Prix ( MotoGP ), Red Bull Rampage ( mountain biking ) and etc. On the other hand, the company found that consumers weren’t “all sports all the time”, it extended their sponsoring towards the world of music and entertainment. Red Bull Flying Bach and The Red Bull Canvas Cooler are both Red Bull sponsoring events. 2. Which promotional mix elements does Red Bull use? What grade would you give Red Bull on integrating these elements into a core marketing communications campaign?
Promotional mix elements consists of the five major promotion tools which are advertising, sales promotion, personal selling, public relations, and direct marketing. Red Bull using two of these promotion mix elements which are advertisingand public relations.Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. While public relations is building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events. As a head of a young company without much of an advertising budget, Mateschitz continued in his unorthodox ways when launching RedBull in the United States in 1997. He bucked the trend of aggressive and excessive promotional campaigns flaunted by other start-ups in the 1900s. Instead, his young, attractive army of marketers tossed out free cans of Red Bull from a fleet of shiny logo-bearing off-roaders with giant cans attached to the trunk. Word of mouth took care of the rest. As a product that thrived on grassroots marketing, Red Bull depended on word of mouth. As word about Red Bull spread throughout Europe’s all-night-party circuit, so did rumors.Why a company need to integrate marketing communications? Some problemshappened which is conflicting messages from different sources or promotional approaches can confuse company or brand images. The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently. The web alone cannot be used to build brands because the brand awareness potential is limited. Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications. In the past, no one person or department was responsible for thinking through the communication roles of the various promotion tools and coordinating the promotion mix. Today, however, more companies are adopting the concept of integrated marketing communications (IMC). Under this concept the company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
IMC involves identifying the target audience and shaping a well-coordinated promotional programme to elicit the desired audience response. Communications efforts should be viewed from the perspective of managing customer relationships over time. The communication process begins with an audit of all potential contacts target customers may have with the company and its brands. To communicate
You've reached the end of your free preview.
Want to read all 11 pages?
- Spring '14