Advertising Red Bull - Essay Example

?Advertising Red Bull Background Information There has been intense criticism in the socialmedia, 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. Most of the catholic leaders have been in the Frontline to influence their followers not to take Red Bull even during fasting seasons since it tries to suggest that the drink is capable of giving someone the power to walk over water. 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 choice of social media is very strategic for the company will be targeting its largest market segment which is the youth in the sports industry. The sports persons require a continuous replenishment of their lost energy all the time, hence creating a huge market segment for the product. The youths are said to be the majority users of social media, especially Facebook; therefore, the choice of this media will actually serve its purpose successfully. Targeted Audience It’s now obvious that the primary targeted audience here is the youth who are said to be energetic but still need to renew this energy in order to facilitate the vigorous activities that they take part in. This is also the group of audience which is full of criticism in case they do not like something and to a larger extent, took part in the criticism of the previous Red bull advert. Therefore, the new advert is to provoke their thoughts and try to convince them that the product and the company care much about their feelings. This targeted audience largely takes part in ‘’social media journalism’’ where they aid in dispersing and spreading news at a faster rate through the media, hence will make the advert gain fame at a very fast rate. Audience Psychographics Attitude: the advert is majorly aimed at changing the audience attitude towards the product. As it is obvious, people have already formed a bad attitude towards the product; it is high time for such an attitude to be changed by letting the audiences know that Red bull do not mean to hurt anyone’s feelings in its business endeavors. Objectives of the Advert This advert is specially designed to improve popularity among the product user and change their negative perception about the product. The advert will help in increasing the sales and increasing the customer base that the company originally has. The advert is expected to go a long way to and send a message that is informative and sets the product on a platform that makes the consumers view it better than other similar products in the market. Advertisement Budget As we know that in every business, advertising is not cheap. However, it is very necessary for the success of a newly introduced product to enable it survive in the competitive market. The company will spend the following amount to facilitate this advertisement program; The budget per month Item Cost ($) Subscription to Facebook Company Daily subscription $200 Weekly subscription 1, 300 Monthly subscription 50, 000 Cost of design and planning $10, 000 Total cost (per Month) $60,000 The advert Design The advert intends to include a picture of the product container in a poster format accompanied with some writing to effectively pass the information about the product. The poster will then be put on the Facebook page such that whenever anyone visits the page, they will be able to see the product evidently through the animations of a ‘’popping’’ poster. The advert will have a striking heading of ‘’Red Bull’’ painted in bold letters. This will act as the eye catcher for the audience the moment the advert appears on the page. It will contain the writing, ‘’Red Energy’’ as red is normally used to symbolize fire or lightening, and fire is a source of energy, hence it is will give the audience a feel that the energy drink has that energy like the energy from fire or lightning. The picture of the bottle of the drink is put to provoke the appealing sense of the audience to have the urge to taste the drink. There will be a telephone number that will be placed at the end of the advert for customer purposes in case they want to report something concerning the product and give their feedback about the advert and the product. This will add trust to the users about the product since there will be someone to contact in case of a problem with the product. The customer will be urged to grab a bottle of the product and have a taste. This is a move that gives challenges the customer to go ahead and have their bottles of the product. The advert will also tell the customer the specific places where to find the product stocked like the cafeterias, shops, bars, refreshing places, restaurants and supermarkets. The advert will be made short and precise but appealing to the eye as the targeted audience can only give time to appealing stuff. It will be displayed on the Facebook page for a period of 15 consecutive minutes and rotated after every 15 seconds. This will ensure that everyone who visits the Facebook page will have to see the advert even if they take the shortest period of 15 seconds on the page. Below is the sample of the advert. References Ali, S. (2012). Case Study Red Bull. slideshare , 1-3. Anne-Marrie, S. (2012). Red Bull Advert: How the Bible Says We Should be Responding. Off The Deep End Agaun , 1. Kieran, C. (2013). Red Bull causes outrge After Running TV Advert that Suggests Titanic Could have Avoided Disaster if its Passangers had Wings. Mail Online , 1-2. Read More