This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
New Product Launch Digital Marketing Strategy ExampleMike Ncube
Download this digital marketing strategy example and use it as a guide if you are planning to launch a new product to an online audience.
It covers all important strategies including market analysis, objectives, target markets, competitors and promotions.
Visit my site www.mikencube.co.uk for more resources to help you plan your strategy.
Our Marketing Strategy Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive strategic marketing plan.
Great Divide Brewery - IMC Campaign (Student Project)Erica Augustine
This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose <a>Great Divide</a> Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.
De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
New Product Launch Digital Marketing Strategy ExampleMike Ncube
Download this digital marketing strategy example and use it as a guide if you are planning to launch a new product to an online audience.
It covers all important strategies including market analysis, objectives, target markets, competitors and promotions.
Visit my site www.mikencube.co.uk for more resources to help you plan your strategy.
Our Marketing Strategy Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive strategic marketing plan.
Great Divide Brewery - IMC Campaign (Student Project)Erica Augustine
This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose <a>Great Divide</a> Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
McDonald’s is one of the largest chains of hamburger fast food restaurants in the world. Since its foundation in the year 1940, McDonald’s has successfully increased its prominence globally.
For more visit - https://myassignmenthelp.com/case-study/mcdonalds-pestle-analysis-marketing-case-study.html
McDonald’s is one of the largest chains of hamburger fast food restaurants in the world. Since its foundation in the year 1940, McDonald’s has successfully increased its prominence globally.
For more visit- https://myassignmenthelp.com/case-study/mcdonalds-pestle-analysis-marketing-case-study.html
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
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. 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. 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
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. SWOT
Opportunities
• International Market
• Room for Growth
• Can Target Different Groups
(Niche Market strategy)
Threats
• Unhealthy Image
• Other Domestic Competitors
• Well-Being Trend
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. 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. Current 4P
• Product
• Original
• Sugar Free
• Price
• Most Expensive Energy Drink in Korea
• Promotion
• Sponsorship
• Cartoons
• Product Placement
• Distribution (Place)
• Convenient Stores
10. • Product
• Light Caffeine
• New Flavors
• More Efficiency
• Price
• Remains The Same
• Promotion
• Sponsorship
• Events
• Distribution (Place)
• Drug Store
• PC Cafes
NEW 4P
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. 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. 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. Bull Bus
• Shows the Friendly Image of the Bull in the morning at
night for the exhausted workers
• Average Cost- $500/bus
15. Bull Taxi
• Would be in association with the Taxi Companies
• Target the people working late
• Fast & Efficient
• Average Cost- $80/taxi
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. 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. 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. 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. 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. 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. Events
12.5% of the Total Budget - $ 189.759.036
• Sport events- Football, Baseball, Hiking, Marathon
• Business exhibitions
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. Sponsorship
12.5% of the Total Budget- $ 189.759.036
• Sponsor 1st-class Baseball Team
• Sports Events
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