Comprehensive Marketing Plan for Red Bull's New Energy Drink Product

This marketing plan outlines Red Bull's strategies for launching a new energy drink. The plan focuses on penetration and economy pricing to attract customers and leverage existing brand recognition. It details a distribution strategy targeting restaurants, supermarkets, retailers, and wholesalers, utilizing intensive distribution. The integrated marketing communication strategy includes advertising on television, magazines, and newspapers, along with modern approaches like social media marketing and Google Ads. The plan emphasizes reaching the target audience through various channels to create awareness and drive product adoption. References support the marketing concepts discussed, ensuring a well-rounded approach to the product launch.

Running Head: MARKETING PLAN 0
REd Bull
Marketing & Management

MARKETING PLAN 1
Contents
Marketing plan...........................................................................................................................3
Product pricing strategies.......................................................................................................3
Product distribution strategy...................................................................................................3
Integrated marketing communication strategies.....................................................................3
References..................................................................................................................................5

MARKETING PLAN 2
Marketing plan
Product pricing strategies
For bringing the new product of Red Bull into the market, penetration and economy pricing
strategy will be used. While bringing the energy drink into the market for the very first time,
lit is essential to keep the prices low so that customers can easily attract towards it. Therefore,
the company will adopt penetration-pricing strategy. By seeing the lower price of the energy
drink, customers will be attracted toward it and seek their attention. For keeping the new
product in the mind of customers, it is necessary to add some benefits for them so that they
will consume it. Besides this, Economy-pricing strategy will also be used. It will not spend
too much price on marketing as already people are used to the various products of Red Bull
(Woodruff, 2018). Therefore, it will not require the company to spend too much cost in
marketing its product. By using this, its cost will decrease and further it can use it for
lowering down the price for its new product. Both these pricing strategy will be used in the
marketing plan so that it will get the wide attention for the new product. However, there will
be some sort of difference between he energy drinks. As all energy drink is not made from
the same fruits and vegetables (Nagle and Müller, 2017). The As per the cost of fruits and
vegetables, there will be little difference in the prices of energy drink.
Product distribution strategy
It is an essential component for the company to properly distribute its products to the final
consumers. It will distribute the energy drink to various restaurants, supermarkets, retailers,
as well as wholesalers. Various people in today’s time prefer the energy drink while moving
to any restaurant. Therefore, it will keep the contract with restaurants to deliver its energy
drinks to the customers. Energy drinks will be distributed in wholesale as well as in retail. An
intermediary will be hired in order to meet the demands of restaurants for energy drink. Day-
to-day need of this product ensures the continuous supply of this in order to delight the
customers. In addition to this, it will also distribute the energy drinks to the supermarkets.
The numbers of customers in supermarket are high which require the product to keep in more
quantity. In order to fulfil the demand of the customers, it will distribute the product in bulk
(Qlutch Marketing, 2018).
Delivery of products through wholesale distribution strategy will increase the more demand
of product on the part of supermarkets. Supermarket can avail the services of energy drink in

MARKETING PLAN 3
wholesale that will further decrease its cost for purchasing. It will also deliver the product to
other wholesalers who will further supply it to the retailer. The retailer can be small shops or
any other retailer who will send the energy drinks to final consumers. For distributing the
drink, it will use the intensive distribution strategy that is used for low prices products.
Energy drink is also one such example that come under the intensive distribution strategy
(Zimmer, 2018).
Integrated marketing communication strategies
For meeting the needs of customers well, it is essential to spend some money for marketing
the product. The firms use various traditional and modern marketing communication tools
these days. Both the tools are necessary to communicate effectively with customers.
Advertising is one of the most tradition forms of communication technique that is used by the
companies to promote its product. In order to communicate the uses, benefits and other
information of the product, Red Bull will do the advertisement on television, magazines, as
well as newspapers. Television is such a communication tool that imparts large number of
customers in one time. By targeting the wider audience though television, it will create the
awareness among people for using the energy drink. Besides this, it will also do the
advertisement on newspaper and magazine to market the product to large number of
customers (Belch, Belch, Kerr and Powell, 2014).
Other than the traditional marketing communication tool, various modern communication
marketing tool are also prevailing in the business environment. The other modern marketing
communication that Red Bull will use is social media. Social media is one of the effective
tools of marketing the new product. It presents various advantages to the company in
marketing its new product. It is an essential instrument to reach the customers in today’s
time. Recently, almost all the youth is active on social media. The main aspect of newly
launched energy drink is to attract the youth towards it. In this way, social media marketing
tool will play an important role in filling its demand for the product. In addition to this,
Google ads are also getting wide publicity in 21st century. Therefore, it will display its
product on Google for getting wide attention from the target customers (Scott, 2015).

MARKETING PLAN 4
References
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I. (2014) Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Nagle, T.T. and Müller, G. (2017) The strategy and tactics of pricing: A guide to growing
more profitably. Routledge.
Qlutch Marketing. (2018) Distribution Channels. [online] Available from:
http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/
Scott, D.M. (2015) The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. John Wiley & Sons.
Woodruff, J. (2018) Different type of pricing strategies. [online] Available from:
https://smallbusiness.chron.com/different-types-pricing-strategy-4688.html [accessed
24/10/18].
Zimmer, T. (2018) How to develop a Distribution channel strategy. [online] Available from:
https://smallbusiness.chron.com/develop-distribution-channel-strategy-56913.html [accessed
25/10/18].