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Red Bull North America. Plans Book. Table of Contents. 3 Executive Summary 4 Situation Analysis 5 Research 8 Opportunities 10 Marketing Objective 10 Budget 12 Strategies 13 Creative 14 Media 15 Sales Promotions 17 Evaluation. Executive Summary.
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Red Bull North America Plans Book
Table of Contents 3Executive Summary 4Situation Analysis 5Research 8Opportunities 10Marketing Objective 10Budget 12Strategies 13Creative 14Media 15Sales Promotions 17Evaluation
Executive Summary Our campaign was organized to increase consumption of college students. In turn, our goal is to increase sales overall and strengthen brand loyalty. Throughout the presentation we will cover the research used to find our information, our creative strategy, target audience, statistics, budget increase and decreases during the year, sales promotion, and our overall evaluation of Red Bull and our sales tactics. With this extensive planning, we will introduce our product in a whole new way. Red Bull isn’t just an energy drink, it is a wakeup call. The scope of the project is to present in depth the sales and advertising techniques used to promote our product and sale it in an appealing way to our target audience. The project was done using primary and secondary resources and then presented to an audience of that was also the target for our sale campaign. In conclusion, Red Bull is an effective energy drink for students as well as adults and give you the extra set of wings you need.
Situation Analysis At Red Bull North America, we are constantly seeking to expand our reach. We believe a very important market lies in the many college campuses across the U.S. We will seek out our audience by recognizing our company’s strengths, weaknesses, opportunities, and threats. S- Red Bull possesses the strength of being the leading energy drink in the market even with our premium pricing. W- We face the ongoing weakness of providing energy drinks only. Our top competitor, Monster, is part of the massive Coca-Cola empire. O- We recognize our opportunities to be the unique ways we can market to consumers, specifically college-aged students. T- One threat we are aware of is because of our small SKU number, we are not always that appealing for big university contracts like that of Coca-Cola. Monster is the only energy drink allowed on most college campuses due to large coke contracts.
Research Monster is our top competitor. We lead the market by a slim margin of 5%. Monster’s high sales are made possible by the hundreds of coke contracts tied into universities. This is makes it especially difficult to win over college students who are subjected to a Monster only campus. We are still leading sales because of our vast market share. Our premium pricing also allows us to pull ahead of Monster. Monster is no longer a sleeping giant. Coca-Cola is directly impacting college aged students. We must innovate strategic ways to win over the college consumers and maintain our high sale volume.
Research Our research has shown that consumers develop trends and habits in their early years that will stay with them for the rest of their lives. We are aiming to entice the college aged millennials to pick up a Red Bull and never put it down. To ensure this long-lasting relationships, we must focus on 20-30 year olds as well as ensuring a broader range of demographics.
Research • Top Demographics • Gender: Mostly Males • Age: 18-30 • Occupation: Students, working professionals, athletes • Lifestyle: Enthusiastic, adventurous College campus is the perfect place to market to target demographics as well as hone in on potential new consumers. Women are becoming a main target group as they are consuming more energy drinks now. Successfully reaching our target audience, as well as our potential audience, will depend on the opportunities we discover to best entice our customers.
Opportunities The way we make this possible is by presenting Red Bull to those who need it most, when they need it most. We must find these ‘seeding’ opportunities. These opportunities can be found when a student is cramming for an exam, or when a student just got off from working the late shift. Or maybe a student just needs a pick-me-up after a long weekend of partying. No matter the opportunity, Red Bull will be there to ensure they have the energy to make it through their endeavors. This is how we will build long lasting relationships with our consumers.
Opportunities Outlined • Students studying for exams • Add vending machines in libraries • Students getting off from the late shift at work • Stock product at local accounts that the student might visit on their way home • Students partying • Drink Specials at bars • Students working out • Present sugar free Red Bull at rec centers • Students gaming • Team up with popular gaming companies • Students commuting to work and school • Ensure gas stations are properly stocked and looking premium
Marketing Objective Our marketing objective is simple. We want to create a campaign aimed at college-aged individuals. We are marketing Red Bull as the energy drink for all occasions. It is the consumer’s go to for studying, working, exercising, partying, gaming, and commuting. Red Bull is unlike any other energy drink. Red Bull is the wake up call you can’t ignore. It performs in any high stress situation whether its finals and exams or an intense game of Mario Kart. Red Bull performs and with the help of it, our consumers will perform too. It is the wake up call they can’t ignore.
Budget We will divide our budget into the two semesters that college students will attend classes. We will focus on social media, flyers and messaging, promotions, and special events. We will increase our budget during the months of September, December, March, and May. These months present times that students will be in need of Red Bull. In September, students will be heading back to school and we can launch a back to college campaign. December will be finals month for most campuses. Students will need an energy boost to make it through test day. March will be the month of Spring Break. We will provide spring break related messaging a long with promotional deals at c stores and 7-Elevens for students on road trips. In May, students will wrap up their semesters with more finals. Red Bull will be there with more promotions and social media posting to engage studentsduring these target times.
Media The media is the biggest source of information. We want to inform our consumers of the new exciting things happening at Red Bull and connect with them more directly to hear their feedback on the different ideas or events we put on: Social Media: • Twitter: Create college related posts that students will retweet • Instagram: Posts aimed at college students to create relatability among students and Red Bull. • Snapchat: Make a Red Bull college story available, where students snap their college experiences with the aid of Red Bull to be featured on our story. TV and Newspaper • LUTV- Provide Red Bull events that engage Lamar Students. We will invite LUTV to cover the story. This will provide free media that will directly target students. • University Press- can be found anywhere around campus; purchasing ad space to endorse our product to the students who need an energy boost.
Creative Strategy Our creative strategy involves the series “The Wake Up Call You Can’t Ignore”. This ad campaign will target students specifically. Our main goal is to present Red Bull as an absolute need. Nothing will get you up and going quite like Red Bull can. We want students to recognize this need and associate it with our product. This ad will be at all local accounts around campus. Ice Box, Exxon Cardinal, Kampus Korner Bookstore, Kampus Korner Bar and Restaurant, and Fast Lane. These are locations that are frequented by Lamar University students. This is the same initiative we will take with campuses that have coke contracts in place. We will not be able to sell Red Bull on premise, but students will be ensured to find product at all off premise locations found in the Bull Ring. Students will feel a sense of relatability when they are purchasing our products thanks to our student directed messaging. 14
Activation To engage our student consumers, Red Bull will host an advertising competition. This will be targeted at advertising and marketing classes and well as film and broadcasting departments. These students will create a Red Bull commercial and submit it through our Red Bull portal at rbu.com. College students will vote through the portal for the group they want to see advance. The final five will then advance to the final competition at Red Bull HQ in Santa Monaca, CA. The students will devise a Red Bull campaign that will specifically target students. They will be given a fake budget and multiple tasks to complete. The finalists’ work will then be judged by the Red Bull HQ marketing department. The winning group will receive a summer internship with the Red Bull marketing department. We are allotting $5000 for this activation, including the compensation for the summer internship. With this activation, we will not only be giving college students energy, but a memorable experience as well.
Sales Promotion Sales Promotion - a short-term incentive motivates consumers to purchase a good or service. immediately, either by lowering the price or by adding value. 4 Pack of 8.4oz Red Bulls to consumers and receive a 12oz Red Bull of any flavor for free Special will last from October-December Great for consumers in college due to midterms and finals as well as football season. Making the deal specifically aimed at college students by requiring a student I.D. The messaging that will promote the sale to college students : “Sometimes exams require an extra set of Wiiings.” We will advertise the following advertisement at off-premise accounts around campuses to spread the word of the sale special.
Buy One 4-Pack Get an Extra Free $6.24 Free With student I.D.
Evaluation of Promotion Saves company money instead of lowering price of another pack to half price 12oz can at retail price is $2.99 Consumer are more likely to go after this promotion Example : If at a tailgate consumers are more likely to be enticed to buy a 4pack and receive a free cold 12oz to drink while waiting for the 4pack that was purchased to be iced down.
Campaign Evaluation Students, and consumers in general, are sick of being marketed to. We are introducing a campaign that doesn’t help us, it helps college students everywhere. We are not another company looking to push content on unsuspecting victims. Instead, we are giving experiences like summer internships, student oriented sales promos, and partnering with campus media. We will offer more than a cold can. We are offering our consumers ideas. With our extensive campaign, we will see increasing sales in our ever-changing, target audience, the college student.
