Edexcel HND Unit 23: Red Bull IMC Plan Analysis and Strategy

This report provides a comprehensive analysis of Red Bull's integrated marketing communication (IMC) plan. It begins with an introduction to IMC, emphasizing the use of various promotional tools to attract customers. The report outlines the main objectives of communication, including enhancing sales, fostering goodwill, managing brand equity, aligning employees, and achieving cost-effectiveness. It justifies the selection and integration of communication channels, highlighting the importance of clarified objectives, identified target audiences, media channel assessment, and timetable establishment. The report also emphasizes the need to identify the target audience, assess messages, and select interactive channels. The conclusion summarizes the key aspects of the IMC plan, emphasizing its role in enhancing brand image and the importance of understanding its objectives for effective initiation and monitoring. The report includes references to relevant marketing literature.

Integrated marketing
communication

Introduction
Integrated marketing communication is considered as a communication in which the manager
focuses on using different promotional tools and techniques such as advertising, sales promotion as well
as publicity and many more. The organization adopts these techniques for attracting large number of
customer at marketplace. Herein, the company is taken named as Red Bull. It is considered as a well-
known company who provide energy drinks to its user that helps them in attracting towards products and
services sold by company.

Main objectives of communication
According to the prevailing scenario of Redbull
there is a based to develop a detail overview of
the marketing communication strategies of
Redbull as mentioned below:
Enhancing sales: The main objective of every
marketing plan is to enhance the present level of
sales by using some cost effective methods. For
this Red bull is willing to use a digital
marketing strategy that is Competitive enough
to engage their Present and prospective
customers.

Continue...
Fostering Present goodwill: Redbull has been able to build up a positive goodwill in their target
market that has helped them in question of large market share.
Managing brand equity: Another objective of marketing communication is to reiterate the firms
message in such a way that it can help in getting long term advantage of this positive brand image
of Redbull.

Cont...
Alignment of employees: marketing communication will help in alignment of employees together
so that they are able to contribute towards achievement of effective communication objectives.
Cost effectiveness: There is very important to achieve high amount of cost effectiveness in order to
enhance the profitability part on the revenue composition. In Redbull the marketing plan has to be
based on utilization of the existing product range to approach a different segment of customers by
use of a direct marketing strategies that is use of a digital media strategy.

Justifications for the selection and integration of communications
channels chosen.
If the organization introduce its innovative products in front of customer, it is necessary for them to
make appropriate communication plan in order to appropriately communicate with user.
Therefore, communication plan is considered as a road map for providing effective messages to
its customer for increasing awareness towards goods and services. There are various
communication plan which is followed by international organization that is going to be
mentioned below:
 Clarified objectives
 Identified target audience
 It is needed to assess the media channel
 Established time table
 Result assessment

Continue..
Identify target audience: It is necessary to target large number of audience for providing wide
variety of products and services to them. The organization adopts magazines as well as newspapers
that helps in increasing awareness regarding goods and services provided by company. In addition
to this, the organisation focuses on analysing the demands of user and offer them goods as per their
needs for increasing profit margin as well as sales in future period of time.
Assess the message to be communicated: There are various kinds of channels which is
adopted by organisation such as email, short messages and many more. It helps the marketer in
introducing innovative products and services in front of customer at marketplace.

Cont...
Select interactive channels: It is necessary to adopt appropriate marketing channel that helps in
increasing ample of customer at marketplace. Therefore, it helps in increasing sales as well as
profit margin in upcoming period of time.
Lastly, the manager focuses on performing work along with communication that helps in
generating procedure in relation to marketing communication. In addition to this, the business
organist adopts different promotion techniques for choosing appropriate communication channel as
well as methodology

Conclusion
From the above discussed report it can be said that marketing communication plan is related
with consideration of marketing communication plan in order to cater to the needs of large segment
of customers. It helps in enhancing the existing brand image by use of several direct, indirect
marketing channels. It is very crucial to understand the objectives of such marketing plan os that it
can be properly initiated and monitored.

References
 Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
 Watson, N., 2017. How engineering consultants should communicate with their clients: an
Integrated Marketing Communications (IMC) perspective. Australian Journal of Multi-
Disciplinary Engineering, 13(1), pp.47-69.
 Yurdakul, E. and Bozdağ, A., 2018. IMC: Integrated Marketing Communication. In Marketing
Management in Turkey. Emerald Publishing Limited.

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