Red Bull Energy Drink

Through sustaining the customer relationships, leaders of the company have realized that “becoming nearer to the consumer” is vital for the progression.

| Adherence: Marketers are integrating new media with the traditional IMC tools to help understand the consumers and how they wish to interact with the brandDeviations: The tools must be understood and tested to prove that they are being used effectively to create the brands that consumers want, and not brands that the clients wish the consumers to want

* Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.

| Objectives are integrated within TV, print and direct mail. Internet focuses on building consumer relationships rather than getting awareness. Bonds did not show any objective on its package design.

Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.

Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated Marketing Communications according to Schultz (1993) combine and evaluate strategic role of diverse communications to produce a greater impact. It is a process that produces and applies different communication programs starting with the customer and work back to outline right approaches and procedures to progress throughout these influential programs. Another source sees it as a business process that aims to plan, implement and assess influential marketing communications over time. There isn’t a clear definition for it, each source rely on a different definition however according to all found IMC is identified as a strategic process. It’s composed of three main basics: consumer, channels and evaluation of performances. Consumer gives an idea of how an exchange of information affects message’s form and content. Communication channels analyze each channel in apart to

Energy drinks have outperformed the growth in carbonates in the last few years, and present a substantial opportunity for beverage manufacturers to extract further growth from their sales. There are many driving forces of change and critical success factors in the energy drink industry. Companies such as Coke Cola and Pepsi contend with criticism from health officials due to the excessive caffeine in most high-energy drinks. However, before the 2000’s consumers were accustomed to carbonated soft drinks as the traditional beverage. The shift to an energy drink, sports drink, and vitamin enhanced waters increased sales while becoming an alternative beverage choice for a fast-paced mobile society. Therefore, this industry endures many

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

Like most business plans, the intergerated marketing communications plan begins with an over view of the activity. This is particularly important for intergrated planning as the priorities in the planning process must be identified as should the key tasks across the programme. This is

Organic Baby food would be monitoring the relationships with the business collaborators, the business strengths: the 5Cs, and their customers (Iacobucci, 2010). Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from “Marketing Mix”.

However, with the introduction of new technologies and advances in information technology communication has been completely revolutionised and same has impacted in organisations in there IMC strategies. “For IMC to really take hold, old assumptions must exit, assumptions about the role of advertising and sales promotion, about the organisation of advertising and public relations departments, about agencies and what they do, about the media, and most of all accountability” (Schultz et al. 1994).

Red Bull is not differentiated by gender, race or income, but does position itself as young, sporty and dynamic. It is also perceived as the market leader. The brand is not associated with a type of distribution channel, but does insist on usage situations – anytime, anywhere, for any situation (see advertisement A in Appendix 1).

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).

IMC can be defined as an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message (Belch & Belch, 2013). Agencies overcome this challenge by understanding and embracing technology and its effectiveness in solving clients’ problems.