RED BULL FLUX IMC PLAN No Name . 1
Muhammad Radzif Bin Mohd Nasri 2 Lee Chengyi Alan 3 Joshua Liew Jia Han 4 Stacey Yong Hui Ru 5 Lim Li Na 6 Chee Hui Fen 1 Content Page
1. Situational Analysis........................................................................................................................................................3
1.1 Internal Analysis............................................................................................................................................................. 3
1.2 External Analysis............................................................................................................................................................. 4
1.3 SWOT Analysis ............................................................................................................................................................... 5
2. Identification of Market Problems and Opportunities....................................................................................................7
3. Campaign Target Audience ............................................................................................................................................8
3.1 Brand Loyalty.................................................................................................................................................................. 9
3.2 Behavioural Sequence Model......................................................................................................................................... 9
4. Positioning...................................................................................................................................................................10
5. Marketing Communication Objectives.........................................................................................................................11
5.1 Marketing Objectives.................................................................................................................................................... 11
5.2 Communication Objectives............................................................................................................................................ 11
6. Marketing Budget .......................................................................................................................................................12
7. Creative Brief ..............................................................................................................................................................13
8. Creative Strategy..........................................................................................................................................................13
9. Media Objectives ........................................................................................................................................................14
9.1 Setting Media Objectives.............................................................................................................................................. 15
9.2 Media Vehicles Timeframe........................................................................................................................................... 15
10. Media Strategy..........................................................................................................................................................16
10.1 Cinema Advertising..................................................................................................................................................... 16
10.2 Radio Broadcast.......................................................................................................................................................... 17
10.3 Printed Advertisements.............................................................................................................................................. 18
10.4 Sales Promotion......................................................................................................................................................... 20
10.5 Social Media............................................................................................................................................................... 21
10.6 Event Sponsorship/Product Launch............................................................................................................................ 22
10.7 Athletes/Sportsmen Endorsement............................................................................................................................. 24
11. Other Integrated Marketing Communication Plans ....................................................................................................24
11.1 Nightclubs................................................................................................................................................................... 25
11.2 Tertiary Institutions.................................................................................................................................................... 25
12. Evaluation and Control ..............................................................................................................................................26
12.1 Measures of Recognition and Recall........................................................................................................................... 26
12.2 Measures of Emotional Reaction................................................................................................................................ 27
12.3 Measures of Sales Respond........................................................................................................................................ 27
References.......................................................................................................................................................................28 2
Appendix ........................................................................................................................................................................29 1. Situational Analysis 1.1 Internal Analysis
Red Bull is one of the greatest energy drink companies in the world. The iconic Blue
and Silver can has become a symbol for vitality, helping people with work and play.
Its catchphrase, “Red Bull gives you wings!” is a testament to the sort of imagery
energy drinks wish to portray.
The brand “Red Bull” came in to existence in 1984, with its first product launched in
1987, making it a pioneer in the global energy drink market. The idea came about to
Mr. Dietrich Matechitz while in Thailand. He noticed managers drinking a beverage
called “Krating daeng” prior to meetings to stay awake and focused. Upon trying the
beverage, he found it to have a relieving effect on his jet lag. He went on to
collaborate with the creator of the drink, Chaleo Yoovidhya, and thus developed a
marketing strategy to sell the drink, naming it Red Bull.
The drink consists of various ingredients such as caffeine, carbohydrates and other
important vitamins which are claimed to be helpful in developing physical endurance,
improved reaction, concentration and speed.
The advertising slogan, “Red Bull Gives you Wings”, has been instrumental in
bringing awareness and popularity to the drink. It is popular among men, with its
largest consumer groups comprising athletes, students, night clubbers and those who
are in need of a late night lift.
Red Bull has been successfully established across the world and was made available
in 162 countries as of year 2010.
The main Micro-economic factor that Red bull faces would be their many
competitors, ranging from 300 newly established brands to massive corporations such
as Coca Cola Company, PepsiCo, Hansen Natural Inc and Rockstar International.
However, these so called ‘massive corporations’ do not hold much market share in the
energy drink market. Nevertheless, Red Bull has had to keep tabs on them in order to
keep their lead. Competitors provide alternate taste selections, compared to Red Bull’s 3
limited line. Additionally, established companies such as Coca Cola and PepsiCo have
extensive distribution networks and possess more established brand names. 1.2 External Analysis
Red Bull Marco-economic factors will be identified with the P.E.S.T model of
analysis-- Political, Economic, Social and Technological factors.
Politically, with the growing demand for energy drinks and possible side effects
arising from highly caffeinated drinks, respective governments might devise
regulations for the drink to be clinically tested. In situations whereby the local
government imposes health and safety restrictions, Red Bull sales would drop as the
amount of cans sold is affected. Some countries have even banned Red Bull as they
feel the product poses a threat to health and safety. Nevertheless, many countries have
accepted Red Bull as an energy drink brand.
The economical factors indicates that consumers will most likely cut down on energy
drinks when there is price inflation, due to the reduction in the disposable income of
the consumers. Also, studies have shown that energy drinks are not deemed as
necessities to consumers, and they would rather save up on such purchases to get more essential items.
The Social factor points towards a generation with youths that are increasingly
exposed to different sports and avenues for entertainment. In light of this, Red Bull
has positioned itself as a drink for youths, and with the right promotional mix, these
could lead to an increase in sales.
In order to make its brand relate to the masses of a country, Red Bull will produce
labels in the respective country’s language. With this, a higher cost is incurred when
launching the drink in different geographic areas. Nevertheless, Red Bull recognizes
the importance of communicating its brand identity as this would bring about an
increase in brand equity and thus, sales revenue in the future.
With the advancement of social media and technological platforms, Red Bull has had
to improve its communication strategies and promotional tools to be more effective
and relevant. These help to advertise and promote the product, therefore providing a
new way of communicating with the consumers. Promotional tools such as social 4
media outlets like Facebook, Twitter and Instagram has had massive effect on the
consumers, especially the youth as they can better relate to these tools.
Machinery technology has also aided the company to reduce cost as more drinks can
now be produced at a cheaper cost, à la economies of scale, improving the quality of the packaging as well. 1.3 SWOT Analysis Strength 
Strong Market Leadership
Red Bull is the world’s leading energy drink through strong brand equity. The
energy drink is exclusively produced in Austria and has been exported to more
than 100 countries worldwide. They enjoy outstanding sales which dominate
the energy drink market with a 70% share of the world’s energy drinks market.  Strong Marketing Effort
Red Bull increased its consumer brand awareness by having marketing
campaign targeted towards 18 – 25 year olds. A different approach was taken
by sponsoring events such as Formula 1 driving, BMX biking and other
extreme sports. This is to create a consumer base and increase the demand in a
particular market segment including people who like extreme sports. Brand
ambassadors – ‘Red Bull Girls’ were also conceptualized and hired to deliver
the product. Moreover, Red Bull promotes itself strongly using slogan such as
“Red Bull Gives You Wings” – a metaphor that allows consumers to know it’s
an energy drink that allows them to revitalize and energize themselves. Weaknesses  Lack of Patent
A major weakness is Red Bull’s lack of patent in the recipe. This allows
competitors to copy their recipe and enter the market easily. Furthermore,
competitors may then use this as a starting place to launch its own unique selling point.  Small Product Base
Red Bull have a narrow product (line or range) and only market energy drinks 5
along with a sugar free variety. As market fluctuate, energy drink and sports
drink will be vulnerable as it is the smallest segment in the overall soft drink
market, thus competing with the soft drinks market will be of a disadvantage.
Consumer’s interests are changing toward healthier alternatives such as non
carbonated, decaffeinated, fresher drinks. Opportunities 
Extension of product line
An extension of product line will aid them in increasing the market share.
Competitors faces high barrier of entry as competitors entering the market
incur extensive marketing and promotions and Red Bull is already in the
market. It is most likely that a new product as an extension of an existing
brand will succeed best, Eg: a better taste in Red Bull. By introducing a new
product, Red bull can use their strong brand awareness in promoting its new product.  Patency
Red Bull should do licensing to their patency. This is to prevent competitors
from entering the market easily. It will restrict the competitors from
manufacturing, copying and selling the drink. 
New Market Opportunities
Consumers tend to mix Red Bull with various types of liquor. Red Bull could
consider venturing into new target market. In Singapore, increasing trend has
shown in the number of party goers over the years. With the sales of Red Bull
in night pubs and clubs, it will further boost the revenue of Red Bull.  Price Competition
In the energy drink sector, competitors will strive to maintain high level of
quality, convenience, price and related factors so as to stay competitive and
bring higher satisfaction for consumers. Therefore, Red Bull has to be
conscious of its pricing strategy and product quality to ensure the satisfaction
level of consumers, in which bringing about brand loyalty. Threats 6  Health Concern
Media have reported that Red Bull has ingredients which contribute to certain
health risk. In France, the authorities has gone one step further by banning the
Red Bull product for sale, believing that it is not in compliance with the
country’s health and food regulations. Other media reports have also been
targeted towards parents, stating the high caffeine levels in Red Bull could be
hazardous if consumed by children/teenagers, who are exactly the product’s
target audience. Red Bull has stepped up their measures in health safety by
seeking scientific proof that its product is safe for consumption and released
numerous statements to curb the negative media attention.  Competition
Competition would most likely be one of the biggest threats to Red Bull these
days. Major competitors such as Coca Cola and Pepsi have launched their own
energy drink versions to compete directly with Red Bull’s products 
Ability to gain new customers and retain current customer loyalty
Currently, the main target market of Red Bull are the Generation Y and
Millennial consumers. Because the youths of Generation “Y” and Millennial
are more adventurous, more acceptable to change and is often than not a brand
switcher, thus it is difficult to maintain brand loyalty from them should a new and better product arises.  Above Average Price
The comparison is between Red Bull and its competitors, Monster and
Rockstar. The price of a Red Bull a 500ml can is $3.90 while it costs $2.55
each for Monster and Rockstar. The carbohydrate content of Red Bull is 28
grams. It is 27 grams and 31 grams of carbohydrates for Monster and
Rockstar respectively. The caffeine content of Red Bull is 80mg and 160mg for Monster and Rockstar.
By looking at the statistic, Rockstar will be the biggest threat for Redbull as
Rockstar give a cheaper price and it will energize consumer more due to its
high caffeine and carbohydrate.
2. Identification of Market Problems and Opportunities 7
Red bull is currently the market ‘King’ in the energy drink sector, having up to 43%
market shares globally, and as the energy drink sector is growing rapidly in the soft
drink sector, Red Bull is seen to have much potential growth in the near future. They
sold approximately 4billion cans of Red Bull yearly over 160 countries, and records
have shown that there have been a consistent growth over the years. By focusing on
selling the concept of energy drink before it sell its product, Red Bull single-handedly
pioneered and breakthrough a global market for itself.
With the society getting more affluent, buyers’ behaviour are constantly changing,
hence much research has to be done on human and buyer’s behaviour. This is to
determine how Red Bull can effectively and efficiently reach their target audience as time and generation goes by.
With the entry of other competitors and their marketing advertisements and gimmicks,
it causes too much clutter making it harder for Red Bull to sustain the image in the
consumers’ mind, thus Red Bull needs to constantly come up with creative and good marketing promotion.
The conscious image that Red Bulls has in their audiences’ mind is that they are a
reliable and dependable brand of energy drink, however one will only buy it when in
need of energy or revitalization. Sub-consciously, there are those that felt Red Bull is
not a healthy choice. It has not really been able to replace most of the soft drinks as
people’s choice although it has went into the soft drink market.
However Red Bull has forecasted potential in the soft drink and entertainment sector.
Many are using Red Bull in alcoholic beverages in clubs, pubs and parties. Seeing
much prospective here, Red Bull is moving toward these sector.
3. Campaign Target Audience Demographics Target Audience Primary Age 14-25 Generation
Generation “Y” (Born in 1980s to 2000s) Gender Male Population 833,300 (as of Year 2010) Disposable Income $0 -$1000 Behavioural Primary
Youth sports athletes who are tired and want to revitalized themselves 8 Occasions Benefit Soughts
Energy Boost- to charge themselves up with a drink Usage Rate
Medium to heavy usage. Drink Red Bull when feeling tired. User Status Regular users Loyalty Status Strong loyalty (brand recall) Psychographic Primary Activities
Youth sports enthusiasts who do sports regularly or more than average. Interests
Show great interests in sports, and are always striving for great achievements. Opinions
Knowing that they will be recharged after drinking Red Bull, and that
Red Bull will help them to reach their full potential. 3.1 Brand Loyalty
Red Bull has already enjoy a certain level of market awareness as the energy beverage
in which it has the ability to recharge and revitalise them, in light of that, we would
like them to stay committed to the brand and try out the new Red Bull beverage
willingly.We will align our advertising campaign in conjunction with our established
brand attitude. We aim to increase brand loyalty when the target audience identify with the brand attitude.
Brand attitude brings about product differentiation, which Red Bull aims to leverage
upon as the preferred energy drink. With the aid of media technology, we aim to
increase the emotional attachment and experience with Red Bull in a much relatable and receptive manner.
3.2 Behavioural Sequence Model 9 4. Positioning
A Star Perceptual Map will be used to compare the key benefits and advantages of
Red Bull against its competitors in the energy drink industry.
The two competitors to be compared with Red Bull in the perceptual map will be
Monster and Rockstar. Red Bull is the finest among 4 of the 8 key features compared.
It is shown higher in market share, brand image, distribution channel, has the best
taste and has the lowest price compared to the other 2 energy drinks.
Red Bull has the most established brand image in comparison. However, it costs the
most in contrast to the other two energy drinks. The estimated price of a can of Red
Bull is $3.90 while it costs about $2.55 each for Monster and Rockstar.
As of year 2012, the market share of Red Bull is 43% which is the highest measured
up to Monster and Rockstar which is at 11% and 37% .
The carbohydrate content of Red Bull is 28 grams. It is 27 grams and 31 grams of
carbohydrates for Monster and Rockstar respectively. Carbohydrates will be able to
give the young sports enthusiasts energy for their everyday lives. The caffeine content
of Red Bull is 80mg and 160mg for Monster and Rockstar (Heckman, Sherry & Gonzalez De Mejia 2010). 10
5. Marketing Communication Objectives
Red Bull Flux will be a new product line within the established brand. The marketing
objectives are to identify Red Bull Flux as an exciting new flavour in the Red Bull
product line. By increasing brand awareness, we aim to positively influence purchase
intent and hence brand switching from competitors to Red Bull products. Ultimately,
the launch of Red Bull-Flux is to increase brand loyalty among existing energy drink
consumers and hence customer lifetime value.
5.1 Marketing Objectives •
Achieve can-sales of Red Bull-Flux o
400,000 during the first 6 months of one year, o
1,500,000 by the end of the year. •
Achieve market share of energy drinks market o
By 10% in the Singapore Energy Drinks Market • Achieve net profit of Red Bull o
By at least 8% at the end of the year
5.2 Communication Objectives
The aim is to establish Red Bull Flux as a flavour in alternative to the original Red
Bull and Sugar-free Red Bull products, and in doing so, divert consumer attention and
market share away from competitors. To achieve this, we aim to increase awareness of
this new product among existing Energy Drink consumers by at least 70% through
various IMC plans. This will be done by solidifying the brand attitude, and
communicating brand identity in order to improve purchase intention. At least 15% of
our target consumers will regard Red Bull Flux as the preferred alternative choice
twelve months after product launch. Lastly, the communication objectives aim to
increase brand loyalty-measurable through an increase in market share.
This will be achieved through the hierarchical effects of communication, beginning
from awareness to knowledge to liking to preference to conviction to purchase. 11
Furthermore, it will be aligned with the yearlong IMC plan, with the initial stages
focusing on building awareness and then working down the list.
Primary Target Audience (Youth aged 14-25) •
Product launch of Red Bull- Flux o
At the start of financial year 2013 in April. •
Generate awareness of Red Bull- Flux o
from 0% to 40% among Energy Drink consumers during the first 6 months of one year; o
increase to 70% among Energy Drink consumers by the end of the year. •
Improve knowledge of Red Bull- Flux among target audience o By 60% by the end of the year •
Generate positive association in Red Bull- Flux o
by 20% during the first 6 months of one year o 40% by the end of the year. •
Increase the brand value of Red Bull- Flux o
to target consumers by 15% by the end of the year. •
Increase brand preference toward Red Bull- Flux o Away from competitors by 10%. •
Establish brand trust of Red Bull as the preferred Energy Drink Choice among target consumers o
by at least 20% in the first 6 months and 30% in the next 6 months. •
Increase brand loyalty by an overall of %15 6. Marketing Budget
We will be using the Objective and Task method, which our goal is to have 1 .5
million 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 12 Budget Element Percentage of Budget Media Advertising Cost 85% ($732,000)
(inclusive production cost) *Prints *$356,540 *Sponsorship *$200,000 *Cinema *$144,520 *Radio * $28,800 *Digital *$1,344 *Public Relationship *$6,000 *Sales promotion Other IMC Cost 10%($86,200) Evaluation and Control 5% ($43,100) Total Cost 100% ($862,000) 7.Creative Brief* 8.Creative Strategy
Over the next financial year, beginning from April 2013, Red Bull aims to introduce
its new product to its target audience through various advertising strategies. The new
product, Red Bull Flux, will be marketed and advertise to our primary target
audience; youths of the Generation “Y”, sports athletes and enthusiasts.
Various medium such as Advertising, Sales Promotions, Sponsorship and Interactive
Communication will be used to aid us in reaching out to our target audience. These
various medium are the selected few whereby it would have the most effective reach to our target audience.
Red Bull will be advertising in a way whereby it will appeal and excite the target
audience when they watched the advertisement. This is to enhance awareness for the 13
product and to garner higher attention. High quality and aesthetically stunning visuals
will be used in advertisement to enhance visual messages, bringing about a high
adrenaline, an atmosphere of hype and vibrancy. The advertisement will aim to give a
different opinion and perception of Red Bull, as not just another energy drink, it is a
drink in which it can still give the effect of Red Bull but with a new and refreshing
taste. Through the advertisement, the energetic and adrenaline pumping visuals effect
will invoke emotions in the audience, making them feel pumped up and excited to try
out the new beverage, connecting similarities with the target audience.
Beside advertisement, Red Bull has also come up with Sales Promotions to attract the
audience to have greater purchase satisfaction for buying more at a cheaper price.
Red Bull will also be sponsoring major events financially and logistically should the
events’ needs arise. On top of that, endorsers will be scouted to endorse for Red Bull
Flux, who will also be featured in various prints advertisements. The endorsers will be
the face of Red Bull Flux in events, representing the drink, interacting and
communicating with the audiences. The other trademark of Red Bull will be its very
own Red Bull Brand Ambassadors- The Red Bull Girls. They are the face of Red Bull,
representing Red Bull and its brand to various minor and major events to promote the
Red Bull beverage, bringing about a higher appeal for the brand and generating greater awareness. 9. Media Objectives Month Reach Freq Weight Continuity Recency Cost April High High High High Low High 2013 May High High High High Low High 2013 June High High High High Low High 2013 July Low Low Low Low High Low 2013 August Low Low Low Low High Low 2013 September High High High High High High 2013 October High High High Low High Low 2013 November High High High Low High Low 2013 December High High High High High High 2013 January Low Low Low Low High Low 14 2014 February 2014 Low Low Low Low High Low March High High High High High Low 2014
9.1 Setting Media Objectives for all media vehicles Reach Effective Reach Frequenc (+1) (+3) y GRP ERP Cost Continuity April - June 2013 80% 60% 5 1200 900 $649,949 Continuous July - September 2013 70% 40% 3 630 360 $81,290 Pulsing October - December 2013 80% 50% 4 960 600 $10,980 Pulsing January - March 2014 60% 30% 2 360 180 $5,490 Pulsing
Gross Rating Points (Reach * Freq * Months)
Effective Rating Points (Eff Reach*Freq*Months)
9.2 Media Vehicles Timeframe Month Event Vehicles Purpose April - – Cinemas 2013 – Radio May Red Bull Flux – Prints(Billboard, Magazines, To create and raise awareness 2013 Charity Run Posters) (Informing stage) Registration – Digital (Facebook, Twitter) June Red Bull Flux – Public Relationship (Event 2013 Charity Run Sponsorship, Endorsement) – Sales Promotion July - 2013 – Prints(Billboard, Magazines, August - Posters) 2013 – Digital (Facebook, Twitter) Influencing stage September Formula 1 (F1) – Public Relationship (Event 2013 Grand Prix Race Sponsorship, Endorsement) October - 2013 – Prints(Billboard, Magazines, November - Posters) 2013 – Digital (Facebook, Twitter)
Influence and increase salience December -Standard Chartered – Public Relationship (Event stage 2013 Marathon Sponsorship, Endorsement) -Countdown party (Sponsor) January 2014 - – Prints(Billboard, Magazines, February - Posters) Reminder stage 2014 – Digital (Facebook, Twitter) March Men’s Health – Public Relationship (Event 2014 Urbanathlon Sponsorship, Endorsement) 15 10. Media Strategy
10.1 Cinema Advertising
Cinema Advertising is an effective form of communication as it visually
communicates to our audience. Even though cinema advertisements could be
expensive, but it has the ability to enable viewers to watch the advertisements with
minimized distraction. In present days, youths are more positively inclined towards
cinema advertising as compared to traditional TV advertising.
Due to the fact that our target audiences are sport athletes, thus training would
inevitably occupy most of their time in, thus coming in touch with television
programmes would be a rarity. Cinema Advertisement would be the ideal form of
marketing communication because chances of them visiting the cinemas and watching
a movie would be of a higher chance as compared to television programmes.
In collaboration with the cinemas, the block- bluster movie package has been selected
in which the company would be able to screen a 30 seconds advertisement in
upcoming movie hits. 2 block buster movies, specifically Iron Man 3 and Man of
Steel, would be a major top seller in ticket box office, thus selecting to advertise in
these 2 movies prior to the start of the movie would bring about a greater level of
awareness to the youth. It will be advertised for a month prior to the registration of
Red Bull Flux Charity Run to allow them to be aware of the event. It will be aired from 15 April to 15 May 2013.
The Cathay, Shaw House and Golden Village are the 3 major Cinema houses in
Singapore and they will be selected to aired the advertisements. Specifically,
advertisements will be aired in Shaw Lido, Golden Village (GV) Vivo City, GV Plaza
and GV Marina, Cathay Cineleisure and Cathay: The Grand Cathay. Reason for
selecting these cinemas is because these are the places in which youth would spend
their time at and more than often, various youth activities are held there. For example,
Cineleisure is right beside Youth Scape Park in which youths hang around there for
activities such as skateboarding *(please refer to appendix 1) 16 10.2 Radio Broadcast
Singapore has 19 radio channels in context, reaching mass audiences and specific
segments of youths anytime of the day when they were to tune in to the specific
broadcast frequency. Generally, peak hours for radio broadcasting would be in the
morning and evening period, whereby the mass public would be travelling to and fro from work.
In retrospect, the purpose of using radio broadcasting would be to inform and educate
the public, especially the youth, about Red Bull Flux. Being able to listen to the
advertisement is one of the simplest way for listeners to be exposed to our
advertisements. However, short-comings of radio broadcasting would be that it stands
a chance in which listeners might not be paying attention to the verbal advertisements
or it lacks in visuals to exude and gain the attention of the listeners.
Specifically “Kiss” FM, 92FM, and Singapore No.1 Hit Station, 98.7FM have been
selected to broadcast and advertise our advertisements.
98.7FM is the top English radio channel in Singapore, mainly catering to the younger
generations of the public, aged 35 and below. It is more of the mainstream channel
that broadcast pop and R&B music in the music scene. Having 98.7fm to advertise for
Red Bull Flux, it will generate appeal for listeners and bring youthfulness to the image of the drink.
Kiss 92FM is another English language radio station that would steer more to the
working generations. It is more of an adult contemporary broadcast channel which
caters to the working adult and has programmes concerning current affairs and
businesses. Having them to promote the drink would be able to bring out the other
side of Red Bull Flux- 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. This would
portray age flexibility in the usage of the drink such that it will be an energy drink for the young and working adults.
Durations of the broadcast will be every alternate days in a week for 1 month prior to
the Red Bull Flux Charity Run. This would serve to inform the public about our new 17
product and provide details for the event. Upon reaching 10 days before the event,
popular talk set “ The Muttons Show” on 98.7FM would be engaged for live
broadcasting of the DJs to aid in the promotion the product and event. *(Please Refer to Appendix 4)
10.3 Printed Advertisements Magazines
Magazines play a big part in advertising as they are concentrated directly towards our
target audiences. Various types and genres of magazines are published to cater to
different segmentation of the public, and they are customer oriented. Generally, youth,
young sport athletes, young adults and sports enthusiasts who purchase these 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.
Focusing on informing and alerting the public on our new product in the first 3
months will be our main priority in the first 3 months. Consecutively, 3 months of a 1
full page publicity on our new product and upcoming launch event will be featured.
Subsequently, alternate months of a 1 page advertisement will be published to have
constant reminder for our audiences about the existence of the product, presence and
influence. Selectively, Men’s Health and Action Asia 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.
An editorial cover story write up will also be featured about our new product and our
charity run, which doubles as the launch event for the product. Invitation will be made
to Men’s Health Magazine to establish interviews with our 3 main endorsers which
would maximize the potential of using the channel. Months in which Red Bull has an
event or sponsoring one, name of the event will be printed on the advertisement
together with either one of the 3 endorsers featured on it. *(please refer to Appendix 3) 18 Posters and 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.
The banners and wall signs will be big so it will attract the attention of the public
when they walk past it. 3 different banners will be put up for about a year at the Red Bull headquarters.
Portable signs, inflatable signs and A-frame signs will be used only at Red Bull events
or at events which Red Bull sponsor to allow people to be exposed to Red Bull and its new product, Red Bull Flux. Out-of-Home Advertising
Out-of-Home Advertising will also be used as it will be seen by consumers when they
are heading to a destination when they are out of their homes. These types of
advertisements will be placed at bus shelters, train stations and places where young
sport enthusiasts would congregate.
We will be doing poster panels and billboards. The billboards will be put up for a
month at Scape Youth Park and a month during September to promote the F1 Grand
Prix. Poster panels will be put up at shopping malls for a month to inform people about the upcoming events.
Posters will also be placed at the sports arenas, stadiums, gymnasiums, swimming
complexes, Scape Youth Park and also in various schools around the year. Many
young people will have a chance to come into contact with it as they will usually go to
those places to do sports. 5 posters each will be put up at the Singapore Indoor
Stadium, Jalan Besar Stadium, Bishan Stadium, Jurong Stadium and Tampines
Stadium. The rest of the 13 stadiums will have 3 posters each. Swimming complexes
such as Bishan Swimming Complex, Choa Chu Kang Swimming Complex, Jurong 19
East Swimming Complex, Jurong West Swimming Complex and Sengkang
Swimming Complex will have 5 posters of Red Bull Flux each. The rest of the 20
swimming complexes will have 3 posters each. Schools include the 5 tertiary
institutions, 17 junior colleges, 7 universities (NUS, SMU, NTU, SIM, SIT and
SUTD) and the Singapore Sports School.
We will be placing advertisements in train stations at the platform screen doors and 4
sheet panels for 1 month before our official launch of Red Bull Flux to increase
awareness for the new product. The train stations will be Somerset MRT, Dhoby Ghaut MRT and City Hall MRT. W
e will be using 4-sheets youth network for the 4
sheet panels and it will cover 20 stations around Singapore. Buses will also be painted
and wrapped with our advertisement as it travels around Singapore thus having a
broad reach and frequency. The advertising promotions will last for through 6 months.
Majority of the posters will be posted lasting for 6 months to one year as rental for
these advertising locations may be relatively cheap and reasonable. Bigger posters at
prime locations in which rental prices may be slightly more expensive, the duration
will be short, 1 to 3 months until the launch event is over.
Several billboard advertisements such as poster panels, electronic (digital) billboards
and specialty billboards will be used. Locations will also be situated in town area,
specifically the youth parks and SCAPE area in Somerset.
As they are generally more expensive to rent the location, we will be using these for
only the first 1-3 months (April-June) to introduce and inform our audiences.
TAB Out of Home Ratings (JCDecaux), Traffic Studies, POSTAR will be some of the
methods used to measure the success, traffic flow, reach and frequency of our advertising effort.
*(Please Refer to Appendix 5.1 and 5.2) 10.4 Sales Promotion
Sales Promotions are to encourage immediate purchases on the spot by allowing our
customers to have benefits and temporarily change in perceived price or value. 20