Beruflich Dokumente
Kultur Dokumente
INTEGRATED MARKETING
COMMUNICATION [IMC] IN REDBULLS
SUBMITTED TO:
UNIVERSITY OF MUMBAI
ACADEMIC YEAR
(2014-15)
SUBMITTED BY:
ROHAN PATIL
ROLL NO: 53
M.COM PART-I (BUSINESS MANAGEMENT)
(SEMESTER 2)
PROJECT GUIDE:
PROF S.N.CHITALE
VPMS
K.G. JOSHI COLLEGE OF ARTS &
N.G. BEDEKAR COLLEGE OF COMMERCE
(THANE)
CERTIFICATE
OF
PROJECT WORK
This is certify that
Mr. / Ms.
_______________________________________________
Of
PROJECT GUIDE
EXTERNAL EXAMINER
DECLARATION
Student
(ROHAN PATIL)
Place: Thane
Date:
ACKNOWLEDGEMENT
INDEX
SR
CONTENTS
NO
PAGE
NO.
.
1.
INTRODUCTION
2.
COMPONENTS OF IMC
3.
10
4.
12
5.
13
6.
COMPANY HISTORY
15
7.
SWOT ANALYSIS
16
8.
20
9.
COMPETITIVE ANALYSIS
21
10.
TARGET AUDIENCE
22
11
23
12
IMC OBJECTIVE
25
13
26
14
MEDIA SECTION
32
15
PUBLIC RELATIONS
35
16
PERSONAL SELLING
36
17
CONCLUSION
42
18
BIBLIOGRAPHY
43
Introduction:-
Personal Selling
Social media, and so on
Integrated Marketing Communication - Let us now understand what does
integrated marketing communication mean?
10
11
12
14
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.
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
16
Red Bull
17
Threats
Health concerns- expected tougher rules from government on high
caffeine content.
Consumer awareness of health and well being- people may start to drink
18
MISSION STATEMENT
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.
19
20
COMPETITIVE ANALYSIS
21
13%
14%
3%
10%
60%
22
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
23
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
24
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
25
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
Healthy
Brain energy
Multi flavors(Regular /Berry/Coffee )
Slim making (Sugar Free)
Average priced
High Quality
Natural ingredients
Online Communications:
26
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
To initiate strong awareness about the launch of new product versions To
win market shares over our top functional drinks competitors
27
Product
Price
Place
28
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
29
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:
30
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
MEDIA STRATEGY
31
Market Coverage
32
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:
33
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:
35
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
36
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
Tactics
37
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
38
D
M
RA
E
RC
TK
ORE
TM
A I
RN
K
GE
T
ND
G
E
P
A
R
T
M
E
N
T
39
Budget
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
T.V
NEWS PAPER
RADIO
MAGAZINE
BILL BOARDS
FREE
SAMPLING TO
RETAILORS
CONTESTS
Evaluation
40
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
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
41
CONCLUSION
42
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.
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
43
http://www.hoovers.com/company-information/cs/companyprofile.Red_Bul
http://energydrink-in.redbull.com/the-company
https://www.boundless.com/marketing/textbooks/boundless-marketingtextbook/integrated-marketing-communication-12
http://www.businessdictionary.com/definition/integrated-marketingcommunications-IMC.html
44