A Marketing plan & advertising campaign for Red Bull energy drinks

• Main Authors: De Castro, Efigenio, Camelo, Curbick, Chuongco, Timothy, Monzon, Joseph Abregale, Tanlimco, Glenda Joyce
• Format: text
• Language: English
• Published: Animo Repository 1998
• Subjects: Marketing > Management; Red Bull (Firm)
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16875
• Institution: De La Salle University

This marketing plan is made for Red Bull Energy Drink. It is distributed exclusively in the Philippines by Energy Food and Drinks, which is a subsidiary of Photokina Marketing Corporation. This study aims to analyze and discern Red Bull's current marketing, advertising, distribution and promotion strategies. The proponents primary concern is to aid Red Bull by suggesting and recommending a set of programs that would help and supplement their existing approach. The goal of the company is to sustain Red Bull's market leadership in the energy drink category. This paper has developed a set of short-term objectives, which mainly centers on increasing its market share by 5% from the current 49.4% to 54.9%, strengthening the promotion of its various product lines, and expanding its present distribution network. The long-term objectives are set to broaden its market base to target the female and student populace, establish its own production plant, and set up another main distribution center in a strategic location in the South to concentrate on the distribution in the Visayas and Mindanao regions. These objectives will be achieved through a number of actions, one of which is by properly utilizing the tri-media for their advertising campaigns. Secondly, by intensifying promotional activities to various trade channel components which includes the distributors, retailers and the end-consumers. Third, developing thorough marketing strategies to integrate into the company's programs. And finally, maximizing the budgets allocated through efficient financial planning and management. The budget for advertising will mainly come from the projected income that will be generated by sales of the product. The marketing plan contains a 1-year projection of sales and it is projected that even at a loss (sunk costs included), the company will still have money to sustain an advertising budget. An independent research firm shall accomplish evaluation of the product's performance, and the company's executive board should be flexible in making necessary changes in its policies for the first year of operations. Critical decisions shall be based on the results from that research firm and strategies will be constantly changed if deemed necessary.