integrating marketing communications
Post on 17-Feb-2017
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INTEGRATING MARKETING COMMUNICATIONS
RED BULL• Energy Drink• Founded by
Dietrich Mateschitz in 1992 in Austria
• Introduced in Hungary
THEN -NOW
RED BULL TODAY4 million cans sold each year!!!
HOW IS IT AN ENERGY DRINK?
•Issues about health early in 1997•Cleared by the EFSA
STRATEGY USED?
HOW?•ADVERTISING•EVENTS•SPORTS TEAM OWNERSHIPS•CELEBRITY ENDORSEMENTS•MUSIC
Non Traditional Advertising
RED BULL EVENTS•RED BULL KING OF THE ROCK •RED BULL HARDLINE •RED BULL RACING
•RED BULL HART LINES•RED BULL GIVES YOU WINGS•RED BULL FLUGTAG
PUBLICITY• Distributing free
samples• Free drinks in limos
before Award shows
• BARS• Convenience stores• Gyms• Colleges• Supermarkets• Target audience: STUDENTS!!
RED BULL KING OF THE ROCK
•Most famous ONE-ONE street Basketball tournament•The tournament follows a straightforward concept where players battle head-to-head in raw outdoor basketball, using a single-elimination tournament bracket.•http://www.redbull.com/in/en/events/1331641441082/red-bull-king-of-the-rock
RED BULL HARDLINE
•Toughest downhill mountain bike race•http://www.redbull.com/in/en/bike/events/1331804842505/red-bull-hardline-2016
RED BULL HART LINES
•High energy skateboard event •http://www.redbull.com/in/en/bike/events/1331804842505/red-bull-hardline-2016
ADVERTISEMENTS
SPORTS AND ENDORSEMENTS
SPONSORSHIPS• STRATOS• Celebrities
RED BULL MUSIC
RISKSMORE HEALTH CONSCIOUS
PEOPLEONLY ONE PRODUCT
EVENTS ARE DANGEROUS
DISCLAIMERCreated by Sindhuja Nanduri, BITS Pilani, Hyderabad Campus, during a marketing internship by Prof.Sameer Mathur,IIM Lucknow
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