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1 | Page Red Bull IMC Plan ADVG35785 We take pride in presenting our customers with a reliable product that can help restore mental and physical fatigue in order to take on the days difficult challenges that are often presented within our lives. We stay true in holding a product that delivers to its message and theme as the market leader in energy beverages. By: Armando A. Toossi 12/1/2009

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Red Bull IMC Plan ADVG35785 We take pride in presenting our customers with a reliable product that can help restore mental and physical fatigue in order to take on the days difficult challenges that are often presented within our lives. We stay true in holding a product that delivers to its message and theme as the market leader in energy beverages. By: Armando A. Toossi

12/1/2009

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Table of Contents 1. Executive Summary ................................................................................................................................... 4

2. Situation Analysis: ..................................................................................................................................... 5

A. Company and Product History .............................................................................................................. 5

Brief History of the Company ................................................................................................................ 5

Current market share of brand ............................................................................................................. 6

Product Evaluation ................................................................................................................................ 6

Trends in the Market ............................................................................................................................ 7

B. Consumer Evaluation ............................................................................................................................ 8

Current Target of Brand ........................................................................................................................ 8

Current Product Positioning Statement .............................................................................................. 10

C. SWOT Analysis .................................................................................................................................... 10

3. Marketing Goals ...................................................................................................................................... 12

Marketing Objectives of Company ..................................................................................................... 12

Marketing Objectives: ......................................................................................................................... 12

Marketing Strategies Breakdown ....................................................................................................... 13

Proposed Positioning Statement ........................................................................................................ 15

Target Market ..................................................................................................................................... 15

4. IMC Objectives ........................................................................................................................................ 15

Advertising Objectives for Red Bull ......................................................................................................... 15

5. Creative Decisions ................................................................................................................................... 16

The Big Idea ......................................................................................................................................... 16

Ad Story Board ........................................................................................................................................ 17

Example's Format Explained ............................................................................................................... 17

Example 1 ............................................................................................................................................ 18

Example 2 ............................................................................................................................................ 20

Example 3 ............................................................................................................................................ 22

Example 4 ............................................................................................................................................ 24

6. Required Budget ..................................................................................................................................... 26

Proposed Marketing & Advertising Budget ............................................................................................ 26

7. Media Recommendations ....................................................................................................................... 26

A. Media Channel's Used ........................................................................................................................ 26

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Channel's Used: ................................................................................................................................... 26

Purpose of Selected Channels ............................................................................................................. 27

B. Focus on meeting Objective ............................................................................................................... 28

C. Analysis of Media Costs ...................................................................................................................... 28

D. Blocking Chart ..................................................................................................................................... 30

Bibliography ................................................................................................................................................ 31

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1. Executive Summary

As today's society expands, energy has found its way into becoming a need. Individual's in today's population often reach a stage of mental or physical fatigue as a result of the constant pressure and requirements to take on these challenges. We provide our consumers with a product that can temporarily restore energy both mental and physical in order for our consumers to take on their daily objectives and have the required energy within themselves to succeed.

The focus of this report is to present a new IMC plan which cerate's a new advertising campaign that will direct us into higher sales generation within the short term and long term future. The highlight of the strategy consists of the development of a character which draws both emotion and humor from the audience's. With use of this character we feel that we can draw involvement and interaction from the viewing audience, which can help us draw a favorable brand image towards the audience. Use of such a character will open doors for us and allow us to use our prototype character to communicate with the audience and interact with them when we require it. For example ask them for opinions or idea's on a product and launch a competition with whoever has the best idea.

There is a lot of room for Red bull to continue expanding in as well as perhaps even grow into new markets, we have found that by use of an open interactive strategy that communicates with the customers we may even be able to launch new products with higher levels of acceptance and involvement.

We want to continue presenting ourselves as the premium brand and demonstrate that we are different from our competitors and stand out. Due to how many energy drinks have now been launched into the market its beginning to become difficult to demonstrate such an aspect, so by creating a personal character with a name and consumer appeal we have found that it will help us stick out when consumers are out making a buying decision for our product.

Having a character that symbolizes our brand enables us to continue bringing out awareness but also demonstrates our brand message faster and stronger than we have ever done before. We will be able to create a enjoyable character that is easily remembered by the audience but on top of that symbolizes our product in such detail that the concept of Red Bull does not deteriorate in fact it raises consciousness of brand and its presentation to consumers.

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2. Situation Analysis:

A. Company and Product History

Brief History of the Company • Dietich Mateschiz of Austria developed the product in 1984 and was first introduced to

the European market in 1987. It was approved for sale in the U.S. and Canada in 1997. (Klinger, 2006)

• Today the global health and energy drinks market is now the fastest growing in the soft drinks world, doubling in size every year (Thomas, Pat,)

• Red Bull is produced in Austria and distributed all around the world (Euromonitor International, 2009)2

• Mr. Mateschiz realized that there was a great hope for the product laying around a culture full of youth, action, non-comformity. (Klinger, 2006)

• Inspired by energy drink from Thailand called Krating Daeng (Krating=Bull, Daeng = Red) • Entered the United States market in 1997. • Red Bull is in the market of Energy drinks. • Potrays itself as a youthful, rebellious alternative to mass-market beverages such as

Coke & Pepsi (National Post, 2005) • Company logo is of two red bulls in a tussle vs. each other • Brand today is available in 130 national markets around the world (Euromonitor

International, 2009)

• Red Bull employs over 3,000 people in 130 countries. (Klinger, 2006) • The current trend towards Red Bull is their introduction of a sugar free energy drink

boasting a mere eight calories. This trend appeals to the dieter who wants the energy it receives from the drink but not the calories.

• In 2008, Red Bull sales rose to 13.2 per cent around the world, to just over four billion cans. (Robertson, 2009)

• The fast growing market for Red Bull is Asia where sales in 2008 rose 79 per cent. (Robertson, 2009)

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Current market share of brand • In the world’s functional beverage industry Red Bull is ranked 4th in the market behind

companies such as Coca Cola, Pepsi Cola Inc. (Euromonitor from trade sources/national statistics, 2009)3

• It has increase in market share and 2000-2008 (Euromonitor from trade sources/national statistics, 2009)

• It saw an increase from 1.7% in 2000 all the way to 4.7% by the year 2008, giving it a boost of 3 points from its beginning. (Euromonitor from trade sources/national statistics, 2009)

• This is considered to be a significant improvement because other major competitors such as Coca Cola and Pepsi are starting to see lower market share percentage over the past 8 years (Euromonitor from trade sources/national statistics, 2009)

• Off trade volume share of the market is 23% (Euromonitor from trade sources/national statistics, 2009)

• Functional drinks have seen increases in volume sales going up 10% (Functional Drinks- Canada, May 19, 2009)4

• Total sales volume increased by 19%, reaching C$726 million (Functional Drinks- Canada, May 19, 2009)

• Red Bull’s total current market share is at 50% of the market of energy drinks.

Product Evaluation

Stage of Product Life Cycle It is still a leader in its market, has been growing with market value continuing to grow in the last eight years, therefore can be considered in the growth stage of product lifecycle

Product: Red Bull cautions in its labeling that the beverage not be mixed with alcohol. (Suhanic, 2005)

Each 250-millilitre can of Red Bull contains about: (Balfour, 2005)

- 80 milligrams of caffeine - 1,000 mg of taurine - B vitamins

The products that Red Bull currently offers to the market are:

• Red Bull energy drink • Red Bull low sugar energy drink • Red Bull energy supplements

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• Red Bull coffee beverage • Red Bull clothing

Price: Here is how the pricing breaks down for the beverage:

• High – medium, for good quality you have to pay high price.

• 24 Pack case - $39.99

• 12 Pack case - $29.99

• 8 Pack case - $19.99

• 4 Pack case - $11.99

• Single - $3.49

Place: Red Bull beverage can be found at any of the following locations:

• 24-hour Convenience • Grocery Stores • Drugstores • Gas Stations • Convenience Stores • At trendy bars & nightclubs

Promotion: • Unlike most promotional techniques out there. • Viral Marketing • The company wants to focus on the physical benefits rather than the taste and image. • Promotional techniques are often found in “underground locations”. • Promotional tactics include RB Sales Team offering free samples and information about

the product. • Increases Brand Loyalty & aids in the consumer adoption process.

Trends in the Market • Metal beverages remain the top beverage packaging type in Canada which indicates

there is more production and availability for this product due to its trends and attention that is brought with its advertising therefore causing increase of awareness which leads

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to purchasing, a major company this includes is Red Bull (Euromonitor International, 2008)5

• Carbonated Beverages have started to see declines in their sales however, energy drinks have seen total volume growth (Euromonitor International, 2008)

• Prices for energy drinks have gone higher due to trends towards more expensive energy drinks

• Today’s society shows they are not only looking for a good taste in their beverages but also a benefit towards drinking their product (Functional Drinks- Canada, May 19, 2009)

• People who have hectic life schedule always on the go prefer these products (Functional Drinks- Canada, May 19, 2009)

• Energy drinks has become a fashion trend where they are more preferred with other products such as vodka, sprite (Functional Drinks- Canada, May 19, 2009)

• Increasing advertisement from Red Bull with their commercials and campaigns has led them to be one of the most successful companies within the market (Functional Drinks- Canada, May 19, 2009)

• Since the carbonated beverage industry is hurting, energy branded products are becoming the next major brand of beverage for consumers (Helm, Burt, 1/5/2005)

• They are moving towards targeting males in their teens and twenty something's due to Red Bulls image of what they want to people to experience trying their products represent a male dominant group (Helm, Burt, 1/5/2005)

• They show characteristic to represent their ideal consumer to be one who prefers • Extreme Sports (Helm, Burt, 1/5/2005) • Video Games (“Go Fast life style”) (Helm, Burt, 1/5/2005)

B. Consumer Evaluation

Current Target of Brand

Demographic: • 18- 30 (Balfour, 2005) • Athletes • Students

Psychographic: • People who need the quick rush. (construction workers, Clubbers) • People living with an active lifestyle and looking for foods and beverages that provide a

function that goes beyond mere refreshment. (Balfour, 2005)

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Behavioral: • People who are looking to get extra energy added into their life. • People who experience mental fatigue. • People experiencing tiredness. • Red Bull can be addictive to many people which makes them be extremely loyal to the

brand to get satisfy their quench. • People who depend on these type of products (energy drinks) tend to stick to a certain

brand.

Geographic • Was developed in Bangkok, Thailand. • Red Bull is currently available in 136 countries. • Austrian Product

Consumer Behavior To understand Red Bull’s consumer’s decision to purchase their product they have to tap into the market and be sure why they are marketing to this segment. Red Bull has been developed to “temporarily restore mental alertness or wakefulness when experiencing fatigue or drowsiness.” (Suhanic, 2005) Red bull targets all sorts of people – truck drivers, businessmen, college students, etc. All markets are important and Red Bull is supported wherever people may want an energizer. (Sulhanic, 2005)

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Current Product Positioning Statement

RED BULL - MORE THAN JUST A MYTH

Red Bull® is an Energy Drink that works. Red Bull ® Energy Drink has always been and always will be more than just a hot secret for the night owl and the non-stop party-animal. It is appreciated by a wide range of people, such as the overworked taxi driver, the stressed manager, the exam-anxious student and the pressured journalist…. It is used by surfers in the summer and snowboarders in the winter. For day or night, for job or fun. People who need more energy learn to value Red Bull® Energy Drink. And the number of people who do is increasing all the time.

This information was taken from the Red Bull Home Page at http://www.redbull.ca/cs/Satellite/en_CA/Products/Company-021242762830108?p=1242758645576#/product-A-TRULY-GLOBAL-BRAND

C. SWOT Analysis

Strengths • Strong brand image (Euromonitor International, 2009)2 • Established worldwide (Euromonitor International, 2009)2 • Value/Premium based product(Calgary Herald, 2009) • Event Driven Marketing System is attractive fun, and continues to build and drive

awareness (Advertising Age,2000)

Weaknesses • Red Bull caught for putting cocaine in products but saw relatively low samples in a very

few Red Bulls however, the reputation has still gotten hurt (Anonymous, June 12 ,2009)6

• Red Bulls have the possibility of increasing heart rates due to their ingredients and blood pressure (Will Dunham, Nov 7, 2007)7

• These effects do not have to take place while you are actively moving however it might take toll at a leisure time (Will Dunham, Nov 7, 2007)7

• Lack of innovative products- new companies are bringing out better tasting, less caffeine products than their competitors. Other companies are coming up with innovative types

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of drinks to pursue more targetable consumers such as sports energy drinks. (Datamonitor, Oct 2004)

• Red Bull has become too reliant one type of flavored product and are not willing to bring in newer flavors to their beverages (Datamonitor, Oct 2004)

• This has made them vulnerable to market fluctuation (Datamonitor, Oct 2004)

Opportunities • A mix of ingenuity and mystery enables a open perception of red bull depending

who responds what they think about the product people have various idea's the product is very flexible on people's perceptions. Flexible brand can be used to grow and expand in different markets quite easily.(Brand week, 2009)

• Red Bull host's their own event and have total control over what is involved or happens in them. (Advertising Age,2000)

• Incredible Awareness (Advertising Age, 2000) • Growth in securing market share's can be done with the correction steps(Forbes

2008) • Attractive Air Race events give people a chance to communicate with red bull, on a

face to face personal scale can be used to expand further.(The Windsor Star,2008) • Human Energy Crisis large in Canada and U.S with busy life styles(The Ecologist,

2007) • Diversification of retail outlets- Red Bull is willing to use vending machines as

another way of getting their products to the consumers. Vending machines play a big role in people recognizing the product and producing sales as the product is easy to access and obtain. Other big names such as Coca Cola and Pepsi are well known for these types of diversification in their lines of product. (Datamonitor, Oct 2004)

Threats • Coca Cola and Pepsi Co. are coming up with new brands take on red Bull (Hein,

Kenneth, 9/26/2005) 8 • Coca Cola plans to bring a Von Dutch drink based on the trucker cap fashion brand

(Hein, Kenneth, 9/26/2005) • Also introduce Tab energy drink for women (Hein, Kenneth, 9/26/2005) • Pepsi plans to target young males with the introduction of Mountain Dew MDX

energy soda (Hein, Kenneth, 9/26/2005) • Monster lower price products with more variety and better perceived flavor and

lower price(Newsweek,2006) • Negative Criticism on Blogs(Sturminster Newton,2007)

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3. Marketing Goals

Marketing Objectives of Company Over the Past few years Red Bull has demonstrated tremendous growth and development within the energy drink market. Year after year Red Bull has achieved record sales year after year due to their strong performance in fast-growing markets in the far east as and Canada.(Calgary Herald,2009) Due to their growth in brand awareness and recognition we will be able to propose several marketing tactics that are bold, new and help us take our brand to allow an interaction with becoming a personal entity within our proposed target market. By doing so we will be able to develop/reach greater and deeper value's into our market allowing us to take a step away from our competitors and allow us to differentiate but relate with our market and consumers.

Marketing Objectives: • Stabilize Market Share (less fluctuations in drops and raises of sales) • Drive Sales up by 8% - 14% within the next 8 - 13 months • Brand Awareness is already strong and growing what must be focused on now is brand

relationship with market. • Decrease Consumer Resistance by 4%- 6% • Raise Brand Interactivity

In order to meet these objectives they must be able to go hand on hand with our IMC objectives. To do so we require that our marketing strategies fluently support our IMC objectives and message. The following marketing strategies will be used to enable our IMC to successfully implement itself and collaborate into the market.

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Marketing Strategies Breakdown Marketing Strategy Tool's to Achieve Strategy Benefits of Strategy Search for ways to decrease customer resistance in buying product(why do they not want to buy)

Use Customer Input to Develop Brand/New Lines these can be even done in competitions for who has the best idea's. Having alternative lines and product availability, is very effective due to it being able to reach different target markets. New lines can present new names, flavors, prices ranges. Competitions can be presented to the market in several distribution channels such as advertising on television, internet websites such as social networks, red bull homepage the products packaging itself.

Consumer Collaboration with brand enables us to evolve, and generate the next stages of our product lines. Because not everyone in target markets are satisfied with what red bull has to offer then the best way without changing our corporate objectives of our primary product, is to simply add alternatives provided by our company to the market. Allowing consumers to generate the concepts and idea's of our new products enables us to see what the median want in our line is and where we can lead it to. These people who participate show interest and know our product best both on good sides and negative they hold the best information and tools which we can use in evolving our brand or creating new side brands for new lines. Reduced Product Rejection = Reduced Loss of Sales = Reduced Loss of Total Market Share. If us making other lines splits up our market share with our new products this is not a negative

on even competing with ourselves)

this enables us to become sturdier platform in the market much more difficult to dissolve or compete against.(competition will have a harder time taking our sales we can then focus

Further drive into appeal of College/University Students

Our Target Market's largest user group tends to be those with the busy, digging into their appeal's by creating an a personalized symbol with a human name helps endorse

Personalized characters (ex. Tim Hortons = Timmies, Mcdonalds =Micky D.) leads to communication and interaction with the brand name. Common Effects resulted by doing so

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product attractiveness. (This Character must still be general enough to appeal to all target markets as well)

lead to conversation with others over brand name this clearly demonstrates brand attractiveness to consumer. When going to the store for purchase because of this enables the brand to stand out over competition. ( Example, when you buy Kellogg's Frosted Flakes you think Tony The Tiger. When you go shopping for cereal or any brand when there is a symbolic character representing it the product stands out over others.)

Launch of Social Networking Tools for our ability to communicate with our market

Online Brand Interactivity allows people to generate content which evolves and helps a brand grow. When a product is trademarked it sets itself aside from its competition being different, however being linked with consumers and trusted develops a trust mark. Such aspects formulate value, and positive perception from market as well as appeal.

This is very cost efficient and is an effective means of advertisement, content on websites generate more data for search engines to pull up. The people who are involved on your websites are usually the ones who take the most interest on your product and their opinions and information should be valued crucially. A brand may generate sales but people generate the brand.

Use Symbol to interact and communicate with market

Portrayed character must be able to communicate with market, or even ask questions this can be used in commercials with the character presented in a scenario requiring the audience's help. Can be used as an interaction tool on the websites under F.A.Q or informational pages

Brand to consumer comfort, the feeling of being sold to vanishes becomes more of participating in something fun and enjoyable. Messages can be delivered faster and easier as well. Consumer interest rises and grows. Like for character when put in scenarios that the character has an objective earns customer support in wanting the protagonist to win. All these factors accumulate brand perception from the market

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Proposed Positioning Statement We take pride in presenting our customers with a reliable product that can help restore mental and physical fatigue in order to take on the days difficult challenges that are often presented within our lives. We stay true in holding a product that delivers to its message and theme as the market leader in energy beverages.

Target Market We feel that the current target market should not be changed Red Bull has demonstrated that it has been very strong in knowing who their customers are and they have proven this by their sturdy and strong increase in sales over the past years.

4. IMC Objectives

Advertising Objectives for Red Bull

1. Develop and Create a Brand Symbol that the audience can interact with that will present the product benefits, features and generate buying behavior.

2. Raise attractiveness and have individual consumers when shopping for the product in the energy drink field choose Red Bull over competitors.

3. Develop brand communication with market; integrating the product with the life style/social life style of users.

4. To be able to introduce new product lines or new line extensions.

5. Raise brand awareness and recognition as a trademark by 18% within the following 14 months.

6. Communicate brand promotion's as well as events and competitions with the audience

7.Involve the consumers with our adds have them participate(example. Character requires help consumers can help by mailing idea's in this can be a nice competition for prizes)

8. To address different parts of the target segment that have previously shown resistance to brand or in adopting the brand.

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5. Creative Decisions

The Big Idea

Concept: Launch of brand character, that will represent the Red Bull brand in commercials. Character plays the characteristics of a geeky/nerdy character as in most cartoon's. In the Commercial's he will be faced with a dilemma, for example a failing grade. These dilemmas will be the standard ones that most people would have in average life, the objective of the commercial is to help our character "Timmy" meet his goal/objective. What will happen is that he will consume the red bull beverage and transform into the character of the "Red Hero" who can overcome any task or any goal presented in the commercial. symbolizing that red bull enables him to reach his objectives and goals.

Character Development Artwork - Illustrated by Adriana Gabrielle Rivera. This was one of the concept drawings when developing the characters for the advertisement, the boy on the lower left represents the main character(Timmy) who after consuming Red Bull will take on the "Red Hero" Character concept. A super hero with the two bulls fighting symbol on his chest.

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Concept Benefits: • Quickly and Easily Defines Product Benefits • Gives the brand a human name personalizes brand with audience • puts the product on the mind of customers when shopping for product line assists in leading

customer to noticing our product over others. (Enables Brand to STAND OUT!• If the character is loveable and is liked by the audience it can be very easily used as a character

to be the face, ears and voice to the brand.

)

• The Brand can use this to communicate with the audience • Raises Brand Familiarity • Opens up to market • Can use character to portray different advertising appeals by use of alternate scenarios • A enjoyable commercial assists with the zipping and zapping factor in television.

Ad Story Board

Example's Format Explained The Following four Comic Strips presenting our commercial's/magazine add/Newspaper add are formatted as a comic for the reader of this document to be able to visualize the story and plan of our advertisements. All four comic strips can be put into the format of a print add, website, television storyboard, etc. For example on a newspaper or magazine we would have the heading explanation and the comic however by combining writing on the side and a comic into the add we add a sense of contrast allowing the illustrations to communicate our message with our customer we can add a new pillar in advertising. On television the story of the comic would be presented in an animated cartoon with audio and entertaining music. These 4 adds are prototype's and may change during final production stages of this commercial later on within the next 6 months. The Actual Commercials and ad's will remind viewers that the product does not transform you into a super hero or make you smarter and reminds them at some point that it is just a product for energy mind and body. What the product does is already largely known due to the large available awareness. However for the extreme situations explanation is required.

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Example 1

Illustrated by Adriana Gabrielle Rivera.

Main Benefits: • Restores Metal and Physical Energy • Premium Energy Product • Effective high quality perception • Involve into Social lifestyle • Overcome obstacles when exhausted by having your energy refreshed by red bull

Appeal Technique's: Emotional Appeal:

• Involves audience quickly into the add • viewer's gain an emotional connection to the character • audience can relate with the advertised character

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• presents common social/psychological situations from the audience • Character creates a personal experience by giving the brand a name endorsing further

emotional appeal

Humor Execution: • Character is put in a dilemma that places an obstacle character uses red bull to release the "Red

Hero" which overcomes the obstacles in a over exaggerated ease • Much like cartoon's use of over exaggerated action causes easy release of laughter or humor. • The character goes from a very dull boring nerdy boy into a over muscular color dynamic and

exaggerated character by taking some red bull causes a lot of humor in itself. • Humor can be a double edged sword however in our ad's because the product is the source of

the solution as well as the tool used to succeed in the objective it actually is remembered quite easily. (Everyone who knows superman knows kryptonite is his weakness, everyone who knows pop eye's knows that a can spinach enables him to become powerful)

• The character is labeled in the red bull symbol's in a way we are suggesting that The Red Hero is a fusion between the product and a character they become one entity thus by saying so Red Hero is Red Bull they both present the solution and both are the tool's used for the character in the ad's to overcome his obstacles.

Product Presentation: • The Character requests the female Christie to go out with him on a date the Character is quickly

rejected and feels upset as a result drinks red bull which transforms him into the Red Hero. • Red Hero cannot fail always succeeds and will always overcome any obstacle he is a traditional

comical/cartoon hero. • In this Example the "Red Hero" is able to impregnate a girl just by staring at her giving the

comedic suggestion of how great and powerful the character really is.

How is the brand message consistent with brand position? • Presentation of Big Idea - Red Bull is a tool to help individual's overcome their goal's while

maintaining the original humor system of the original red bull commercials. • The commercial uses symbolism to represent obstacles and red bull being a solution for them • Red Bull is used for energy this concept must be put in the explanation area of the ads and in

commercial's must be endorsed at the end as a reminder in case there is a area of the market that does not know.

• Demonstrates a demo of how the product is used by drinking because it's a cartoon we exaggerate the results to maintain humor execution and emotional and appeal.

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Example 2

Illustrated by Adriana Gabrielle Rivera.

For this example and the following the benefits, appeal techniques, humor execution, and how the brand is consistent follows the same aspects as the previous ad however the presentation of the product is different in terms of scenario. We wish to present the same message by having similar character's and actions in each commercial it is easier to communicate the commercial with the audience however in each commercial we present our character with different scenarios and obstacles that are relatively common in relation with the average individual. Our focus is to demonstrate this character as a symbol of red bull and how he uses it in each scenario to overcome the dilemma.

Main Benefits: • Restores Metal and Physical Energy • Premium Energy Product • Effective high quality perception • Involve into Social lifestyle • Overcome obstacles when exhausted by having your energy refreshed by red bull

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Appeal Technique's: Emotional Appeal:

• Involves audience quickly into the add • viewer's gain an emotional connection to the character • audience can relate with the advertised character • presents common social/psychological situations from the audience • Character creates a personal experience by giving the brand a name endorsing further

emotional appeal

Humor Execution: • Character is put in a dilemma that places an obstacle character uses red bull to release the "Red

Hero" which overcomes the obstacles in a over exaggerated ease • Much like cartoon's use of over exaggerated action causes easy release of laughter or humor. • The character goes from a very dull boring nerdy boy into a over muscular color dynamic and

exaggerated character by taking some red bull causes a lot of humor in itself. • Humor can be a double edged sword however in our ad's because the product is the source of

the solution as well as the tool used to succeed in the objective it actually is remembered quite easily. (Everyone who knows superman knows kryptonite is his weakness, everyone who knows pop eye's knows that a can spinach enables him to become powerful)

• The character is labeled in the red bull symbol's in a way we are suggesting that The Red Hero is a fusion between the product and a character they become one entity thus by saying so Red Hero is Red Bull they both present the solution and both are the tool's used for the character in the ad's to overcome his obstacles.

Product Presentation: • Character is presented with failing a test or an assignment in his mathematics' class • Character Drinks Red Bull and becomes "Red Hero" • The Character Red hero of course is the best/unbeatable/unstoppable super perfect character

goes up to the board and begins to write complex mathematical equation's • The teacher is dramatically shocked in a comedic sense with his jaw dropping to the floor • The character is presented with an A+ on his grade as a replacement to his F

How is the brand message consistent with brand position? • Presentation of Big Idea - Red Bull is a tool to help individual's overcome their goal's while

maintaining the original humor system of the original red bull commercials. • The commercial uses symbolism to represent obstacles and red bull being a solution for them • Red Bull is used for energy this concept must be put in the explanation area of the ads and in

commercial's must be endorsed at the end as a reminder in case there is a area of the market that does not know.

• Demonstrates a demo of how the product is used by drinking because it's a cartoon we exaggerate the results to maintain humor execution and emotional and appeal.

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Example 3

For this example and the following the benefits, appeal techniques, humor execution, and how the brand is consistent follows the same aspects as the previous ad however the presentation of the product is different in terms of scenario. We wish to present the same message by having similar character's and actions in each commercial it is easier to communicate the commercial with the audience however in each commercial we present our character with different scenarios and obstacles that are relatively common in relation with the average individual. Our focus is to demonstrate this character as a symbol of red bull and how he uses it in each scenario to overcome the dilemma.

Main Benefits: • Restores Metal and Physical Energy • Premium Energy Product • Effective high quality perception • Involve into Social lifestyle • Overcome obstacles when exhausted by having your energy refreshed by red bull

Illustrated by Adriana Gabrielle Rivera.

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Appeal Technique's: Emotional Appeal:

• Involves audience quickly into the add • viewer's gain an emotional connection to the character • audience can relate with the advertised character • presents common social/psychological situations from the audience • Character creates a personal experience by giving the brand a name endorsing further

emotional appeal

Humor Execution: • Character is put in a dilemma that places an obstacle character uses red bull to release the "Red

Hero" which overcomes the obstacles in a over exaggerated ease • Much like cartoon's use of over exaggerated action causes easy release of laughter or humor. • The character goes from a very dull boring nerdy boy into a over muscular color dynamic and

exaggerated character by taking some red bull causes a lot of humor in itself. • Humor can be a double edged sword however in our ad's because the product is the source of

the solution as well as the tool used to succeed in the objective it actually is remembered quite easily. (Everyone who knows superman knows kryptonite is his weakness, everyone who knows pop eye's knows that a can spinach enables him to become powerful)

• The character is labeled in the red bull symbol's in a way we are suggesting that The Red Hero is a fusion between the product and a character they become one entity thus by saying so Red Hero is Red Bull they both present the solution and both are the tool's used for the character in the ad's to overcome his obstacles.

Product Presentation: • Character has to clean his room but of course is feeling lazy drinks red bull once more to unleash

the inner hero • A comedic tornado takes place engulfing illustrating how fast the red hero is working and then

finally the red hero completes the task and leaves the room spotless.

How is the brand message consistent with brand position? • Presentation of Big Idea - Red Bull is a tool to help individual's overcome their goal's while

maintaining the original humor system of the original red bull commercials. • The commercial uses symbolism to represent obstacles and red bull being a solution for them • Red Bull is used for energy this concept must be put in the explanation area of the ads and in

commercial's must be endorsed at the end as a reminder in case there is a area of the market that does not know.

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Example 4

Illustrated by Adriana Gabrielle Rivera.

For this example and the following the benefits, appeal techniques, humor execution, and how the brand is consistent follows the same aspects as the previous ad however the presentation of the product is different in terms of scenario. We wish to present the same message by having similar character's and actions in each commercial it is easier to communicate the commercial with the audience however in each commercial we present our character with different scenarios and obstacles that are relatively common in relation with the average individual. Our focus is to demonstrate this character as a symbol of red bull and how he uses it in each scenario to overcome the dilemma.

Main Benefits: • Restores Metal and Physical Energy • Premium Energy Product • Effective high quality perception • Involve into Social lifestyle • Overcome obstacles when exhausted by having your energy refreshed by red bull

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Appeal Technique's: Emotional Appeal:

• Involves audience quickly into the add • viewer's gain an emotional connection to the character • audience can relate with the advertised character • presents common social/psychological situations from the audience • Character creates a personal experience by giving the brand a name endorsing further

emotional appeal

Humor Execution:

• Character is put in a dilemma that places an obstacle character uses red bull to release the "Red Hero" which overcomes the obstacles in a over exaggerated ease

• Much like cartoon's use of over exaggerated action causes easy release of laughter or humor. • The character goes from a very dull boring nerdy boy into a over muscular color dynamic and

exaggerated character by taking some red bull causes a lot of humor in itself. • Humor can be a double edged sword however in our ad's because the product is the source of

the solution as well as the tool used to succeed in the objective it actually is remembered quite easily. (Everyone who knows superman knows kryptonite is his weakness, everyone who knows pop eye's knows that a can spinach enables him to become powerful)

• The character is labeled in the red bull symbol's in a way we are suggesting that The Red Hero is a fusion between the product and a character they become one entity thus by saying so Red Hero is Red Bull they both present the solution and both are the tool's used for the character in the ad's to overcome his obstacles.

Product Presentation: • Character forgets keys in car and cannot get inside • Drinks red bull to unleash his red hero form rips the car open comedic to find the key afterwards

realizing that he can fly presenting humor and use of the product.

How is the brand message consistent with brand position? • Presentation of Big Idea - Red Bull is a tool to help individual's overcome their goal's while

maintaining the original humor system of the original red bull commercials. • The commercial uses symbolism to represent obstacles and red bull being a solution for them • Red Bull is used for energy this concept must be put in the explanation area of the ads and in

commercial's must be endorsed at the end as a reminder in case there is a area of the market that does not know.

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6. Required Budget Proposed Marketing + Advertising Budget($)

a) Media Budget Newspaper 93,190.61 Magazines 9,2934 Television Commercial 114,000 Total Media Budget 300,124.61 b) Production Budget Newspaper budget 15000 Magazine Budget 24500 Television Budget 740,000 Total Production Budget 779500 Total Marketing+ Adverting Budget 1,256,034.61

Proposed Marketing & Advertising Budget

7. Media Recommendations

A. Media Channel's Used

Channel's Used:

Television Commercial's: • Pulsing Strategy • Peak Hours on television shows such as sports related as well as during peak watching adult

hours on channels that have closest matching diversity to our target market. (ex. CityTV Nighttime, Teletoon adult etc.)

Magazines: • Some of the Magazines that we can use:

o Ontario Golf o what's cooking o Teen Vogue o Sports Illustrated o Fitness o Teen Tribute

Newspapers: • The Globe and Mail Sport's, Fashion & Design

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The Globe and Mail Sport's Fashion & Design Section National Ontario Metro Height = 2.5 Columns = 72 Insertions = 4

Transient Rate Category =900+ Transient = 720

Transient Price= 21.96 Cost Per Insertion =3,952.80

Total Cost = 15,811.20

Height= 3.6 Columns=92 Insertions=8

Transient Rate Category=1,800 Transient=2,649.60

Transient Price= 17.73 Cost Per Insertion= 5,872.18

Total Cost = 46,977.41

Height=4 Columns=112 Insertions=7 Transient=Transient Rate Category=1,800

3,136

Transient Price=16.89 Cost Per Insertion=4,343.14 Total Cost=30,402

Purpose of Selected Channels

Television Commercial Benefits: • We wish to use the pulsing strategy since we feel that we should advertise to raise sales then

decrease advertisement until sales decline slightly. We do this for several reasons its very cost efficient however we also want to avoid over-exposure

• Real Time Visual

to the commercials causing exhaustion which can lead to negative responses or reaction's.

• Easy to understand • Audio use of dramatic over exaggerated music can add humor • Audio Voice Acting adds a second level to the commercial experience to the audience • Can Emphasize on large amounts of reach • Television Ads are very expensive to air however the CPM(cost per thousand) is inexpensive.

Magazine Benefits: • Magazines are usually specific to a general target market • People who buy specific magazines are usually interested in that area • We can easily reach the right individuals of our target market by involving ourselves with the

magazines that align themselves with our markets. • Magazines have a very effective CPM(cost per thousand) since even if the price is high we are

directly reaching our target market and minimizing us advertising to the wrong audiance.

Newspaper Benefits: • National was used but we minimized the size and kept our value's low since it is the most

expensive part of Globe and Mail and reach's the smaller amount of our target market • The Ontario Section we felt reached a very large amount of our focused target market and

because the reach we wish to obtain is high we put most of our budget into this area for newspaper's

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• We realize the Metro has an efficient amount of reach so we offer Toronto a large bold and attractive add with a strong reach to get their attention since they make up a large volume of sales out of the entire market in Toronto

• We are making sure to focus our ad's in the Sports Fashion & Design area of the newspaper due to it being the exact market we wanted to reach for our target market.

B. Focus on meeting Objective We have chosen to put our focus on the reach, this is because we wish to develop wide awareness of our brand character and develop a perception of him into the market with Red Bull. We would like people to be able to think of him when shopping for product which helps us stand out over other lines. Because we have put our focus on reach we have chosen to use a variety of ad distribution channels; Television, Magazines, Newspapers. These are the area's we feel have the corresponding reach for our target market. We are confident and have ensured that our ad's are very simple, humorous, emotional, because they have those measure's of appeals, that involves the audience and make it very easy to remember. We feel that this format of commercial requires the most reach but a large frequency would lead to repetition causing wear out

C. Analysis of Media Costs

which may have them reject our commercials in the future due to over exposure.

a) Media Budget Costs ($) Newspaper Ontario Total Cost 46,977.41 National Total Cost 15,811.20 Metro Total Cost 30,402 Total News Paper Costs 93,190.61 Magazine Cost's Ontario Golf 5,395.00 what's cooking 4,869.00 Teen Vogue 3,438.00 Sports Illustrated 4,153.00 Fitness 57554 Teen Tribute 17720 Total Magazine Costs 92,934.00 Television Commercial Cost Friends 50000 Sex in the City 5000 TSN Hockey 5000 Sports Network 10000 Hockey Night in Canada 20000 American Music Awards 24,000

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Total Commercial Costs 114000 Total Media Budget Costs 300,124.61 b) Production Costs ($) Newspaper Production Cost Develop Create Newspaper Ad 5000 black & white newspaper ad 10,000 Total Newspaper Production Costs 15000 Magazine Production Cost Develop & Create Magazine ad 4500 4-colour magazine ad 20,000 Total Magazine Production Costs 24500 Television Commercial Production Cost Television Commercial Development 620,000 Character Adaptation to Market 120,000 Total Television Commercial Production Cost 740,000 Total Production Costs 779500 Total Media+ Production Costs 1,256,034.61

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D. Blocking Chart

Promotion of Product Total Cost ($)Newspaper 93,190.61Ontario TotalNational TotalMetro Total

Magazine 269,344.00Ontario Golfwhat's cookingTeen VogueSports IllustratedFitnessTeen Tribute

Telivision 114000FriendsSex in the CityTSN HockeySports NetworkHockey Night in CanadaAmerican Music Awards

July August Sept Nov Dec2010 - 2011 Media Plan

Jan Feb March April May June

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Barbara Balfour,(Feb 10,2005)Bull packs a buzz, but is it healthy?. The province. Retrieved Dec 3, 2009 from Proquest Search

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