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Innovative Promotional Strategies Used By Galaxy Gear and Red Bull
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Innovative Promotional Strategies Used By Galaxy Gear and Red Bull

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    Innovative Promotional Strategies Used By Galaxy Gear and Red Bull Innovative Promotional Strategies Used By Galaxy Gear and Red Bull Presentation Transcript

    • INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Presentation By Group No. 8:-  Urmimala Chakraborty Ashish Chauhan Kaustav Konwar  Projit Roy  Amit Sahu 4/2/2014INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS 2
    • AGENDA ▪ Promotion ▪ Types of Promotion ▪ Brands Selected ▪ Introduction to Red Bull ▪ Promotional Strategies of Red Bull ▪ Introduction to Samsung ▪ Introduction to Samsung Gear ▪ What it Does ▪ Promotional Strategies of Samsung Gear ▪ Conclusion 4/2/2014INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS 3
    • PROMOTION As a key Marketing Element, Promotion Comprises Communication Tactics Used to Educate Consumers, Increase Demand and Differentiate Brand. 4/2/2014 4INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • TYPES OF PROMOTION ▪ Advertising ▪ Selling ▪ Sales Promotion ▪ Public Relation ▪ Social Media 4/2/2014 5INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • PRODUCTS SELECTED RED BULLGALAXY GEAR 4/2/2014 6INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 7INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • SAMSUNG – BRAND GENEALOGY ▪ Founder: Lee Byung Chul ▪ Founded in: 1938 ▪ Founded at: Daegu, South Korea ▪ Headquarter: SamsungTown, Seoul, South Korea ▪ Chairman & CEO: Lee Kun-Hee ▪ Revenue: $268 Billion (2012) 4/2/2014 8INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • STP OF SAMSUNG Segmentation:-  It has SamsungGuru Segment for rural areas as well as Galaxy segment for urban areas. It has something for everyone. It targets Middle Age groups -Teenagers - Executive class. Targeting:-  Trendy young people.Professionals.Large businesses.The common cellular phone users. Organizations such as: services to public safety, the government, and both utility and manufacturing enterprises .Institutional sales for colleges.Target is not only number driven but also about acquiring and retaining customers Positioning:-  It focuses more on the real margin which comes from mid-to-high-end segment. Branded itself as a synonym for quality. Created a Unique Brand Image for itself as a high end value driven brand. 4/2/2014 9INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 10INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 11INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • ABOUT SAMSUNG GALAXY GEAR ▪ Developer: Samsung Electronics ▪ Product Family: Galaxy, Gear ▪ ProductType: SmartWatch ▪ Release Date: 25th September, 2013 ▪ Operating System: Android ▪ Camera: 1.9MP 4/2/2014 12INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • WHAT IT DOES ▪ A Wearable Device that Connects to Android Smartphones ▪ Glance Down to getTime,Weather and Notifications ▪ Make and Receive Calls, SendsText and Update Social Networks ▪ Swipe +Voice Navigation ▪ All in the Wrist ▪ Large App Ecosystem 4/2/2014 13INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • PROMOTIONAL STRATEGIES  Newspaper Advertisement 4/2/2014 14INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD .... 4/2/2014 15  Magazine Cover INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD....  Social Media 4/2/2014 16  Celebrity Endorsement INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD…  PromotionVia Oprah’s Show 4/2/2014 17  TV Commercials INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD…  Use Of Cartoon Characters  Digital Billboards  Moving Advertisement 4/2/2014 18INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 19INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD...  Promotional OfferWith Galaxy Note 3 4/2/2014 20INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD...  Fashion Shows 4/2/2014 21INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 22 NEWYORK FASHION SHOW INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 23INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 24INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • RED BULL – BRAND GENEALOGY ▪ Type: Energy Drink ▪ Origin: Austria ,Thailand ▪ Introduced In: 1987 ▪ Founder: Dietrich Mateschitz ▪ Colour:Amber ▪ Variants: Original, Sugar free, Cola,Total Zero, Red Edition, Blue Edition, Silver Edition, F1 Edition ▪ Revenue: $6.5 Billion (2012) 4/2/2014 25INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • STP OF RED BULL  Segmentation:- Demographic Age between 16 to 30 years ,Middle age - Gender: They mainly target males, although females are a part of their customer base - Income: Red bull associated a certain luxury with their brand name and hence caters to a segment that is ‘well off’ in terms of income. - Occupation: Students, working professionals, sports enthusiasts, athletes Psychographic ▪ Lifestyle: Business class, working class executives, students ▪ Personality: ambitious, open to experience. ▪ Occasions: Regular, special. ▪ Benefits: Quality 4/2/2014 26  User status: regular user  Usage : medium  Loyalty : medium Loyal  Readiness stage: intending to buy  Attitude toward product: enthusiastic Geographic  Area: Red bull limits itself to semi urban and urban India as that is their major consumer base  City: Class-A and Class-B cities i.e. metro politician cities  Region: Distribution of red bull is constant across regions in India INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD…  Targeting:-In geographic segment they target countries with no or negligible market for Red bull. In demographic segment their main target is the teenagers and college students (13 to 21 years), young adults ranging from (21 years to 35 years) or can also called as working professional. In psychographic segmentation they targeted a2, b1 and b2 socio-economic classes. In behavioral segmentation it was found that they were targeting the first time users and also their regular users.They target super markets, movie halls and even bars and restaurants to improve their visibility.  Positioning:- Red Bull is a luxury Good and is Available In Selected Outlets. 4/2/2014 27INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 28INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • PROMOTIONAL STRATEGIES ▪ Advertising ▪ Online Blog 14% 17% 21% 30% 38% 51% 52% 0% 10% 20% 30% 40% 50% 60% Germany USA France India Saudi Arabia Japan South Africa %Growth Country RED BULL EFFECTIVENESS: ADVERTISEMENT 2012 4/2/2014 31INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 32INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 33INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD.... ▪ Digital and Social Media 4/2/2014 34INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 35INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONTD.... ▪ Word-of-mouth ▪ Free Red Bull merchandise ▪ Floating Billboards ▪ Commercial print ads ▪ Sponsorship ▪ Sampling 4/2/2014 36INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 37 RED BULLWINGSTEAM The team of students go out on the road in their Red Bull mini to help launch the product in new markets. The branded mini has a Red Bull can on the back of it.The team offer a cold can of Red Bull to people in need of energy to demonstrate the product’s qualities. Through engaging consumers in a fun, non-threatening way they create a personal and positive product experience INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 38INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 39 MUSIC ACADEMY The Red Bull Music Academy (RBMA) is a world- travelling series of music workshops and festivals. The main five-week event is held in a different city each year. The public portion of its program is a festival of concerts, art installations, club nights and lectures by influential figures in contemporary music. INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 40 STUDENT BRAND MANAGER PROGRAMME Individual students help activate a variety of events on campus. They organise activities around the UK to get people talking about the product and get students actively involved on their own university campus. INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 41 FLUGTAG Red Bull Flugtag Event in which competitors attempt to fly home- made, size- and weight- limited, human- powered flying machines.The flying machines are usually launched off a pier about 30 feet (9.1 m) high into the sea. INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 42INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 43 RED BULL BEDROOM JAM This is a competition to help teenage musicians get out of their bedrooms and onto the big stage, giving them an experience they may never have been able to have. Red Bull records bands playing live from their bedrooms for the world to see via the internet. INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 44 RED BULL REPORTER This project provides opportunities for aspiring writers, film- makers and presenters to report on world- class Red Bull events, giving them the chance to have their work published in a variety of credible publications. INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 45 RED BULL F1 RACING INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • Wednesday, A pril 02, 2014 46 RED BULL STRATOS Red Bull Stratos was a space diving project involvingAustrian skydiver Felix Baumgartner.On 14 October 2012, Baumgartn er flew approximately 39 kilometres. INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 47INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 48 RED BULLWNTER X GAMES INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • CONCLUSION ▪ Red Bull adopted a pull marketing strategy ▪ Social and digital media is at the heart of its promotional campaigns ▪ This type of strategy allows Red Bull to adapt its promotional activity to reflect technological and social changes ▪ Samsung has poured marketing resources into the gear with heavy advertisement ▪ Collaboration with fashion shows to seize leadership into the wearable computer market ▪ The product marks Samsung’s latest attempt to prove that it is more than just a fast follower in innovation behind Apple Inc. 4/2/2014 49INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 50INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS
    • 4/2/2014 51INNOVATIVE PROMOTIONAL STRATEGIES OF 2 PLAYERS