Professional Documents
Culture Documents
N
o.
Name
Lim Li Na
Content Page
1. Situational Analysis.................................................................................................
1.1 Internal Analysis......................................................................................................................
1.2 External Analysis.....................................................................................................................
1.3 SWOT Analysis .......................................................................................................................
2. Identification of Market Problems and Opportunities................................................
3. Campaign Target Audience ......................................................................................
3.1 Brand Loyalty..........................................................................................................................
3.2 Behavioural Sequence Model..................................................................................................
4. Positioning............................................................................................................
5. Marketing Communication Objectives.....................................................................
5.1 Marketing Objectives.............................................................................................................
5.2 Communication Objectives....................................................................................................
6. Marketing Budget .................................................................................................
7. Creative Brief .......................................................................................................
8. Creative Strategy..................................................................................................
9. Media Objectives ..................................................................................................
9.1 Setting Media Objectives.......................................................................................................
9.2 Media Vehicles Timeframe.....................................................................................................
10. Media Strategy....................................................................................................
10.1 Cinema Advertising.............................................................................................................
10.2 Radio Broadcast..................................................................................................................
10.3 Printed Advertisements.......................................................................................................
10.4 Sales Promotion...................................................................................................................
10.5 Social Media........................................................................................................................
10.6 Event Sponsorship/Product Launch......................................................................................
10.7 Athletes/Sportsmen Endorsement.......................................................................................
11. Other Integrated Marketing Communication Plans ................................................
11.1 Nightclubs...........................................................................................................................
11.2 Tertiary Institutions..............................................................................................................
12. Evaluation and Control ........................................................................................
12.1 Measures of Recognition and Recall....................................................................................
12.2 Measures of Emotional Reaction..........................................................................................
12.3 Measures of Sales Respond..................................................................................................
References................................................................................................................
Appendix ..................................................................................................................
1. Situational Analysis
1.1 Internal Analysis
Red Bull is one of the greatest energy drink companies in the world. The iconic Blue
and Silver can has become a symbol for vitality, helping people with work and play.
Its catchphrase, Red Bull gives you wings! is a testament to the sort of imagery
energy drinks wish to portray.
The brand Red Bull came in to existence in 1984, with its first product launched in
1987, making it a pioneer in the global energy drink market. The idea came about to
Mr. Dietrich Matechitz while in Thailand. He noticed managers drinking a beverage
called Krating daeng prior to meetings to stay awake and focused. Upon trying the
beverage, he found it to have a relieving effect on his jet lag. He went on to
collaborate with the creator of the drink, Chaleo Yoovidhya, and thus developed a
marketing strategy to sell the drink, naming it Red Bull.
The drink consists of various ingredients such as caffeine, carbohydrates and other
important vitamins which are claimed to be helpful in developing physical endurance,
improved reaction, concentration and speed.
The advertising slogan, Red Bull Gives you Wings, has been instrumental in
bringing awareness and popularity to the drink. It is popular among men, with its
largest consumer groups comprising athletes, students, night clubbers and those who
are in need of a late night lift.
Red Bull has been successfully established across the world and was made available
in 162 countries as of year 2010.
The main Micro-economic factor that Red bull faces would be their many
competitors, ranging from 300 newly established brands to massive corporations such
as Coca Cola Company, PepsiCo, Hansen Natural Inc and Rockstar International.
However, these so called massive corporations do not hold much market share in the
energy drink market. Nevertheless, Red Bull has had to keep tabs on them in order to
keep their lead. Competitors provide alternate taste selections, compared to Red Bulls
limited line. Additionally, established companies such as Coca Cola and PepsiCo have
extensive distribution networks and possess more established brand names.
1.2 External Analysis
Red Bull Marco-economic factors will be identified with the P.E.S.T model of
analysis-- Political, Economic, Social and Technological factors.
Politically, with the growing demand for energy drinks and possible side effects
arising from highly caffeinated drinks, respective governments might devise
regulations for the drink to be clinically tested. In situations whereby the local
government imposes health and safety restrictions, Red Bull sales would drop as the
amount of cans sold is affected. Some countries have even banned Red Bull as they
feel the product poses a threat to health and safety. Nevertheless, many countries have
accepted Red Bull as an energy drink brand.
The economical factors indicates that consumers will most likely cut down on energy
drinks when there is price inflation, due to the reduction in the disposable income of
the consumers. Also, studies have shown that energy drinks are not deemed as
necessities to consumers, and they would rather save up on such purchases to get
more essential items.
The Social factor points towards a generation with youths that are increasingly
exposed to different sports and avenues for entertainment. In light of this, Red Bull
has positioned itself as a drink for youths, and with the right promotional mix, these
could lead to an increase in sales.
In order to make its brand relate to the masses of a country, Red Bull will produce
labels in the respective countrys language. With this, a higher cost is incurred when
launching the drink in different geographic areas. Nevertheless, Red Bull recognizes
the importance of communicating its brand identity as this would bring about an
increase in brand equity and thus, sales revenue in the future.
With the advancement of social media and technological platforms, Red Bull has had
to improve its communication strategies and promotional tools to be more effective
and relevant. These help to advertise and promote the product, therefore providing a
new way of communicating with the consumers. Promotional tools such as social
4
media outlets like Facebook, Twitter and Instagram has had massive effect on the
consumers, especially the youth as they can better relate to these tools.
Machinery technology has also aided the company to reduce cost as more drinks can
now be produced at a cheaper cost, la economies of scale, improving the quality of
the packaging as well.
1.3 SWOT Analysis
Strength
Weaknesses
Lack of Patent
A major weakness is Red Bulls lack of patent in the recipe. This allows
competitors to copy their recipe and enter the market easily. Furthermore,
competitors may then use this as a starting place to launch its own unique
selling point.
Opportunities
Patency
Red Bull should do licensing to their patency. This is to prevent competitors
from entering the market easily. It will restrict the competitors from
manufacturing, copying and selling the drink.
Price Competition
In the energy drink sector, competitors will strive to maintain high level of
quality, convenience, price and related factors so as to stay competitive and
bring higher satisfaction for consumers. Therefore, Red Bull has to be
conscious of its pricing strategy and product quality to ensure the satisfaction
level of consumers, in which bringing about brand loyalty.
6
Threats
Health Concern
Media have reported that Red Bull has ingredients which contribute to certain
health risk. In France, the authorities has gone one step further by banning the
Red Bull product for sale, believing that it is not in compliance with the
countrys health and food regulations. Other media reports have also been
targeted towards parents, stating the high caffeine levels in Red Bull could be
hazardous if consumed by children/teenagers, who are exactly the products
target audience. Red Bull has stepped up their measures in health safety by
seeking scientific proof that its product is safe for consumption and released
numerous statements to curb the negative media attention.
Competition
Competition would most likely be one of the biggest threats to Red Bull these
days. Major competitors such as Coca Cola and Pepsi have launched their own
energy drink versions to compete directly with Red Bulls products
14-25
Generation Y (Born in 1980s to 2000s)
Male
833,300 (as of Year 2010)
$0 -$1000
Behavioural
Primary
Youth sports athletes who are tired and want to revitalized themselves
Occasions
Benefit Soughts
Usage Rate
User Status
Loyalty Status
Psychographic
Activities
Interests
Opinions
Primary
Youth sports enthusiasts who do sports regularly or more than average.
Show great interests in sports, and are always striving for great
achievements.
Knowing that they will be recharged after drinking Red Bull, and that
Red Bull will help them to reach their full potential.
4. Positioning
A Star Perceptual Map will be used to compare the key benefits and advantages of
Red Bull against its competitors in the energy drink industry.
The two competitors to be compared with Red Bull in the perceptual map will be
Monster and Rockstar. Red Bull is the finest among 4 of the 8 key features compared.
It is shown higher in market share, brand image, distribution channel, has the best
taste and has the lowest price compared to the other 2 energy drinks.
Red Bull has the most established brand image in comparison. However, it costs the
most in contrast to the other two energy drinks. The estimated price of a can of Red
Bull is $3.90 while it costs about $2.55 each for Monster and Rockstar.
As of year 2012, the market share of Red Bull is 43% which is the highest measured
up to Monster and Rockstar which is at 11% and 37% .
The carbohydrate content of Red Bull is 28 grams. It is 27 grams and 31 grams of
carbohydrates for Monster and Rockstar respectively. Carbohydrates will be able to
give the young sports enthusiasts energy for their everyday lives. The caffeine content
10
of Red Bull is 80mg and 160mg for Monster and Rockstar (Heckman, Sherry &
Gonzalez De Mejia 2010).
Establish brand trust of Red Bull as the preferred Energy Drink Choice among
target consumers
o
by at least 20% in the first 6 months and 30% in the next 6 months.
6. Marketing Budget
We will be using the Objective and Task method, which our goal is to have 1 .5
million cans sold in one financial year. Our projected target will be $3,000,000, in
which we will use 30% ($900,000) of it as our IMC budget. Every amount stated will
justify the advertising activities which help us to achieve our objective
Budget Element
Percentage of Budget
85% ($732,000)
*$356,540
*Sponsorship
*$200,000
*Cinema
*$144,520
*Radio
* $28,800
*Digital
*$1,344
*Public Relationship
*$6,000
*Sales promotion
Other IMC Cost
10%($86,200)
5% ($43,100)
Total Cost
100% ($862,000)
7.Creative Brief*
13
8.Creative Strategy
Over the next financial year, beginning from April 2013, Red Bull aims to introduce
its new product to its target audience through various advertising strategies. The new
product, Red Bull Flux, will be marketed and advertise to our primary target
audience; youths of the Generation Y, sports athletes and enthusiasts.
Various medium such as Advertising, Sales Promotions, Sponsorship and Interactive
Communication will be used to aid us in reaching out to our target audience. These
various medium are the selected few whereby it would have the most effective reach
to our target audience.
Red Bull will be advertising in a way whereby it will appeal and excite the target
audience when they watched the advertisement. This is to enhance awareness for the
product and to garner higher attention. High quality and aesthetically stunning visuals
will be used in advertisement to enhance visual messages, bringing about a high
adrenaline, an atmosphere of hype and vibrancy. The advertisement will aim to give a
different opinion and perception of Red Bull, as not just another energy drink, it is a
drink in which it can still give the effect of Red Bull but with a new and refreshing
taste. Through the advertisement, the energetic and adrenaline pumping visuals effect
will invoke emotions in the audience, making them feel pumped up and excited to try
out the new beverage, connecting similarities with the target audience.
Beside advertisement, Red Bull has also come up with Sales Promotions to attract the
audience to have greater purchase satisfaction for buying more at a cheaper price.
Red Bull will also be sponsoring major events financially and logistically should the
events needs arise. On top of that, endorsers will be scouted to endorse for Red Bull
Flux, who will also be featured in various prints advertisements. The endorsers will be
the face of Red Bull Flux in events, representing the drink, interacting and
communicating with the audiences. The other trademark of Red Bull will be its very
own Red Bull Brand Ambassadors- The Red Bull Girls. They are the face of Red Bull,
representing Red Bull and its brand to various minor and major events to promote the
Red Bull beverage, bringing about a higher appeal for the brand and generating
greater awareness.
9. Media Objectives
14
Month
Reach
Freq
Weight
Continuity
Recency
Cost
April
2013
May
2013
June
2013
July
2013
August
2013
September
2013
October
2013
November
2013
December
2013
January
2014
February 2014
March
2014
High
High
High
High
Low
High
High
High
High
High
Low
High
High
High
High
High
Low
High
Low
Low
Low
Low
High
Low
Low
Low
Low
Low
High
Low
High
High
High
High
High
High
High
High
High
Low
High
Low
High
High
High
Low
High
Low
High
High
High
High
High
High
Low
Low
Low
Low
High
Low
Low
High
Low
High
Low
High
Low
High
High
High
Low
Low
Effective Reach
(+3)
Frequenc
y
GRP
ERP
Cost
Continuity
80%
60%
1200
900
$649,949
Continuous
70%
40%
630
360
$81,290
Pulsing
October - December
2013
80%
50%
960
600
$10,980
Pulsing
60%
30%
360
180
$5,490
Pulsing
Event
-
June
2013
July
Vehicles
Cinemas
Radio
Prints(Billboard, Magazines,
Posters)
Digital (Facebook, Twitter)
Public Relationship (Event
Sponsorship, Endorsement)
Sales Promotion
Purpose
15
2013
August
2013
September
2013
October
2013
November
2013
December
2013
January
2014
February
2014
March
2014
Formula 1 (F1)
Grand Prix Race
Prints(Billboard, Magazines,
Posters)
Digital (Facebook, Twitter)
Public Relationship (Event
Sponsorship, Endorsement)
Influencing stage
-Standard Chartered
Marathon
-Countdown
party
(Sponsor)
Mens Health
Urbanathlon
Prints(Billboard, Magazines,
Posters)
Digital (Facebook, Twitter)
Public Relationship (Event
Sponsorship, Endorsement)
Prints(Billboard, Magazines,
Posters)
Digital (Facebook, Twitter)
Public Relationship (Event
Sponsorship, Endorsement)
Reminder stage
these 2 movies prior to the start of the movie would bring about a greater level of
awareness to the youth. It will be advertised for a month prior to the registration of
Red Bull Flux Charity Run to allow them to be aware of the event. It will be aired
from 15 April to 15 May 2013.
The Cathay, Shaw House and Golden Village are the 3 major Cinema houses in
Singapore and they will be selected to aired the advertisements. Specifically,
advertisements will be aired in Shaw Lido, Golden Village (GV) Vivo City, GV Plaza
and GV Marina, Cathay Cineleisure and Cathay: The Grand Cathay. Reason for
selecting these cinemas is because these are the places in which youth would spend
their time at and more than often, various youth activities are held there. For example,
Cineleisure is right beside Youth Scape Park in which youths hang around there for
activities such as skateboarding
*(please refer to appendix 1)
that broadcast pop and R&B music in the music scene. Having 98.7fm to advertise for
Red Bull Flux, it will generate appeal for listeners and bring youthfulness to the
image of the drink.
Kiss 92FM is another English language radio station that would steer more to the
working generations. It is more of an adult contemporary broadcast channel which
caters to the working adult and has programmes concerning current affairs and
businesses. Having them to promote the drink would be able to bring out the other
side of Red Bull Flux- that it is not a drink that caters only to the youth, but it also
helps tired working adult to have more vitality upon consuming the drink. This would
portray age flexibility in the usage of the drink such that it will be an energy drink for
the young and working adults.
Durations of the broadcast will be every alternate days in a week for 1 month prior to
the Red Bull Flux Charity Run. This would serve to inform the public about our new
product and provide details for the event. Upon reaching 10 days before the event,
popular talk set The Muttons Show on 98.7FM would be engaged for live
broadcasting of the DJs to aid in the promotion the product and event.
*(Please Refer to Appendix 4)
10.3 Printed Advertisements
Magazines
Magazines play a big part in advertising as they are concentrated directly towards our
target audiences. Various types and genres of magazines are published to cater to
different segmentation of the public, and they are customer oriented. Generally, youth,
young sport athletes, young adults and sports enthusiasts who purchase these sport
magazines will be attracted and curious about sport related articles. It has the ability
to present detailed information and excite readers with eye-catching visual
communication.
Focusing on informing and alerting the public on our new product in the first 3
months will be our main priority in the first 3 months. Consecutively, 3 months of a 1
full page publicity on our new product and upcoming launch event will be featured.
Subsequently, alternate months of a 1 page advertisement will be published to have
18
constant reminder for our audiences about the existence of the product, presence and
influence. Selectively, Mens Health and Action Asia have been chosen to be our main
magazine advertising company as they have outstanding record sales and arguably,
the most related magazine in line with our product.
An editorial cover story write up will also be featured about our new product and our
charity run, which doubles as the launch event for the product. Invitation will be made
to Mens Health Magazine to establish interviews with our 3 main endorsers which
would maximize the potential of using the channel. Months in which Red Bull has an
event or sponsoring one, name of the event will be printed on the advertisement
together with either one of the 3 endorsers featured on it.
*(please refer to Appendix 3)
advertisements will be placed at bus shelters, train stations and places where young
sport enthusiasts would congregate.
We will be doing poster panels and billboards. The billboards will be put up for a
month at Scape Youth Park and a month during September to promote the F1 Grand
Prix. Poster panels will be put up at shopping malls for a month to inform people
about the upcoming events.
Posters will also be placed at the sports arenas, stadiums, gymnasiums, swimming
complexes, Scape Youth Park and also in various schools around the year. Many
young people will have a chance to come into contact with it as they will usually go to
those places to do sports. 5 posters each will be put up at the Singapore Indoor
Stadium, Jalan Besar Stadium, Bishan Stadium, Jurong Stadium and Tampines
Stadium. The rest of the 13 stadiums will have 3 posters each. Swimming complexes
such as Bishan Swimming Complex, Choa Chu Kang Swimming Complex, Jurong
East Swimming Complex, Jurong West Swimming Complex and Sengkang
Swimming Complex will have 5 posters of Red Bull Flux each. The rest of the 20
swimming complexes will have 3 posters each. Schools include the 5 tertiary
institutions, 17 junior colleges, 7 universities (NUS, SMU, NTU, SIM, SIT and
SUTD) and the Singapore Sports School.
We will be placing advertisements in train stations at the platform screen doors and 4
sheet panels for 1 month before our official launch of Red Bull Flux to increase
awareness for the new product. The train stations will be Somerset MRT, Dhoby
Ghaut MRT and City Hall MRT. We will be using 4-sheets youth network for the 4
sheet panels and it will cover 20 stations around Singapore. Buses will also be painted
and wrapped with our advertisement as it travels around Singapore thus having a
broad reach and frequency. The advertising promotions will last for through 6 months.
Majority of the posters will be posted lasting for 6 months to one year as rental for
these advertising locations may be relatively cheap and reasonable. Bigger posters at
prime locations in which rental prices may be slightly more expensive, the duration
will be short, 1 to 3 months until the launch event is over.
20
will further allow customers to have a taste and experience the drink. Additionally, a
trail-size cup will be used for all the samplings.
A jingle couponing effort will be use together with every sale of the Red Bull Flux
product. By saying Red Bull Flux, Different Taste Same Effect, one will be able to
enjoy an instant redeemable coupon of $1.50 off the bonus pack and $0.30 off the
individual cans. By doing so, we allow our customer to remember our brand and
tagline whereby we would have them to sub-consciously place us at the back of their
mind, and by speaking out our brand and tagline, we encourage them to do so.
10.5 Social Media
Social Media is undoubtedly the most important tool for marketing communications
in terms of reaching out to the youth of the Generation Y. This form of
communication is crucial and essential for our campaign as the potential of this
vehicle is vast and should not be underestimated.
Objectives of using this medium is so that users can associate and be exposed to our
product and online advertisement, leading up to a continuous flow of information
sharing through the various sharing methods online to their circle of friends and bring
about higher influences, awareness and presence to the mass public, especially those
in the youth and sports segmentations.
In associating with creating buzz for the product, various social media will be used.
Vehicles such as Facebook, Twitter will serve as a crucial form of communication to
the younger generation, who are of a higher relevancy and also more tech savvy.
Lucky Draw Contests will also be held on Facebook to enhance awareness and to
entice more users to know of the products. Liking the Red Bull official Facebook
Page and contest picture would give facebook users a chance to win an Ipad Mini in
the lucky draw and 3 lucky winners would be announced. The prize presentation will
be at the marathon launch itself.
Through the Facebook page, an on-going Invite Us activity will be held in which
students can also write in to us via Facebook official Page or through the company
website for our Red Bull ambassadors to visit the schools, or events such as tertiary
orientations, sports and recreational events. This is in line with the objectives of
maximising vitality for the youths.
22
Free Red Bull Flux will be distributed in their respective schools or events, and the
Red Bull Girls will be deployed to the schools to distribute the drink, do sampling,
demonstrations and educating the audiences on the new product. Purpose of having
this activity is to generate excitement and anticipation among these events.
For Twitter, it is a platform for updates of the event that are coming up and that in
comparison with Facebook, twitter status updates would relate instantly to the masses
who are twitter users. The benefits of twitter is that tweets can be retweeted thus
creating a viral communication among the young tweeters, spreading the message at a
higher speed, which would in turn spur the awareness of Red Bull Flux and the events
faster.
*(Please Refer to Appendix 6)
10.6 Event Sponsorship/ Product Launch
Event Sponsorship mainly is to avoid media clutter and gaining approval of local
sporting and youth constituencies.
We will be organising and sponsoring our event, The Red Bull Flux Charity Run in
conjunction with our official launch day on the 15th of June 2013. This would be to tie
our brand to a meaningful athletic event, in which a portion of the proceeds will be
donated to the Singapore National Paralympics Council. 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.
The Red Bull Flux Charity Run will also be in conjunction with the iPad lucky draw
contest prize presentation as advertised prior to the event. It would portray us to be
relevant and interactive with the youths and their needs.
To further the continuity of awareness in the consumers mind, we will also be
strongly sponsoring various major events such as the annual F1 Grand Prix, Standard
Chartered marathon, Zoukout and Mens Health Urbanathalon. We will provide event
support such as sound systems, DJs, tentages, and music support should the need
23
arises. Red Bull Girls will also be deployed on site at the event to conduct product
sampling, interactions and gathering feedbacks from the audiences. The girls will be
the ones ensuring that the Red Bull Presences are felt.
These events will be held respectively in June 2013 (Red Bull Flux Charity Run),
September 2013 (F1 Racing), December 2013 (Standard Chartered Run & Zouk Out)
and March 2014 (Urbanathlon).
This would be crucial so that consumers can be reminded of the product even after the
launch, which will be held in June. On top of which, by sponsoring major events, it
opens opportunities for the company as there might be other distributors which would
be keen in getting Red Bull to support their event, in which, boosting awareness and
sales for the company.
We will be tracking sales, web tracking, doing buzz and feedbacks to measure the
success, traffic flow, reach and frequency of our advertising effort. Measures of the
public responses to these event and their attitude towards it will also be conducted.
*(Please Refer to Appendix 7)
10.7 Athletes / 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.
These endorsers will be present throughout during our major events such as our
launch- Red Bull Flux Charity Run, F1 Grand Prix and Mens Health Urbanathlon.
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.
As what was mentioned in the creative strategy, 3 endorsers have been scrutinised and
selected to endorse The Red Bull Flux, mainly, Singapore National Wake Boarder24
Sasha Christian, Singapore National Olympic Gymnast- Lim Heem Wei and
Singapore Skateboarder- Farris Rahman. These 3 athletes had demonstrated and
portrayed their lifestyles, activities and interests to be in-line with the image of Red
Bull. All of them are extreme sports athletes and were also the best in their respective
field of expertise, believing in sportsmanship and passion, bringing aspiration to
others. Moreover, they are youth that belongs in the Generation Y, thus creating a
beneficial bond and the ability to relate with our target audience, thus they stand out
as the best candidate to endorse Red Bull Flux. With the achievement from the sport
athletes, it would greatly enhance and portray the drink as a high energy and
refreshing adrenaline as associated with the tagline.
*(Please Refer to Appendix 5.2)
11. Other Integrated Marketing Communication Plans
The aim of this IMC plan is to create awareness that Red Bull Flux has a different
taste compared to the original.
We will engage in hype-producing activities during the months without major events.
Besides the major advertising vehicles as specified above, other IMC Plans include
event support, entertainment nightclubs, engaging tertiary institutions, and various
sampling methods. In particular, the Red Bull decorated car will be heavily used
during these events. Simulating Pavlovs Dog, we aim to use the arrival of the Red
Bull car to excite event goers, more so when the Red Bull girls exit from the car;
signalling the start of a good Red Bull experience.
11.1 Nightclubs
Nightclubs have a certain youthful energy to them. It is a place whereby people would
come to enjoy themselves, indulge in alcoholic drinks and have fun. We plan to make
use of this aspect as a marketing opportunity through the use of brand ambassadors
and organizing exciting events, such as bartending competitions.
The main theme behind these bartending competitions will be to create new beverages
that utilize Red Bull Flux as its base ingredient, thus introducing and reinforcing the
message behind the new refreshing taste of the product. The competition will base on
25
which bartender would be able to mix out a drink that is of a better blend as compared
to the others.
This promotional activity will prove that the product can be drunk neat, while being
versatile enough to be mixed with other liquors to exude a unique taste of its own.
In addition, various renowned local clubs Deejays, such as DJ Inquisitive (Avalon),
DJ Andrew T (Butterfactory) and DJ Ghetto (Zouk) will be invited to collaborate to
spin a track, dancers will be hired to portray the vibrancy of the night life, with strong
lightings focusing on the word Red Bull Flux.
Having the strong influences from the various DJ in the entertainment industry,
consumers will better relate to the advertisement and that chances of attracting the
attentions of party goers will be higher. This would in turn spread awareness faster.
11.2 Tertiary Institutions
Red Bull employs the seeding method in order to maintain presence in tertiary
institutions. The company keeps in constant contact with student populaces through
student brand managers, who find out major events happening in the school and
acts as a liaison between the event managers and the company, providing event
support such as Deejays, audio-visual (AV) system set ups, Red Bull brand
ambassadors and most notably the drinks themselves.
In particular, we would like to highlight the various "Open House" exhibitions and
"Co-Curricular Activity Showcases" in various tertiary institutions throughout
Singapore. The Red Bull presence injects excitement into these events. These events
carry high traffic volume of our target audience. Thus it would be important maintain
the Red Bull presence, and at the same time use this opportunity to introduce Red Bull
Flux to our target audience.
12. Evaluation and Control
We will be using several testing methods in order to determine awareness levels.
Some testing methods will be aligned with specific media vehicles. The measures
used are Recognition and Recall, Emotional Reaction and Sales Response.
12.1 Measures of Recognition and Recall
26
The testing procedure for Bruzzone Tests will be as follows. Participants ranging from
across different age groups will be invited to a movie screening in a theatre. Prior to
the movie, Red Bull Flux cinema advertisements will be broadcasted along with other
ads. After which, the participants will be tested as to their levels of recall. A series of
questions will test the level of detail the participants remember about the ad. For
example, What color was the product in the Red Bull Ad? and Do you remember
what date the Red Bull Flux Run is going to be held? This manner of testing seeks to
measure the impact of the ad through analysis of brand recognition, and the ability to
recall specific markers which the ad seeks to communicate. Particular attention will
be paid to the results garnered by those within the target audience age group of 14 to
25.
The Starch Readership Service method will be applied on print advertisements such as
magazines. Participants within the target audience age group will be given a magazine
containing the Red Bull Flux advertisement/cover story to read. One week later, the
participants will be invited to fill up a questionnaire. The questionnaire will provide
insight as to whether or not the target audience pays any particular attention to the
magazine ad. They will then be categorized under noted, associated, read some and
read most.
12.2 Measures of Emotional Reactions
In addition to the recognition and recall measures, we will partake in physiological
measures to determine participant reactions to our cinema and print advertisements.
For example, pupil tracking technology can be employed to determine what part of
the ad catches their attention most. To measure awe, rate and size of pupil dilation can
be measured using Pupillometric Tests during the airing of the advertisement.
Electrocardiograph monitors can be used to track heart rates which go up during
excitement. Electromyograph monitors can be used to detect changes in muscle
tension to determine level of interest in the advertisement, with relaxed muscles
signifying disinterest while spikes in muscle tension denote a high level of interest.
Furthermore, perspiration levels can be measured through the Galvanometer as
changes correspond to emotional reaction.
12.3 Measures of Sales Response (single source systems)
27
Perhaps the ultimate test as to whether or not the assorted media vehicles are effective
is through measures of sales response. The AC Nielsens SCANTRACK system is an
effective manner to measure purchase data. Handheld scanners are placed in
participating households throughout Singapore. Whenever a purchase is done by the
household members, the barcode receipts will be scanned by the handheld device. To
collect the information, the household will call a toll-free number and hold the
scanner up to the phone at the end of every month.
In the midst of implementing the Red Bull Flux IMC campaign, reviews and
corrective actions will be take upon throughout the year to ensure continuity of the
Red Bull Flux and ensuring that it will have a large sales volume. Reviews will be
conducted monthly to observe if the sales of Red Bull Flux increases with the
different types advertising strategy introduced.
Corrective actions will be done every 3 months if the sales of the product remain
status quo or decreases. Some examples of corrective actions would then be
implemented such as trade promotions including discounts and bonus packs at
supermarkets.
References List
AAA ARF 2006, New Thoughts on Measuring Emotional Response to Advertising, last
viewed 28 March 2013, <http://mrcouncil.org/uploadedarchives/MRC%20%20Jan_20_06%20Speaker%20presentation-recd%202-10-06.pdf>.
Canada Business Network 2012, Measuring the Results of Your Advertising, last viewed 28
March 2013, <http://www.canadabusiness.ca/eng/page/2671/>.
Demand Matric, Marketing Communications Budget Template, last viewed on 18 March
2013, <http://www.demandmetric.com/content/marketing-communications-budget-template>.
Diseno Advertising, Media Rate Cards, last viewed on 25 March 2013,
<http://www.diseno.com.sg/services/advertising/rate-cards/>.
Elements of Integrated Marketing Communications 2011. Measures of Recognition and
Recall , last viewed 18 March 2013, <http://books.google.com.sg/books?
id=VZQraFDCtIEC&pg=PA386&lpg=PA386&dq=marketing+measures+of+recognition+and
+recall&source=bl&ots=sdAJhUtHg&sig=4YcU8yiIKbQME2nXHvxU0UOc1pk&hl=en&sa=X&ei=ZMZZUZTjO5C0rAep4oCo
DA&redir_esc=y#v=onepage&q=marketing%20measures%20of%20recognition%20and
%20recall&f=false>
Energyfiend 2012, The Top 15 Energy Drink Brands, last viewed on 2nd April 2013,
<http://www.energyfiend.com/the-15-top-energy-drink-brands>.
28
Gartenstein, D. 2013, Measuring the Effectiveness of Event Sponsorship, last viewed on 1st
April 2013, <http://smallbusiness.chron.com/measuring-effectiveness-event-sponsorship41603.html>.
JCDecaux 2013, Blockbuster Package 2013, last viewed on 27 March 2013,
<http://www.jcdecaux.com.sg/wp-content/uploads/2013/03/Blockbuster-Cinema-Promotion2013.pdf>.
Marketing-interactive.com 2007, Diageo Bottles Its Well Wishes For St James, last viewed on
26 March 2013, <http://www.marketing-interactive.com/news/346>.
Red Bull Singapore 2011, Student Jobs At Red Bull: Student Brand Manager, last viewed on
26 March 2013, <http://www.redbull.sg/cs/Satellite/en_SG/Article/Student-jobs-at-Red-Bull-Student-Brand-Manager-021243239769805>.
Roaring Haus Studio 2011, Red Bull Marketing Plan, last viewed on 25 March 2013,
<http://www.1site1clic.com/fr/wp-content/uploads/2011/12/Exemple-plan-marketing-redbull.pdf>.
Scribd 2011, Wiwidee, Red Bull IMC Plan 2011, last viewed on 25 March 2013,
<http://www.scribd.com/doc/56492665/Red-Bull-Imc-Plan>.
TAB, The Key Factors of Visibility Adjustments, last viewed on 20 March 2013,
<http://www.eyesonratings.com/key_factors_of_visibility_adjustments>.
UKEssay.com 2003, Red Bull, last viewed on 27 March 2013,
<http://www.ukessays.com/essays/arts/red-bull.php>.
Warc Media FAQ Andrew Green, 2007, Can we measure how many people see poster
campaigns, last viewed on 18 March 2013,
<http://www.ipsos.com/mediact/sites/ipsos.com.mediact/files/pdf/warc_media_faqcan_we_measure_how_many_people_see_poster_campaigns-jun_2007.pdf>.
Appendix
Appendix 1. Cinema Advertising Storyboard
29
30
31
32
33
Appendix 5: Poster
5.1
5.2
Endorser Poster
34
35
36