Red Bull Stratos PR Campaign - Assignment Example

? Red Bull stratos PR Campaign Red Bull Stratos PR Campaign One of the notable marketing strategies that Red Bull adopted in its effort to reach more customers and create a strong positive customer-product relationship is Red Bull Stratos PR Campaign. Being a major source of energy for the sportsmen among other consumers, Red Bull provides significant amount of energy that leaves its consumers satisfied thus maintaining a large market share. Red Bull Stratos PR Campaign depicts Felix Baumgartner, a renowned athlete jumping from the stratosphere to the earth at a very high speed that symbolizes the impact of Red Bull on its consumers. To ensure that consumers are aware of the various benefits of Red Bull, the company has established a user friendly website (www.redbullstratos.com). Through this website, the company does not only enhance consumer awareness, but also it indicates the extent to which technology can be used in marketing (Guiltinan et al, 1996). With a headline of world biggest jump, Red Bull website highlights the roles of Felix and the marketing team to portray Red Bull as the source of strength and wisdom. Red Bull Stratos PR Campaign is well displayed through Youtube. In this way, the brand has captured the attention of young consumers who regularly visit internet marketing sites. As a result, Red Bull became a major competitor in the soft drink industry whose leader is Coca-Cola Company. Red Bull Stratos PR Campaign took place on October 14, 2012 in US. Based on the confidence and daring nature of Felix Baumgartner, the brand gives an indication of the level at which brands can change consumer behavior as well as improving their welfare. The major aim of this campaign was to attract new consumers and retain the trust of the existing customers. This goal was achieved through innovation an aspect that is used by most of the market leaders in the international market. Image of the Red Bull Stratos PR Campaign Publics targeted by Red Bull Stratos PR Campaign Young consumers-young people have wide range of responsibilities that require significant amount of energy. In this regard, the Red Bull campaign targeted young consumers who use internet and social sites to seek for brands that can give them energy to undertake their daily duties. Athletes-Based on the need to retain their titles in athletics, athletes require high level of energy. This makes them to be loyal and increase consumption of brands that provides adequate energy. Through the use of Felix, Red Bull targeted athletes and other participants in the sporting field (Menon, 1997). Investors-Red Bull used innovation to attract potential investors. This was an indication that the company can go to any extent to improve its sales an aspect that investors looks at when comparing investment portfolios. Executives-Red Bull campaign was initiated by experienced marketers and information technology experts thus targeting executives who are aimed at enhancing their energy to attain individual and corporate objectives. Success of the campaign One of the major reasons as to why Red Bull Stratos PR Campaign succeeded was the skills and wide experience of the team members. For example, the camping team comprised of experts in the fields of medicine, designing, engineering and science. In this way, each of the team members made a significant contribution towards the success of the campaign. In the same way, the campaign had a mission to advance discoveries in aerospace in order to improve the welfare on mankind (Davis and Blomstrom, 1975).Through this mission, the team was focused at succeeding in all the stages of developing the campaign. The scientific research and innovation that is adopted by the US government was also a major factor that led to the success of the campaign. For instance, Joe Kittinger a famous US air force colonel motivated Felix during the campaign. It is worth to note that for any marketing strategy to succeed, a company must allocate adequate financial resources. This was an aspect that the Red Bull Stratos campaign team took into consideration. As a result, the team allocated adequate finance to cater for the equipment and training that Felix underwent. Felix skills and confidence played a major role in attaining the aim of the campaign. Based on the fact that Red Bull campaign targeted young consumers who are faced with a lot of challenges, Felix achievements was an indication that confidence and courage are vital aspects that young people should emulate to emerge successful. Analysis of the campaign Red Bull Stratos PR Campaign indicated that adventure and innovation are essential marketing tools that companies can use to reach large consumers in the local and international markets. By making a jump of 24 miles at a speed of 800 mph, Felix Baumgartner showed that if a company wants to achieve its objectives, managers must be risk takers and adequate financial resources must be set aside to cater for any emergency that may arise during operations. The display of the jump through Youtube resulted attracted large number of visitors both in facebook and twitter. For example, the campaign attracted 140,000 followers in the facebook. This indicates that social sites are effective ways through which firms can reach large number of consumers in the international market. Red Bull Stratos composed of a strong team that included, Felix Baumgartner, Joe Kittinger, Andy Walshie, Mike Todd, Jonathan Clark, Marlie Hewet, Luke Aikins and Art Thompson. Each of these members played a major role in making the campaign a success. This depicts that a firm that is focused at attaining its goals should emulate a strong team work and skilled work force (Nicola, 2012). Joe Kittinger, who made a stratospheric jump about 50 years ago, was a notable member of the team who not only motivated other member of the team but also guided Felix throughout the campaign. Red Bull Stratos PR Campaign was an eye opener to other companies that are focused at acquiring a large market share through the use of innovation (Christensen and Clayton, 1997). Additionally, the campaign was a marketing strategy that led to creation of a positive image for Red Bull brand. References Christensen,J and Clayton M. (1997). The innovator's dilemma: when new technologies cause great firms to fail, Boston: Harvard Business School Press. Davis, K and Blomstrom, R. (1975). Business and Society: Environment and Responsibility. New York: McGraw-Hill. Guiltinan et al. (1996).Marketing Management: Strategies and Programs. New York: McGraw Hill. Menon, A. (1997). Enviropreneurial marketing strategy: the emergence of corporate environmentalism as marketing strategy. Journal of Marketing 61 (1): 51–67. Nicola K, (2012).Six marketing lessons from Red Bull Stratos.marketingmagazine.co.uk. Read More