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Red Bull
- 2. Recognised as the First Energy Drink. Referred to as Liquid Cocaine or Speed in a Can.
- 3. RED BULL GIVES YOU WINGS. Slogan
- 5. Marketing communications mix of RED BULL Online And Social Media Marketing
- 6. 1. ADVERTISING RED BULL HAS CREATIVELY USED THE TRADITIONAL ADVERTISING IN RESONANCE WITH THE LOGO
- 7. Traditional advertising focuses on: 1. Pervasiveness – Repeated Message 2. Amplified Expressiveness – Dramatizing 3. Control – Advertiser oriented
- 8. 2. SALES PROMOTION A. The Red Bull Art of Can offers a platform for anyone, regardless of age, who wants to explore his or her creative talent, to submit their works of art on cans as a true expression of one's imagination.
- 9. B. The Red Bull Girlsattract customers through erotic imagery. They are teams of selected women who tour countries and attend social events for extra publicity.
- 10. 3. EVENTS AND EXPERIENCES A. The Red Bull Flugtag is an event organized by Red Bull in which competitors attempt to fly home- made, human-powered flying machine. Most competitors enter for the entertainment value.
- 11. B. The Red Bull Air Race An international series of air races in which competitors have to navigate a challenging obstacle course in the fastest time. Pilots fly individually against the clock
- 12. Other Events
- 13. 4. ONLINE AND SOCIAL MEDIA MARKETING
- 14. 5. PERSONAL SELLING A. REFRIGERATED SALES UNITS B. PRODUCT TRIALS AT YOUTH RELATED EVENTS LIKE PARTIES, CONCERTS ETC. C. DELIVERY VANS
- 15. 6. PUBLIC RELATIONS AND PUBLICITY The website has holistic set of articles from all domains for right kind of public relations handling
- 17. ANTI MARKETING
- 18. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports, such as motor sports, mountain biking, snowboarding and dance music partiesLeft-Field' appeal:
- 19. BRAND PERSONALITY TRAITS ENERGETIC CHALLENGING YOUTHFUL COURAGE OUTLAW OUT OF THE BOX UNIQUE ORIGINAL REBELLIOUS Integrated Marketing Communication Pros : Strong Brand, Appealing, Word of Mouth Cons : Outrageous, Seems young to professionally compete with biggies, Meant only for youngsters
- 20. SUMMARY
- 21. Sameer Mathur Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 21 © Sameer Mathur 21 Saransh Chauksi Indian Institute of Technology, Kanpur MBA Student