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Final IMC Plan - Red Bull Chewing Gum

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by

Bela Seeger

on 14 February 2014

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Transcript of Final IMC Plan - Red Bull Chewing Gum

Buyers behavior
• Who buys?
• When?
• Where?
• Why?
• How?
Understanding why a customer or buyer makes a purchase
Responding to the customer’s needs and wants
Recognizability
Consistency
Brand Elements
Memorability
Likability
Gives you Wings and Vitalizes Body and Mind
Secondary Brand Knowledge
A Branded House
Performance
Concentration and Reaction Speed
Vigilance
Metabolism
Gives energy and improves overall well-being
Young Male Audience
Cheeky, Witty, Funny

Brand Judgments
Credibility
Quality
Reliability
Trust
Visibility
How do individuals
make choices?
People between 15-50 years old
Increased physical and brain activity
Exam period
Sports,
Driving,
Parties
Shops
Supermarkets
Kiosks
Petrol stations
High ways
Food machines
Resorts
Night clubs
Need of quick energy
Body and mind stimulation
Concentration
Lifestyle
GENERAL BUDGETING EXPENDITURES
MEDIA ADVERTISING: 55%
TRADE PROMOTIONS: 35%
CONSUMER PROMOTIONS: 10%
Red Bull Energy Chew
Consumer Market Analysis
Competition
Launch Energy Drink Gum
Consumers of Red Bull behaviour
=3,53€
Target audience:
(Very) young
Male
Daring
Marketing Strategy:
Extreme
Flashy
'Most Efficient on the Planet'
Criticism & Opportunities
Target market
Brand
Taste
Image
Extension of Target Markets:
Existing consumers
Added consumers
Excluded Customers:
Adults (21-50)
Females
Outside of Exposure
Taste
Red Bull
can stand out!
Demographics

Psychographics

Generations

Benefits

Usage
15-60 (mostly male)
13-30 (more females)
Witty, sporty, energetic
Equal
Young to old
Very young to adulthood
Performance & taste
Performance, effect
Special occasions,
extreme situations,
nightlife, high workload
Everyday, high
performance situations,
nightlife, high workload
'The Kid'
'The Partyanimal'
'The Performer'
Why?

Where?

When?
Why?

Where?

When?
Why?

Where?

When?
It's cool-
and so am I!
I conquer
the night
It enhances
my brain
Analysis
Foundation
Advertising
Promotion
Integration
Who are we and what Message
are we trying to convey?
What are our Target Markets?
'The Kid'
'The Partyanimal'
'The Performer'
Why?
Seeks image
Identifies strongly with brand
Profiles him / herself
'Kick'
Improved performance

Where?
Local retailer
Gas station

When?
School
Break
Leisure activities
Why?
Improved performance
Coolness
Energy

Where?
Nightclubs
Bars
Local retailer
Gas station

When?
Weekends
Night
Party
Why?
Energy boost
Improved performance
Mobility
Discretion

Where?
University
Local retailer
Gas station

When?
University
Exams
Library (no drinks allowed)
Challenging situations (e.g. drivers licence)
Leisure activities
Message:
Red Bull Energy Chew -
Bite Me!
Red Bull Energy Chew -
All Night Long!
Red Bull Energy Chew -
Gives you wings!
(whispering voice)
Karate - Bruce Lee
Red Bull Cartoon Character
goes clubbing
Red Bull Cartoon Character
takes an exam
Brand Feelings
Fun
Excitement
Social Approval
Strength
Favorability
Uniqueness
Line extensions
Category extensions
Spokesperson
Events
Ingredient Branding
Same Identity
Points of Parity
Red Bull Energy Chew
Format
Look
Effect
Convenience
Points of Difference
Red Bull Energy Chew
Red Bull Brand
Red Bull Energy Chew
Gives you Wings. Anytime. Anywhere.
Taste & Quality
Cranberry
Lime
Blueberry
Sugarfree
Original
RED BULL ENERGY CHEW
Television
Internet
Billboard / magazine
Appeal
Humorous
Story
Witty
Original
Student
Library
No drinks allowed
Uses Red Bull Energy Chew
Succeeds
Executional Framework
Cartoon / Slice of Life
Bonus
Trade promotion
Consumer promotion
PR / Sponsorship
Energy
Convenience
Good Taste
Taurine
Caffeine
Ingredients
Performance; Vigilance; Reaction Speed
Small Size
Pleasure; Happiness; Social Acceptance
Pleasure; Comfortable Life
Stakeholders:
Means-End Chain
Retail Businesses, Trade Fairs, Media
The Kid, The Party Animal, The Performer
Internal Stakeholders, Shareholders
Website
Red Bull Energy Chew
Nightclubs
Billboards
'The Kid'
'The Partyanimal'
'The Performer'
CHEW
Red Bull Energy Chew
Red Bull Energy Drink
Universities
Chew
Chew
Chew
Chew
Red Bull Events
Library
Schools
Bars
Free Samples
Sweets machines
Events
Petrol Stations
Taurine is an amino acid, naturally occurring in the human body and contained in the daily diet that has several physiological functions in the human body, inter alia is acting as a detoxifying agent and has various neurological functions.
Caffeine is known for its stimulating effects on mental and physical functions such as endurance, performance, reaction speed, alertness and concentration.
When on the road
During lectures and study sessions
At work
While doing sports
While playing video games
While going out day and night
Social Media
Mariana Pajon
Laura Dekker
chewing gum
chewing gum
Elissa Steamer
Red Bull Energy Chew Party
Female Sponsoring
Red Bull Energy Chew improves your performance, has the Red Bull taste and is convenient to take with you.
Energy Chew
@theworld Optimalize your performance! #RedBull Energy Chew gives you wings. Anytime. Anywhere.
Online Advertising
Red Bull Energy Chew in the Digital Age
Share Your Thoughts!
Targeted Online Advertising
Intense use in first three months
Internet Marketing
Why does Red Bull Energy Chew taste so good?
Where can I buy Red Bull Energy Chew?
How is it possible that Red Bull Energy Chew helds my performance?
Does Red Bull Energy Chew have different tastes?
CHEW
Red Bull Energy Chew
Red Bull Energy Drink
Chew
Chew
Chew
Chew
Taurine is an amino acid, naturally occurring in the human body and contained in the daily diet that has several physiological functions in the human body, inter alia is acting as a detoxifying agent and has various neurological functions.
Caffeine is known for its stimulating effects on mental and physical functions such as endurance, performance, reaction speed, alertness and concentration.
When on the road
During lectures and study sessions
At work
While doing sports
While playing video games
While going out day and night
chewing gum
Share Your Thoughts!
Why does Red Bull Energy Chew taste so good?
Where can I buy Red Bull Energy Chew?
How is it possible that Red Bull Energy Chew helds my performance?
Does Red Bull Energy Chew have different tastes?
Customer Service Component
FAQ
FAQ
PR Component
CSR
Red Bull Energy Chew
Any Time.
Any Where.
E-Commerce Component
Customer Service + Personal Security
Red Bull Energy Chew
Energy
Good Taste
Convenience
Guerilla Marketing
Marketing Innovation
Red Bull Application
Link to Commercial
Red Bull
Product Info
Marketing Costs
Hierarchy of Effects
Awareness
Knowledge
Liking
Preference
Conviction
Actual Purchase
Aim to entice people to consider Red Bull's products
Red Bull Energy Chew
Gives you wings.
Any Time. Any Where.
Affective-oriented ads
Consistent use of Humor
Performance-oriented
Building on Red Bull
Extending the message: Convenience
Energy
Good Taste
Road to Brand Loyalty
Conative-oriented ads
E.g. sampling
Threshold Effects
Red Bull-connection
Regular innovation
Prevent decay: Pulsating schedule
Objective to reach target audience
Begin small returns on marketing expenditure
Increased Exposure
Payout Planning Method
Effective Marketing Expenditures
Diminishing Returns
Three months big campaign.
Ratio of advertising to market share
Objective to Increase Brand Equity & Awareness
Maintain target growth and market share
Reach Target Audience in 4 weeks: 5.000.000
Opportunities to see in 4 weeks
TV ads (33)
1500 offline spots
Online spots (blogs (3), social media (6), apps (1), pop-ups (50).
Magazine (10)
Sampling spots (160)
Red Bull Energy Chew
50 gr. for €2,50
100 gr. for €4,-
Market Facts
Market value gum category: €168.000.000 (2012 est.)
Growth rate will be around 3%
The gum market consumes 10.7 million kg in 2014
Sugar free gums = 46% of the market
Functional chewing gum = 28% of the market
Source: http://www.fastmr.com/prod/125247_gum_in_the_netherlands_to_2014_confectionery.aspx
Competitive Market
Ratio Advertising to Market Share 2:1
Aim to get 9% Market Share
Advertising expenditure: 2.700.000 (18%) per year
RB Chewing Gum Market Value: 15.000.000
Retail Price
Evaluation of the Integrated Marketing Program
Media Selection
Chewing Gum (confectionary) Market is highly competitive
Unique Selling Point:
Energy (Red-Bull family)
Good Taste
Convenience
Advertising Ratio 2:1
Huge Market Value
High Reach
High Intrusion Rate
Ability to show associations
Clutter (low recall)
Channel surfing
High cost per ad
Low cost per impression
Broad reach
High frequency at hubs
Short exposure time
Brief Messages
Clutter & no segmentation
Creativity possible
Simple segmentation
Easier to measure response
High audience interest on Website
Clutter
Short life span
Low intrusion value
Hard to retain interest
High Market Segmentation
High Color Quality
Long life
Declining Readership
High level of clutter
High cost
Little flexibility
Market Segmentation
Quick Product Awareness
Expensive
The Constraints
The Objective
Category Extension into the confectionary (gum) market
Gain 9% market share
Red Bull gives you wings. Any Time. Any Where.
Strengthening the brand
Increasing overall revenue and profits
The Target Audience
The Kid
The Party Animal
The Performer
The Message Theme
Well known
Subtle
Intense
Immediate
Vitalizing
Energy
Convenience
Good Taste
Taurine
Caffeine
Ingredients
Performance; Vigilance; Reaction Speed
Small Size
Pleasure; Happiness; Social Acceptance
Pleasure; Comfortable Life
Portability
Mobility
Size
The Support
Leveraging Red Bull's existing advertising style
Humor
Gives you wings.
Any Time. Any Where.

Diverse customer groups
New market segments
Various Applications
Strong competition
(in some segments)
Magazines
Red Bull Energy Chew
CHEW
Retail promotions
+
Bundle
Trade fairs
CHEW
Red Bull Energy Chew Promo Team
Who are the new customers?
Youngest sailor to circumnavigate globe single-handed
Social factors
Fashion
Common belief
Welcome!
Why
Full transcript