Developing an Effective IMC Plan: A Case Study of Red Bull

This report provides a detailed analysis of Red Bull's integrated marketing communication (IMC) strategy. It examines various marketing channels used by Red Bull, including personal channels like email, face-to-face interactions, and telephonic communication, as well as non-personal channels such as print and social media. The report evaluates how these channels add value and contribute to Red Bull's communication objectives, such as enhancing sales, fostering goodwill, managing brand equity, and aligning employees. It justifies the chosen communication channels, particularly digital platforms, and outlines a comprehensive marketing communications plan with SMART objectives. The report also evaluates the application of communication objectives in relation to the marketing communications mix and organizational business objectives, and provides recommendations for improving the IMC plan to maximize revenue and achieve both communication and business goals. It further discusses source, message, and channel factors influencing the effectiveness of the IMC strategy.

Integrated Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................4
Various kinds of marketing Channel and its role in serving to communication objectives in
Red Bull.......................................................................................................................................5
The way marketing channels of communication are related to Red bull to add value and
maximize their resources.............................................................................................................7
Judgements related the way marketing channels add value using with examples of Red Bull to
serve communication objectives..................................................................................................7
Provide communication objectives in situation of Red Bull.......................................................7
Justify the chosen communications Channels.............................................................................8
Create a marketing communications plan that effectively meets communication objectives for
a given organizational situation...................................................................................................9
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the organizational business objectives.............................................10
Create a valid and detailed marketing communications plan that appropriately integrates
multiple communication channels, has SMART objectives and tactics to meet the overall
marketing and business objectives.............................................................................................11
Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.................................................................................13
Provide for success of the checking and influence of the marketing communications plan.....14
Appropriate recommendations for improving the marketing communications plan to maximize
revenue and successfully meet both communication and business objectives..........................15
Integrated marketing communications..........................................................................................16

Source, message and channel factors.............................................................................................16
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19
Books and Journal......................................................................................................................19

INTRODUCTION
Integrated marketing communication is a method in which unified messages are delivered across
several platforms in order to increase customer engagement (bin Abdul Lasi, and Salim, 2020).
This procedure ensures that all kinds of communication, as well as messages, are meticulously
connected together. Organizations may use this strategy to not only ensure good communication
integration, but also to ensure that organizational activities are defined and carried out in a well-
defined and efficient way. The current study was done on Red Bull energy drink, which has been
in business since 1987 and employs around 12,618 people to provide a wide range of products
and services to its clients. The report discusses various marketing channels, communication
goals, and the design of a marketing communication plan.

Various kinds of marketing Channel and its role in serving to communication objectives in Red
Bull.
An organization can use a variety of marketing communication channels to execute its
commercial operations in a well-defined and successful manner. Marketing channels, it has been
stated, enable organizations to meet their communication objectives by allowing them to employ
channels such as direct marketing, sales promotion, and publicity. Various types of marketing
channels are covered here, as well as the ways in which they might effectively fulfil
communication objectives:
Personal communication channels
Email: E-mail can be considered as a personal communication channel that has been used by
many organization to communicate personally with the customers (Sulaeman, and Kusnandar,
2020). Company like Red Bull energy drink also uses even in their marketing communication to
communicate with their loyal customers. The company provides the update related to their new
products and services with the help of email to their loyal customers which makes e-mail as a
good channel to promote sales of a company and enhanced publicity in the market.
The strength of using email communication channel by Red Bull energy drink will be that
the company will be able to communicate with their customers personally and directly through
their emails but the limitations has been also attached with this communication channel. More
emails to be sent by Red Bull energy Drink Company can irritate their customers and can affect
their interest in the company.
Face to face: In the method of face to face personal communication the company can be able to
make a strong bond with their customers and get quick responses from them. The company Red
Bull energy drink also and sure to have face-to-face interaction with customers with the help of
stalls to be placed at public places (bin Abdul Lasi, and Salim, 2020). The sales manager and
employees of the company in this manner will be able to communicate with the customers of
company which helps them to create strong bond between sales department and customers of the
company and communicate them personally.

There are both strength and weaknesses that has been faced by Red Bull energy drink of
using face to face communication channel full stop the main strength of using face to face
communication channel by Red Bull energy Drink Company is that they are able to make and
build effective relationship with their customers and get valuable feedback from them. The
limitation of using face to face communication channel is that the inefficiency of the sales person
can affect the image of company in front of their customers.
Telephonic communication: There are many companies who adopted and option to provide
regular calls to their customers to take feedback for their purchase and provide services to them
with the help of phone call. If the employees of Red Bull energy Drink Company will provide
regular call to the wholesalers then it will help them to more involved with the company and
make more sales in the market for them (bin Abdul Lasi, and Salim, 2020).
Non personal communication channels
Print media: Another method to communicate with customers with the company is considered
in non-personal communication channel through which the company will be able to influence
attention of large number of customers. Print media like newspapers magazines and many more
helps an organization to spread their data and information which is also a communication
channel but considered in non-personal communication channel (Theodora, 2021). In case of
Red Bull energy drink the company can also use print media to communicate with their target
market segment and can be considered as an effective marketing tool to increase awareness about
the products and services of the company in market.
Social media: In the today's digital era it became an effective phone to communicate with
customers. All the earlier it was considered in non-personal communication channel but now it
can be considered in personal channels to communicate with customers with the help of online
media. It will help Red Bull energy drink to communicate about their products and services with
the customers in effective manner and will communicate with large number of customers (bin
Abdul Lasi, and Salim, 2020). The social media has been used by Red Bull energy Drink
Company to communicate with their customers as it helps the company in their brand
recognition. The limitation of using this method is that it can target only the limited range of
people and can also be easily ignored due to high competition in the market.

The way marketing channels of communication are related to Red bull to add value and
maximize their resources.
These marketing channels of communication are very essential for Red Bull to maximize their
resource and add value to their organization (Manoli, and Hodgkinson, 2020). This personal as
well as non-personal communication channels will help the company to communicate with their
customers and effective manner so that they can be able to get update of the company and will
help the organization to make more cells. More and more profitability in the company will add
value to the Red Bull company. It will help the company to maximize their resources and expand
their business in more Market that are available with them.
Judgements related the way marketing channels add value using with examples of Red Bull to
serve communication objectives.
To evaluate the way in which these marketing channel add value to the company Red
Bull energy Drink Company, there are several examples that can be used from Red Bull
Company. The online media that has been used by Red Bull organization to make their
promotional activities in which they provide video advertisement on social media to
communicate with large number of customers will help them to get attention of more and more
customers full stop in this manner online mode of communication channels helps credible
company to add value to their organization and serve the meaning of their communication
objective. As it has been well known that the company has the communication objective to
provide required information to their customers and use of online mode to advertise not only
help the company to directly interact with their customers but also help them to promote their
products to the large number of customers (bin Abdul Lasi, and Salim, 2020).
Provide communication objectives in situation of Red Bull.
Through its new products, Red Bull plans to increase its profitability ratio in the market
sector. Following AIDA the company creates attraction and keeps the clients interested by
adding new products and flavors. This necessitates the development of effective communication
objectives by the organization.
Enhancing sales: The primary goal of Red Bull's marketing objective is to increase sales by
13% by the end of 2021. For this organization, implementing cost-effective strategies is a
priority (Soyinka, 2021). In order to obtain a competitive advantage and influence the attention

of existing and potential customers, Red Bull will implement an appealing digital marketing
approach.
Fostering Present good will: By launching its new product in the market, Red Bull plans to
strengthen its current position in the market. It is one of the most successful communication
objectives that will help the organization in maximizing its big market share base.
Managing brand equity: Another communication objective that can be considered for Red Bull
energy Drink Company is to look forward towards managing their brand equity. This objective
will help the organization to attain their long-term objectives and gain competitive advantage in
the target market.
Alignment of employees: Employees are the most important asset of any organization for which
the company should have an aim towards making alignment of their employees to achieve
success in the market. Red Bull also believes the same and with the help of communication
objective the company will be evil to attain their communication objective so that they can be
able to establish coordination and support among their employees.
Justify the chosen communications Channels
It has been determined that Red Bull is launching its new product in the market sector
with the goal of increasing total sales and profitability (Xu, 2021). Red Bull has chosen digital
communication platforms such as Facebook, Instagram, and others to achieve its goals. It has
been determined that with the support of an excellent communication plan, a corporation may
develop a road map for influencing consumer perceptions of its new product. Moreover, it has
been determined that the chosen communication medium (online media) would greatly assist
Red Bull in achieving its sales targets by allowing the firm to define its aims and attract a target
group of customers. These channels helps the red Bull energy Drink company to provide various
reasons which makes it justify to choose these channels that are explained below:
Brand reputation: The selected communication channel that is online media will help the
organization to enhance brand awareness in the market. Social media channels and online media
channels are well-known for the creation of brand awareness among individuals in the market
and it will also help Red Bull energy Drink Company to enhance their brand reputation in the

market. It will significantly help Red Bull energy Drink Company to differentiate their business
from other rivals and maximize brand awareness in the market in effective manner (Hailu, 2020).
Cost effective: Online media which channel has been selected to communicate in the market is
cost effective in nature because it helps social presence to minimize the expenses. This is cheaper
than the traditional methods that has been used for advertising purposes it allows the Red Bull
energy drink company to spend less on their promotional activities as compared to traditional
methods (Hailu, 2020).
Website traffic: This online media also helps a company to control or boost the traffic on their
website by enhancing the leads into sales (Hailu, 2020). It is the major advantage of using online
media as it helps in early conversion and also become easy to generate more traffic on the
website.
Create a marketing communications plan that effectively meets communication objectives for a
given organizational situation.
A marketing communication plan is described as a strategy for informing a target group
of consumers about a company's services and goods. It has been determined that in order to have
an efficient marketing communication plan, businesses must include communication mix in
order to effectively sell their services and goods to clients. The company is excited to introduce
its new calorie-free energy drink (Hailu, 2020).
SMART Objectives
Red Bull used SMART targets to effectively introduce their innovative products (a zero-calorie
energy drink). SMART characteristics of a goal are specific, measurable, achievable, realistic,
and time-bound.
Specific: To launch a new product to have a profit ratio of approx. 6%.
Measurable: To enhance sales by 5.36%
Achievable: It is achievable for company increase the customer base as well as market share by
4%.

Realistic: To get 2% sales in 1 month with new product.
Time bound: To increase sales by 5.36% in 6 months after product launch.
Key value:
According to an observation, the key value of Red Bull energy Drink Company has been
found that they are considered as one of the most popular drinks that has been preferred by many
consumers in different parts of the world (Hailu, 2020). The company has make every sales of
approximately 4.6 billion every year and further they are provided that it with their products and
services they will be able to make individuals realize that their drink will help them to stay
healthy. The key message that has been provided by the company to their consumers is to create
awareness among their target consumer base and look forward to get more sales with the help of
online marketing.
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the organizational business objectives
There are so many elements that are included in the marketing communication mix but all
these are related to the promotional activities that are included in the marketing mix portion
(FAZA, 2020). In order to effectively apply the communication objectives and the marketing
purpose all the communication objective has been applied on the marketing mix of the company
Red Bull energy drink organization. The communication objective has been effectively applied
on the marketing mix to make communication in different elements of marketing mix to achieve
the objectives of business organization. The marketing mix with the application of
communication objectives of the company to be used in the various elements of marketing mix
are given below.
Product: Red Bull's product line includes beverages such as sugar-free varieties, energy drinks,
zero calories, and exclusives such as blue ad tropical, among others. In order to introduce their
goods in a certain market sector, the corporation employs a variety of successful social media
advertising campaigns (ANDRI YANI, 2020). This organisation also sells private label items.
Place: This organisation has a footprint in approximately 169 countries. At addition, the
organization's products may be found in pubs, supermarkets, restaurants, and other
establishments. It has been discovered that the firm does not use online channels, but in the

current circumstances, this may be used in order to increase their online market presence. This
may be accomplished through the use of a digital marketing plan (ANDRI YANI, 2020).
Price: As per the research, Red Bull is profiting from their premium pricing strategy. However,
when compared to other competitors in the market segment, this strategy is more expensive
(ANDRI YANI, 2020). In this case, the corporation must devise a price strategy based on
geographical locations as well as a promotional pricing strategy.
Promotion: It has been determined that Red Bull is utilising digital media technologies to ensure
increased sales and growth. Because it is a cost-effective way, this strategy is also assisting the
organisation in increasing its profitability (ANDRI YANI, 2020). Red Bull can increase its
current sales by utilising numerous sorts of digital marketing platforms.
Create a valid and detailed marketing communications plan that appropriately integrates
multiple communication channels, has SMART objectives and tactics to meet the overall
marketing and business objectives
Research and Analysis
Prior to the formulation of the plan, it is critical to establish the marketing
communication strategy. Over the course of a marketing strategy, it is critical to set both short
and long-term objectives. Red Bull's aims are to send genuine signals to clients who have good
behaviors. With the use of marketing communication technologies, Red Bull can cater to the
specific needs of its customers and get an advantage over the competition. Furthermore, the
objectives of a marketing communication plan have been linked to SMART approaches and
technologies. The goals should be clear, attainable, quantitative, substantial, and time-bound
(Louisa, 2020). The aims and objectives of the promotion planning may be made plain and
quantified by using SMART methodologies. According to the data, the Red Bull research team
believes that there is a particular category of customers who are primarily interested in low-
calorie energy drinks.
Audience & Identification
Red Bull must consider marketing research throughout segment areas, psychographic
regions, web-based media usages, economic environment, and so on in order to assess audience.
Following the segmentation of clients, Red Bull must concentrate on them in terms of their
business practices and requirements. The first stage in the showcasing process is to figure out

who your target audience is. Red Bull identified existing loyal consumers using Club card details
and an organizational database. Other new clients must be studied through interviews, surgeries,
and customer feedback surveys in addition to these audiences. Red Bull will use market research
and analysis tools to figure out why customers are purchasing their products and services, how
they are buying them, where they are buying them, and what other requirements they have for
the services and quality of the products (ANDRI YANI, 2020).
Objectives: The main objective is to gain the profit of 6% by launching new product among
customers of young age.
Strategy: Effective Communication channel that is online media will be used to make the
customers or young generation attract towards the products and services of the company. Tis
strategy will be adopted by Red Bull energy Drink Company as their strategic measure.
Budgets
Implementation: The marketing strategies may be implemented in a half-year period. Red Bull
intends to undertake planning by assessing the company's present situation.
Control: Controlling will be accomplished by continuous inspection of stages of the design in
order to effectively meet objectives. In Red Bull energy Drink Company the control function has
been done by comparing planned performance with the actual performance.
Creative marketing strategy: Red Bull will achieve its organisational goals by using a digital
media strategy to gain the attention of a certain customer segment. In addition, the corporation
will use various social media platforms such as Facebook, Instagram, and others to run its
promotional campaign in hopes of attracting a certain set of customers (Sampatpong, 2021).
Budgetary requirement:
Red Bull must properly focus budgeting by analysing entire financial needs in order to launch
their new product in the market sector. This will enable the organisation to achieve its goals in a
well-defined and efficient manner. The projected amount that Red Bull will require to introduce
its new product in the market sector via its digital marketing plan is listed below.