INTEGRATED MARKETING COMMUNICATION

MARKETING CAMPAIGN FOR RED BULL

SUBMITTED TO:
PROF. V.V. RATNA

SUBMITTED BY:
AKSHITA AGARWAL (JL18PG)

DHEERESH PANDEY (JL18PG025)

PIYUSH RAJ (JL18PG094)

SAMVIDA SINGH (JL18PG119)

PRACHI PRIYA (JL18PG187)

SHIWANGEE SINGH ()
 BRAND IDENTITY

Brand identity is more important than the concepts of brand image and positioning. Brand
identity refers to the identity which the brand defines for itself. The brand identity is
important to ensure the durability of the brand and making it more coherent and realistic.

BRAND IDENTITY MODEL OF RED BULL:

1. “Strategic Brand Analysis:

a) Customer Analysis:

 Trends: People these days prefer on the go snacks or beverages they don’t
have much time to wait in long queues for their coffee in order to get energy.
Therefore the energy drinks found a very suitable target market as they could
easily focus on a very large market just by selling the idea of energy.

 Motivation: Through this new ad campaign we are focusing on the females so

as to provide them the motivation for trying out the drink as up till now red
bull has been male centric.

 Unmet needs: Red bull understands the need of its customers, it is problem
solver for those who seek instant energy.

 Segmentation: Red Bull is already famous in the sports and athletic segment
but through our latest campaign we want Red bull to be introduced to females
and children of our country.”

b) Competitor Analysis: Red Bull’s main competitors are sting, coca cola and pepsico

 Brand Identity/Image: Coca Cola and Pepsico is the beverage making firms
that do not directly compete with red bull but are the substitute of the drink for
 many customers. And both of these being a very famous brand and due to their
easy availability they are giving tough competition to red bull

 Strengths/ Strategies: Coca cola and Pepsico have a very strong brand image
in minds of the customer whereas Sting is still trying to penetrate in.

c) Self-Analysis:

 Existing Brand Image: Red Bull already has a strong brand image; it is first
of its own kind and original whereas other brands are merely just copying the
concept of Energy Drink.

 Strengths: Red bull has its own advantages as it increase concentration,

boosts energy and also “gives you wings”.

2. “Brand Identity System:

Brand Identity: The Brand Identity of Red Bull is an identity of energy, boldness,
adrenaline and movement. Action sports, competitions and youthful vigor are the core of
how Red Bull presents itself as a brand.

Brand as a Product:

 Product attributes: Increases performance, increases concentration,

stimulates metabolism

 Uses: Serves as energy

 Users: athletes, Clubbers, also targeting more females and children through
latest campaign.

a) Value Proposition:

 Functional Benefits: Makes you feel energetic.

 Emotional Benefits: Gives you Wings and gives the confidence to do

anything.”
 3. Brand Identity Implementation System:

a) Brand Position:

 Competitive Advantage: Red Bull has competitive advantage over other

brands as it is first of its own kind, already made deep connection with its
customers and has a deep impression on its customers.

 Actively Communicated: Red Bull is already a well established brand, all

it needs to do is to give timely reminders to its customers through its ads.
Also red bull actively participates in various sports events which give the
brand an extra edge.

 Brand Identity and Value: Red Bull has developed its identity not as a
product but as an energy which will provide you the confidence and boost.

b) Execution:

 Generate Alternatives: Red Bull has various variants and in our latest
campaign we are also introducing female and children friendly drinks
which will have a taste of an orange juice.

BRAND PERSONALITY OF RED BULL:

Brand personality develops the interaction between the brand, product, service, organization
and their users. Even though their content is always vastly different from the last, there is
always a sense of synergy. The selling of an association and idea to audiences and potential
customers can be far stronger than the product ever would. As long as the content is high
quality and related to your brand thematically, it will drive engagement.
1. Active
2. Courageous
3. Outgoing
4. Energetic

Consumer Learning Process of Maggie:

Behavioral Learning- Classical Conditioning:
Conditioned Stimulus- Red Bull
Conditioned Response- Energy- Fast, Energy, boost.

CONSUMER BEHAVIOUR TOWARDS RED BULL

Brands having customer based models focuses on the various influences of the brand on this
generation. Since the millennial is the biggest and largest today most brands like Red Bull is
trying to capture it. Basically for any service or a product, it is crucial to know what could be
the factors that will persuade its consumer activities.

Factors Affecting Consumer Purchase Decisions:

 Culture – Culture plays an important role in our purchase decisions. From country to
country it varies. The marketers research on different culture and promote their
products in a manner that is pleas able for an individual culture. Then only it will be
accepted by the society. Keeping this in mind we the latest ad campaign of red bull is
bringing its limited festival edition cans which comes in the refreshing taste of orange
juice so as to attract more females and children.
 Social – Some of important social factors influencing customer purchase behaviour
are referrals from groups, family, friends, status, affordability and role. And in case of
Red Bull its participation in various adventurous events brings out the best for the
company.
 Personal – Personality, preference, age, economic condition, occupation, situation and
occupation are some of the personal factors influencing purchase decisions. Athletes
prefer the drink whereas Red Bull wants to focus not just the sports enthusiast but also
the tired people who are working in the corporate offices also the kids who are going
to school every day.

People rely on red bull because it is cost effective with the consistent quality. It activates the
brain immediately so you can focus on your studies or work. If you feel tired, try red bull and
you will be able to feel the difference. Consumers prefer to buy the things which fulfil their
need and make them happy. Red bull has achieved the goal of being unbeaten relatively to
other energy drinks by satisfying the consumers at best.
 RESPONSE HIERARCHY

The ad campaign designed for Red Bull festival edition involves hierarchy of effects where
the effect occurs over a period of time. The ad designed for its promotion may not lead to
immediate behavioural response or purchase rather it may lead to each step fulfilled before
consumer can move to next stage in the hierarchy. Here we will first try to create awareness
about the new launched product which is an orange flavoured energy drink, a special festival
edition, try to educate people about the benefits and refreshment it would provide for the
upcoming long tiring festival season, they would gain knowledge about the product through
the extensive advertisement campaigns which will then be linked to the purchase conviction,
the need and liking for the product will be generated amongst the customers which will lead
to its purchase.

Alternate response hierarchy

It involves three models:

1. Learning Model
2. Dissonance Attribute Model
3. Low involvement model

Low Involvement Model

When there is no perceived product differentiation and low topical involvement then Low
involvement model of alternative response hierarchy used. Hence, we are using low
involvement model for the Red Bull festival edition campaign.

Low Involvement Model

Cognitive

Conative

Affective
Since Red Bull is a beverage brand, it counts under habit formation which involves do, learn,
feel model because the involvement of customers is low but the right brain is involved.

Conative/Do:

Food and beverages count under such products which customers are likely to first use and
then then make perception about it. So, the idea is to first let the customers purchase the new
edition drink, try it and then build the perception about the brand.

Cognitive/Learn:

After the customers have used the product they will be provided with repeated advertisements
in order to memorize the brand and imprint it into their mind. We are using short television
and print advertisements like visual image personality and jingles which will keep reminding
them constantly of our new product. Here learning is quite superficial and restricted to
awareness of available brands and mostly random information catching happens instead of
active information seeking.

Affective/Feel:

At the end of this stage it is very important that the customers hold a feeling for the product
and get emotionally connected with it because finally its all about imprinting our brand in
customers mind which can only be done with an emotional message that gets well connected
with the them. Affection towards the advertisement will largely impact the customers’ loyalty
and inclination towards the brand.

OBJECTIVE OF THE CAMPAIGN

The objective of our Red Bull Festive edition is to spread a word amongst the people about
the new innovation of their new orange flavoured energy drink. Previously Red Bull used to
target the masculine group of the society, by our advertisement campaign we are trying to
target the women and kids who also can prefer energy drinks as it is a festive season edition
people need a lot of energy especially the women, we are broadly targeting the working
women of the society because there is a need to fuel up energy within them for which Red
Bull’s orange flavour festive edition would be a classic start. The idea is to educate the
customers that not only men need energy drinks but also women can have a need for the
same. Ultimately the objective of any company is to maximize its profits which may be done
in the following ways:
Spreading awareness about its new launch:

The main objective of our advertisement campaign is to make people aware about the new
launched product, Red Bull orange flavour can which is a festive edition. People know Red
Bull as an energy drink and if we talk about orange flavour it is generally seen as a soft drink,
so building that perception in mind of customers seems to be a great challenge, with our
campaign we are trying to deliver the message that this orange can will turn out to be an edge
for working women and gym freaks and would reach out to a large number of audience.

Brand Building

The primary objective of any brand is to position itself in their customers mind, this
advertisement campaign of us is giving an emotional connect to reach out to a large number
of audience who are the working women, kids and gym freaks. Giving a hype to women
empowerment with this advertisement will also create reach amongst the women which were
not a target audience previously for the brand, now this a going to help them in building up
their brand image and identity amongst the customers.

Penetration

With the advertisement we need to penetrate amongst the different regions and diversify our
self, Red Bull keeps on organising different events which gains customer attention for this
new festive edition can they have launched “Find the cans” campaign which will also fuel up
with our advertisement campaign and will create a big reach.

For any plan to work effectively it is very important to first list out the objectives and on the
basis of those objectives we can strengthen our plan and execute it in a structured manner.
The advertisement campaign which we have planned would stimulate the need for the festive
season. Red Bull is a well established brand which would definitely reach its audience with
this new advertisement campaign for the new launched product.

CHOICE OF MEDIA

Media
Situation Analysis: The situation is that Red Bull has an image of adventures, entertainment,
sports, and manly personality. This campaign tries shifting this perception of people to a
more energised females, and kids. Trying to bring newness to the brand, Red Bull is trying
focusing on increase its target audience to females and kids by adding flavors and colours to
it.

Marketing Strategy Plan:

Media Selection

1. Print Media

 The Red Bulletin

 Servus in Stadt& Land
 Terra Mater
 Bergwelten

2. Television

 Red Bull TV
 Servus TV
 Terra Mater

3. Online

 RedBull.com
 Red Bull TV Online
 RedBulletin.com
 Servus am Marktplatz
 Social Media
 Speedweek

4. Mobile

 Red Bull Mobile

 Apps (Clashem, Red Bull TV, Red Bull Wallpapers, RBMA Radio, Red Bull Illume)

5. Music

 Red Bull Records

 Red Bull Music Publishing
  Red Bull Music Academy Radio

6. Games

 Red Bull Reality check

 Gran Turismo 6
 Red Bull Air Race The Game

7. Cinema

8. Books

Red bull has efficiently used all the media techniques to spread their reach, by
involving:

 Feature Films (The Fourth hase, Chasing Niagara, Streif – One Hell of a Ride, On
Any Sunday: The Next Chapter, Cerro Torre – A Snowball’s Chance in Hell,
McConkey, Roraima – Climbers of the Lost World, The Art of Flight, Boucing Cats,
Harodim, Among Wolves)
 Action Features (Days Of My Youth, Where the Trail Ends, We – A Collection of
Individuals, Bending Colours)
 TV Documentaries (Across the Ice – The Greenland Victory Match, The Cave
Connection, Flying High – The Quest For Everest)
 Magazines
 Reality (Creators of Tomorrow, Free My Way, Breaki’n Reality, Esport Unfold)
 Documentary Series (Bullit – The Documentary, Explorers – Adventures of the
Century Season 3, Ultimate Rush – Season 1+2 +3, Momentun – What Drives You?)
 Short Formats (Jason Paul Arcade Run, Dark Woods, Red Bull “Kick It”,
MacAskill’sImaginate)
 Live Broadcasts (Red Bull Air Race World Championship, Red Bull Crashed Ice, Red
Bull X-Fighters, Red Bull Hare Scramble)

B.2. Still Images

 Photos
 Red Bull Photography
For this campaign also the same media will be used their main focus is to push the content
not the product. This campaign focuses on selling the fact that femals and kids who work for
their hobbies or living also need energy so adding orange flavor adds a tint of excitement to
the product and so the audience is attracted.

COMMUNICATION TOOLS APPLICABLE ON RED BULL FESTIVAL EDITION

CAN

PRODUCT INFORMATION

Red Bull India has launched a festival edition can which has a refreshing orange flavour. It is
available in a 250ml can priced at Rs 99. We are preparing a advertising campaign for the
same. This is targeted at office going working women, kids, all other fitness and sports
enthusiasts who need instant energy on the go, which will charge them on a dull day giving
them wings.
Advertising

 As far as our product is concerned we will do a informative advertising about the new
product by using typical yet distinctive cartoon style in the short advertisement which
will make it unique and clutter breaking. We will use reminder advertising so as to
remind the customers of the need of using an energy drink, it will be a product
focused advertisement so as to convince the target customers to buy our energy drink
by communicating the benefits.
 The mix of information and emotional appeal will be used so as to hit the emotional
wants and needs of the target customers and to help them make an informed decision at
the same time.

PUBLIC RELATIONS

Public relations are about identifying and building relationships with influential individuals
and helps in shaping the market. It helps generate goodwill and creates a positive image. It is
a very effective tool when it comes to instant attention seeking and generating awareness.
The new product variant in fruit flavour targeted at women and kids is something that needs
to grab instant attention and sharing the information of the product with existing customers
prospective target customers and other audiences by reaching out to influencers specially
people like Lilly Singh who will work as promoter of the product can be a great tool to
communicate the product to target customers.

DIGITAL MARKETING- Inform Entice Engage

Making use of digital tools to communicate a product is the most effective technique in the
current scenario where digital platforms and applications have become a part and parcel of
life.
 Social networking sites like instagram, facebook can be used for creating buzz about
the product.
 Influencer marketing by contacting bloggers, you tubers who are the face in the
fitness world can be used to promote this new fruit flavoured energy drink.
 Digital Posters can be designed; official instagram handle can be made for the
product specially.

SALES PROMOTION

Sales promotion techniques can be used to increase the demand of the products and also to
improve the availability of the product among distribution channels. It will entice the target
segment to get interested in the product immediately and thus will increase sales. The
following sales promotion techniques can be used in order to
Increase the sale of the new fruit flavoured red bull.

1. POINT OF PURCHASE DISPLAY- The special placement of the product will

draw immediate attention and will encourage the customers to buy the product
immediately.
2. CONTESTS AND SWEEPSTAKES- A contest can be launched eg- #spotthecans.
This would involve customers clicking on the contest page, which will lead them to a
festive poster wherein the contestants will have to spot for 4 hidden cans of redbull
festival edition cans. Upon being able to find the can they will be provided with
vouchers which can be redeemed at the nearest reliance fresh and reliance mart stores.
3. PERSONAL SELLING through Samples- Stalls can be set up in various super
markets such as Spencer’s Bigbazar etc. wherein free samples of the drink would be
provided to consumers. This will also involve sales demonstration and direct
interaction with the customers so as to gauge their fondness of the drink.

4. EVENT SPONSORSHIP- Redbull will be organising and sponsoring our event.This

serves as an encouragement and promotion of sportsmanship in their cause of pursue
for their dreams, fostering mutual interests. Success rate of the event will be higher
because of the similarity of the cause. This cause- related marketing sponsorship will
heighten the awareness for the Paralympics in Singapore, bringing the community
closer together.
5. ATHLETES AND SPORTSMEN ENDORSEMENT-The usage of endorsement is
able to command a high volume of media attention as well as creating a trust issue
with our target audience. Consumers are able to relate and would be more accepting
of the endorsers’ position on an issue in comparison with an issue of their own. Our
audiences may also be able to identify themselves or aspires to take after the
endorsers’ attitude, behaviour, interest and preferences. Therefore in terms of
selecting endorsers, they need to be equipped with the right mindset and lifestyle
which is in line with what Red Bull is all about. Particularly, the endorsers are there
to portray a positive image of Red Bull in their daily lifestyle, communicating and
interacting with the audiences and having the presence of Red Bull felt. Particularly,
the endorsers are there to portray a positive image of Red Bull in their daily lifestyle,
communicating and interacting with the audiences and having the presence of Red
Bull felt.
 BUDGETING

Advertising campaign budget is generally dependent on the rationale that which customer
segment is targeted by the marketer and what brand positioning is intended. The marketers
need to ask these peculiar questions in order to arrive at serious figures which would be laid
down to fund the promotional campaign. There are several methods to budget the advertising
campaign but it should justify that what type of appeal is targeted by the company whether it
will be rationale or it will be emotional. As far as Red Bull is concerned the whole
advertising campaign is focussed not only limited to promoting the popular energy drink, but
also creating a brand that embodies a distinct lifestyle and audience. Out of several
promotional budgeting methods Red Bull focuses primarily on two methods which are as
follows:

ALL AVAILABLE FUNDS METHOD: Although this strategy is termed as an aggressive

strategy to bank upon but for the product there exists quite a few players and the sector is
highly concentrated then the main focus then adopted by the firm having higher market share
is all available funds method. In the case of energy drink Red Bull captures high market share
and therefore it deploys all the available funds for the promotional campaign because the
basis of the brand of Red Bull is the customer loyalty and their congenial feelings attached to
the brand. Though using this strategy will also require meticulous efforts in selecting right
mix of MEDIA SCHEDULING.

MEDIA SCHEDULING: RED BULL puts lot of emphasis on their advertising objectives to
create a brand preference for Red Bull within Generation Y’s young active males,as their
primary source of income for invigorating the body and mind, to communicate Red Bull’s
lack of exclusivity and instead an availability to all fatigued customers being the go to energy
drink that is available in the market. To attract and maintain the secondary target market of
older males needing energy to maintain their heavy workloads and to ensure the customers
are aware of the negative effects when used excessively with alcohol. Selecting right blend of
media channels is to improve the efforts in the correct scenario so that hindrances can be
wiped off and the intended message could reach to the segmented customers through correct
media sources.
There are certain rules to be considered while scheduling the media:

Eliminate waste: This must be adhered by the companies which do not want to indulge in
clutter advertising campaign. RED BULL is an established brand which resonates the
customers through its unique advertising campaigns quirky and simple doodles, and go
beyond borders to create an unassuming piece of work that hits the spot, practically every
time, be it in Budapest or Bombay. For decades, the Austrian energy-drink brand has been
charming the audiences across the globe with its campaign 'Red Bull Gives You Wings'.
Hence it is quite important for it to eliminate trash.

Follow the customers: The first move was a Guerrilla marketing campaign.Red Bull has
since become known for its crazy marketing strategies targeting young urban professionals
through various sports and entertainment based marketing campaigns. By connecting to
extreme sports, Red Bull gives off an exciting image to customers. These strategies also
requires sufficient budget in order to develop the campaign and implement it efficiently to the
channels.

Buying enough frequency: This strategy requires funding in huge amount because the
frequency of the advertisement has correlation with the brand equity and hence providing
sufficient funds for this helps Red Bull to maintain the positioning in the minds of the
customers. What Coca Cola is to the soft drinks segment, Red Bull is to the energy drinks
segment.

ADVERTISING NEGOTIATION AND DISCOUNT:

RED BULL develops advertisement and indulges in negotiating for the media spaces. Some
strategy that nestle adopts in advertising the brand through variegated media channels are:

FREQUENCY DISCOUNT: RED BULL indulges in negotiating for the frequency

discounts with the magazines like Override, TOPGEAR, AUTOCAR and many other
magazines. Also it negotiates with many airline companies to place their advertisement in
their in house menu, magazines and the deal is related to getting offers at a discounted rate in
place of giving higher frequency of advertisement same as in the case of Hyper and Super
marts where in bundle pricing is offered.