(4), 354-360.

Cerf, M. E. (2021). Healthy Lifestyles and noncommunicable diseases: Nutrition, the

life‐course, and Health Promotion. Lifestyle Medicine, 2(2).
https://doi.org/10.1002/lim2.31

Dahl, S., Eagle, L., & Low, D. (2015). Integrated marketing communications and social
marketing: Together for the common good? Journal of Social Marketing.

Dobrescu, B. (2021, September 3). The global energy drinks market size reached US$ 63.0
billion in 2020. Leaders. Retrieved October 21, 2021, from
https://leaders-talk.com/the-global-energy-drinks-market-size-reached-us-63-0-
billion-in-2020/.

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