Integrated Marketing Communication: Plan for Red Bull Energy Drink (Essay Sample)

Integrated Marketing Communication
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Integrated Marketing Communication: Plan for Red Bull Energy Drink
Red Bull is a dominant force in energy drinking business. The company is ranked second globally in the market, and aggressively makes efforts to rise to being the market leader. It sells two products that include Red Bull Sugar free and Red Bull original. These drinks increase and revitalize lost energy through both mental and physical exercises, thereby enhancing concentration, vigilance, and reaction speed for individuals who need a boost. The target audience, featuring 18 to 35 year olds, has highly rated the drink as remarkable, especially for leisure and working under strenuous conditions.
Despite garnering tremendous approval, most consumers are hardly aware of the benefits derived from Red Bull energy drink. V energy drink, the current market leader, is the major competitor of Red Bull. Other competitors include Liftplus and Lucozade. The company draws its strength from using grassroots strategies in marketing. Its success is also credited to using word-of-mouth to build a brand involving consumer educators. Therefore, this integrated marketing communications plan seeks to delineate the direction pursued by Red Bull to consistently message the brand of the energy drink across both indigenous and foreign channels by employing different promotional methods in reinforcing its vision.
Public Relations
The plan entails generating extensive publicity throughout mediums of communications such as Television, radio, flyers, printing, towels, and stickers. It incorporates ways of promotion to attract consumption from University students who need boosting in their physical and mental activities by utilizing different creative promotional strategies. For instance, the company attracts young men by hosting extreme sports such as BMX, windsurfing, mountain biking, motocross, snowboarding, skating, freestyle, cliff-diving, break-dancing, and formula 1 racing. In addition, the company employs promotional tools such as purchase displays, student brand managers, mobile energizers, and vending machines that are customized by Red Bull to track down effectiveness of a public relations strategy. Red Bull can also launch activities, parties, events, press releases, and commercials to communicate product meaning to its customers. Therefore, Red Bull’s plan entails attracting spectators through projects featuring leisurely activities. This is to cause the general public to perceive Red Bull energy drink as intriguing, interesting, and more engaging to watch and participate in (Clow & Baack, 2010).
Social Media
Investment in social media is a good plan for a better Return on Investment in the long run. This plan entails sponsoring sports persons with huge following on company’s Youtube channel. Creating virtual videos for athletes who are likely to receive a mammoth viewership helps in marketing the brand. Another plan involves creating internet challenge where university students compete for rewards in order to advertise benefit of the drink as well as the vision of