Good Report On Promotional Practice Report For Red Bull Campaign

Introduction 3

Campaign objectives 3
Target Audience for the promotional campaign 4
Red bull Promotional tools ...5

Red Bull Media tools 5

Suitability of the tools and, Media tools .6
Recommendations 7

References 9

Introduction
Red Bull is a popular energy drink that is owned by Red Bull Gmbh, a company based in Australia. The energy drink was introduced in the market in 1987 but, has grown to become the leading energy drink in the company (Red bull, 2015). Currently, the energy drink boosts sales of more than 3 billion pieces of cans per year(Red bull, 2015). The drink enjoys the largest market share in the energy drinks industry. In fact, market projections indicate that the drink commands a minimum of 70% of market share in over 100 countries. Although started as a small company in Australia, Red Bull has managed to establish an admirable strong brand that attracts many consumers. The company attributes its success to a blend of various marketing strategies.
Unlike other firms in the same line of business, Red Bull integrates creativity in marketing by incorporating promotional tools that are unique hence attracting more potential customers. All these innovative strategies are made through by the company’s founder, Dietrich Mateschitzs. Mateschitzs style of management has helped the company rank among the most valuable companies in the world (Fisk, 2008). This paper intends to extensively examine Red Bull’s promotional strategy that has helped it maintain a high market share for many years. Specifically, the paper will explore the promotional tools and, media adopted by the company.
Campaign objectives
Red Bull promotional campaigns are centered on the following objectives. First, the company focuses on creating a brand preference that is attractive especially to the young generation. The company believes the young generation forms its largest section the consumers and, hence the company should adopt a strong promotional campaign that will lure many young consumers as possible (Solomon, 2003). The second objective is to inform both existing, and new customers on any new changes to the drink. Informing the consumer is essential to both the company and, the consumers. Consumers always want to know about the features of the product before they can purchase while, the company gets to know the reaction of the consumers before rolling mass production. If the response is positive Red bull enhances its production, but if the reaction is not good, the firm makes some changes to the product.
Apart from informing potential consumers, the promotional campaign aims at differentiating its product in the market. As stated earlier, Red Bull controls the largest share in the market but, rival firms have started imitating the company’s products especially the energy drink (Fisk, 2008). However, the promotional activities aim at raising awareness to consumers so that they can understand to differentiate the genuine Red Bull drinks from other competitors.
Finally, the promotional campaigns target at increasing demand for Red Bull products. Although the company is currently enjoying a high customer support, consistent growth in demand will help the company realize more revenues and, hence achieve its business goals.
Target Audience for Red Bull campaign
Red Bull promotional campaigns tend to target various audiences. First, the company targets to reach to the young generation especially customers who fall under the age bracket of 16 to 30 years. The company isolates this group because it forms the largest share its customers. Moreover, this target group is important for the company because these customers live in an adventurous lifestyle and, they like trying new products. The company capitalizes on this segment for innovation and support in new products. The company also target sports audience in its promotional campaign. Red Bull has for many occasions used sports influenced promotions to market its products because most consumers associate the energy drink with providing power to engage in sports. The sports audience does not have a specific age limit since people of various ages like different sports. Red Bull also has a special target for older consumers who fall between 30 to 50 years. This group includes mainly the working classes who rely on the energy drink for increasing their productivity, and are keen on maintaining a healthy lifestyle.
Red bull Promotional tools
Product- Red Bull energy drinks are made from a distinct taste and, unique ingredients. The unique taste makes the product highly differentiated from other energy drinks in the market.
Price- Red Bull energy drinks are usually priced at a higher level than rival firms. The company capitalizes on its strong brand to affect a pricing structure that is higher than rival firms. However, consumers still prefer these products because they are of high quality.
Place- Red Bull has a strategy of presenting the energy products in sporting events or entertainment areas where consumers are highly likely to purchase them. Apart from entertainment areas, Red bull products are sold in other retails areas such as in supermarkets.
Promotion- Red Bull promotional policies act as one of the greatest asset for the company. The company uses innovative techniques to create awareness in the market.
Red Bull Media tools
Social Media- with all business going online, Red Bull has also invested in online platforms to market its product. The company uses various social media sites such as Twitter, Facebook and, Pinterest to reach consumers who are connected to internet gadgets.
Events- Red Bull has a policy of sponsoring for major sporting events such as Formula 1. During these events, the company presents its products to its target audience.
Mass media avenues- Red Bull also uses various traditional mass media avenues such as televisions, and radios to market the energy drinks.
Print Media- Apart from running television adverts, Red bull uses print media source such as newspapers, magazines and, brochures to market the energy drink. For instance, the company pays for space in popular magazines to market the energy drink.
Billboards- Red Bull has a policy of using billboards in major highways or strategic places in major towns to market its product.
Suitability of the tools and, Media tools
As indicated above, Red Bull uses various promotional tools and, media tools to promote its energy drink. This section will focus on evaluating the suitability of the tools and, media avenues in helping Red Bull realizing its promotional objectives. Starting with an overview of the promotional tools, Red Bull gains various results from these tools. For instance, the aspect of designing the energy product with unique features such as taste and packaging makes the company maintain substantial share of the market. With many rival firms trying to imitate the Red Bull’s product, the best way to stay ahead of them is by developing a product that is unique and stands out from other products in the market (Fisk, 2008).
The use of a higher pricing strategy delivers mixed results for the company. Although the pricing is ideal for the company since it enjoys a high market power, the pricing locks out consumers who have low incomes. Ideally, the company should adopt a balanced pricing structure that incorporates both low income and high income earners. Besides that the idea of placing the company’s products in retail avenues such as shops and, hotels provides an advantage for the company. The location helps in presenting the products directly to the target consumers.
On the aspect of media tools, it is clear Red Bull uses a blend of various media sources to reach its target consumers. Each of these media tools delivers varying results for the company. For instance, social media helps create awareness to customers who have access to internet and, other technological gadgets. However, social media does not reach consumers who are not connected to media devices (Ryan, 2014). Similarly, mass media tools such as radio, and television program provides an important avenue for the company to reach many consumers. It helps the company reach many consumers spread in various region at the same time. Print media sources also provide great opportunity for Red Bull to target consumers who read magazines and, newspapers. However, the print media is not effective because only literate consumers can understand the promotional details presented in the newspapers (Ryan, 2014).
Sponsorships of events such as sporting competitions are also important for Red Bull. These events give international media coverage for the company and, hence act as an essential promotional component for the company. In fact, market analysts believe these events form the main promotional tool for Red Bull. Although the events make the company incur some expenses, they provide more benefits to the company. However, the events can also act as a disadvantage for the company because they may allow for public to make negative criticisms on the company (Marich, 2009).
Recommendations
As seen from the evaluation above, the various promotional tools and, media tools bring various results for the company. Although most of the tools above bring positive results for the company, the company is yet to explore full potentials for the tools. This section will make suggestions for Red Bull to improve its promotional agendas. First, the company should revise its pricing structure. The company should focus on adopting a pricing structure that cuts across the varying incomes of the consumers. Specifically, it should not lock out consumers who have less income. Therefore, the company should lower the prices of its products to allow consumers with low income to access the products. Lowering of prices should not make the company tamper with the products quality
It is clear that Red Bull enjoys a good market share of the beverage industry. However, this should not make the company to relax but, rather consistently look for innovative promotional activities that will provide an edge for the company (Ryan, & Jones, 2009). Ideally, the company should also stay ahead of its competitors. Red Bull should also enhance its social media campaigns to ensure it gains a strong hold of online consumers. The company should explore the potentials of social media by adopting innovative techniques such as developing apps that increase customer engagement (Marich, (2009).
Finally, the company should focus on enhancing its customer service. A strong customer service program that attends to the needs of consumers will help the company achieve its promotional strategies (Taylor, 2012). Good customer support will also help the discussed promotional tools, and media bring more benefits to the company.
References
Fisk, P. (2008). Business genius: A more inspired approach to business growth. Chichester, UK: Capstone.
Marich, R. (2009). Marketing to Moviegoers: A Handbook of Strategies and Tactics. Carbondale: Southern Illinois UP.
Red BULL. (2015). Retrieved March 22, 2015, from www.redbull.com
Red Bull: A Trailblazer in Marketing Strategy. (2012). S.l.: MarketLine, a Datamonitor business.
Ryan, D. (2014). The Best Digital Marketing Campaigns in the World Ii.
Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. London: Kogan Page.
Solomon, M. (2003). Conquering Consumerspace: Marketing Strategies for a Branded World. New York: AMACOM.
Taylor, D. (2012). Grow the Core: How to Focus on your Core Business for Brand Success. New York: Wiley.