can someone help me with my case article I've sent 2 pictures with the article and the questions thank you so much Another essential aspect of Red Bull's marketing communication mix is product trial. Whereastraditional beverage marketers attempt to reach the maximum number of consumers with sampling, thecompany seeks to reach consumers only in ideal usage occasions, namely when they feel fatigue andneed a boost of energy. As a result, its sampling campaigns take place at concerts, parties, festivals,sporting events, beaches, highway rest areas (for tired drivers), and college libraries and in limos beforeaward shows.Red Bull also aligns itself with a wide variety of extreme sports, athletes, and teams and artists in music,dance, and film. From motor sports to mountain biking, snowboarding to surfing, rock concerts toextreme sailing, there is no limit to the craziness of a Red Bull event or sponsorship. A few company-sponsored events are notorious for taking originality and extreme sporting to the limit. For example, atthe annual Flugtag, contestants build homemade flying machines that must weigh less than 450 pounds,including the pilot. Teams launch their contraptions off a specially designed Red Bull-branded ramp, 30feet above a body of water. Crowds of as many as 300,000 young consumers cheer as the contestantsand their craft try to stay true to the brand's slogan: "Red Bull gives you wings!"Red Bull uses traditional advertising once the market has grown mature and the company needs toreinforce the brand to its consumers. As one executive explained, "Media is not a tool that we use toestablish the market. It is a critical part. It's just later in the development."Red Bull's "anti-marketing" marketing communications strategy has been extremely successfulconnecting with its young consumers. It falls directly in line with the company's mission to be seen asunique, original, and rebellious-just as its Generation Y consumers want to be viewed.Questions:1. What are Red Bull's greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enterthe energy drink category and gain market share? What are the risks of competing against suchpowerhouses?2. Discuss the pros and cons of Red Bull's nontraditional marketing tactics. Should the company domore traditional advertising? Why or why not?3. Discuss the effectiveness of Red Bull's sponsorships. Where should the company draw the line interms of novelty and risk? Case ArticleRed Bull CompanyRed Bull's integrated marketing communications mix has been so successful that the company hascreated an entirely new billion-dollar drink category-energy drinks. In addition, Red Bull has become amultibillion-dollar beverage brand among fierce competition from beverage kings like Coca-Cola, Pepsi,and Anheuser-Busch. To date, the company has sold more than 40 billion cans of energy drinks across166 countries. How? Red Bull became the energy drink market leader by skillfully connecting with youtharound the globe and doing it differently than anyone else.Dietrich Mateschitz founded Red Bull with a single product in Austria in 1987. By 1997, the slendersilver-and-blue can be available in 25 markets globally, including Western and Eastern Europe, NewZealand, and South Africa. Its size and style immediately signaled to consumers that its contents weredifferent from traditional soft drinks. Red Bull's ingredients-amino acid taurine, B-complex vitamins,caffeine, and carbohydrates were specifically formulated to make the drink highly caffeinated andenergizing. In fact, some users have referred to it as "liquid cocaine" or "speed in a can." Over the pastdecade, the company introduced other products and flavors, many of which did not succeed. Today, RedBull offers the original Red Bull Energy Drink, Red Bull Total Zero, Red Bull Sugar Free, and specialeditions infused with berry, lime, and cranberry flavorsAs the company continued to expand worldwide, it developed an integrated marketing communicationsplan that reached its target audience on many different levels and built its brand image of authenticity,originality, and community. First, Red Bull focused on pre-marketing, sponsoring events like the Red BullSnow thrill of Chamonix ski contest in France to help build word-of-mouth excitement around the brand.Once the company entered a new market, it built buzz through its "seeding program," micro-targetingtrendy shops, clubs, bars, and stores. This enabled the cultural elite to access Red Bull's product first andinfluence other consumers. As one Red Bull executive explained, "We go to on premise accounts first,because the product gets a lot of visibility and attention. It goes faster to deal with individual accounts,not big chains and their authorization process." The company also targeted opinion leaders likely toinfluence consumers' purchases, including action sports athletes and entertainment celebrities.Once Red Bull gained some momentum in bars, it moved into gyms, health food stores, restaurants,convenience stores near colleges, and eventually supermarkets. The company's primary point-of-purchase tool has always been its refrigerated sales units, prominently displaying the Red Bull logo.These set the brand apart from other beverages and ensure a prominent location in every retailenvironment. To guarantee consistency and quality in its point-of-purchase displays, the company hiredteams of delivery van drivers whose sole responsibility was stocking Red Bull.

Question

can someone help me with my case article I've sent 2 pictures with the article and the questions thank you so much Another essential aspect of Red Bull's marketing communication mix is product trial. Whereastraditional beverage marketers attempt to reach the maximum number of consumers with sampling, thecompany seeks to reach consumers only in ideal usage occasions, namely when they feel fatigue andneed a boost of energy. As a result, its sampling campaigns take place at concerts, parties, festivals,sporting events, beaches, highway rest areas (for tired drivers), and college libraries and in limos beforeaward shows.Red Bull also aligns itself with a wide variety of extreme sports, athletes, and teams and artists in music,dance, and film. From motor sports to mountain biking, snowboarding to surfing, rock concerts toextreme sailing, there is no limit to the craziness of a Red Bull event or sponsorship. A few company-sponsored events are notorious for taking originality and extreme sporting to the limit. For example, atthe annual Flugtag, contestants build homemade flying machines that must weigh less than 450 pounds,including the pilot. Teams launch their contraptions off a specially designed Red Bull-branded ramp, 30feet above a body of water. Crowds of as many as 300,000 young consumers cheer as the contestantsand their craft try to stay true to the brand's slogan: &#34;Red Bull gives you wings!&#34;Red Bull uses traditional advertising once the market has grown mature and the company needs toreinforce the brand to its consumers. As one executive explained, &#34;Media is not a tool that we use toestablish the market. It is a critical part. It's just later in the development.&#34;Red Bull's &#34;anti-marketing&#34; marketing communications strategy has been extremely successfulconnecting with its young consumers. It falls directly in line with the company's mission to be seen asunique, original, and rebellious-just as its Generation Y consumers want to be viewed.Questions:1. What are Red Bull's greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enterthe energy drink category and gain market share? What are the risks of competing against suchpowerhouses?2. Discuss the pros and cons of Red Bull's nontraditional marketing tactics. Should the company domore traditional advertising? Why or why not?3. Discuss the effectiveness of Red Bull's sponsorships. Where should the company draw the line interms of novelty and risk? Case ArticleRed Bull CompanyRed Bull's integrated marketing communications mix has been so successful that the company hascreated an entirely new billion-dollar drink category-energy drinks. In addition, Red Bull has become amultibillion-dollar beverage brand among fierce competition from beverage kings like Coca-Cola, Pepsi,and Anheuser-Busch. To date, the company has sold more than 40 billion cans of energy drinks across166 countries. How? Red Bull became the energy drink market leader by skillfully connecting with youtharound the globe and doing it differently than anyone else.Dietrich Mateschitz founded Red Bull with a single product in Austria in 1987. By 1997, the slendersilver-and-blue can be available in 25 markets globally, including Western and Eastern Europe, NewZealand, and South Africa. Its size and style immediately signaled to consumers that its contents weredifferent from traditional soft drinks. Red Bull's ingredients-amino acid taurine, B-complex vitamins,caffeine, and carbohydrates were specifically formulated to make the drink highly caffeinated andenergizing. In fact, some users have referred to it as &#34;liquid cocaine&#34; or &#34;speed in a can.&#34; Over the pastdecade, the company introduced other products and flavors, many of which did not succeed. Today, RedBull offers the original Red Bull Energy Drink, Red Bull Total Zero, Red Bull Sugar Free, and specialeditions infused with berry, lime, and cranberry flavorsAs the company continued to expand worldwide, it developed an integrated marketing communicationsplan that reached its target audience on many different levels and built its brand image of authenticity,originality, and community. First, Red Bull focused on pre-marketing, sponsoring events like the Red BullSnow thrill of Chamonix ski contest in France to help build word-of-mouth excitement around the brand.Once the company entered a new market, it built buzz through its &#34;seeding program,&#34; micro-targetingtrendy shops, clubs, bars, and stores. This enabled the cultural elite to access Red Bull's product first andinfluence other consumers. As one Red Bull executive explained, &#34;We go to on premise accounts first,because the product gets a lot of visibility and attention. It goes faster to deal with individual accounts,not big chains and their authorization process.&#34; The company also targeted opinion leaders likely toinfluence consumers' purchases, including action sports athletes and entertainment celebrities.Once Red Bull gained some momentum in bars, it moved into gyms, health food stores, restaurants,convenience stores near colleges, and eventually supermarkets. The company's primary point-of-purchase tool has always been its refrigerated sales units, prominently displaying the Red Bull logo.These set the brand apart from other beverages and ensure a prominent location in every retailenvironment. To guarantee consistency and quality in its point-of-purchase displays, the company hiredteams of delivery van drivers whose sole responsibility was stocking Red Bull.

Accepted Answer

Integrated Marketing Communication Mix
Marketing communication mix is nothing but a term in fact an…