A PROJECT REPORT ON

INTEGRATED MARKETING
COMMUNICATION [IMC] IN REDBULLS
SUBMITTED TO:
UNIVERSITY OF MUMBAI
ACADEMIC YEAR
(2015-16)
SUBMITTED BY:
ROHAN PATIL
ROLL NO: 19
M.COM PART-2 (BUSINESS MANAGEMENT)
(SEMESTER 3)
PROJECT GUIDE:
PROF. SADHANA SINGH
VPMS
K.G. JOSHI COLLEGE OF ARTS &
N.G. BEDEKAR COLLEGE OF COMMERCE
(THANE)

VIDYA PRASARAK MANDAL, THANE

K. G. JOSHI COLLEGE OF ARTS &

N. G. BEDEKAR COLLEGE OF COMMERCE

CERTIFICATE
OF
PROJECT WORK
This is certify that
Mr. / Ms.

_______________________________________________
Of

M.Com. (BUSINESS MANAGEMENT ) Part.: ____ Semester

:_____
Roll No. : _____ has undertaken & completed
project work titled ___________________

the

______________________________ 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 .

PROJECT GUIDE

EXTERNAL EXAMINER

DECLARATION

I ROHAN PATIL studying in MCOM Part-2 hereby declare that I have

done a project on reference to INTEGRATED MARKETING
COMMUNICATION [IMC] IN RED BULLS. As required by the
university rules, I state that the work presented in this thesis is original
in nature and to the best my knowledge, has not been submitted so far
to any other university.
Whenever references have been made to the work of others, it is clearly
indicated in the sources of information in references

Student
(ROHAN PATIL)

Place: Thane

Date:

ACKNOWLEDGEMENT

It gives me great pleasure to declare that my project on INTEGRATED MARKETING

COMMUNICATION [IMC] IN RED BULLS have been prepared purely from the point of
view of students requirements.
This project covers all the information pertaining to INTEGRATED MARKETING
COMMUNICATION [IMC] IN REDBULLS. I had tried my best to write project in simple
and lucid manner. I have tried to avoid unnecessary discussions and details. At the same
time it provides all the necessary information. I feel that it would be of immense help to the
students as well as all others referring in updating their knowledge.
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. SADHANA SINGH 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.

INDEX

SR

CONTENTS

NO

PAGE
NO.

.
1.

INTRODUCTION

2.

COMPONENTS OF IMC

3.

THE SHIFT FROM FRAGMENTED TO IMC

10

4.

TOOLS OF IMC & ITS BENEFITS

12

5.

RED BULLS COMPANY PROFILE

14

6.

COMPANY HISTORY

15

7.

SWOT ANALYSIS

17

8.

CONSUMER BEHAVIOUR & MARKET ANALYSIS

21

9.

COMPETITIVE ANALYSIS

22

10.

TARGET AUDIENCE

22

11

POSITIONING STRATEGY AND STATEMENT

24

12

IMC OBJECTIVE

26

13

OTHER IMC ACTIVITIES

27

14

MEDIA SECTION

32

15

PUBLIC RELATIONS

36

16

PERSONAL SELLING

37

17

CONCLUSION

43

18

BIBLIOGRAPHY

44

Introduction:-

Integrated marketing communications (IMC) is an approach used by

organizations to brand and coordinate their communication efforts. The
American Association of Advertising Agencies defines IMC as "a
comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines and combines these disciplines to provide clarity,
consistency and maximum communication impact. " The primary idea behind
an IMC strategy is to create a seamless experience for consumers across
different aspects of the marketing mix. The brand's core image and messaging
are reinforced as each marketing communication channel works together as
parts of a unified whole rather than in isolation.

An approach to achieving the objectives of a marketing campaign, through a

well coordinated use of different promotional methods that are intended to
reinforce each other.
As defined by the American Association of Advertising Agencies, integrated
marketing communications " ... recognizes the value of a comprehensive plan
that evaluates the strategic roles of a variety of communication disciplines
advertising, public relations, personal selling, and sales promotion and

combines them to provide clarity, consistency, and maximum communication

impact."

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 endusers 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.
To understand integrated marketing communication, let us first understand what
does brand communication mean?
Brand communication is an initiative taken by organizations to make their
products and services popular among the end-users. Brand communication
goes a long way in promoting products and services among target consumers.
The process involves identifying individuals who are best suited to the purchase
of products or services (also called target consumers) and promoting the brand
among them through any one of the following means:
Advertising
Sales Promotion
Public Relation

Direct Marketing
Personal Selling
Social media, and so on
Integrated Marketing Communication - Let us now understand what does
integrated marketing communication mean?

Integrated marketing communication refers to integrating all the methods

of brand promotion to promote a particular product or service among
target customers. In integrated marketing communication, all aspects of
marketing communication work together for increased sales and maximum cost
effectiveness.

Various components of Integrated Marketing Communication:

1. The Foundation - As the name suggests, foundation stage involves
detailed analysis of both the product as well as target market. It is
essential for marketers to understand the brand, its offerings and endusers. You need to know the needs, attitudes and expectations of the
target customers. Keep a close watch on competitors activities.
2. The Corporate Culture - The features of products and services ought to
be in line with the work culture of the organization. Every organization
has a vision and its important for the marketers to keep in mind the same
before designing products and services. Let us understand it with the help
of an example.Organization As 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.

3. Brand Focus - Brand Focus represents the corporate identity of the

brand.
4. Consumer Experience - Marketers need to focus on consumer
experience which refers to what the customers feel about the product. A
consumer is likely to pick up a product which has good packaging and
looks attractive. Products need to meet and exceed customer expectations.

5. Communication Tools - Communication tools include various modes of

promoting a particular brand such as advertising, direct selling,
promoting through social media such as facebook, twitter, orkut and so
on.
6. Promotional Tools - Brands are promoted through various promotional
tools such as trade promotions, personal selling and so on. Organizations
need to strengthen their relationship with customers and external clients.
7. Integration Tools - Organizations need to keep a regular track on
customer feedbacks and reviews. You need to have specific software like
customer relationship management (CRM) which helps in measuring the
effectiveness of various integrated marketing communications tools.

Integrated marketing communication enables all aspects of marketing mix to

work together in harmony to promote a particular product or service effectively
among end-users

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The Shift from Fragmented to Integrated Marketing

Communications
Prior to the emergence of integrated marketing communications during the
1990s, mass communicationsthe practice of relaying information to large
segments of the population through television, radio, and other media
dominated marketing. Marketing was a one-way feed. Advertisers broadcasted
their offerings and value propositions with little regard for the diverse needs,
tastes, and values of consumers.
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.

11

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:

a shift from mass media advertising to multiple forms of communication

the growing popularity of more specialized (niche) media, which considers
individualized patterns of consumption and increased segmentation of consumer
tastes and preferences the move from a manufacturer-dominated market to a
retailer-dominated, consumer-controlled market the growing use of data-based
marketing as opposed to general-focus advertising and marketing greater
business accountability, particularly in advertising performance-based
compensation within organizations, which helps increase sales and benefits in
companies unlimited Internet access and greater online availability of goods and
services a larger focus on developing marketing communications activities that
produce value for target audiences while increasing benefits and reducing costs

12

The Tools of Integrated Marketing Communications

The IMC process generally begins with an integrated marketing
communications plan that describes the different types of marketing,
advertising, and sales tools that will be used during campaigns. These are
largely promotional tools, which include everything from search engine
optimization (SEO) tactics and banner advertisements to webinars and blogs.
Traditional marketing communication elements such as newspapers, billboards,
and magazines may also be used to inform and persuade consumers. Marketers
must also decide on the appropriate combination of traditional and digital
communications for their target audience to build a strong brand-consumer
relationship. Regardless of the brand's promotional mix, it is important that
marketers ensure their messaging is consistent and credible across all
communication channels.

13

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

14

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.

REDBULLS COMPANY PROFILE

Red Bull can be called as a pioneer in the energy drink category
worldwide. Red Bull was the brand that created the
energy drink category. The brand came into existence in
1984.

Red Bull Energy Drink is a functional beverage. Thanks to

a unique combination of high quality ingredients Red Bull
Energy Drink vitalizes body and mind.

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.

15

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.

16

CURRENT CUSTOMERS ARE :

1. Young people are especially open to determined exhaustion and
insufficient energy.
2. More specifically male teenagers & people in their 20s, are also
most likely to believe in the authenticity of the energy drinks.
As a result, the majority of energy drinks are developed for and
advertised to this younger generation. Appeal to very specialized
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

17

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 RBs recipe means anyone can copy it.
Red bull loses out on women ,teen agers and seniors as these groups
wont pay for a drink that doesnt include the ingredients they needs nor
branded for their life style
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 dont fit into new trends , there are new trends to focus
more on being natural, healthy ,new trends not only towards boosting

18

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 cafs 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
Threats
Health concerns- expected tougher rules from government on high
caffeine content.
Consumer awareness of health and well being- people may start to drink
other alternatives as it is associated with healthier life style.
Organic energy drinks might steal RBs market share.
Numerous substitutes
Low capital requirements to enter the industry

19

High level of intensive competition with energy drinks and other

carbonated soft drinks producers as well as juices Pepsi, Coke,
Schweppes, Johanna juices
Increasing health and hygiene awareness among Egyptians has greatly
increased sales of fruit juice products for health watchers as well as bottled
water and sparkling water
Experiences create word of mouth which to a great extent negatively affect
my acquaintances (relatives friends colleagues) buyer decisions in case
of initial bad experiences using the products
Easy entrance to the market due to easy access to distribution channels
Low switching costs by buyers

20

MISSION STATEMENT

Our mission is to be the premier marketer and supplier of RedBull in Asia,

Europe and other parts of the globe. We will achieve this mission by building
long-term relationships with the people who can make it become a reality.

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.

CONSUMER BEHAVIOR AND MARKET ANALYSIS

21

Controversies
Seen as addictive, drug-infused beverages with negative health
implications .Red Bull has recently faced much controversy in regards to
the health concerns associated with it. Due to the high levels of taurine
and caffeine it has been banned in countries such as; Denmark, Norway,
France, Uruguay and Iceland. It has been proven that caffeine can be
deadly when consumed in massive doses, but the amount estimated to
prove fatal is 10 grams, which would require 125 cans of the drink .A
study conducted in 2007 by American researchers found that although
consumption of Red Bull could increase both blood pressure and heart
rates it was only dangerous for those people with heart disease. Most
claims about the dangers of Red Bull and other energy drinks have been
proven to be nothing more than urban myths.

COMPETITIVE ANALYSIS

22

Market Share of Red Bull in compared to AMP by PepsiCo, Burn by

Coca cola and Power Horse be Heineken is as follows :Red Bull
controlled approximately 60% of the market in 2009 with Red Bull has
managed to maintain their strong market share through advertising and
heavy event sponsorship.

23

13%
14%
3%
10%

60%

RB is facing High level of intensive competition with energy drinks and

other carbonated soft drinks producers as well as juices Pepsi, Coke,
Schweppes, Johanna juices .Coca Cola is thinking of adding energy to its

24

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 dont
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. Young generation who always need differentiation with a slim making
coffee energy drink (Black color ) called Kryptonite(Buzz marketing
vending machines college cafeterias )
3. Career driven fashionable females looking for other benefits as
vitamins ,slim making and longer period energy ,the traditional RB has
a male image ,accordingly a anew package with a softer image or a
name flower with a new berry flavor
4. Health watchers through launching sugar free RB and focusing on other
ingredients in the original RB as vitamins

25

POSITIONING STRATEGY
We are seeking to be:
Clear ,engaging ,unique and relevant to the target audience
Delivering a positive emotion to the audience rather than just good
through providing the benefits needed by every single target audience
Delivering high perceived value as the customer is ready to pay for the
drink which meet his changing needs through changes in our products

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

26

OBJECTIVES
A-Marketing objectives
Short-Term Objectives
Aggressive Marketing Strategy can take advantage of the positive press
on the health benefits of new product versions and the existing vitamins
of the original RB to boost the sales of the product line. The company can
use recent studies on the new health and brain benefits as the basis of its
press releases and advertising campaigns.
Introduce the new available product versions as Kryptonite, Brainergy
,Sugar Free
Focusing on the wrong health claims that has been facing original RB
Long-Term Objectives:
Customer Loyalty perceiving RB as a major choice at thirst ,with health
benefits ,differentiated flavors, reasonable prices
RB must continue its innovative research and development strategy to
come up with new flavors and products using its extensive research
facilities on product improvement. The company , can use its resources
and professional expertise to come up with new flavors that will suit the
continuous demand

27

B- IMC Objectives
Delivering a new message to customers We provide tasty ,healthy
,reasonably priced ,multi flavored drink with all required benefits
,energetic ,health ,brain energy and slim making

Delivering new Products Image

1.
2.
3.
4.
5.
6.
7.

Healthy
Brain energy
Multi flavors(Regular /Berry/Coffee )
Slim making (Sugar Free)
Average priced
High Quality
Natural ingredients

OTHER INTEGRATED MARKETING COMMUNICATIONS

ACTIVITIES

28

Online Communications:
Objectives: To increase Red Bulls 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 consumers profiles that
have liked Red Bull and its products.
Execution: Banner advertisements will be placed on Facebook user profiles that
have liked Red Bull and its products. They will run during the same
scheduling as the billboard advertisements and magazine inserts. On our official
website we will be showcasing the All you need campaign advertisements.
The coupon will specify that when you purchase two 4-packs of Red Bull
energy drinks, keep your receipt, fill out the information and mail it then you
will receive your money back for the second case. The online communications
will run the opposite months as the outdoor and print advertisements to create
Red Bulls classic buzz marketing and anticipation. These months would be
August, September and from February to April.

C-MEDIA OBJECTIVES

29

To initiate strong awareness about the launch of new product versions To

win market shares over our top functional drinks competitors
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

MARKETING MIX STRATEGIES

The marketing mix strategy is made up of the 4ps

30

Product
Price
Place
Promotion

PRODUCT
1. Brainergy
Young ambitious nerdy students who need brain energy ,they dont 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
Young generation who always need differentiation with a slim making
coffee energy drink (Black color ) called Kryptonite(Buzz marketing
vending machines college cafeterias )
3. RB Female
Career driven fashionable females looking for other benefits as
vitamins ,slim making and longer period energy ,the traditional RB has a
male image ,accordingly a anew package with a softer image or a name
flower with a new berry flavor
4. RB Sugar Free
Health watchers through launching sugar free RB and focusing on other
ingredients in the original RB as vitamins
5. Regular RB

31

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
Its 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
Intensive distribution aims to provide saturation coverage of the market
by using all available outlets such as:

32

1. Super markets,
2. Gyms
3. Coffee Houses as Costa Coffee
4. Hyper markets
5. School and college cafeterias
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

33

Its 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 Womens magazines such as and TV
Female oriented channels and the message should support independence
We will also use Event marketing/sponsorship
Market Coverage
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
1. Energy drink sales decline in the fall
2. campaign will focus heavily on promoting Red Bull from
September 1st to December 31st
3. prime time television ads will be prominent as well as the already
existing pulse flight of outdoor, transit and magazine advertising.

MEDIA SELECTION RATIONALES

34

TV:

Still a corner stone in any major media campaign and is the most
viewed channel for now a days 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:
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.
Good color production is also an advantage that creates strong images
which is the purpose of RB
EEN Magazine addresses young customers of both genders, Arabeati
mainly targets males. Flash and Origami addresses well educated
relatively high income customers
Provides critical brand awareness as well as clear and precise
demographic selectivity

35

Provides geographic flexibility across many urban markets

Internet:
Online advertising is similar to print advertising in that it offers a visual
message. It also has additional advantages; it can also use the audio and
video capabilities. As we are targeting our ads to young outgoing people,
sound and movement may attract more attention from viewers and has the
unique feature of being interactive.

Interactive media would RB the

opportunity to reach younger of both genders ,to reach consumers who

have developed a preference for online communication. Initiating

campaign on face book is very important to create buzz marketing and

reach brand awareness we are targeting
Outdoor:
On buses which is an efficient carrier reaching mass audience
Billboards in specific geographical area would allow us get a good reach
and frequency. It is a low cost and flexible alternative. (Campus, malls
and metro stations)

SALES PROMOTIONAL MIX

36

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:
In supermarkets to reach the parents of nerdy teen ager students seeking
brain energy, increasing product trial and provide a good product visibility.

Allowances and discounts:

37

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

PUBLIC RELATIONS (GETTING INVOLVED)

Effectively build the Red Bull brand in association with female culture
Target market is among the worlds most intelligent and critical consumer
segments
Red Bull brand must make substantial, visible contributions to causes
affecting the modern woman
Red Bull will announce a donation of
L.E 1million to the Egyptian Breast Cancer Foundation the most
publicized issue affecting women worldwide
Funds have been earmarked as part of the marketing budget

We will focus the public announcement of the donation in our media

tools

Red Bull becomes a key national organizer and sponsor of the womens
breast marathon Run and will have a presence at the main event on
September 30, 2007 where individuals dressed in Red Bull apparel will
be handing out free product samples as well as Red Bull branded
merchandise

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PERSONAL SELLING
As previously stated new target customers include Young ambitious nerdy
students who need brain energy ,they dont 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

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Tactics
Marketing Department Chart
Tactics to implement the previously discussed IMC Program is done
through the marketing department chart :
1. Market Research Manager: Collects data about customer needs, benefits
expected from the market products, current status of loyalty to
competitors, Level of satisfaction, the relationship between customers and
the brand .
2. The brand Manager reviews all aspects of the IMC program including:
targeting, segmenting, positioning, pricing, promotion, packaging
3. The distribution manager works with retailers ,ensures transportation on
time considering lead time ,ensures favourable shelf spaces
4. The advertising Manager reviews and implements the media selection
and the action plan part of the IMC program, including advertising
schedules ,contests ,promotions in areas where demand is low
5. The sales Manager works with retailers, large communities as clubs,
colleges, schools, negotiate quantity discounts, price reductions .
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

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Budget

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The estimated cost that will incurred while marketing of RB new

Products relaunched ranges around 14.2 Millions as estimated as follows
The details are as follows:
Media

Explanation of estimated cost that will incurred for 1 year

T.V

Adds on TV with different celebrities for one year will cost

approx. 7 Millions

NEWS PAPER

Add in leading news papers will cost approx. 2 million

RADIO

For 30 second ad for 2 months will cost approx. 400,000

MAGAZINE

For 1 month advertising will cost approx. 200,000

BILL BOARDS

For bill boards on main locations acquiring will cost

approx. 1.5 million

FREE

Free sampling to main retailers will cost approx. 300,000

SAMPLING TO
RETAILORS
CONTESTS

After 6 month of operation if there will be a need to give a

2nd push to our sales and a contest has to be arranged that
will approx. cost about 5million

Evaluation
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

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expected performance. This may require changing the action programs or

even changing the goals.
Involves checking ongoing performance against the annual plan and
taking corrective action when necessary. It will ensure us that the comany achieves the sales, profits and other goals set out in annual plan. It
also involves determining the profitability of product.
It involves looking at whether the company's basic strategies are well
matched to its opportunities. Marketing strategies and programs can
quickly become out-dated and there will be need of periodically reassess
its overall approach to the market-place. A major tool is marketing audit.
Marketing Audit
There will be a need of monthly marketing audit regarding current
activities and sales volume. It will cover all the marketing areas of
business. It will include audit of:
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
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

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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
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.

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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 cafs 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
http://www.hoovers.com/company-information/cs/companyprofile.Red_Bul
http://energydrink-in.redbull.com/the-company

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https://www.boundless.com/marketing/textbooks/boundless-marketingtextbook/integrated-marketing-communication-12
http://www.businessdictionary.com/definition/integrated-marketingcommunications-IMC.html