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Red bull imc plan for korea

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Redbull IMC plan for Korean Market

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Red bull imc plan for korea

  1. 1. Striving to be the No.1 IMC PLAN for the KOREAN MARKET Anina Münch 50141279 Sora Jin 20121427 Seulkihan Yeo 20092337 Sungwhan Lee 20082593 Theresa Lindner 50141290 Young-Ju Kim 20080201
  2. 2. Table of Contents 1. Situation Analysis 2. SWOT Analysis 3. STP 4. IMC Objectives 5. Advertising 6. Sales Promotion 7. PR/Publicity/Word of Mouth 7. Event and Cause Sponsorship 8. References 9. Appendix
  3. 3. Situational Analysis • RedBull is the No. 1 energy drink brand in global market • But in Korea only the 2nd market leader (after Hot6ix) Revenue : $ 5040 billion worldwide (in 166 countries) ➔ $ 252 billion spent for the Advertising ➔ $ 1.518.072.289 will be allocated for the Advertising budget in Korea
  4. 4. Situational Analysis Korean Market Global Share
  5. 5. SWOT Strengths • Powerful Brand Image • High Brand Awareness • Global Market Leader Weaknesses • Relatively High-priced • Controversial Composition • Flavor Variety Lacks • No Registered Patents
  6. 6. SWOT Opportunities • International Market • Room for Growth • Can Target Different Groups (Niche Market strategy) Threats • Unhealthy Image • Other Domestic Competitors • Well-Being Trend
  7. 7. STP Demographics • Age (14 - 34) • Sex (both) • Can Target Different Groups (niche market strategy) Psychological • Busy People • Physically-Active • Students • Partygoers Target Market - Workers between 30 – 50
  8. 8. STP Positioning Statement RedBull regenerates you from the stressful, challenging day by increasing your performance, concentration & metabolism using energy-building ingredients. RedBull gives you wings!
  9. 9. Current 4P • Product • Original • Sugar Free • Price • Most Expensive Energy Drink in Korea • Promotion • Sponsorship • Cartoons • Product Placement • Distribution (Place) • Convenient Stores
  10. 10. • Product • Light Caffeine • New Flavors • More Efficiency • Price • Remains The Same • Promotion • Sponsorship • Events • Distribution (Place) • Drug Store • PC Cafes NEW 4P
  11. 11. OUR IMC OBJECTIVES • Increase the Market Share (Similar to Hot6ix) ➔ Instead of targeting the young (Hot6ix), We target hard working laborers between 30 – 50 • Change the Image of the Energy Drink As Usual ➔Increase the Trial-Ability ➔ Increase the Attributes Awareness
  12. 12. Advertising • 40% of the Total Budget - $ 607.228.916 ➔Product Placement in Korean Soap Operas ➔ Co-Branding with the Hiking Gear Advertisements ➔ When taken a bf/aft survey(1,000 respondents among 30-50s,) double the number of people who recall REDBULL as a No.1 energy drink
  13. 13. Bull Time (Advertising Event) • Offices will be chosen via Social Media (Tweets) • 10pm to 11pm • For the People with Long-Working Hours • Our Campaign will be followed by a camera and will be uploaded on Social Media afterwards for public awareness
  14. 14. Bull Bus • Shows the Friendly Image of the Bull in the morning at night for the exhausted workers • Average Cost- $500/bus
  15. 15. Bull Taxi • Would be in association with the Taxi Companies • Target the people working late • Fast & Efficient • Average Cost- $80/taxi
  16. 16. Sales Promotion 30% of the Total Budget - $ 455.421.686 Objectives Give Out Free Samples to Office Workers in the Corps Deliver Assisting Image of the Red Bull Make the Brand Attractive to the Retailers and Buyers Motivate the Consumers to Buy the Redbull Increased Sales for the Targeted Groups
  17. 17. Sales Promotion • Sampling - Distribute the Product in Business Districts ex) Bull Time or Bull Bus • Sweepstakes - Collect the Hidden Codes to Win the gifts ex) Kakao Emoticons/Free RedBull Drink
  18. 18. Sales Promotion • OUR PR & WOM Objectives & Budget • Gain as much fame as LOTTE Hot6 for 30-50 • Reach 100,000 New Likes on Facebook PG • Get 100,000 new followers on REDBULL twitter
  19. 19. PR & WOM CAMPAIGNs Meaningful, Reasonable & Quantifiable OBJECTIVES • Appeal to customers in 30-50s in Korea Rep. • 50M out of $2B worldwide budget(2014 est.)
  20. 20. PR & WOM CAMPAIGN STRATEGIES OUR PR &WOM strategies • Open an online-offline debate forum • Carry out PR at the places crowded at night with 30-50s (EX- Love&Music Venue, Weekend Adult Nightclubs)
  21. 21. PR & WOM CAMPAIGN STRATEGIES OUR PR &WOM strategies • Stage a Word of Mouth Campaign in KakaoTalk +Friends • Give free drink coupons for Facebook ‘friends’ and ‘likers’ • Coupons for the Re-tweeters of the RedBull twitter account
  22. 22. Events 12.5% of the Total Budget - $ 189.759.036 • Sport events- Football, Baseball, Hiking, Marathon • Business exhibitions
  23. 23. Event Strategies • Place Promotion Stands to distribute free RedBull sample hand outs (in exchange for a RB stamp on the back of the hand) • Promotion Stands at the Computer Game Event Venues
  24. 24. Sponsorship 12.5% of the Total Budget- $ 189.759.036 • Sponsor 1st-class Baseball Team • Sports Events
  25. 25. Sponsorship Objectives & Strategies Objectives Increased Brand Awareness Link RedBull with the positive Attributes of the Sponsored Partners Strategies Place advertisement on Taxis also selling RedBull Sponsor Computer Game Events (free samples for every participant

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