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HOW THE JOURNEY

BEGAN

Chaleo
Yoovidhya
Thailand's
richest man ,
dies at 89

Dietrich
Mateschitz
The man
behind Red
Bull's meteoric
rise is Austrian
entrepreneur

Red bull
Red Bull is the
king of the
energy drink
industry

INSPIRATION OF RED BULL

30 billion cans
consumed
since 1987
4.5billion cans
sold in 2012

TASTE OF WESTERN WORLD

STORY BEHIND THE

CAN
.

RED BULL ENERGY DRINK

vitalizes your body and mind

HOW IT WORKS
Red bull energy drink is a functional
beverage providing WINGS when ever
you need them

WHEN TO
DRINK
On the road,
during lectures &
study sessions, at
work ,while doing
sports, playing
video games ,or
going out day and
night.

WHATS
INSIDE
Caffeine +
Touraine + BGroup Vitamins +
Sucrose &
Glucose + Alpine
Spring Water.

MEET THE OTHERS

RED BULL
SUGAR FREE

RED BULL
ZERO CLORIE

RED BULL
EDITION

RED BULL
COLA

ADVERTISING

Dietrich Mateschitz created Red Bull

adult cartoon advertising with an intelligent
dialogue about product benefits.

It targeted anyone with a sense of humor to

establish a wide consumer base.

MOST FAMOUS CRTOON SPOTS OF RED

BULL
DALMATIAN

PIGEON

SMOKE SIGNALS
EVOLUTION

ZEBRA

STICKY WICKET

MOUNTAINEER

TITANIC

PROPOSED
STRATEGY

MARKETING BUDGET
We will be using the Objective and Task
method, which our goal is to have 1 .5million
cans sold in one financial year. Our projected
target will be $3,000,000, in which we will use
30% ($900,000) of it as our IMC budget. Every
amount stated will justify the
advertising activities which help us to achieve
our objective

BUDGET ELEMENTS

PERCENTAGE OF
BUDGET

Media Advertising Cost

(inclusive of production cost)

85% ($732,000)

print

$356,540

sponsorship

$200,000

cinema

$144,520

radio

$28,800

digital

$1,344

Public relations

$6,000

Sales promotion

Other IMC cost

10%($86,200)

Evaluation & control

5%($43,100)

Total cost

100%($862,000)

CREATIVE STRATEGY
We are aiming to introduce a new product
i.e. "Red Bull Shots (60ml).
Red Bull shots, will be marketed
and advertise to our primary target
audience; youths of the Generation Y,
sports athletes and enthusiasts

Cont.
If a person needs an extra boost of energy at
some point in the day, then you already know
what your options are. Due to all of the
competition out there on red bull, coffee drinks
and energy drinks such as monster and rock star
demand for this product niche have gone up. So,
prices have gone up as well for better quality
ingredients and safety.

Cont.
Introducing a new RED BULL SHOT
would be more affordable & would satisfy
the desire of middle class customers also.
Provide instant energy for short period of
time
More health associated

MARKETING
COMMUNICATION STRATEGY

CINEMA ADVERTISING
In present days, youths are more positively
inclined towards cinema advertising as compared
to traditional TV advertising.
In collaboration with the cinemas, the blockbluster movie package has been selected in
which the company would be able to screen a 30
seconds advertisement in upcoming movie hits

RADIO BROADCAST
The purpose of using radio broadcasting
would be to inform and educate the public,
especially the youth, about Red Bull Shots.
Specifically Hot FM 105, Mast FM 103,
City FM 89,FM 106.2and FM 100 have
been selected to broadcast and advertise
our advertisements

Cont..
City FM 89 is the top English radio channel
in Pakistan, mainly catering the youngsters.
It is more of the mainstream channel that
broadcast pop music in the music scene.
Having City FM 89to advertise for Red
Bull Shots, will generate appeal for
listeners and bring youthfulness to the
image of the drink

Cont..
Hot FM 105 steer more to the working
generations.
Having them to promote the drink would be
able to bring out the other side of Red Bull
Shot that it is not a drink that caters only to
the youth, but it also helps tired working
adult to have more vitality upon consuming
the drink

PRINT ADVERTISEMENT
MAGAZINES:
youth, young sport athletes, young adults
and sports enthusiasts who purchase sport
magazines will be attracted and curious
about sport related articles. It has the ability
to present detailed information and excite
readers with eye catching visual
communication.

Cont..
Selectively, TIME Magazine have been
chosen to be our main magazine
advertising company as they have
outstanding record sales and arguably, the
most related magazine in line with our
product.

Cont..
POSTERS & BILLBOARDS:
ON-PREMISE BUSINESS SIGNAGE:
On-Premise Business Signage will be used to illustrate the
advertisement. It will be mounted onto buildings to be create
a distinct image and allow the public to be aware of the new
product, this would in turn increase brand image and
awareness. Banners, wall signs, portable signs, inflatable
signs and A-frame signs will be used

CONT..
OUT-OF-HOME ADVERTISING:
We will be doing poster panels and
billboards.
The billboards will be put up for a month at
Jinnah Stadium Islamabad.
Poster panels will be put up at shopping
malls.

Cont..
Posters will also be placed at the sports
arenas, stadiums, gymnasiums, swimming
complexes, and also in various universities
around the year.

SALES PROMOTION:
The aim is to have our customers,
wholesalers and retailers to purchase in
bulk thus creating a bonus gift pack of Buy
5 Get 1 Free bundle.
We will be having the Buy 5 get 1 Free
bonus gift pack for a 3 months period. The
first three months of the launch, in
conjunction with all the heavy advertising
efforts.

Cont..
Samplings will be done at major supermarkets and
hypermarkets. Red Bull girls will be assigned to
these places at designated time slots daily for the
first month, for duration of an hour to do active
sampling, demonstrating, introducing and educating
the crowd on our new product at the display counter
or shelf. These sampling efforts will further allow
customers to have a taste and experience the drink.

SOCIAL MEDIA:
In order to create buzz for the product,
various social media will be used.
Vehicles such as Facebook, Twitter will
serve as a crucial form of communication to
the younger generation, who are of a
higher relevancy and also more tech savvy.

Cont..
Lucky Draw Contests will also be held on
Facebook to enhance awareness and to
entice more users to know of the products.
Liking the Red Bull official Facebook
Page and contest picture would give face
book users a chance to win an IPad Mini in
the lucky draw and 3 lucky winners would
be announced.

Cont...
For Twitter, it is a platform for updates of
the event that are coming up. The benefits
of twitter is that tweets can be retweeted
thus creating a viral communication among
the young tweeters.

EVENT SPONSORSHIP:
We will be organizing and sponsoring our
event, The Red Bull Shot Charity Run in
conjunction with our official launch day.
This would be to tie our brand to a
meaningful athletic event, in which a
portion of the proceeds will be donated to
the Pakistan Sports Council.

Cont...
This serves as an encouragement and
promotion of sportsmanship in their cause
of pursue for their dreams, fostering mutual
interests. Success rate of the event will be
higher because of the similarity of the
cause.

SPORTSMEN ENDORSEMENT:
The endorsers will be present throughout
during our major events such as our launch
of Red Bull Shot Charity Run. Particularly, the
endorser is there to portray a positive image
of Red Bull in their daily lifestyle,
communicating and interacting with the
audiences and having the presence of Red
Bull felt.

Cont...
We have selected Pakistani batsman
Misbah ul Haq to endorse the Red Bull
Shot, because of his fastest ever test
century against Australia.
With this achievement from the sport, it
would greatly enhance and portray the
drink as a high energy and refreshing
adrenaline as associated with the tagline.

OTHER IMC PLANS:

The aim of this IMC plan is to create
awareness that Red Bull Shot has a
different taste compared to the original.
Besides the major advertising vehicles,
other IMC Plans include event support,
entertainment &engaging tertiary
institutions.