Case Study: Red Bulls Integrated Marketing Mix

Case Study bolshy horseshits Integrated Marketing smorgasbordTeresa CochranWhat ar fierce turds greatest strengths and risks as much companies enter the verve drink category and gain grocery store sh ar?Established in 1987, ruddy Bull is an established beverage come with. deprivation Bull, who specialized in energy drinks, greatest strength is its ludicrous merchandise strategy and junction with distributers. Its dominance can be attributed to the organizations capacity to focus on its strengths magic spell compensating for weaknesses. By having an awareness its strengths as well as shortcomings, flushed Bull can keep up its present position of dominance in the energy drink market. A quality Red Bull has oer its closest competitors is that they are well established in the caffeinated drink market and hold a 70 percent share of it. Further more, their product pipeline which is entirely caffeinated drinks, strengthens their position. By focusing on one segment of the market, caffeinated drinks, Red Bull has created a strong hold on their market that competitors are struggling to imitate. The companies unique selling strategies have enabled the company establish itself as the best energy drink producer in the world (Donovan Henley, 2010). pastime Red Bulls success soft drink giants such as Coca-Cola, Pepsi and nut have launched their own energy drinks. This development pass on surely interchange magnitude Red Bulls market share. Per Kotler Keller (2012), this development will affect the companys profitability because in addition to the lost market share, the company essential devote more resources in marketing its products.Red Bull has a method of marketing that is unique to its organization, setting them apart from the competition in the business. Kotler and Keller (2012) discussed the various methods use noning that rather than maintaining loseard advertise strategies, the company has chosen to focus on an informal exchange via non - tralatitious means. They also feature celebrities and engage potential consumers at sports events by providing free samples in efforts to generate increased interest in their products. Free Red Bull products are provided in areas including sporting events and highschool profile parties to reinforce the sucker image among the target market in addition to their promotions (Kotler Keller, 2012). Other marketing efforts that attributes to Red Bulls strengths are their sponsorships and campaigns. These unconventional advertising methods help to expand the Red Bull trademark, but they also increases check off awareness.Despite its significant strengths, Red Bull also has numerous weaknesses that it must address to remain dominant in the highly-competitive energy drink industry. Red Bulls small product selection, extremely elevated amounts of sugar and caffeine, and cost bear chances for other manufacturers to acquire market share.Should Red Bull do more traditional advertising?Trad itional means of advertising, print, television, and radio ads, have not been utilized by Red Bull to market their brand although the company may consider expansion to more traditional advertising strategies to reinforce their image in more mature markets. Kotler Keller (2012) states, Red Bull employs traditional advertising techniques to reinforce the brand to mature markets, but they do not use it to establish the market. The company has been very successful following its unique marketing strategy. Rather than depending entirely on television and print advertisements, Red Bulls unique guerrilla advertising methodology is at the heart of Red Bulls marketing and advertising strategy. If Red Bull adopts a traditional marketing strategy like its competitors, it will lose this uniqueness. The use of sponsored events and buzz-marketing has helped the companys product stand apart. As such, the company should not use traditional advertising strategies especially to establish markets the y should stick to their ongoing buzz-marketing and sponsored events strategy (Donovan Henley, 2010).Traditional advertising should be used only to reinforce the companys brands in mature markets. Although sponsoring extreme events is expensive, it brings a special kind of brand awareness particularly to the new(a)er adult demographic, which is the main market of the Red Bulls products. This group of consumers has little time with traditional marketing strategies they go with the cool trends in the market (Cornwell, 2014). Extreme events shit and quarter young batch and thus present Red Bull a great opportunity to reach out to them. Therefore, I would suggest Red Bull to maintain their non-traditional marketing strategy. Donovan Henley (2010) point out that the current strategies are unique and consistent with Red Bulls brand image adopting traditional methods will water down the companys unique proposition.Effectiveness of Red Bulls sponsorshipsRed Bull excels at sponsoring events. The companys sponsorship weapons platforms are spread over a wide twine of extreme sports, artists and athletes. The events the company sponsors range from dancing, motorsports to extreme sailing. These sponsorship programs have attracted many of the current and potential consumers of the companys products (Cornwell, 2014).Per Kotler Keller (2012), sponsoring events is a form of advertising for the company where attendees, usually teenagers and young adults get to experience the companys products, sometimes for free or for subsidized prices. From here, these stack spread the word about the companys products, thus becoming Red Bulls brand ambassadors. These marketing strategies though unusual have proved to be very effective for the company. Bull Stratos is one example of the success the company achieves with these sponsorship programs. This program for example provided young people with a dream to look frontwards to. Cornwell (2014) argues that such events tap into the critical part of young people minds presentation them that they can achieve what their dreams. As such, when the Bull Stratos made a in effect(p) landing, it provided a sign to these young people that anything is possible. Thus, many young people associate Red Bull with those people who do the impossible. Therefore, I speak out these sponsorship programs are a good use of the Red Bulls marketing reckon and they should continue carrying them out.It is however important for Red Bull to regularly valuate its marketing programs to ensure they are effective and relevant. The company strikes to draw the line when the strategies become ineffective. When this happens, the company needs to be ready to change its marketing approach to remain competitive in the market. Thus, the company should supervise the market continuously for emerging trends to help it change quickly when need be (Cornwell, 2014).ReferencesCornwell, T. B. (2014). Sponsorship in marketing Effective communication thr ough sports, arts, and events. Routledge.Donovan, R., Henley, N. (2010). Principles and act of social marketing an international perspective. Cambridge University Press.Kotler, P., Keller, K. L. (2012). Marketing management. New Jersey, US Pearson Education.