Alternative Marketing

The brand that gives you wings sold 5.96

billion cans, up 6%, across 169 countries in
2015.
Top markets included Turkey (+25%), Saudia
Arabia (+19%), South Africa (+19%), India
(+18%), Poland (+18%) and Germany (+16%).
The brand dominated the F1 track between
2010 and 2013 Red Bull Racing capturing the
Formula 1 constructors' and drivers'
championships four straight years. The last
two years have been less successful with Red
Bull finishing second (2014) and fourth (2015)
in the constructors' race

Red Bull - WOM

Red Bull Wings Team a group of Red Bull employees that
drive around in Red Bull branded vehicles distributing samples
Student Brand Manager Program Red Bull sponsors student
advocates to discuss Red Bull at events around their
respective schools
Red Bull Bedroom Jam A talent show event focused on their
targeted student demographic
Red Bull Reporter A program where Red Bull sponsors
journalism and film students to create news stories around
the Red Bull brand

ATL= Above the Line

BTL=Below the Line
TTL = Through the Line

RED BULL KING OF THE AIR 2015

31 January 15 February 2015, Big Bay,
Blouberg

Company Background
Red Bull, founded in 1984 by Deitrich Mateschitz and
Chaleo Yoovidhya
Headquarters in Austria
Specializes in energy drinks
Sells 50 billion cans each year in 167 countries.
Around 10,410 employees
Deitrich Mateschitz

New Variants : Red Bull Sugar Free, Reb Bull Shots

and Red Bull Cola

1987 - Dietrich Mateschitz adapts a Thai drink

called Krating Daeng ( red water buffalo)
to create Red Bull energy
drink tries selling it in Australian Markets.

Result : A Big Failure

Find the right market

Create your own market

Went back to Austria & free samples in

Clubs, Discos & Bars

That gave birth to the so-called "Energy Drink."

8.3oz can contains:

1000 mg of Taurine
600 mg of Glucuronolactone
80 mg of Caffeine
21.5 g Sucrose
5.25g of Glucose
50g of Inositol
Vitamins-- 20 mg of Niacin,
5 mg of Vitamin B6
5 mg of Pantothenic Acid and
.005 mg of Vitamin B12

Stimulants

Competition

8%

High growth Red Bull markets

Turkey (+33%),
India (+32%),
South Africa (+31%)
Russia (+18%)
Japan (+11%)
efficient cost management
and ongoing brand investment.

Promotions

Flying day contest fly farthest

 Red Bulls logo

This Herculean brand symbol saw a more lighthearted side in the companys quirky cartoon
character used since the launch in 1987 and that
established the slogan Red Bull gives you wings

Sponsorship of Extreme Sports Events & Youth

Culture Events

Consumer Education Teams distributing Red Bull

Grassroot Marketing Strategy

Product placement within the premises of
BPOs / Call centres / Clubs / Gyms

VIRAL / BUZZ marketing - paying students

DJs and young opinion formers to host party
where the drink is served free.

Sponsoring College Fests/Parties

FORE farewell (DJ Floor)

Red Bull Gives You Wiings

extended i symbolises the high energy levels the brand
is expected to deliver.

 Selective Airing
(Late Night shows)

Howard Stern Show

Desperate Housewives

Sports events sponsorship

Red Bull Surf Safari
Red Bull King of Concrete BMX Competition
F1
Using pick-up trucks as mobile displays with a giant can
of the drink mounted on top of the vehicle.

Alternative or Support Media

What is alternative media?

Why use it?
How to use it well.
Measurement

Ugg Australian boots

Big, bulky, sheepskin
Successfully convinced Kate
Hudson (US actress) and Sarah
Jessica Parker
to wear Ugg.
Oprah Winfrey praised Ugg.

Groups Plan unconventional

media for Red Bull
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Outdoor Blimp, Banners, Trucks and other outdoor

Retail promotions
Mobile Phones
Metro/railways
Van Promotions
Road shows at movie houses
Product placement
Sampling
Adventure Sports events
Bars
Video games
Exhibitions

Out-of-Home Media A Diverse Cross-Section of Formats

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top 10 Outdoor Advertising Categories

1.

Local services and amusements

2.

Media and advertising

3.

Public transportation, hotels, and resorts

4.

Retail

5.

Insurance and real estate

6.

Financial

7.

Automotive dealers and services

8.

Restaurant

9.

Automotive, auto access, and equipment

10. Telecommunications

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Characteristics Of Outdoor
Advertising
Reach

Frequency

Flexibility

Cost

Impact

Can reach a variety of audiences

very quickly

Potential for High

high frequency
frequency of
of impressions
impressions

Many options available to reach specific

groups
Low cost per exposure depending on medium
used

Size, shape, lighting, motion, and special

impressions may lead to impact
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Other Out-of-Home Media

Aerial Advertising
Sky Banners

Blimps

Sky Writing

Mobile Billboards
Trucks

Vans

Trailers

In-Store Media
Signs

Video
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Kiosks

Blimps Carry the Message High and

Wide

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Trucks Become Billboards on

Wheels

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transit Advertising Media

Platform
Posters

Station
Posters

Terminal
Posters

Inside
Cards

Outside
Posters

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miscellaneous Outdoor Media Include Car-Tops

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Terminal Posters Gain Attention

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Outdoor Advertising Pros & Cons

Advantages

Disadvantages

Wide local coverage

Waste coverage

High frequency

Limited message capability

Geographic flexibility

Wearout

Creativity

High cost

Creation of awareness

Measurement problems

Efficiency

Image problems

Sales effectiveness
Production capability

Timeliness
Production
Capability

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transit Advertising Pros & Cons

Advantages

Disadvantages

Exposure

Reach

Frequency

Mood of the Audience

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Measurement in Out-of-Home
Media
Competitive Media Reports
Simmons Market Research Bureau
Point of Purchase Advertising Institute

Sources

OAAA
Traffic Audit Bureau
Scarborough
APTA
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Nontraditional Support Media

Product
Placements
Product
Integration

Others
Branded
Entertainment
Ad-Supported
VOD

Advertainment

Content
Sponsorship
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Branded Entertainment
Advantages

Disadvantages

High Exposure

High Absolute Cost

High Frequency

Time of Exposure

Media Support

Limited Appeal

Source Association

Lack of Control

Economy/High Recall

Public Reactions

Bypass Regulations

Competition

Viewer Acceptance

Negative Placements

Targeting

Clutter
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Measurement in Branded
Entertainment

Nielson Media Research

IAG Research

Services
Deutsch/iTVX
Brand Advisers

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miscellaneous Other Media

Parking lot ads

Videogame ads

Bathroom ads

Others

Place-based
media

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miscellaneous Alternative Media

Advantages

Disadvantages

Awareness and Attention

Irritation

Cost Efficiencies

Wearout

Targeting

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Forms of Alternative Marketing

Alternative Media
Programs
Buzz Marketing
Product Placement &
branded
entertainment
Guerrilla Marketing
Lifestyle Marketing

Alternative Media Venues

Video game advertising*
In-tunnel subway advertising
Escalator advertising
Leaflets & brochures
Carry home bag advertising
Mall signs
Ads by fax
Cinema advertising
Parking lot advertising
Airline In-flight advertising
Carry-home menus
Advertising on clothes
Kiosk ads

*In-game ads, rotating in-game ads, interactive ads, game related web sites, advergames,
sponsored downloads.

Buzz Marketing - WOM

Consumers who like a brand and tell others
Sponsored consumers who like the brand and
tell others
Company or agency employees posing as
consumers tell others about the brand
Hush Puppies, The Passion of Christ, The Body Shop, Starbucks, Amazon.Com and
Red Bull

Examples
Dawn Direct Foam used a group called
Vocalpoint (450000 mothers) who discussed
P&G products. They received coupons and
fun for childrent talking points.
Sony brand ambassadors or customer
evangelists for GPS camera. Given rewards for
advocacy.
Using employees as consumers.
Guidelines : Honesty of relationship, opinion and identity is important!

Buzz Marketing Stages

1. Inoculation : introduction of product
2. Incubation : usage by innovators
3. Infection : widespread use of product

Guerrilla Marketing
Creative and gets instant results
Discover touch points with consumers.
Requires energy and aims at smaller groups

Product Placement & Branded

Entertainment
Placing products in motion pictures
Brand is woven in the storyline of the movie
or tv show

Martha Stewart charges $10,000 for a 30 sec placement on her show !

Lifestyle Marketing
Contacting customers at fairs, sporting events
or any other event.

Future
The problem that Red Bull will now face is
1. How to grow this market We have the next hundred
years in front of us. Dietrich Mateschitz

2. Due to health reasons getting banned

France, Denmark & Norway.
3. Challenge of Asian markets.