Red Bull North America
Plans Book
Table of Contents
3Executive Summary
4Situation Analysis
5Research
8Opportunities
10Marketing Objective
10Budget
12Strategies
13Creative
14Media
15Sales Promotions
17Evaluation
2
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.
3
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.
4
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.
Energy Drink Market
Other 10%
Rockstar
11%
Red Bull 42%
Monster
37%
5
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.
Sales
11%
25%
64%
20-30 year olds
35-40 year olds
45+ year olds
6
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.
7
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.
8
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
•
Commuting
Drink Specials at bars
• Students working out
•
Present sugar free Red Bull at rec centers
• Students gaming
•
Gaming
Working out
Team up with popular gaming companies
• Students commuting to work and school
•
Ensure gas stations are properly stocked and looking premium
9
Marketing Objective
Our marketing objective is
simple. We want to create a
campaign aimed at collegeaged 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.
10
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
students during these target
times.
11
Budgets by Semester
12
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:
1.
Twitter: Create college related posts that students will retweet
2.
Instagram: Posts aimed at college students to create relatability among
students and Red Bull.
3.
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
1.
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.
2.
University Press- can be found anywhere around campus; purchasing ad
space to endorse our product to the students who need an energy boost.
13
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.
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Creative
15
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.
16
Activation Timeline
Competition
Kicks Off
3.20.16
Commercial
Submissions Due
4.25.16
Voting opens
from April 25-30
Final 5 are
Selected
Finalist
Competition
Begins
Finalist
Competition Ends
4.30.16
5.2.16
Marketing
Department
Votes
5.10.16
Winners are
Selected
Winners’
Internship
5.12.16
May 20-August 1
17
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.
18
With student I.D.
19
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.
20
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 everchanging, target audience, the college student.
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