Get our FREE Strategy & Transformation Templates. This is an exclusive promotion being run on LinkedIn.
  This is a partial preview. Full document is 30 pages. View large preview.
If you are logged in, your referral link [?] is automatically included below.
EMBED CODE (Copy and Paste)


DOCUMENT DESCRIPTION

Red Bull the market leader in the energy drinks segment entered India to capture the growing market for beverages. Although, Indian market is a very mature market for soft drinks and fruit juices, but as far as energy drinks are concerned most of masses still prefer the natural drinks like a homemade lemonade or glucose based drinks. Also, Red Bull's heavy marketing through bars and clubs gives a perception that it has association with alcoholic drinks affecting its reach.

It is has been the market leader till now in the very niche segment but it has still not been able to penetrate to the burgeoning middle class society of India. Moreover, its competition is growing with the soft drink giants Coca-Cola and Pepsi both have started eyeing the energy drink segment in India. Red Bull needs to look back at their IMC campaign in order to maintain their position at the summit and take a check at their dwindling market share.

This paper analyzes the current marketing activities of Red Bull in India using various branding models and theories and gives a suggestion on the design and implementation of the new IMC campaign for Red Bull. It starts with a consumer behavior analysis of the Indian consumer with relation to energy drinks. Then to analyze the current position of the Red Bull, a SWOT analysis is presented. It gives an idea about the problems and at hand and the opportunities available once these problems are overcome. After this Red Bull's current marketing activities (both ATL & BTL) are discussed. In the second part of the report the Red Bull as a brand has been analyzed on three fronts viz. Brand Perception, Brand Equity & Brand Identity using theoretical frameworks like Brand Perceptual Mapping, Aaker's Brand Equity Model and Kapferer's Brand Identity Prism. The third part of the report starts with a communication context analysis (Internal, external, customer, business & stakeholder) of Red Bull to understand how various entities are impacting the organization. Further, it discusses the main criteria or essential elements required for the success of any IMC campaign. The last part of the report takes into account the findings of the communication context analysis and the main criteria for success of IMC campaign and gives recommendations on the marketing mix of the Red Bull and the new branding activities it should undertake in order to expand its consumer base and maintain its market leader position.

Got a question about the product? Email us at [email protected] or ask the author directly by using the form to the right. If you cannot view the preview above this document description, go here to view the large preview instead.

Source: Integrated Marketing Communications (IMC) Plan for Red Bull in India Word document

This document can be purchased as part of a discount bundle:

New Market Entry Strategy Bundle View Details
 

Integrated Marketing Communications (IMC) Plan for Red Bull in India

Sold by abhinayak (this author has 32 documents)

$50.00

ALL FEES INCLUDED
Add to Cart
  

This business document is categorized under the function(s): Organization, Change, & HR   Strategy, Marketing, & Sales  

It applies to All Industries.

File Type: Word (docx)

File Size: 1013.7 KB

Number of Pages: 30

Purchase includes lifetime product updates. After your purchase, you will receive an email to download this document.

Initial upload date (first version): Jan 30, 2014

Ask the Author a Question

Must be logged in Click here to log in

Report

SELECT CUSTOMERS

Flevy has provided quality business documents to businesses and organizations of all sizes across the world—in over 60 countries. Below is just a very small sample of our customer base.

VIEW BY


Are you a business professional?
Join Flevy and sell your business documents.

Just as the mobile apps market has helped software developers earn sustainable, passive income, we hope Flevy will do the same for business professionals, like yourself. There's no reason to let your IP collect dust when it can be making you perpetual income.


CUSTOMERS ALSO BOUGHT THESE DOCUMENTS

Digital Transformation Strategy
Listed under:  Information Technology  Strategy, Marketing, & Sales
View more from: LearnPPT   Top Flevy Author [?]
118-slide PowerPoint deck. Digital Transformation is being embraced by companies across most industries, as the role of technology shifts from being a business enabler to a business driver. Transformation is driven by 6 Technology Trends: - Social Media - [read more]
$89.00

Add to Cart View Details

875+ High Impact Presentation Templates
878-slide PowerPoint deck. This presentation contains pretty everything you are ever going to need to make your big presentation rock! You will find tons of templates on - 1. Coverpages 2. Section Dividers 3. Graphs and Charts 4. Text Layouts 5. Image [read more]
$49.00

Add to Cart View Details

Growth Strategy
Listed under:  Strategy, Marketing, & Sales
View more from: LearnPPT   Top Flevy Author [?]
29-slide PowerPoint deck. All businesses face the challenge of achieving sustainable growth. Growth is commonly inhibited by a lack of breakthrough ideas, balancing cost-out and margin trade-offs, and execution challenges. This business framework document [read more]
$39.00

Add to Cart View Details

Account Management Templates
Listed under:  Strategy, Marketing, & Sales
View more from: LearnPPT   Top Flevy Author [?]
19-slide PowerPoint deck. This document serves as a comprehensive set of templates for Account Management. Sections include Relationship Map, SWOT Analysis, Marketing Plan, Sales Pipeline, Competitive Footprint, and more. The templates are the same used by [read more]
$29.00

Add to Cart View Details

1000+ Consulting Diagrams, Templates & Graphics
Listed under:  PowerPoint Templates  Strategy, Marketing, & Sales
View more from: Operational Excellence Consulting   Top Flevy Author [?]
1108-slide PowerPoint deck. This presentation is a mega-collection of 1000+ fully editable consulting diagrams, templates and graphics to enhance your PowerPoint presentations, increase productivity and create visual impact. The above preview only displays less [read more]
$49.00

Add to Cart View Details

Five Stages of Business Growth
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: LearnPPT   Top Flevy Author [?]
25-slide PowerPoint deck. This document introduces a framework for entrepreneurs to use when building and navigating their business from a nascent, startup state to an enterprise with a global footprint. This framework is based on the fact that all businesses [read more]
$39.00

Add to Cart View Details

ISO 9001:2015 (QMS) Awareness Training
Listed under:  Operations  Organization, Change, & HR
View more from: Operational Excellence Consulting   Top Flevy Author [?]
69-slide PowerPoint deck. Thousands of companies in over 100 countries have adopted ISO 9001:2015 as their quality management standard. Many more are pursuing this certification. Why? Because ISO 9001 helps your company assure quality, save money and customers [read more]
$49.00

Add to Cart View Details

Porter's Five Forces
Listed under:  Strategy, Marketing, & Sales
View more from: LearnPPT   Top Flevy Author [?]
26-slide PowerPoint deck. Developed by Michael Porter, Porter's Five Forces is a classic business framework for evaluating the attractiveness of a particular industry by analyzing 5 forces. It is useful to utilize Porter's Five Forces in conjunction with a SWOT analysis of the industry.
$29.00

Add to Cart View Details

Customer Experience Strategy - Template and Guide
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: CustCore Consulting
56-slide PowerPoint deck. Customer Experience is fast becoming the key business battleground in many markets. In order to be successful it is critical that all business create a Customer Experience Strategy, an all encompassing view of how they will deliver [read more]
$65.00

Add to Cart View Details

Hoshin Kanri Strategy Deployment
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: Operational Excellence Consulting   Top Flevy Author [?]
145-slide PowerPoint deck and supporting Excel workbook. *** Kick Start your Next Fiscal Year with Hoshin Kanri Strategy Deployment! *** Hoshin Kanri process is a powerful strategy deployment methodology for defining long-range key entity objectives. These are breakthrough objectives that [read more]
$59.00

Add to Cart View Details

What project are you working on?
Consumer Behavior?   Supply Chain Analysis?   Project Management?   Or something else.
Have a look at our holistic Business Toolkits. We have over 250+ toolkits covering a wide range of business topics.