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The Integrated Marketing Communication Plan
Submitted to: Submitted by:
Dr. Poonam kumar Sunil singh (2k11a35)
Vijender jakhar (2k11a37)
Vikas chauhan (2k11a38)
Red Bull can be called as a pioneer in the energy drink category worldwide. In
India too, Red Bull was the brand that created the energy drink category. The
brand came into existence in 1987. Red Bull Energy Drink is a functional
beverage. Thanks to unique combination of high quality ingredients Red Bull
Energy Drink vitalizes body and mind. Red Bull Energy Drink has been
developed for people who want to have a clear and focused mind, perform
physically, are dynamic and performance-oriented whilst also balancing this with
a fun and active lifestyle. In short, Red Bull gives wings to people who want to be
mentally and physically active and have a zest for life. Red bull is trying to
penetrate the Indian market to gain the highest market share but its facing so much
competion fromother companie‟s drink. In this project we try to find out that what
IMC plan red bulluses to become the number one company in beverage in India.
Red Bull took many marketing and ingredient ideas from an energy
drink in Thailand called Krating Daeng (1970). Dietrich Mateschitz, an
Austrian entrepreneur, developed the Red Bull Energy Drink brand.
Product was launched in 1987, in a carbonated format which is not as
sweet as Krating Daeng. Red Bull entered its first foreign market
(Hungary) in 1992, and the United States (via California) in 1997. In
2008, Forbes magazine listed both Chaleo and Mateschitz as being the
260th richest persons in the world with an estimated net worth of $4.0
billion. Red Bull was launched in Germany in 1994 after meeting with
huge success it was launched globally in 1997. In 2003 the sugar-free
Red Bull was introduced into the market.
Red Bull has recently faced Decrease in perceived value of the product
due the fact that Red Bull has recently faced much controversy in
regards to the health concerns associated with it. Due to the high levels
of taurine and caffeine it has been banned in countries such as;
Denmark, Norway, France, Uruguay and Iceland. Red bull loses out
on women, teen agers and seniors as these groups won‟t pay for a drink
that doesn‟t include the ingredients they needs nor branded for their life
style perceived to Above-average prices with lack of innovation-reliant
on small prouct base as the company only markets one branded product.
In addition red bull core benefits don‟t fit into new trends, there are new
trends to focus more on being natural, healthy, new trends not only
towards boosting body and brain but also memory,intelliegnce, lower
stree and depression accordingly Red Bull seems not to be appealing to the next
1. Red Bull is a leader in the ever-growing niche market of energy
2. The brand has a strong footbold in major markets such as Germany
and UK and more recently, (since 2002), the vast US market.
3. Red Bull has a distribution agreement with Cadbury Schweppes;
this is positive for further international expansion of the brand.
4. Its network of international subsidiaries is well-developed and will
aid the company to effectively move products throughout the
5. Market leadership-Within the energy drinks market Red Bullis the
industry leader throughout the world.
6. Marketing Efforts- alot of promotions and well targeted campaigns and
sponsorship e.g.formula 1 helps to expand Redbull brand and increase
consumer brand awareness.
7. Strong,fresh &fashionablebrand identity.
1. Since Red Bull is a private company, it has very few sources to
generate capital for international growth and internal expansion in
comparison with its public competition.
2. Red Bull has a lack of diversification in its drinks, although it did
release its sugar-free version in 2003. Hence, the company is
„missing out‟ on potential profits that exist in other soft-drink sub
3. Red Bull firm focus on energy drinks, and hence, if there were to
be a drop in demand in the future, it would be left highly
4. Above-average prices.
5. Lack of innovation-Relianton small product base- The company
onlymarkets one branded product
6. Lack of patenton Red Bull„s recipe means anyone can copy it.
7. Red bullloses outon women, teenagers and seniors as these groups won‟t
pay for a drink thatdoesn‟t include the ingredients they needs nor branded
for their life style
8. Decrease in perceived value of the product due the fact
that Red Bull hasrecently faced much controversy in regards to
the health concerns associatedwith it.
9. RedBull core benefits don‟tfit into new trends , there are new trends to
focus more onbeing natural, healthy ,new trends not only towards boosting
body and brain but also memory, intelligence, lowers stress and
depression accordingly RedBull seemsnotto be appealing to thenext
1. Marketing researches shows that Middle East and Africa shows the largest
growth of energy drinks consumption 255% 2007 – 2011, mainly by
young customers who may choose not to drink alcohols dueto social and
religious reasons in café‟s and music venues
2. The new cultural shift towards weight loosing and having in shape bodies
would be an opportunity if, Red Bull. Red Bull introduced alow calorie
3. The new cultural shift especially of guys towards body building and going
to the gyms.
4. The Indian consumers are price sensitive; introducing a high quality product
compared to competitors with slightly lower prices would be very effective.
5. The Indian consumers are size sensitive ,introducing a larger pack relative
tocompetitors with lower prices would bea very effective
6. Red Bull is still quite a new product in the growing functional
drinks market, which leaves a lot of room for development in
major markets (eg: UK and US)
7. The development of a functional drink is a possibility. Since Red
Bull is normally consumed before participation in a sporting event,
the company could create an apre-sport, hydrating drink that also
replenished vitamis and minerals lost from physical exertion.
8. Continuation of its tradition of entering new markets through the
process of on-trade has potential on an international level.
1. Health concerns- expected tougher rules fromgovernment on high caffeine
2. Consumer awareness of health and wellbeing-people may start to drink
other alternatives as it is associated with healthier lifestyle.
3. Organic energy drinks might steal RedBull‟s market share.
4. Numerous substitutes
5. Low capital requirements to enter the industry
6. High levelof intensive competition with energy drinks and other
carbonated softdrinks producers as well as Pepsi, Coke etc.
7. Increasing health and hygiene awareness among Indians has greatly
increased sales of fruit juiceproducts forhealth watchers as well as bottled
water and sparkling water
8. Easy entrance to themarket dueto easy access to distribution channels
9. Low switching costs by buyers
10. Many „copycat‟ energy drinks such as Mad Bull and Red
Devil threaten to take brand share from Red Bull. Although the
company has won most lawsuits, litigation is expensive and the
damages remain undisclosed.
11. Many small operators also act as a threat because they have a
high „cool‟ value amongst younger consumers with whom energy
drinks are popular.
Consumer behavior and Market analysis
Seen as addictive, drug-infused beverages with negative health implications. Red
Bull has recently faced much controversy in regards to the health
concerns associated with it. Due to the high levels of taurine and
caffeine it has beenbanned in countries such as; Denmark, Norway,
France, Uruguay and Iceland. It has been proven that caffeine can
be deadly when consumed in massive doses, but the amount
estimated to prove fatal is 10 grams, which would require 125
cans of the drink. A study conducted in 2007 by American researchers found that
although consumption of Red Bull could increase both blood pressure
and heartrates it was only dangerous for those people with heart
disease. Most claimsabout the dangers of Red Bull and other energy
drinks have been proven to benothing more than urban myths.
Current customers are:
1. Young people are especially open to determined exhaustion and
2. More specifically male teenagers & people in their 20s are also
most likely tobelieve in the authenticity of the energy drinks‟.
As a result, the majority of energy drinks are developed for and advertised to this
younger generation.Appealto very specialized groups, such as gamers, extreme
sports enthusiasts, and thehip-hop crowd.
The power of consumers is decreasing due to:
1. Low loyalty to red bull
2. Low switching cost
3. Health issues
4. Low valur perceived
5. Many subsitutes
6. Over average price
7. More price sensitivity due to economic situation
RED BULL with sugar:
Men and women aged 16-29
Mainly people who are situated in the city, as they are likely to be really
busy and tired. Red Bull seems to have a cooler in most bars and clubs
in the city as well as in convenient stores.
People who are tired / stressed and want to relax and have fun.
Students and young professionals to boost energy during work long day
RED BULL sugar-free:
Women aged 16-29
Mainly in the city where there are many young professional women.
Drivers who are tired and need and increase in concentration. Women
who want energy boost but are on a diet.
Women who own a car and use it often for long journeys or are always
stuck in traffic after work as well as tired health.
Brand positioning starategy
Clear, engaging, unique and relevant to thetarget audience
Delivering a positive emotion to the audience rather than
just good through providing the benefits needed by every single target
Delivering high perceived value as the customer is ready to
pay for the drinkwhich meet his changing needs through changes in our
Able to adapt changing market
Consistent across multiple marketing and advertising medium (print,online
Echoed within business internally and externally
“A high perceived value products offering all benefits you
need, health energ, multiflavored, slim making ,brain energy bundle
of products ,we clear ,engaging andunique seeking more than sales ,we are
seeking loyalty through convenience”
Marketing Mix Strategies
The marketing mix strategy is made up of the 4ps
1 . Brainergy
Young ambitious nerdy students who need brain energy, theydon‟t have
purchasing power yet, accordingly their mothers are targeted through personal
selling sampling, thepersonalselling should illustrate thedifference between
regular Red Bull and Red Bull Brainergy, distribution channels include the regular
ones in addition to school cafeterias, design should be in different color
2 . Kryptonite
Young generation who always need differentiation with a slim
making coffeeenergydrink (Black color) called Kryptonite (Buzz marketing –
vending machines –college cafeterias)
3 . Red Bull Female
Career driven fashionablefemales looking for other benefits as vitamins ,
slimmaking and longer period energy, thetraditional Red Bull has a male image,
accordingly a new package with a softer image or a name flower with a new berry
4 . Red Bull Sugar Free
Health watchers through launching sugar free Red Bull and focusing on
other ingredients in the original Red Bull as vitamins.
5 . Regular Red Bull
Product Info On package
Slogan “"gives you wings”
European origin product
250 ml Can
Nutritional Details (High lighting vitamins ingredients)
Sweetened or Diet
In the second „P‟ pricing we have observed that Red Bull is continuously
increasing its prices as compared to its competitors mostly in other products
which anumber of customers use rarely so some times he feel
uncomfortable when he comparesthe prices which weresometime before.
There are two main types of price setting:
Penetration is used
It‟s an approach in which we set firstly low and then as demand
increases we increase the price .We are following this strategy
for competition based pricing to achieve high customer loyalty
after encouraging customers use the original and new products.
Intensivedistribution aims to provide saturation coverage of themarket by using
all available market outlets such as:
In and out convenience store
Pizza outlets etc.
- Promise & Support:All benefits you need fromBody health to brain health
- Slogan:“gives you wings”
- Theme: Red Bull Forevery One CoreBenefit:- Fulfillment
- Functional Benefit:- Makes Energy
- Push VS Pull: push strategy is applied as benefits and values areannounced
expecting demand in response
- Value Preposition: Best valuefor money.
- Marketing Strategy Used:- Penetration strategy supported byproduct
Ad campaign on prime TV channelsuch as NDTV, Good Times, MTV,
Channel V, VH1, Star World and afew more.
- TV communicates with sight, sound and motion, which is needed for Red
Bull. It is theonly media that can reach 99% of thehomes at once.
- RB has thebudget to cover the high costs of this media.
- Television allows a demonstration of the advantages of Red Bull Good
reachand proven impact
- Female oriented TVprograms and channels are approached
Ads on different FM stations, which has higher listners.
- We should take advantage of the fact that magazines have become
a very specialized medium.There are many consumers' magazines in
- Good color production is also an advantage that creates strong
images which isthe purposeof Red Bull.
- Provides critical brand awareness as well as clear and
- Provides geographicflexibility across many urban markets
Online advertising is similar to print advertising in that it offers a visual
message.It also has additional advantages; it can also use the audio and
Video capabilities. As we are targeting our ads to young outgoing
people, sound and movement may attract more attention fromviewers and has
the uniquefeature of being interactive. Interactive media would Red
Bull the opportunity to reach younger of both genders, to
reach consumers who have developed a preference for online
communication. Initiating a campaign on facebook is very important
tocreate buzz marketing and reach brand awareness we are targeting
- On buses which is an efficient carrier reaching mass audience
- Billboards in specific geographical area would allow us get
a good reach and frequency. It is a low cost and flexible
alternative. (Campus, malls and metrostations)
Sales Promotional Mix
Must encourage thefirst purchase of the product in store and make the
newtarget market aware of theproduct and its benefits
Large displays integrated into the cooler shelves that hold theproduct
Freestanding units atthe point of purchase.
Distributed in supermarkets, school/universities. Samples are a way to avoid
product resistance as It will encourage new product purchases and it
represents low risk for consumers since they get it for free. They
have nothing to lose by trying it. Salespeople will try to explain the new
benefits of new product versions
In supermarkets to reach the parents of nerdy teenager students
seeking brainenergy, increasing product trial and provide agood product
Allowances and discounts:
Case allowance as the goods approach will be used so it can encourage retailers to
buy more of the product to get a certain amount free .Example selling a
pack of 5 cans withan additional can free.
To encourage retailers to buy our product and to maintain our high level
of advertisement that consumers expect
Public Relations (Getting Involved)
Moniter the web
Create public awareness
As previously stated new target customers include Young ambitious nerdy tudents
who need brain energy, they don‟thavepurchasing power yet, accordingly their
mothers are targeted through personal selling sampling, the personal selling
should illustrate thedifference between regular Red Bull and Red Bull Brainergy,
distribution channels include the regularones in addition to school cafeterias,
design should be in different colorfordifferentiation.
To communicate that Red Bull can restoremental awareness and energize a
busy, independent person,provides brain energy
Communicate that Red Bull is an effective, good tasting substitutefor other
caffeinated beverages (coffee, tea, pop);Diet drinks (sugar freeversion )
andit contains all natural ingredient
Humor will be used to stress the advantages of Red Bull over other energy
supplements and competitive brands
The positive aspects of Red Bull will be presented in contrast to the
negative aspects of the alternatives,demonstrated visually as well as
implied a new Slogan is used instead of The previous slogan “Red
Bull gives you wings” and will be replaced by: “Chargeup on Red Bull” in
order to effectively presents Red Bull as a slightly different brand than in the
RB Leipzig – a football team currently playing in the
German Regionalliga Nord
New York Red Bulls (officially Red Bull New York)– a soccer
franchise competing in the United States' Major League Soccer
Red Bull Racing – a Formula One team based in Milton Keynes,
England, World Constructor's Championship winner of 2010, 2011
and 2012, and produced the car for the 2010, 2011 and 2012 F1
World Champion Sebastian Vettel.
Scuderia Toro Rosso (Italian translation of Racing Team Red Bull) –
Another Formula One team based in Faenza, Italy.
Team Red Bull – a racing team competing in the U.S.-based stock car
racing competition NASCAR Red Bull Racing Team competed in
NASCAR beginning in 2007. The team ceased operations after the
Sprint Cup Series' 2011 season.
FC Red Bull Salzburg – an Austrian football club based in Salzburg
and competing in the Austrian Bundesliga
EC Red Bull Salzburg – a member of the Austrian Hockey
League based in Salzburg, Austria
Red Bull Brasil – a football team currently playing in the
Brazilian Campeonato Paulista Série A2 based in Campinas, Brazil
Triple Eight Race Engineering – from 2013, Red Bull will sponsor
one of the top V8 Supercar teams.
Red Bull Ghana – a Ghanaian professional football club located in
Sogakope that plays in the Poly Tank Division One League.
In 2009, Red Bull added mainstream sport athletes to its roster of sports
endorsements. Reggie Bush was the first NFL athlete to endorse the
product. The announcement was made at the Super Bowl.
In the first month of operation Management will over view that wh
ether theMarketing goals and objectives are going in right direction
or not if not than whatwent wrong and what are differences
between actual and expected performance.This may require
changing the action programs or even changing the goals.
Involves checking ongoing performance against the annual
plan and taking corrective action when necessary. It will ensure
us that the company achieves the sales, profits and other goals set
out in annual plan. It also involves determining the profitability of
It involves looking at whether the company's basic strategies are
well matched to its opportunities. Marketing strategies and
programs can quickly become out-dated and there will be need
of periodically reassess its overall approach to the market-place. A
major tool is marketing audit.