ACKNOWLEDGEMENT

We are thankful to ALLAH (S.W.T) WHO gave us the strength, courage and path to
complete the assigned project in hand successfully. And we pray that all our hard
work will be rewarded more than we deserve and desire.

1
TABLE OF CONTENTS
Executive summary………………………………………………………………………….03
Industry analysis………………………………………………………………………………05
Major players in the market…………………………………………………………….07
Company snapshot………………………………………………………………………….11
 Red bull energy drink………………………………………………………………………………12
 Red bull sugar free energy drink…………………………………………………………….. 16
SWOT Analysis…………………………………………………………………………………19
Motivation………………………………………………………………………………………23
Target market………………………………………………………………………………….25
Buyer analysis………………………………………………………………………………….27
Consumer insights……………………………………………………………………………28
Brand personality…………………………………………………………………………….29
Brand positioning…………………………………………………………………………….30
Our proposal……………………………………………………………………………………31
 Advertising objectives……………………………………………………………………………..32
 Positioning strategies………………………………………………………………………………34
 Creative recommendations…………………………………………………………………….. 36
 Budget allocation…………………………………………………………………………………….38
 Media recommendation………………………………………………………………………….40
 Media plan………………………………………………………………………………………………42
 Message strategies………………………………………………………………………………….43
 Promotional mix………………………………………………………………………………………45
 Print AD- gym………………………………………………………………………………………….. 46
 Critical analysis AD-gym…………………………………………………………………………..47
 Print AD-laptop…………………………………………………………………………………………49
 Critical analysis AD-laptop……………………………………………………………………….50

2
EXECUTIVE SUMMARY

The objective of this report is to firstly, conduct an in depth critical analysis of the promotional
activities of red bull. To recommend a new advertisement campaign with justifications. The
ultimate objective for all of this detailed analysis is to apply the concepts studied in the course
of advertising (taken as an elective course in Marketing).

This report highlights the following aspects regarding the Strengthening of the current position
of the red bull:

1. Industry analysis:
It highlights the development and growth of the energy drink market in Pakistan, major
competitors and how red bull has been successful in holding its position as top level.

2. Company snapshot:
Gives details about red bull’s mission statement, products; ingredients and benefits it offers
and the main features that red bull upholds.

3. SWOT Analysis:
Main strengths, weaknesses, threats and opportunities of rd bull are discussed.

4. Buyer Analysis:
Under this heading the consumer profile; demographics and the factors influencing their
purchase decisions are discussed; which are the consumer insights. Also there is a detail
segmentation of the target market.

5. Our proposal:
This section covers the main proposals being offered by us to amend in the existing
advertising campaign, including the:
o Advertising objectives: includes both over all and specific objectives

o Positioning strategies: positioning strategies are mentioned by product

difference, key features/ benefits, usage and reliability and quality.

o Creative strategies: Hard and heart strategies, ad strategies appeals, and Ad

execution formats are discussed.

3
 o Budget allocation: Budget allocation among different medium of communication
and break up between different Medias are shown with justification.

o Media strategies: This includes current media strategies along with

recommendations and justification for the new proposed media mix.

o Message strategies: This includes current message strategies along with

recommendations for the new proposed strategy.

o Promotional Mix: Here current promotional mix along with the new promotional
mix and its justification are discussed.

6. Critical analysis of the advertisements of Red Bull:

The critical analysis of the actual print ads that we are recommending in our proposal.

4
INDUSTRY ANALYSIS
Because of the growing craze over energy drinks, the number of energy drink brands has been
increasing steadily as everyone wants to take advantage of the expanding market. The demand
for energy drinks could be a direct result of people’s lives becoming busier. As people fill their
lives to capacity and then add even more responsibilities, the daily schedules can become quite
overwhelming, leaving little time for rest, relaxation, or sleep.

All of this activity causes stress and fatigue, but there is no time to stop for a moment and
recharge the batteries. As a result, people often turn to stimulants to keep them going
throughout the day and give them the energy they need to complete everything they need to
do. Energy drinks are one of the more popular “stimulants” because they are quick and easy,
and most have few recognizable negative side effects.

In Pakistan with the increasing trends of using energy drinks number of brands available are
increasing. Generally, there is no manufacturer here. There are distributors who import these
ready to drink around the world. Main market to import energy drinks is UAE, from there
importers import in bulk and then distribute in their target areas. OZO Switzerland is a
beverage company with the most extensive distribution system in the world. To distribute their
product in Pakistan they have granted the rights to Ghani Group of Industries. Who recently
have soft launched the product in Lahore market as OZO energy drink can be found in
cafeterias at colleges and universities. This is the only brand that distributors import it directly
from the manufacturer and they make its packaging accordingly then.

The majority of the sales are coming from urban areas where people have greater purchasing
power and awareness of such drinks. Sales of energy drinks are limited in rural areas although
they are growing. Around 66% of the Pakistani population resides in rural areas, but most do
not buy energy drinks as they are too expensive

Energy drinks are soft drinks advertised as being specifically designed to provide energy. The
amount of quantitative 'energy' (as measured in Calories) found in these drinks is often lower
than that found in regular soft drinks and currently there is no scientific basis for concluding
that the non-caffeine elements in these drinks contribute to either short-term mental alertness
or physical performance.

The number of energy drink brands is actually much greater than people realize. Red Bull has
been the dominant brand for many years, probably because it was one of
the first energy drinks developed. Word of mouth has been a big part of Red Bull’s advertising,
and as a result, many of the other options have been hidden in Red Bull’s shadow.

5
Red Bull was the first successful energy drink in the market. But afterward companies realize
that it is a very big market of those people who like energy drinks. So other companies also
jumped in to share their part. Recently we have seen many companies in Pakistan, like Pepsi
and Shezan, who have jumped in energy drinks business. One thing is common in all energy
drinks that they are costly then other drinks; juices, malt, carbohydrate drinks etc. They have a
special market which is increasing day by day. I haven’t seen a shift of people from their regular
drink to energy drink but it acts as an ad on in drink list. However some people prefer to go for
energy drinks only.

After lots of energy drinks in market, all are trying to compete with each other in any way
possible. They are trying to give a better taste because taste is the most prominent change in
these energy drinks. Taste is not acceptable in mass market, however many are trying now to
increase their market share by giving a different taste. Second thing is their price, they are
trying to reduce the price to gather a larger share like a big company Pepsi have introduced
their energy drink ‘Sting’ in just Rs. 60/- as compare to Red Bull the most famous energy drink
costs above Rs. 100/- Thirdly they are working on distribution, trying to make their drinks
available in all parts of the city, in every shop. Few energy drinks have different strategy to
remain with their specific market.

6
MAJOR PLAYERS OF THE ENERGY DRINK MARKET
COMPETITIVE REVIEW
In the following text, not only the major players of the energy drink industry in Pakistan are
highlighted but also red bull is compared with its direct competitors. Later the aspects are
summarized which still makes the red bull hold its first position in the market.

RED BULL
Red bull is the pioneer and most famous energy drink in the market. It was the first one to
introduce energy drinks in Pakistani market. Red Bull kept its price high and remains with their
specific market they target. Their price is Rs. 140/- which makes it the most expensive energy
drink in the market.

It is mostly available in posh areas of the city in start. Afterward there is a big change that they
seek through another interesting market and start to supply their bottles to Pan wala shops
which was not bad at all. People over there start trying it and I think that idea didn’t catch by
mass market because it’s hard to see Red Bull at Pan wali dukan anymore. They have shifted to
Pepsi’s ‘Sting’. The pan walas now keep sting as an energy drink rather than red bull.

People usually are not accommodating when it comes to energy drinks’ sharp taste. Many
people regard the taste as the cough syrup. Though who are fan of Red Bull taunt to all other
available energy drinks in market that they have sweeter taste.

BOOSTER

Booster is a German energy drink brand. It attracts one from the start as one looks to its
packing. Like all other energy drinks available in long think tin packs, this is available in small, fat
plastic bottle. Its packing is different from all energy drinks in the market so it appeals you at
the first place.

Second important thing is its price, it is one of the cheapest energy drink in market after Ozo.
But this is an imported drink which is based in Germany so people would likely to trust the
quality of drink. It is of Rs. 50/- but if one buy it from whole sale market then one might also get
it at the price of Rs. 45/-

Third interesting thing about Booster is its awesome taste. This was the first energy drink which
makes a good impression of whole industry in the minds of consumers. Its unique bottle design
call customers to try it for once and then become a regular customer of it for as long as
Pepsico’s Sting jumped in.

7
OZO

There are two kind of energy drinks in the market. One is the red family and other is the yellow
family. Red family has its own taste and there are very few in this, for instance only ‘Red Bull’
and red ‘Sting’. All other energy drinks in market are from yellow family which has almost a
same taste with little variations. Variations are like less sweet or more. Yellow ‘Sting’, ‘Booster’,
‘Power Full’, etc. all came in yellow family.

Ozo can be also count in yellow family but it has a little different taste. Most important thing
about this energy drink is that is available in few stores only, they have low distribution cycle
which makes it hard to find. It is also in different bottle rather than typical energy drinks thin
and long tins. This is available in green glass small size bottle with a plastic cap.

Taste of this drink is acceptable. Many times there are comments by the customers that they
want to actually try this new drink but are not able to find it in the market. This is the cheapest
energy drink in the market till now which costs Rs. 45/- in retail market. If they work on the
availability of this drink then it might gain an edge over other drinks in terms of low pricing.

POWER FULL

Power Full is also a new energy drink in market. Red Bull would be the oldest one but new
energy drinks are taking their share and at one side they are reducing the share of Red Bull but
at the other side they are creating a larger market for energy drink users.

Power Full promotes their energy drink through road hoardings. Its bottle didn’t attract a lot of
target market but its red color on tin indicates me that it would be something like Red Bull.
Power full belongs to the yellow family of energy drinks. And its taste is similar to that of
BOOSTER. However it is less sweet than Booster and people might like to have this instead of
Booster. But its price is Rs. 80/- and for me sweet is good. People usually prefer booster over
power full because of its attractive packaging.

Though some people like Power Full experience and it kept them awake for whole night. If it
serves the meaning of energy drinks then it could remain in the market otherwise I don’t see its
space after lot of others with better efficiency and taste.

SPEED

After seeing lot of potential in energy drinks market, Shezan also introduced its energy drink
with the name of Speed. Their packing is cool. Plus their price was like of Red Bull, it is available
for Rs. 120/- whereas new energy drinks have tried to beat the prices. Speed has kept its price
above which might attract people about its quality and uniqueness.

8
It has a typical yellow flavor energy drink like others mentioned above. Neither the taste is new
nor the low prices. It would be only one time try and then shift to other international brand like
Booster which is giving same quality but in fewer rates, less than Speed’s half price. Though one
person share his experience with Speed that he remain fresh whole night after having this
drink.

STING

Recently Pepsi introduced their energy drink in Pakistan with the name of Sting. They must
have come in the market after lot of research. They checked the loop holes in energy drinks
market and try to fix it from the product. Earlier energy drinks was considered as a sour drink
which people take to energize them and to wake up late at night. Sting has added better taste
in it. They have made it full of flavor with ingredients of energy drinks as well. People in large
loves it taste and most of them have started drinking energy drinks after the arrival of Sting;
count me in too.

They have introduced two flavors in energy drinks which is a positive factor to compete all
energy drinks available in market. For competing Red Bull they have introduced their red berry
flavor in red can. Taste is regarded as nice. For all others who used yellow color and have their
own specific taste, Sting yellow is exactly the same, might be little better in flavor.

Most important about Sting to catch the mass market is its rates. They are one of the cheapest
energy drinks in the market except a few like Booster and Ozo. Sting can is of Rs. 60/- If a less
price energy drink came in market, people would think about its quality and might not go for it.
But when a big company like Pepsi co came up with energy drink, whether its price low, people
won’t question about its quality.

Although there are many similarities between all the different energy drink brands, there are
obviously some differences. The primary difference that distinguishes many energy drinks is the
ingredient list. All energy drinks must contain something that results in an increase of energy,
but there are various ways to achieve this effect. All of the energy drink brands experiment with
their own unique mixture of ingredients, adding higher concentrations of some and lower
concentrations of others.

Following are the positive factors that red bull posses and holds its top position in the market.

 Its distribution network is very wide. This leads the distributors to achieve economies of
scale at some level. Plus the availability increases the possibility of customer getting
more conditioned to the product.
 Red bull is a very well established old brand in regard to the international as well as the
local market.

9
 It has clearly defined strategies which are closely watched and very strictly followed by
the company. These have lead to the success of the brand. The focus is the main thing
which have defined and targeted the consumer market with such depth.

10
COMPANY SNAPSHOT
HISTORY AND ORIGIN

In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed
widespread popularity throughout Far East. His idea to market these functional drinks outside
Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong.

In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique
marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987.
This was not only the launch of a completely new product, in fact it was the birth of a totally
new product category.

In 2008, Red Bull launched its own Cola: Red Bull Simply Cola – Strong & Natural. Very much in
line with the needs of today's consumers, Red Bull Cola - unlike traditional colas - only contains
ingredients of 100% natural sources.

In 2009, Red Bull extended its product portfolio with Red Bull Energy Shots: Starting in the USA,
now gradually rolling out globally.

Around 4 billion cans of Red Bull are consumed every year. The responsibility for the success of
the world's No. 1 energy drink is shared by the company's 6,900 employees around the world.
The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria.

When we first started, we said there is no existing market for red bull…
but red bull will create it. And this is what finally came true.

(Dietrich Mateschitz)
Red bull is the pioneer in the energy drink category worldwide in Pakistan too; Red bull was the
first brand to introduce the energy drink category nationwide. The brand worldwide came into
existence in 1984, Austria. Red bull came to Pakistan in 2003. Red bull has an assessed market
share of 70% of the global market of energy drinks, and almost 95% market share of the energy
drink market in Pakistan. In the US, Red bull enjoys a 47% of the energy drink market, and now
has a 50% share of the German energy drink market.

VISION STATEMENT

"We are dedicated to upholding Red Bull standards, while maintaining the leadership position
in the energy drinks category when delivering superior customer service in a highly efficient and
profitable manner. We create a culture where employees share best practices dedicated to
coaching and developing our organization as an employer of choice.

11
 RED BULL ENERGY DRINK

Ingredients:

1. TAURINE

Taurine is a conditionally essential amino acid which is naturally occurring in the human body.
“Conditionally essential” means that in some situations or under certain conditions, as for
example, in situations of high stress or physical exertion, increased amounts of taurine are
eliminated from the body and cannot be replaced by the body in sufficient amounts.

Taurine is involved in vital functions of the human body. Taurine acts as an antioxidant and has
been shown to promote detoxification by binding together with harmful substances and
thereby accelerating their excretion from the body.

Taurine is also contained in different foodstuffs like e.g. scallops, fish or poultry and is added to
most baby food.

2. GLUCURONOLACTONE

Glucuronolactone is a carbohydrate.
It is naturally occurring in the human body where it is involved in detoxification processes,
supporting the body in eliminating waste substances from the body. Glucuronolactone is also
present in different foodstuffs such as grain or red wine.

3. CAFFEINE

Caffeine is known for its beneficial effects on mental and physical functions. It has been shown
to improve e.g. reaction speed, alertness and concentration. Caffeine also stimulates fat-
burning during endurance activities and thereby helps to use fat stores in the body which
results in a more efficient supply of energy.

Caffeine is contained in many foodstuffs such as coffee tea or chocolate. One can of Red Bull
Energy Drink contains approximately the same amount of caffeine as a cup of coffee.

4. B-GROUP VITAMINS

B-group vitamins play an important role in energy metabolism, such as the build-up and break-
down of carbohydrates, fat and protein. B vitamins are also shown to support mental and
physical performance.

5. SUCROSE

12
 6. GLUCOSE

Benefits:

Red Bull Energy Drink is a functional beverage with a unique combination of ingredients. It has
been specially developed for times of increased mental and physical exertion.

Red Bull Energy Drink vitalizes body and mind.

Red Bull Energy Drink

- increases performance
- increases concentration and reaction speed
- improves vigilance
- improves the emotional status
- stimulates metabolism
Red Bull’s effects are appreciated throughout the world by top athletes, busy professionals,
active students and drivers on long journeys.

RED BULL - MORE THAN JUST A MYTH

Red Bull is an Energy Drink that works.

Red Bull Energy Drink has always been and always will be more than just a hot secret for the
night owl and the non-stop party-animal. It is appreciated by a wide range of people, such as
the overworked taxi driver, the stressed manager, the exam-anxious student and the pressured
journalist…. It is used by surfers in the summer and snowboarders in the winter.

For day or night, for job or fun. People who need more energy learn to value Red Bull Energy
Drink. And the number of people who do is increasing all the time.

Frequently asked questions about the product:

Answers to these queries help the customers to better understand the product.

1.WHAT ARE THE EFFECTS OF RED BULL ENERGY DRINK?

Red Bull Energy Drink is a functional beverage, specially developed for periods of increased
mental and physical exertion. It can be drunk in virtually any situation: during sports, at work,
whilst driving and during leisure activities.

Red Bull Energy Drink:

• increases performance

13
• increases concentration and reaction speed
• improves vigilance
• improves the emotional status
• stimulates metabolism
 

2. WHAT PROOF IS THERE THAT RED BULL ENERGY DRINK DOES WHAT IT SAYS IT DOES?

Numerous scientific studies in the fields of sports medicine, internal medicine and psychology
confirm the effects described for Red Bull Energy Drink. All scientific studies are peer-reviewed,
published and can be found in public databases.
 

3. WHEN SHOULD RED BULL ENERGY DRINK BE CONSUMED?

Whenever you need to boost your energy or concentration! To best feel its effects, you should
drink it at times of increased mental and physical strain, for example, on long sleep-inducing
motorways, during intensive working days, prior to demanding athletic activities or before tests
and exams. It is recommended to drink one can of Red Bull Energy Drink before the start of a
concentration task, the start of a race or game in sports.
Since Red Bull Energy Drink has not been formulated to deliver re-hydration, we encourage
people who engage in sports to also drink lots of water during intense exercise.
 

4. IS RED BULL ENERGY DRINK SUITABLE FOR VEGETARIANS?

Red Bull Energy Drink is suitable for vegetarians. Red Bull Energy Drink does not contain any
animal products or substances derived from animals.
 

5. IS RED BULL ENERGY DRINK KOSHER?

Red Bull Energy Drink is kosher. This has been certified by the KF FEDERATION OF
SYNAGOGUES, Rabbi M.D. Elzas, LONDON. Before issuing this certificate the production site and
the origin of the ingredients were inspected and checked by an official of the Federation.
 

6. IS RED BULL ENERGY DRINK HALAL?

Red Bull Energy Drink is halal. This has been certified by the MUSLIM JUDICIAL COUNCIL. Imaam
Y. Harris, Cape Town. Before issuing this certificate the production site and the origin of the
ingredients were inspected and checked by an official of the Federation.
 

14
7. ARE RED BULL ENERGY DRINK GLUTEN FREE, VEGAN, AND WHEAT FREE, DAIRY FREE?

Yes, Red Bull Energy Drink is gluten free, vegan, wheat free, dairy free!
 

8. IS TAURINE MADE FROM BULLS' TESTICLES? IS TAURINE A DERIVATIVE OF BULLS' TESTICLES

OR SEMEN?

The taurine in Red Bull Energy Drink is a purely synthetic substance produced by
pharmaceutical companies and is not derived from animals or animal materials.
All ingredients for Red Bull Energy Drink are synthetically produced by pharmaceutical
companies. This guarantees the highest quality.

15
 SUGAR FREE RED BULL ENERGY DRINK

INGREDIENTS:
1. TAURINE

Taurine is a conditionally essential amino acid which is naturally occurring in the human body.
“Conditionally essential” means that in some situations or under certain conditions, as for
example, in situations of high stress or physical exertion, increased amounts of taurine are
eliminated from the body and cannot be replaced by the body in sufficient amounts.
Taurine is involved in vital functions of the human body. Taurine acts as an antioxidant and has
been shown to promote detoxification by binding together with harmful substances and
thereby accelerating their excretion from the body.
Taurine is also contained in different foodstuffs like e.g. scallops, fish or poultry and is added to
most baby food.
 

2. GLUCURONOLACTONE

Glucuronolactone is a carbohydrate.
It is naturally occurring in the human body where it is involved in detoxification processes,
supporting the body in eliminating waste substances from the body.

Glucuronolactone is also present in different foodstuffs such as grain or red wine.

 

3. CAFFEINE

Caffeine is known for its beneficial effects on mental and physical functions. It has been shown
to improve e.g. reaction speed, alertness and concentration. Caffeine also stimulates fat-
burning during endurance activities and thereby helps to use fat stores in the body which
results in a more efficient supply of energy.
Caffeine is contained in many foodstuffs such as coffee tea or chocolate. One can of Red Bull®
Energy Drink contains approximately the same amount of caffeine as a cup of coffee.
 

4. B-GROUP VITAMINS

B-group vitamins play an important role in energy metabolism, such as the build-up and break-
down of carbohydrates, fat and protein. B vitamins are also shown to support mental and
physical performance.
 

16
Benefits:

Both the drinks provide same benefits for their consumers. This division is on the basis of health
related matters as well as the life style.

Frequently asked questions about the product:

1.WHAT ARE THE EFFECTS OF RED BULL SUGARFREE?

Red Bull Sugarfree is a functional beverage, specially developed for periods of increased mental
and physical exertion. It can be drunk in virtually any situation: during sports, at work, whilst
driving and during leisure activities.

Red Bull Sugarfree: 

• increases performance
• increases concentration and reaction speed
• improves vigilance
• improves the emotional status
• stimulates metabolism
 

2. WHAT PROOF IS THERE THAT RED BULL SUGARFREE DOES WHAT IT SAYS IT DOES?

Numerous scientific studies in the fields of sports medicine, internal medicine and psychology
confirm the effects described for Red Bull Sugarfree. All scientific studies are peer-reviewed,
published and can be found in public databases.
 

3. WHEN SHOULD RED BULL SUGARFREE BE CONSUMED?

Whenever you need to boost your energy or concentration! To best feel its effects, you should
drink it at times of increased mental and physical strain, for example, on long sleep-inducing
motorways, during intensive working days, prior to demanding athletic activities or before tests
and exams. It is recommended to drink one can of Red Bull Sugarfree before the start of a
concentration task, the start of a race or game in sports.
Since Red Bull Sugarfree has not been formulated to deliver re-hydration, we encourage people
who engage in sports to also drink lots of water during intense exercise.
 

17
4. IS RED BULL SUGARFREE SUITABLE FOR VEGETARIANS?

Red Bull Sugarfree is suitable for vegetarians. Red Bull Sugarfree does not contain any animal
products or substances derived from animals.
 

5. IS RED BULL SUGARFREE KOSHER?

Red Bull Sugarfree is kosher. This has been certified by the KF FEDERATION OF SYNAGOGUES,
Rabbi M.D. Elzas, LONDON. Before issuing this certificate the production site and the origin of
the ingredients were inspected and checked by an official of the Federation.
 

6. IS RED BULL SUGARFREE HALAL?

Red Bull Sugar free is halal. This has been certified by the MUSLIM JUDICIAL COUNCIL. Imaam Y.
Harris, Cape Town. Before issuing this certificate the production site and the origin of the
ingredients were inspected and checked by an official of the Federation.
 

7. IS RED BULL SUGARFREE GLUTEN FREE, VEGAN, WHEAT FREE, DAIRY FREE?

Yes, Red Bull Sugar free is gluten free, vegan, wheat free, dairy free!

8. IS TAURINE MADE FROM BULLS' TESTICLES? IS TAURINE A DERIVATIVE OF BULLS' TESTICLES

OR SEMEN?

The taurine in Red Bull Sugar free is a purely synthetic substance produced by pharmaceutical
companies and is not derived from animals or animal materials.
All ingredients for Red Bull Sugarfree are synthetically produced by pharmaceutical companies.
This guarantees the highest quality.

18
SWOT ANALYSIS

Strengths
 Market leadership
Red Bull is the industry leader through the world within the energy drinks market. They
are also market leaders in Pakistan. The launch of red bull actually introduces the idea of
energy drink in the Pakistani market, before that when the mountain dew was launch it
was misunderstood by people as a soft drink. So, when it comes to the thought of
energy drink in the consumers’ minds its red bull as a first thought.

 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. In Karachi
specifically, red bull carried out this successful BTL activity outside SZABIST University. It
was a cycling race. Also the red bull cars which travel all around the city are a major
recall of the brand to the consumers. This promotional activity is the most significant in
making red bull familiar to the target market.

 Already developed brand personality

The ongoing campaigns of red bull all over the world plus the product’s packaging and
the price has contributed a lot in making a high class position in the consumer mind for
red bull. Currently the market takes red bull as a fashion icon brand, where people
adopt to this product for being trendy and fashionable, high class crowd. This gives an
edge to the brand as a platform to strengthen its position further with the target
market.

 Covering ends of market

Sugar free drinks are also available. For the target market that does not want to gain
weight and are health conscious red bull provides sugar free version of the product.

 Taste
The market of red bull is familiar to the taste of the product. It is recognized and
developed taste. The free sampling of the product through the red bull cars have helped
the brand in making the taste penetrate in the target customers. Whereas the new
brands are seen by the consumers with the risks associated in terms of the taste as well
as the color of the drink.

19
Weaknesses
 Affordability
Red bull comes in the expensive drinks category. It has above average prices i.e. Rs 140
per can. This gives it a disadvantage to the brand in terms of shrinking their target
market.

 Lack of innovation
There are now a lot of more competitive energy drinks in the global market and they
have their own USP (unique selling propositions) which helps them to strongly position
the product, which leaves the red bull behind.

 Monotonous flavor
Red bull is available in single flavor since its launch worldwide as well as Pakistan. A
chunk of target market does not like the flavor. And another chunk of market is bored of
the flavor and wants some variety and innovation in flavor.

 Weak marketing practices

1. Red bull energy drink is also available in the sugar free version but the market is
unaware of this. Even the launch of this sugar free version was not informed to
the target market.

2. There are no billboards of red bull energy drink in Pakistan. Where billboards are
a great and effective way of advertising locally.

3. Pakistani market relies heavily on the radio advertisements. It is a major source

of recalling the brand in the consumers’ minds. But red bull does not have any
radio campaigns.

4. Currently there are very few TVCs played in Pakistan of red bull. These TVCs are
the same for the international market as well this generates two drawbacks for
the brand. First is that local Pakistani target market faces difficulty in relating
themselves to those ads. Secondly, the frequency of the TVCs played is negligible
as compared to other drinks TVCs played belonging to all categories.

 New to the market

It has only been 7 years that red bull has launched its operations in Pakistan in
comparing to other well established brands it is still a new brand to the market.

20
  Lack of patent
Red bull does not possess any patents on its recipes which means anyone can come up
with the same recipe and copy it.

 Packaging
There is only one form of packaging available for the red bull that is can. There is a
strong need in the market to introduce new packaging such as glass bottles like ‘Frenz’
and plastic bottles like cola drinks.

Opportunities
 Extension of the product line
There is a demand in the current market of red bull to adopt different flavors and
versions of the product. Red bull should widen its product line to retain the current
market as well as capture more market.

 Marketing campaign
The drawback of the brand red bull related to inadequate marketing efforts can easily
be covered by forming a strong marketing campaign; such as advertising through all ATL
and BTL activities.

 Recognition of the product

Red bull can build a strong association with major sports sponsorship and events
globally as well as locally. It is currently sponsoring the brand with F1 race. But there is
still a room to further build up a deep association with other sports also.

 Availability of the product

In the local market red bull is currently available at the big general stores and super
stores. The product can be made available in the universities where the prime target
market spends lots of the time. It will also help the brand to build a reputation of a
fashion social symbol.

 The major source of outing for the local Pakistani market is to dine out in cafes and
restaurants with family and friends. Red bull should make the product widely available
in the restaurants and cafes. This will help in developing a connection between food and
red bull in the minds of the target market.

 Expanding the target market

Currently red bull is only targeting people from the age of 15 to 23. It can easily target
the age group of 15 to 40.

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Threats
 Health concern
There is a misconception among the consumers that energy drinks contains contents to
provide fake energy which are harmful for the health. It is also believed that red bull
contains high caffeine which is threatened by the government regulations globally.

 Misconception:
There exists a misconception in the mind of the consumers that red bull provides fake
energy with no natural substance involved. This gives an edge to the upcoming
competitors that they can claim their product to be one with natural ingredients.

This has two sides to the matter. First group who is the primary target audience of the
red bull is confused about this fake energy matter. But the other people who are the
influencers in the decision making are also not recommending the product to
consumers.

 Competition:
There exist two kind of competition for the red bull in the market.

Direct competition
This is where we consider the other energy drinks such as STINGS, BULLET etc. these are
the produc5ts of the same product category. There is a possibility that every u coming
brand of energy drink in the market snatches a part of red bull sales as their trial sales.
The main focus of red bull should be to condition the target market with its product and
achieve repeat sales.

Indirect competition
Red bull not only provides energy and stimulates mind and body. It also refreshes the
person, manipulate its mood swings and serves people with their social purposes also.
Here when we consider the other benefits of red bull we see that the products
belonging to the juice basket, the soft drink market as well as the sharbat basket, these
all also serves a bit of these purposes for the target market. And so provides a
competition to red bull.

 Free sampling of red bull

Red bull has formed this tradition of RED BULL CARS. These cars are usually seen parked
outside universities where they distribute red bull for free to every upcoming person
whether or not they are the target market of the product. This has two drawbacks to
the situation. Firstly, people are now habitual of consuming red bull only when they get
it for free. They don’t buy the red bull but wait for the free sampling car to give them
this is a major threat to the sales of the product. At the same time red bull is a luxury,
expensive drink for anyone to consume. Secondly, the free sampling is even done to

22
 those people who are not the target market of the product. This is a usual practice that
when these cars are parked outside the schools and universities the watchmen, guards
and the clerk staff is consuming it, where on a rational thought if we revise the target
market these group of people are not a part of target market because of affordability
factor.

Motivation
In order to intensify consumer’s level of motivation, advertising and other marketing
communication areas such as sales promotion use incentives, to encourage people to respond.
At any given point people are probably affected by a number of different motives. For example,
your motivation to buy a Red Bull would be much higher of you are too exhausted and
frustrated with office work.

So the need of the Red Bull arises when people feel the need of instant energy when their mind
and body is overly frustrated and they do not feel like carrying on their tasks and / or sporting
activity.

Thus by consuming Red Bull, their specific goals are met. As they get an immediate reaction
with speed, alertness and concentration level they actually need to accomplish their tasks.

Positive Motivation:

Red Bull has used a number of tactics to increase the positive behavior of the consumers. For
instance they have portrayed a very rich lifestyle which the target audience can actually relate
with. This has been done to increase the favorable and positive attitude towards the purchase
of Red Bull energy drink. Plus this also implicitly portrays that if a consumer uses this drink then
he/she cab become a part of that social class and attitude.

Rational Motives vs Emotional Motives:

The weight of Emotional motives is heavier because such a drink needs its consumers to touch
their emotions and let them form a positive conviction about the products need satisfying
abilities.

People feel the actual process of vitalizing their own mind and body simultaneously that will
create a boost in their energy levels which let them accomplish their tasks ahead of them.

Furthermore, rational appeal implies that it should be consumed in chilled form, and the
availability in Sugar Free also for the diet conscious potential consumers.

23
Success and Failures:

Since the market is very competitive and the buyers tend to be less brand loyal, it is very
important for these kinds of brands especially in energy drink category, because when it will
work best and produce results, then it increase the brand equity and in the end consumer
would be more willing to buy that brand.
But on the other hand if it won’t work unto the consumer expectation for example, due to
carbonated leakage or expires, Then all these factors would contribute to the negative image of
Red bull Energy Drinks letting the consumer to adopt other brands.

Arousal of Motives:

One of the tactics to attract consumers is to arouse the need of the product itself. Although Red
Bull has a unique advantage regarding as being world famous energy drink and satisfied
customer globally, but it failed to arouse the need of problem at least among the target market
in Pakistan. Even if we look at their advertisement then one cannot easily associate themselves
with the existing advertisements. They should have created a more intense awareness of the
energy drink category that could actually satisfy their low energy level problems.

Thus taking Maslow’s hierarchy into account, Red bull must emphasize more on safety and
social needs, rather than ego needs. This will let the target market to relate with the depicted
scenario and be a part of problem solving behavior depicted in the advertisements and other
media tools.

TARGET MARKET

24
Target market for red bull is well defines through more than one dimension. Anyone who has a
purchasing power to buy a can worth rs. 140/= is in the target market of red bull.

Market segmentation basis:

The target market is defines under the boundaries of these factors, which means that this is
segmented by these factors.

 Demographics
1. Age
2. Income
3. Geographical location
4. Social class
 Use-related
 Life style

Demographics:

1. Age:
Red bull basically focuses its sales towards the youth. Age group for both genders is
teenagers till 35. This is because the main benefits and features of the product are
altered to their needs. For example; the students and the young executive need to wake
up late in nights before the completion of the projects. Plus the red bull is a fashion icon
product and this age group is more towards the upcoming trends as well as opens to the
external environment. Young people are more adaptive in nature.

2. Income:
Red bull is included in the luxury product market because of its high price. Currently the
red bull price is 140/= can. Only those who earn more than 25000/= re month is the one
who can afford a can of red bull. And when it comes to the part of market where people
are not earning them and are on the basis of pocket money they handle expenses, then
their families should be earning above 25000 per month at least.

3. Geographical location:
Although red bull has an edge in terms of distribution networks over other energy drinks
in the market, still the product is available at the high profile stores and marts. The
product is available at the places where purchase worth quite high. It is available in the
urban big cities of Pakistan, not available in the semi urban and rural areas of Pakistan.

4. Social class:
Locally; the impression f red bull is the drink for people who want to show-off, are
wannnabees, high class crowd. Whether these people consume the whole can of e drink
or not they tend to hold the red bull can in hands to show that the can afford the red

25
 bull. All these belong to social class A+ and A. further the social class + and B is also the
part of target market.

Use-related:

There are few prime uses of the red bull which are even explained at the back of the bottle also.
Red bull is an energy shot that can be intake by the prople when they are in need of that. So it
classifies the market in terms of the uses people derive from it.

Following are few major uses/ functions of the product:

 Increases performance
 Increases concentration and reaction speed
 Improves vigilance
 Improves the emotional status
 Recover from mood swings
 Stimulates metabolism
 It for the top athletes
 Busy professionals
 Active students
 And drivers on long journeys

Lifestyle:

Due to the price, packaging and the events it’s sponsored; red bull has gain an impression of the
attitude which is high class, top level achievement, fashion icon, sporty, trendy, part of the
crowd type. Now the class out of the market who wants to adopt every new thing coming up in
their way or wants to drink the fashionable drink which contributes in their attitude formation
will consume red bull to full fill its social purpose. Whereas the students who want to wake up
all night long to study for examinations or to meet the dead lines for projects will consume this
as a need to boost their energy levels.

26
BUYER ANALYSIS

BRAND LOYALTY:

The Pakistani customers do not have awareness of energy drink category as such. Thus red bull
has to create awareness among the target audience of the category, widening the target base,
while creating a differentiating factor for itself, from soft drinks that will stimulate mind and
body simultaneously.

So in order to attract the price sensitive customers, PEPSI’S energy drink STING has halved the
prices to gain market share at the expense of red bull.

DEMOGRAPHICS:

It would be wise to restrict the target market to the geographic areas as well as the
psychographic segmentation for the targeted consumer. It is because for a product like Red Bull
it would be far too narrow as it cuts across lifestyles, demographics and socio-economic
boundaries.

So the best solution would be to set the target market as a behavioral segmentation. The
reason for that decision is because in a behavioral segmentation the individual’s relationship
with the product and the use and benefit sought from the product.

Since, as the company claims, Red Bull is not just an energy drink it is primarily a utility drink to
be taken against mental or physical weariness or exhaustion. Its use helps to increase
endurance and heighten alertness as well as reactions and generally spoken the use of Red Bull
helps to cope with the challenges of everyday life, which includes work, leisure and sports.

27
CONSUMER INSIGHTS
 The target customers believe that energy drink is associated with sports / adventure
only. It is something not to be consumed for any social hang out of friends and family.

 Energy drinks is for the male segment only. It is socially unacceptable for the females to
consume energy drinks.

 The energy drinks are only for teens and young adults. It is taken as totally unacceptable
for the adults aged 30 and above.

 A large chunk of the market sees energy drinks as something addictive, drug infused
beverage with negative health implication.

 Teens consume it to boost their brain powers before their exams, and to delay their
sleep.

 There are certain cultural barriers which term energy drinks to provide fake energy, and
believe these companies are playing psychological games with the minds of consumers.

 Many of the teens term Red bull as “BURGERO KI DRINK”. They associate this drink with
the “Wannabees” of the society.

 Red bull contains vitamins which are to be taken by people with vitamin deficiency, not
by normal people. As doctor’s advice, Vitamins should only be taken to substitute a
vitamin deficiency in the body, or during times when you are undergoing lots of physical
training where the body consumes more vitamins, fats and carbohydrates.

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BRAND PERSONALITY
Brand personality is basically human attributes attached to the brand for its definition and
recognition. If we say someone is cute, we immediately imagine being the character which is
cuddly in looks. But if we define a brand as cute then we tend to relate the type of ads the
brand has. Plus the celebrity associated with the brand, celebrity’s personality etc.

Red bull if imagine as the person by the people would be someone with these characteristics:
 Excited
 Energetic
 Fun-loving
 Strong
 Reliable
 Out-going, social
 Very active
 Sporty
 Adaptive to environment
 Attract to new things

The slogan of the red bull: IT GIVES YOU WINGS; justifies a lot of these attributes. Strong,
energetic, sporty etc. furthermore the recommended taglines for a new red bull campaign also
high lights these qualities. New suggested taglines are;

CHARGE UP WITH RED BULL…for a faster life/ for workout/ for next task…

Red bull has been showing its slogan in literal terms in its current ads. These are all animated
ads where the character with the red bull gets excited and grows wings to it. On research it was
found that in Pakistani market it is not leaving a great impact over the target market. The
consumers either find the ad meaningless or just indifferent to their reasons of consuming the
red bull. There was felt a strong need of showing the actual effects on someone who consumes
the red bull for a specific purpose.

A very important aspect to all this is that no matter what the personality is portrayed by the
brands advertisement, it will only be effective when it is in synchronization with the remaining
brand/ campaign elements and the consumers’ expectations.

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BRAND POSTIONING
Positioning in the mind of consumers’ the correct statement to define the brand positioning. It
is the image which brand managers; marketers want to build in the mind of consumers. In the
common men language what should comes to one mind when they heard of a brand or see any
advertisements.

For example; what comes to our mind when we think of THE BODY SHOP? The first thing that
comes to the mind of any member of audience is the natural ingredients, this is because the
brand managers decided to based the customers image on this one basic quality of the product.

Red bull is currently positioned in the minds of customers as a product that provides instant
energy and is a high class drink. Fashion icon product. Here we have planned to carry on the
same positioning of the brand. But along with this to increase the usage rate we are presenting
an ad to penetrate the red bull as a daily routine, refreshing drink.

INSTANT ENERGY, HIGH CLASS DRINK, CONTRIBUTES TO YOUR CLASSY PERSONALITY AND
PERSONA.

There is whole detail document mentioned below regarding how the same positioning is agreed
upon for the new campaign. It is based on the research carried out in the form of
questionnaire.

UNIQUE SELLING PROPOSITION (USP)

Red bull does not only vitalizes body by providing a temporary instant energy shot, it also
stimulates your mind with the same extend. Provides a vigilant eye to every matter in life.

SINGLE MINDED PROPOSITION (SMP)

Red bull SMP is its slogan, which is also written on the can of red bull along with its core
ingredient that is tourine. VITIALIZES MAIND AND BODY.

30
OUR PROPOSAL

31
Advertising Objectives:
The Main objectives of our advertising campaign are to:

• Grab attention and create awareness of energy drink category.

• Establish the brand identity of Red Bull.

• Stimulate the interest of target audience.

• Create a strong conviction, and remove misconceptions that Red Bull does not
provide energy that is kind of fake.

• Stimulate change of opinion and attitudes

• Create buzz, word of mouth for Red Bull.

 Specifically include females sector of the market.

 Young Executives to be taken special care.

Overall objective:

 Awareness objective
To increase the awareness level of the product category among the target audience as
well as clear the misconceptions regarding the product ‘RED BULL’, discussed later in
detail.

 Sales objective
To increase the sales of the product by making it a daily routine drink. And by shifting
interest of the consumer from free sampling towards actual purchasing of the product.

 Knowledge objective
The purpose here is to make consumers more aware of the brand. People who consume
red bull have doubts that whether it is the best choice for them or not. To make
consumers satisfied that their choice is the best out of all others available.

Specific Campaign Objective:

The focused communication goals of our suggested campaigns are:

32
 • To convince 25% of the target market during the next year of Red Bull’s need-
satisfying abilities. This would likely create a trend among consumers to actually buy
the product rather than just relying on existing free sampling by the company.

• Increasing Brand Preference by 10% in Karachi and Lahore during the next year.

Specific Campaign Strategies:

• Place advertisements in Magazines

• Provide corporate advertising support to retailers and distributors.

33
POSITIONING STRATEGIES

REDBULL BRAND POSITIONING IN PAKISTAN

The objective is to establish a location in the consumer’s mind based on what the product offers
and how that compares with the competition in the Pakistani market of energy drinks. We
conducted a small research to ascertain brand positioning of REDBULL among our target
audience. For this we considered several factors and answered questions. On the basis of these
findings we came up with the proper positioning of red bull in the market.

QUESTION 1
What are the market and alternative choices as seen by the consumer and the relative value
your brand offers in that market?

 All drinks in the energy drinks category as well as carbonated soft drinks offering a boost
in energy.

QUESTION 2
Who are the people and the situation for which your brand is always the best choice?

• Adventure seeking teenagers

• 16-25 years LSM 8+
• They live for shock value
• They need a boost of energy in times like sports or an all-nighter study session

QUESTION 3
What is the element of all you know about the target consumer and their needs (in this
competitive environment) on which the brand is founded?

 “I need more energy to pass through mentally and physically straining situations”

QUESTION 4
What are the differentiating benefits of your brand that motivate the purchase?

• Increases performance
• Increases concentration and reaction speed
• Improves vigilance
• Improves the emotional status
• Stimulates metabolism

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QUESTION 5
What does your brand stand for/what does the brand believes in? How your brand does
behave/What is the style of communication with the audience?

VALUES:
Energy Booster
BELIEFS:
- improving performance
- increasing endurance and concentration and improving reaction speed
PERSONALITY:
People who need more mental and physical energy

QUESTION 6
What is the evidence or proof of how the brand is better than the alternatives?

 “World’s leading energy drink”

 Numerous scientific studies in the fields of sports medicine, internal medicine, and
psychology, confirm the effects described for Red Bull Energy Drink.

QUESTION 7
What is the point of difference that will make the consumer buy your brand?

 The most authentic energy drink!

 A drink that actually works!

QUESTION 8
What is the intrinsic nature or character of something that makes you brand, what it is?

 “Red Bull gives you wings”

QUESTION 9
What is your brand’s original product, values and/or benefits that made your brand great and
on which you want to build?

• Proven clinical studies confirm the effects that is claimed by Red Bull
• A functional beverage
• Global acclaim

35
CREATIVE RECOMMENDATIONS
For promoting Red Bull, they will have to go through some strategies which will create brand
awareness all over the country and increase its sales.

 Red Bull offers very high price to the consumers of Pakistan i.e. Rs 140. As compared to
its competitors they are offering an average price of Rs. 60 to the Pakistani market.
Therefore, Red Bull needs to revise its pricing strategy in Pakistan and price its product
somewhere close to the competitor’s price.

 The target market is not aware of the sugar free red bull that is available in the Pakistani
market. Sugar free red bull should be promoted in the local market.

 There are no billboards of red bull in Pakistan, which are highly effective for the energy
drink market.

 ATL-Above the line Activities:

No radio ads and TVCs. Red Bull needs to make its radio ads and TVCs like the one we
have made.
-TVCs and Radio ads to be made accordingly to the Pakistani culture, foreign ads would
not be that effective.

 BTL-Below the line Activities:

Initially red bull’s BTL were very creative in creating brand awareness in the target
market but now people are bored and they are waiting for more promotional activities
to remind them of the product again. Red bull should go to schools, colleges,
universities and even to the offices and promote their product. It has to be promoted in
Malls and in large super markets where consumers should be informed about the
benefits of having red bull.

 Red bull must expand its distribution channels. It should be available at all retail outlets
and supermarkets.
- Red Bull cans to be visible to the consumers when they enter any outlet. Cans to be
kept in red bull fridges.

Advertising strategy
The main idea is to present red bull as the problem solver for its users. And to show how in
actual life it full fill its purpose.

36
Advertising appeals
Advertisement would stimulate interest and influences feelings through the feelings of
pleasure, energy, comfort, and recovering mood swings. The experience will be to live life to its
full limit. Live more out of a day is the big idea of the red bull campaign.

Advertising execution format

The advertisement would appear as a demonstration, problem solution; as well its unique
selling proposition USP of the produce will be highlighted. The ads will represent and focus over
energy boost and red bull as a daily routine drink that is all purpose drink.

37
BUDGET ALLOCATION

We suggest Red Bull to employ percentage of sales method to allocate its budget for
advertising in Pakistan. This method compares the total sales with total advertising budget
during the previous year or the average of several years to compute a percentage.

So the company will arrive at an approximate amount of PKR 1700000, which we think is
substantial enough to meet the advertising objectives for our current campaign.

MEDIA BUDGET BY QUARTER

REDBULL ENERGY DRINK IN PAKISTAN
MEDIUM Q1 Q2 Q3 Q4 TOTAL PERCENTAGE
200000 200000 300000 300000
Television 0 0 0 0 10000000 59.17%
100000 100000
Radio 500000 0 500000 0 3000000 17.75%
Newspaper / Magazine 300000 300000 450000 450000 1500000 8.88%
Internet 50000 50000 100000 100000 300000 1.78%
BillBoards 500000 250000 250000 500000 1500000 8.88%
Trade Shows 200000 - - 200000 400000 2.37%
Other 50000 50000 50000 50000 200000 1.18%
 
Percentage 21.30% 21.60% 25.74% 31.36% 16900000 100%

Justifications:

1. Giving more share to television means:

Televisions can have an influence on primary target audience on kind of topics they think about,
fashion, home, hangouts etc. Since it has such a wide reach and most importantly it makes a
strong impact. The interaction of sound, sight, color, motion and drama can create a strong
emotional response among the target audience.

2. Radio:
It may be the least expensive of all media, but it still can lay a great impact on consumer as the
trend of listener ship is increasing day by day. Since radio is affordable, it is easier to build
frequency through repetition. Furthermore, it allows listener to imagine and stimulate
emotional responses among the target audience.

3. Internet:

38
It is a relatively low cost alternative to mainstream advertising media. It reaches people who
aren’t watching much television or reading newspapers. It can easily provide brand reminders,
and very effectively persuade people through its own websites.

4. Placing advertisements in specialized youth-oriented Newspaper / Magazines would allow

Red Bull to lay an effective impact over target audience as it provides a greater audience
receptivity and the visual quality of magazines tend to be excellent because they are printed on
higher quality paper.

5. Participating in Trade Shows like Dawn Lifestyle’s and others will enable the consumers to
interact with the brand and create chances for retailers and wholesalers to interact with the
company and help in to boost its sales.

6. Billboards:
It should place billboards in busy shopping areas of main cities in Pakistan i.e Karachi, Lahore,
Islamabad, Rawalpindi etc. and in places where office goers and university students usually pass
through for e.g Shahrah-e-Faisal, Sadder and so on in Karachi.

39
MEDIA RECOMMENDATIONS
Media Strategies:

Current
Red bull only have TVCs played in Pakistan at the current moment. All of these TVCs are
animate theme based as well as does not contribute much to the understanding of the product
category.

Recommendations

It should employ mediums like:

Billboards:

There should be billboards placed in the busy areas of the cities such as in Karachi red bull
billboards should be placed at SEA VIEW (DP), SHAHRAEFAISAL, SHAHRAHE QUAIDEEN, DEFENCE
ZAMZAMA PARK, CLIFTON. Moreover, in the business and shopping areas like sadar, II chundrigar,
tariq road and in many other developed areas of Pakistan.

Radio:

Red Bull should separately make its radio ads with their new style of catering the Pakistani
market such as playing red bull’s slogan “red bull gives you wings” during the programs would
remind people of red bull.

Red Bull should sponsor radio shows where;

 RJs to be asked to talk about the product during talk shows.

 Invite a representative from the company and then talk about the product.

 Solve any queries of consumers regarding the products taste, packaging, placement etc.

 There can be a contest during which listeners would be asked different questions
regarding the product and they might be provided with gift hampers or a free trip to F1.

T.V:

40
Red Bull should sponsor good programs like cricket shows, popular sports events, music shows
etc. and events on T.V. more frequently, like for instance, it can sponsor Basant Festivals as live
transmissions on any channel. Channels like GEO, MTV, PLAY TV, AAG TV, MTV Pakistan, 360
Fashion etc. can do the job. Moreover, red bull ads can be played during cricket matches and
other sports events such as tennis, football etc on all the sports channels like Geo super, Ten
sports, Star sports and Espn.

41
MEDIA PLAN

MEDIA VEHICLE PLACEMENT TIMING

TV      
  GEO Bollywood favorites Weekdays
  MTV Request Shows Weekdays and Sundays
  PLAYTV Request Shows Weekdays and Sundays
  MTV Pakistan Most Wanted Weekdays and Sundays
  AAG TV I love the 90's too Weekdays and Sundays
  360 Fashion Style Central Weekdays and Sundays
RADIO      
  FM89 Evening shows 4pm to 9pm
  FM91 Request Shows 4pm to 11pm
  FM96 Request Shows 4pm to 11pm
MAGAZINES      
  SHE BACKPAGE Alternate weeks
  VOGUE INSIDE FRONT Alternate weeks
  VISAGE BACKPAGE Alternate weeks
BILLBOARD
S      
  SEA-VIEW (DP)
  SHAHRAEFAISAL
  DEFENCE Building Roofs, Footpaths
6-8 months
  HYDERI and Main Roads
  ZAMZAMA PARK
  SHAHRAHE QUAIDEEN
INTERNET      
  SocialNetworking Banner Ads
  Blogging Websites Banner Ads
10 -12 months
  Chatrooms Banner Ads
  Company Website -
OTHERS  
  HOME XPRESS INSIDE FRONT
MONTHLIES
  RAISIN SOLUTIONS INSIDE FRONT
  VideoGames  
   
       

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MESSAGE STRATEGIES
Current Message Strategy:

Currently, Red Bull’s message strategies are not that effective. Therefore, first we will analyze
their current strategy.

T.V.
Foreign ads are being played on foreign tv channels. There is no emphasis on the local tv
channels such as Aaj tv, Ary, Geo, Hum Tv, Geo Super, Tensports etc. Therefore, most of the
consumers have forgotten about red bull or are not aware of its availability in the market.
Competitors like sting and power full are advertising on local tv channels and might take the
market share away from red bull

Radio:
No radio ads.

Print:
No print ads

Critical Analysis:
Currently, Red bull’s message is that it vitalizes your body and mind. It gives you energy and
refreshes you. In Pakistan, red bull did not put much effort to promote the product through
TVCs, radio and print ads but it is still the market leader in the energy drinks market. Red bull
has done a few campaigns in which they have provided the consumers with free samples but
still it could not do a good job in increasing the sales because of many free samples being
provided by the company people are not buying the product they just wait for the free samples.

Recommendations:

Message whether in TV (Storyboard attached), Radio ads (script attached), Billboards (template
attached) or Newspapers (print ad attached), should have following factors that need to be
highlighted:

 Price is too high. Red bull needs to lower down its price.
 It is preferred by a wide range of people such as
 The overworked taxi driver
 The stressed manager
 The exam-anxious student
 And the pressured journalist

43
 For day or night, for job or fun. People who need more energy learn to value Red Bull
Energy Drink. And the number of people who do is increasing all the time.

Justification:

Consumers should be informed about the benefits of having Red bull whether it’s regarding
sports related fields or some office works. Red bull gives you energy at all levels in order to
reduce stress and enhance your performance at all times.

Slogan: Red Bull gives you wings!

Recommendations:

We recommend a few new taglines for our Pakistani market that are:

Print ads:
1. “Charge up with red bull… for work out!
2. “Charge up with red bull…for next task!

TVCs:
1. “Pure energy”
2. Ts all about red bull..!

RADIO SCRIPTS:
For all ads on radio there will be one tagline in the end. “Charge up with red bull…for a
faster life. (voice over)

Justification:

The taglines which are being used in the print ads are actually describing what type of problems
red bull can solve. For example: in the first print ad you will see a girl jogging on the treadmill so
the first taglines shows that red bull improves your energy levels and you perform better. In the
second print ad “…for next task” is for the people who work and wants to reduce their stress.

The tagline decided for the first Tvcs is for the students mainly because in the ad you can see
that red bull gives you energy in every form.

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Promotional Mix
Current Promotional mix

Currently, Red Bull has implemented these strategies in the urban areas of Pakistan:
 Cycling race competition.
 Free samples of Red Bull around the city.
 Sponsored car racing events and some other sports related events.

Recommendation

Red Bull should promote its products through:

 Advertising: On TV, Radio and Billboards. Advertise red bull in malls and big super markets
such as Naheed, Agha’s etc.

 Personal selling.

 Public relations i.e. press releases, special events, sponsorships, because related efforts.

 Event based branding.

 Sales Promotion: Give promotional discounts in the events sponsored by Red Bull.

 Direct mail: People to be reminded about the new promotional campaigns of red bull.

 E-marketing: ads on social networking websites and search engines

Justification:

As the Pakistani market is unaware of the product and red bull is still new to the market.
Consumers need to be communicated and informed about the product through all channels.
Consumers need to be made aware of the product through an effective promotional mix.
Advertising red bull on TVCs, radio and billboards will condition people to red bull and
whenever they think of an energy drink red bull will come to their mind. Now in order to reach
the target audience red bull should be sold on events such as Basant festival.

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 Critical ad analysis: ‘treadmill…gym print ad’
Big idea:
Fun and enjoyment to live more out of a day

Campaign idea:
It keeps you active, energizes and enhances your performance in workouts and sports related
activities.

Target market:

Primary audience:
Demographics:
Social class A+, A, B+, B
Gender: Male and female
Income level: 25000 and above
Age group: 15 onwards

Psychographics:
Sportsmen and sports women
Habits: all those people who wants to build up there stamina and boost up their energy levels
so they don’t have to compromise on the workout. High level of physical activity.

Secondary audience:
Demographics:
Social class: C
Gender: Male and female
Income level: below 25000

Psychographics:
Housewives
Business executives
Senior citizens

Habits: People who are long journey drivers. People who want little sleep deliberately, people
who want to be a part of their children’s life.

Brand personality:
Energetic, Active, Outgoing, Young, Enthusiastic, Determined, Fun loving and Friendly.

Brand positioning:

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Red Bull enhances performance, stimulates your mind and body.

Rational appeal:
 Treadmill
 Red bull….part of tag line
 Red bull….on the top right side…above the can
 Gym
 Clock in the background
 The other machines in the background…partly or fully shown.
 Red bull can
 Towel beneath the red bull can on the treadmill
 Both the versions of red bull are shown

Emotional appeal:
 Charge up…..with (tells how the red bull helps you in acquiring energy
 The body copy of the ad regarding the tastiest energy drink
 Body copy…convenient cans
 For workout
 Gives you wings….. (you) the target market will relate themselves to this
 Smile on the face of the model. Face expressions….
 Dressing of the model...it explains the target class of society the brand is for.
 Model jogging. This explains the habits of the target market.
 The little jewellery the model is wearing…the chain on the back neck as well as the ring
on the finger…this justifies the age of the model as above 23.
 Mirror is also the emotional part of the ad….where it gives the meaning of looking at
one self and being satisfied with the looks……see when you are actually working out….
 The hairstyle is very local….this is how the target local market actually ties up hair in
home or during casual times.
 The colors of the model outfit is been matched with the red bull packaging. The brands
main colors are blur, reed, silver. The girl is wearing a red clip, a grey-silver tone t-shirt
and a dark blue trouser.
 The wing on the can…in the logo on the top right side of the ad…..co relates with…red
bull gives you wings.

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 Critical ad analysis: ‘laptop…office print ad’

Big idea:
Fun and enjoyment to live more out of a day

Campaign idea:
It keeps you active, energizes and enhances your performance in office tasks.

Target market:

Primary audience:
Demographics:
Social class A+, A, B+, B
Gender: Male and female
Income level: 25000 and above
Age group: 21 onwards

Psychographics:
Employees, workers and business executives.
People who does not want to compromise on their energy levels and let their performance
affect due to that.

Secondary audience:
Demographics:
Social class: C
Gender: Male and female
Income level: below 25000

Psychographics:
Housewives
Tweens and teenagers
Sportsmen

Habits: People who are long journey drivers. People who want little sleep deliberately, people
who want to be a part of their children’s life by adopting their habits. This habit is purely
related to the consumer insight.

Brand personality:
Energetic, Active, Young, Enthusiastic, Determined, Fun loving and Friendly.

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Brand positioning:
Red Bull to be used in offices, it enhances performance, vitalizes your body and mind.

Rational appeal:
 Laptop
 Red bull…part of tag line
 Red bull…on the can
 The both versions of red bull shown, normal as well as the sugar free version
 Files….in the background
 Energy drink….written on the can
 Red bull can its self
 Stapler
 Telephone

Emotional appeal:
 Watch….young executive…style of the watch
 Hands…neat…nails are cut…groomed hands…young…masculine
 Charge up…..with (tells how the red bull helps you in acquiring energy
 For next task…part of tag line
 Bulls on the can
 The can is partially consumed…the lead is open
 Color of files….match with the product….blue
 Body copy of the ad…tastiest energy drink
 Body copy…convenient cans
 Slogan…red bull give YOU wings

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