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Advertising Red Bull - Essay Example

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There has been intense criticism in the social media, television and print media about the previous advertisements of the Red Bull energy drink. The most recent was in South Africa which caused controversy among many believers…
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Advertising Red Bull
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Advertising Red Bull

Download file to see previous pages... The Christians, they believe that only Jesus had such powers to walk over water, but if this drink was capable to make someone do what Jesus is the only one who could do, then it is portrayed to be as powerful as Jesus (Anne-Marrie, 2012). This British Company has received a slap on the cheek as it tried to make fun of the Titanic tragedy where more than 1,500 people lost their lives. The bad reception saw the company lose market all over the world as people tried to criticize them that it is so soon and not enough to make fun of such a tragedy moment (Kieran, 2013). The ad suggested that if Red Bull was on board, people who could have taken it could have had wings to fly away hence escaping death. It is because of this negative reception about the company that this ad program is being developed so that the company image can be regained and the business can boom once more. Product The Red Bull Company specializes in its main product of Red Bull energy drink. It actually found an opportunity in the market gap where there was a need for an energy drink which is non-alcoholic. This product was specially designed for use by everyone, both children and adults and both believers like Christians and non-believers like pagans. The product had already gained fame in the global market, but this was recently declining due to the bad advert. Therefore, there is a great need for the company to restructure their ad in order to convince back its customers. Marketing Mix The company uses various strategies in order to capture and manage its market niche for this particular product. In its efforts to achieve this, the company has taken into consideration the exercise of the four Ps of marketing: product, price, place & promotion. Product: the company has ensured that its product is harmless to all age groups in the society hence it captures a wide customer base. The product can be used by the sportsmen, fatigued, the sick, and any other person who either requires refreshment or replenishment of lost energy in any kind of activity they are involved in. Price: the company has used various pricing strategies to enable all its users find it affordable everywhere in the world. The pricing captures both the wholesale and retail price prices where the big stores purchase the product at a wholesale price and sell it to the retailers at a different price, at least making profits. And the retailers also sell it to the consumers at a bit higher prices, but still affordable for the customers. Place: the company is a global company where it sells its products to the internationally in the global market. It gained fame very fast being that the product was more of a soft drink and could also provide the users with energy. Promotion: the product uses various media platforms to promote its product so that sales and popularity can be increased. The company has recently received a negative reception for using a bad ad which has made it lose market in most parts of the world. Therefore, the company plans to make good choices of adverts that will get a good reception and would not inflict any pain to the people’s feelings again. The company has always used media like the print media, social media, televisions, posters, billboards and events to promote their product all over the world (Ali, 2012). Choice of Media for the Advert The ad will be aired on the social media, especially on Facebook where billions of people visit on a daily basis; hence many people can be reached at a time. The ...Download file to see next pagesRead More
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