Red Bull Integrated Marketing Campaign
Executive Summary
This report was commissioned to to plan and develop an integrated marketing communications campaign strategy for Redbull energy drinks. The aim of the report was to rebrand Redbull as an alternative to alcohol on a night out and to recommend ways of increasing sales volume for Redbull energy drinks by 50%.
The research draws attention to the fact that Redbull energy drinks already are the number one energy drink in the world with 4.6 billion cans sold internationally in 2011, the market share of Redbull currently stands at 43%. The shares of their key competitors such as Monster and Rockstar were 39%% and 10% respectively. Further investigations reveal that consumers of energy drinks are more conscious of the health related drinks due to over consumption of energy drinks. Consumers who regard the caffeine, sugar levels in Redbull as negative; moreover, since the release of many reports regarding health risks associated with energy drinks. Many consumers sought a healthier alternative, which was delivered in the form of sugar free energy drinks and cautionary warnings on energy drinks. These factors appear to be the major causes for wariness associated with choosing Redbull to be marketed as the alternative to alcohol on a night out.
Redbull is the logical choice to be positioned as an alternative to Alcohol on a night out with friends, due to its high market share. The report evaluates the options for Redbull in terms of its integrated marketing campaign and concludes that it would be an ideal candidate to meet the challenge presented by the market and could satisfy the new consumer demand since it uses specifically targeted advertising, integrated and highly interactive social media awareness strategy and public relations initiatives, to our target demographic of 18 to 25 year olds living in New South Wales.
It is recommended: That to ensure a successful reposition and launch of the brand, Redbull energy drinks take immediate measures to
This report was commissioned to to plan and develop an integrated marketing communications campaign strategy for Redbull energy drinks. The aim of the report was to rebrand Redbull as an alternative to alcohol on a night out and to recommend ways of increasing sales volume for Redbull energy drinks by 50%.
The research draws attention to the fact that Redbull energy drinks already are the number one energy drink in the world with 4.6 billion cans sold internationally in 2011, the market share of Redbull currently stands at 43%. The shares of their key competitors such as Monster and Rockstar were 39%% and 10% respectively. Further investigations reveal that consumers of energy drinks are more conscious of the health related drinks due to over consumption of energy drinks. Consumers who regard the caffeine, sugar levels in Redbull as negative; moreover, since the release of many reports regarding health risks associated with energy drinks. Many consumers sought a healthier alternative, which was delivered in the form of sugar free energy drinks and cautionary warnings on energy drinks. These factors appear to be the major causes for wariness associated with choosing Redbull to be marketed as the alternative to alcohol on a night out.
Redbull is the logical choice to be positioned as an alternative to Alcohol on a night out with friends, due to its high market share. The report evaluates the options for Redbull in terms of its integrated marketing campaign and concludes that it would be an ideal candidate to meet the challenge presented by the market and could satisfy the new consumer demand since it uses specifically targeted advertising, integrated and highly interactive social media awareness strategy and public relations initiatives, to our target demographic of 18 to 25 year olds living in New South Wales.
It is recommended: That to ensure a successful reposition and launch of the brand, Redbull energy drinks take immediate measures to
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