Market Segments and Decision Making

REDBULL EXAMPLE

Assessment 2
Incorporating theoretical concepts
• Chapter 7-14
• Peer-reviewed theoretical sources
• Industry sources
• Product/service examples
• How many references/sources = as many as you need to
complete the task properly
Task
• The final stage of the marketing audit requires you to evaluate how
well or poorly the marketing mix of the organisation is performing for
your chosen organisation.
NB: As before focus on just one product or service (same as A2) and
you must use the same company.

NB: This report requires an executive summary. This executive

summary should address the criteria from assignment 2, 3 & 4.
Title Page (minimum)
• Report Title + (Assessment title):
• Brand Name:
• Product:
• Your Name:
• Student Number:
• Date:
• Subject Code:
• Submission Date
Table of Contents
• Topic of Discussion (page it appears)
(must include sub-headings and references + appendix)
 Executive Summary
When you are writing your executive summary, you should keep your intended audience in mind at all times and write it for them.
•If your audience includes your boss or Chief Executive think: how much do they already know, and how much do you need to explain? If your audience includes
journalists, you probably need to explain everything. If it’s simply as a summary of a paper because you have to publish one, then you simply need to summarise
the paper. If you find yourself getting bogged down in the detail at this stage, it’s a good idea to talk to someone else about what to include. The language you use
needs to be fairly formal, whether or not the summary is intended for publication. If in doubt, check out our page: 
Broadly, an executive summary, as you might expect, summarises the main points of the underlying paper, and draws out the key points. It usually has
three sections: introduction, main body and conclusion.
The introduction sets the scene, and explains what the paper is about, including what action needs to be taken as a result. It doesn’t need to be more than one or
two sentences. For an internal paper, you might write:
•This paper explains the findings of the research about [subject] and its relevance to the organisation. It notes five key findings, and makes three recommendations
for action within the organisation. You are asked to take note of these, and decide whether the recommendations should be implemented.
For an executive summary of a published paper, it is not unusual for the first paragraph to be more attention-grabbing.
•For example, from a recently-published report about green energy and the internet:
•For the estimated 2.5 billion people around the world who are connected to the internet, it is impossible to imagine life without it. 
The internet has rewoven the fabric of our daily lives – how we communicate with each other, work and entertain ourselves – and become a foundation of the
global economy.
•This example still sets the scene: the importance of the internet, but the idea here is to keep people reading, not just provide information. Again, it’s all about your
audience and what they need or want.
The main body of the text outlines the key findings and/or recommendations from the report or paper to which this is the summary. The main section needs to
focus on the interesting and most relevant bits of the report.
•Most importantly, the main section of the executive summary needs to stand alone without the reader having to refer to the main body of the report or policy paper.
This is worth checking by getting someone who doesn’t know much about the subject to read it over for you.
Finally, you need a conclusion, which outlines the take-home messages or action needed from the person reading the report. Bullet points are a useful form to
highlight the key points, and this is where your three to five messages come in. Once you’ve finished, check it against our checklist to make sure that you’ve
covered everything.
•Have you kept in mind the audience at all times?
•Have you addressed it to them?
•Have you met any word count or structural requirements?
•Have you clearly outlined the key messages and any action needed as a result?
•Does the executive summary make sense by itself, without the report attached?
Q1.
1. Outline and describe the 8 marketing mix concepts theoretically
and apply the components to one of your products offerings. As
part of your application be sure to explain and evaluate all of the
8p's of marketing.
I. Define terms or concepts theoretically
II. discuss what your brand/organisation did/do in relation to the concept
III. Give me examples (use visuals where applicable)
IV. Explain how it fits in to their overall strategy
V. Tell me if it was good or bad (analysis & evaluation) – you can do this per
point or in a section at the end (or both), either way is fine as long as you
cover everything needed.
Product – classification, concepts of product line and mix, product life cycle and packaging, labelling and presentation
A reminder of SOME of the considerations

Price – based on cost? Value? Competition? What will you recommended strategy be ? (p.346-354)

Promotion – IMC communication process, message appeals, awareness, demand, trial, marketing mix elements, promotion and ethical considerations .
Advertising, social media, digital technologies, product placement, public relations, sponsorship, personal selling, endorsements, sales, and much more

Distribution –channel(s) selection logistic considerations, location, vertical or horizontal channel integration

People – staff, moments of truth, influencers, training, appearance

Physical Evidence – tangible components, furniture etc, atmosphere, design

Processes – Customer orientation, timing, degree of automation/personalisation, payment systems, ‘educating costumers’ and finally Partnerships – formal and informal
Partnership - due to lack of resources, complimentary skills or assets.
Product
• A product item or a specific version of a product for this assessment is the Original Red
Bull energy drink.
• Products Category
• There are two major categories, consumer or business products (Pride et al., 2015). RedBull falls
into the consumer good category. RedBull falls under the Fast Moving Consumer Good or FMCG.
This convenience product, defined as a relatively inexpensive and frequently purchased item
(Pride et al., 2015) are readily available and would be considered a low risk purchase.
• Product Life cycle
• RedBull would be considered to be in the Growth/Maturity stage of the product life cycle. The
growth stage represents where sales rise and profitiability is maintained (Pride et al., 2015), while
the maturity stage is illustrated by a slower rise in sales. Typically at this stage sales have started
to reach their peak volume (Pride et al, 2015). RedBull sales predictions for Australia see modest
growth of 5-10% (Adams, 2016). This potentially impacts profits, as it is theorised that profits
diminish as it becomes harder to maintain sales (Pride et al., 2015).
PLC
Product
• Adoption
• In relation to the production adoption process, Australian consumers are at
the trial and adoption stage. The trial stage is where consumers are testing
and trying the product (Pride et al., 2015), this is typical with new users and
adoption is where the RedBull would be purchased again (Pride et al., 2015).
• To coincide with the adoption stage the organisation can see that the
consumer adoption category of late majority beginning to take effect. What
this means is that those purchasing RedBull now are either repeat consumers
or new adopters that feel it is necessary (Pride et al., 2015).
Product
• Product Quality
• Quality refers to the characteristics of a product that allow it to perform as expected and satisfy the
customer (Pride et al, 2015). Panadol for example is regarded to possess high quality as in many
people it gets rid of headaches quickly. RedBull in a similar fashion is designed to boost energy..
• Level of Quality is a perception derived from those who engage with the brand (Greyer, 2012). RedBull
has a mixed level of quality, some question its inclusion of taurine others believe it to be perfectly
safe. Nutritionist, such as, Donougher (2016) have questioned the amount people drink but
acknowledge limited amounts in moderation would not impact health long term.
• Consistency of quality, or the degree a product has the same level of quality (Pride et al, 2015) is also
high for RedBull. While there have been questions raised about their ingredients (this is in relation to -
level of quality) there has been little questioning the effectiveness of the product.
• Product Support Services
• In order to add value through support services (Pride et al, 2015). RedBull has offered a website to
answer common FAQs. This is not optimal, rather, a very basic level of support in 2017. See
http://energydrink-au.redbull.com/red-bull-energy-drink-facts
Product
• In relation to Packaging, the traditional can is designed to protect the product (Pride et al.,
2015) and stop tampering. The long lean look, gives the perception of volume and size (Gardner,
2012). A can is also a low cost option for production and reduce impact of the environment
(Gardner, 2012).
• The logo stands out and has become iconic to the brand (Adams, 2016). It is eye catching and
distinction from the competition (Taylor, 2013). This assist with brand recognition and product
differentiation when placed next to competition.
• Ethically, questions have been cast about the ingredients and health impacts of the drink.
RedBull has countered this by deploying a website
http://energydrink-au.redbull.com/red-bull-energy-drink-facts detailing facts about the product.
• Legally they also provide a food label at the back of the product, this is law if you are to sell a
product in Australia.
• Environmental: Its cans are 100% recyclable
Attempted CSR in relation to
Product
Product – Analysis & evaluation
• Determining if people are purchasing a product or your brand can be difficult at
times. People are consuming not just products but brands (Pride et al., 2015), this
may be for complex social reasons or due to contextual factors, such as,
workplace preferences or limitation in choice (Pride et al., 2015)
• The product is sort after and possesses strong consumer preference. There are
only a small amount of products in the product line (7 in fact, see Appendix 3).
This makes it easy to manage but potentially opens up for competition to gain
ground (e.g. sizes).
• Ethically it is a little weak, especially with the social push toward healthier eating
and drinking (particularly around stimulants to children)
• There is little scope for growth with current strategies, particularly as it moves
towards the mature stage
• Product support is also lacking with a basic webpage for FAQs
What Appendix 3 would look like

http://energydrink.redbull.com/red-bull-energy-drink
Price
• Pricing Strategy
• RedBull places high emphasis on price or the value exchange for products in a transaction (Pride et al.,
2015). However, it does not engage in price competition, using other factors aside from price to
differentiate itself from the competition.
• That being said, associated retailers and wholesalers will often provide specials, quality discounts, bundle
pricing and sales to push products out the door.
• Price setting
• In setting prices, RedBull has the objective of profit, that is to identify a price level that allows the
company to make money (Pride et al., 2015). This profit is often use for promotional items discussed in
the next section. Prices for RedBull are set not just based on cost but also based on value. Defined as
value-based pricing where prices are based on the level of benefit derived from the product (Pride et al.,
2015).
• Branding: Consumers will pay a higher price for a strong brand (Pride et al, 2015, p. 240). As
RedBull would classify as a strong brand, adopting this brand pricing strategy makes strategic
and financial sense.
The pricing strategy adopted by RedBull varies based
on the context

Context (top 4) Pricing Strategy

Special event Price Skimming – charging the
highest possible price buyers will
bear (Pride et al., 2015)
Supermarkets Bundle or multiple unit pricing
Convenience stores Price Skimming
wholesalers Quantity discount
 Price – analysis & evaluation
• Pricing strategy is effective. Having a variable pricing approach also
means pricing strategies can be based on situational context.
• RedBull can optimise profit without impacting sales or brand
reputation.
• Further it allows RedBull to be adaptive, e.g. in the case of
supermarkets to periodically discount to push stock through
checkouts
• Having place themselves at a premium level, this strategy
communicates quality without actually having to explicitly say it
(Gillies, 2012).
Place or Distribution
• Channels and Intermediaries
• Most FMCG’s will use a long distribution channel with one or many intermediaries (Pride et al.,
2015). RedBull is no exception. The following discussion will explore the specifics of channel
selection and the used of intermediaries.
• Types of Retail Stores that sell RedBull
• Defined by Pride et al, (2015, p. 378) general merchandise retailor are retail establishments that
offers a variety of product lines that are stocked in considerable depth. RedBull typically uses
• Discount Stores e.g. Reject Shop
• Convenience stores; 7eleven
• Supermarkets; Coles
• Superstores; Costco
(In your assessment, list, define and give an example – you can use a table to save space)
• These are located in cities, suburbs, regional areas.
Place or Distribution
• Channel Utility
• Specific to distribution, RedBull does not deal directly with retailers, rather it uses intermediaries.
Intermediaries reduce the cost of exchange by performing certain tasks efficiently (Pride et al, 2015, p. 366).
• RedBull is no different it uses intermediaries, such as “The Distributors” (http://www.the-distributors.com.au/
). This create four utilities (Pride et al, 2015, p. 366), they include
• Time relates to having the item available when the customer wants it (24/7)
• Place, available where consumers want it, using large distribution networks: They help place product in relevant locations.
• Possession or right to use the product (obviously within the law)
• Form is also achieved, as stores already cool the product for consumption
• Further, the use of intermediaries assist in benefiting RedBull
• Save money and time negotiating
• Have deep customer knowledge that they can leverage for strategic benefit
• Identify new opportunities quickly
• The distributor is a market leader in Australia, otherwise known as a channel captain. This means they are the
dominant member of a marketing channel or supply chain (Pride et al, 2015, p. 398). This allows them to
access markets other distributor cannot and gives RedBull an opportunity to be placed in more locations
Place – analysis & evaluation
• RedBull brand is potentially impacted by where their product is sold (Pride et
al., 2015). As brand perception are complex mix of what people experience,
expect and imagine (Greyer, 2012). RedBull products are for sale in a variety
of locations (as listed above). This reinforces them as a convenience FMCG.
• The use of intermediaries is a beneficial for RedBull distribution and
availability. Aside from cost savings and being where customers want them to
be another main advantage is that intermediaries are sensitive and adaptive
to emerging markets. By RedBull working with such organisations and using
data from distributors, they can change and take advantage of opportunities
quickly.
• Importantly, RedBull ends up being where they need to be to maximise profit.
Promotion
• Promotion refers to the act or communication to build and maintain relationships, by
informing and persuading (Pride et al., 2015, p. 420).
• Promotional campaigns can impact brand equity (Pride et al., 2015). Finding the right
communication mix can generate a strong following and positively impact sales (Pride et al.,
2015). RedBull subscribes to a IMC approach, meaning they integrate various marketing
communication strategies in a coordinated effort for brand their product (Greyer et al., 2014).
• The main channels they use include
• Advertising
• Social Media
• Public relations
• Sales promotions
• Sponsorhip and
• Publicity to name just a few
Promotion
• Message Appeals
• RedBull uses a combination of rational appeals (use of factual information)
and emotional appeals (messages containing humour, excitement and
intensity) to convey their product meaning (Davidson, 2011). However, the
tend to focus on emotional appeals.
Promotion
• Visual Appeals and storytelling are heavily used particularly when
creating awareness – this is supported by selective demand
stimulation, which focuses on a specific brand, marketing and
attribute.
• Encouraging Trial
• This is achieved through free give-aways. This helps to remove apprehension
to try the product, as it reduces risk factors (Pride et al., 2015).
Promotion
• Facilitate reseller support
• They provide fridges and visual displays that help push product, attract people
and provide support to the reseller.
• They also offer exclusive offers, these get people in the door increasing the
change they will spend more money on other product, hence positively
impacting the reseller.
Promotion
• RedBull has one of the most sophisticated global marketing coordination
programmes. Their efforts in Australia and localised but still, thanks mainly to
the Web can draw on online material to unify and coherently represent their
image and messages.
• RedBull integrate everything from advertising to their sponsorship for tailored
consistency. The following slides will breakdown their four key strategies.
Besides the sales promotion already discussed in ‘Place’ RedBull uses
• Advertising
• Public Relations
• Digital
• Sponsorship to promote its products
Promotion: Advertising
• Television
• Radio
• Print
• Billboard
• Online
• And so on
Each caters to a specific audience and
each is consistent with the overall
brand message ‘wing’ + ‘energy’
‘alterness’
Promotion: Advertising – analysis &
evaluation
• Thorough, consistent, well planned and well funded. There are only
few criticisms
• Focusing on highly active, limit pushing extreme athletes, some people may
not be able to associate with that and hence bypass the brand key message.
• To overcome this limitation, cartoon style characters brings a sense of
accessibility back to the brand negating some of the negative impact.
• Further the contextualisation of messages e.g. ‘stay awake in lectures’ makes
the product align with situational event relatable to the target market.
Promotion: Public Relations
• Public relations refers to communication efforts used to create and
maintain favourable relations between the organisation and its
stakeholders
• RedBull is famous for its Public Relations and using sponsored athletes to
push this method. RB releases a media release to inform the media about an
event or create corporate identity through their logo, signage and publicity.
• Publicity is where the media present a story about your product.
• Involves press conferences (After the
• Featured articles and news releases.
• They even have a media section within the company to coordinate
message/brand/image
Promotion: Public Relations
• Example of prominent Public Relations include
• Feature articles in magazines and on television
• Other people reposting their material
• Their Bull logo
• Stratos
• Even this presentation
• Seriously there are countless, in your assessment give
Me the top 5
Promotion: Public Relations –
analysis & evaluation
• RedBull PR machine is strong. They utilise media (earned) very well.
Further due to high quality of their production, media outlets often
use their material without editing.
• This strengthens the chance their message, logo’s etc are fore fronted
and message unaltered.
• Their logo and brand message throughout all PR initiatives is also
every present, continually reminding the consumer why they
need/want RedBull.
• It is also useful for the brand to cut through media clutter and go viral
in digital media.
Promotion: Digital Marketing (owned
and earned)
• Social media and RedBull TV (RedBull App)
• The Facebook page alone boasts over 47 million fans, which has them
in the top 50 liked FB page in the world (Adweek, 2016) – FB itself
takes out top spot.
• Their app opens up opportunities to engage with the brand and watch
Red Bull TV (RedBull .com, 2017)
Promotion: Digital Marketing (owned
and earned)
• RedBull spend a lot of energy nurturing their online communities and
have done so to the point where many are self sustaining. Meaning,
community members actually drive discussion and content (ultimate
performance).
• This is achieved by effective segmentation on various platforms and
execution of effect # and @
Promotion: Digital Marketing –
analysis & evaluation
• There are not too many brands that boast their own channel. This not only promotes RedBull
as a product but as a lifestyle brand and entertainment source.
• The use of social media e.g Fazcebook, Instagram, Twitter etc help create relationships with
customers and engages them long term. It also allows others to speak on their behalf
positively impacting peer group word of mouth
• Their target audience is highly susceptible to entertainment, rather than ‘news’ and Red Bull
TV provides the perfect avenue to bring them into the brand and get them to engage with
material they like.
• The quality of production is also high and so is the variety and continual updating of content.
• RedBull speak the language of their consumer and present material in a way that is
appealing to each sub-culture/group. This builds and maintains communities
• Hard to fault strategy, content and execution.
Promotion: Sponsorship
• Aside from the hundreds of event sponsorship - RedBull sponsors hundreds of athletes
world wide. Considering the global nature of sport and communication, digital
streaming and social media posts all impact on what we view (Foley, 2015). With this
in mind people will navigate towards sports they find interesting or can relate to
(Foley, 2015).
• Regardless of the person, RedBull sponsors three types of people that excel in their
field
• Proven star e.g. Mick Fanning
• Up and coming athletes e.g. Tahnee Seagrave and Jake Marshall
• Teams e,g RedBull Racing Team
• RedBull team members are considered a family and travel and meet up with each
other around the globe. Digital avenues depict these interaction, giving people ‘behind
the scene look’. It also communicates a sense of collegiality between team members –
mateship – that those who follow sport relate to (Davis, 2012).
They get profiles like this – provide
viewers with insights
Promotion: Sponsorship – analysis &
evaluation
• Sponsorship has increased brand awareness for RedBull and is something
many athletes aspire to reach
• Improved perception of the company by
• Linking like with like (extreme with extreme)
• Provide entertainment content
• Gains media attention through extreme behaviour of team members
• Increase social media engagement and created a television station
renowned for high reviews and loyalty
• Increase brand loyalty by being front of mind (perception)
• And so on …
Q.2
2. Given your evaluation of your overall marketing strategies, the
competition and broader contemporary issues facing marketers today,
provide recommendations for your organisation. Your recommendations
should focus on each of the 8ps and illustrate how contemporary issues
may impact your organisation and its marketing strategy.

For example, for this report, contemporary issues may include, but are
not limited to, Corporate Social Responsibility, social media interactions,
advances in technology, ethical concerns, environmental concerns and
globalisation to name a few.
So…in order to answer this question
• Provide the recommendation(s) on the 8 p’s
• Justify why it will work. You can base this on
• Your own research (A1, A2, A3 –Q1)
• Theory/concept
• Industry examples
• Industry experts
It can be one or a combination of the these justifications. I use all four in this
example.
• Try and provide a cohesive idea and discuss in such a way.
Contemporary issues identified –
Australian Context
• Corporate Social Responsibility: Considering they do little in this space there is
opportunity for strategy exploration
• Social media interactions: Well they are fantastic in this space but are not fully
current with strategy in platforms like Snapchat
• Advances in technology: VR and AR are huge opportunities for RedBull
• Ethical concerns: A major issue that has potential to be leveraged for strategic
purposes
• Environmental concerns: Potentially but in reality not really an issue
• Social Issues: Sugar/caffine/Taurine and general stimulant concerns by nutritionists
• Political Issues: Pressure to put in a sugar tax
Recommendations - Product: Share
a Can
• The obvious recommendation to suggest would be a new flavour (product
extension) or the removal or Taurine to appease concerns over the potential for
illness.
• The concern I have for product extension is that it will potentially cannibalise
existing flavours and not really add to overall sales.
• Removing Taurine would almost look like an admission of guilt so I will leave
this active ingredient alone.
• However, size range is something we can play with
• Currently they have three basic sizes of Red Bull cans, the 250ml, which is the regular
can. Then you have the 355ml can, and finally, you have the 473ml can. 
• What if we went with the 669ml share can option
 Product: Share a RedBull
Add another hole. Facing
opposite directions for easy
opening

Transition colour to
slightly lighter and Add term
vibrant. Also share “Share”
colour evenly down
the middle. What two
colours would Keep logo the
work??? same

Suggested changes would be eye catching, assist in

brand recognition and provide product
differentiation when place next to others/comp.
Product: Share a RedBull
• My target group would remain consistent with only one shift – I would focus on women
rather than men. Men historically do not share drinks together (Francis, 2012), however,
certain couples would (Francis, 2012).
• The logo would stay the same and the design would take on a slight feminine look, but
not overtly obvious. This would differentiate but maintain brand consistency (Pride et
al., 2015)
• The shape would be the same except for two (2) open holes for two RedBull branded
straws (which will glow). This would encouraged shared use.
• The 669ml is purposefully chosen to seem devilish and have a sexual orientation
(discussed further in the promotion section). I could justify the size because it is shared
and actually less than their mid size offering of 355ml. Therefore fitting in with
recommendation from the brand and leading nutritionist regarding consumption levels
Product: Share a RedBull
• The trial stage is where consumers are testing and trying the product (Pride et al.,
2015), this is typical with new users and adoption is where the RedBull would be
purchased again (Pride et al., 2015).
• The trial stage will be contextual specific, meaning occur at a specific place and
time. This will be explored in detail in the Place/distribution section below.
Recommendations - Place
• Considering marketing channels create value and much match the needs of the consumer (Pride et al.,
2015) we have to use social psychological techniques derived by Goldstein (2011) to best determine in
what situation will our target audience share. After reviewing research by Goldstein (2011; 2015), it was
determined that women/couples share drinks in three settings
• Intimate situations and Parties with close friends
• Festivals, particularly music festival
• Nightclubs
• Based on this research, it is recommended that RedBull target music festivals that appeal to the target
audience. They should set up a stall/space to explore the market. Key festivals in Australia would be
targeted, starting with Falls Festival and Stereosonic. Help, what at the kids listening to these days?
• If this trial is successful, use their intermediaries to negotiation special in store promotions as key
nightclubs/bars in major cities and special events e.g. New Years.
• I would avoid supermarkets as I could guess most shoppers would be adverse to seeing such a product
on the shelf but would probably test city stores first, where traditionally people are open to new
products (Davis, 2014).
Recommendations - Price
• I would adopt new product pricing (Pride et al., 2015) as the product
would be new to the energy drink market. I would go with pricing
skimming to start with to take advantage of possible early adopter
enthusiasm (Pride et al., 2015).
• I would support this strategy by using a psychological pricing of
reference pricing, to make the price appear at a moderate level and
display next to more unit expensive versions (Pride et al., 2015).
• I would price the drink at $7.50 so it would be cheaper to buy one
669ml rather than 2 x 250ml ($4 each = $8) . This would give the
perception of value without actually costing the company anything extra
Recommendations - Promotion:
share a RedBull
• Objectives
1. Create Awareness of share a RedBull Cans campaign in 20% of TA by end of Festival
Season
2. Stimulate demand for share a RedBull Cans campaign of 15% of TA by end of Festival
Season
3. Encourage Trial of share a RedBull Cans 10% of TA by end of Festival Season
• IMC
• Digital – 1, 2 and 3
• Social – 1 and 2
• Place - 1, 2, and 3
• Public Relations: 1, 2 and 3
• Publicity: 1
Recommendations - Message
appeals:
• I still will use the same – emotional appeal as it has been successful for RedBull and would maintain
message cohesion. Within the messages I will use
• Team members (reinforce brand)
• Like Target Market actors (create a sense of connection)
• Energetic and music focused (contextual)
• Play on words with the 669ml link (link to emotional, humour appeal and sex appeals)

• Storytelling
• Much like their other messages. The Festival/Share a RedBull idea would revolve around storytelling, energetic
behaviour and imagery depicting people using the product is a specific way. Again it will maintain brand
cohesion and has been proven to work with the demographic and media choses (Page et al., 2015).
• This will set up consumer behaviour patters. Reason being people like to model behaviour after those they
admire (Ekman, 2007). This will come in the form of opening the can and sharing and placing the actors in
specific contexts that appeal to viewers.
• Instances where extreme sharing is experienced will also be exemplified.
Recommendations - Promotion -
Advertising
• Would not impact traditional forms currently being used, as they work
for the brand and I do not want to impact standing products simply
for a trial product.
• Considering the audience and place I would focus on digital
advertising –using native advertising techniques, particularly on
Snapchat, Facebook and Whatsapp.
• Recent Sensei (2016) study shows that for the specific demographic
Snapchat and to a lesser degree Facebook are the platform to focus
on.
Recommendations - Public Relations
- lobby
• One of the side recommendations I would make would be to connect
with Pepsi, V and CC Amatil (Coke) and lobby politicians, particularly
those in the National Party in North Queensland and NSW to avoid a
Sugar tax.
• I would donate to their elections and party funds to secure time with
key ministers. Upstreaming has a long history of influencing political
influence (Greyer, 2012). Case in point, alcohol and gambling lobbyist
in Australia.
Recommendations - Promotion –
Public Relations/Publicity
• In relation to the new campaign. I would use festival media connections
to inform the festival crowd of an upcoming unveiling by RedBull. This
create cohesion and consistency of message (Page et al., 2015).
• As event sponsor I would have this form of publicity as part of my contract with
the festival.
• I would get my team sponsored musicians and athletes to ‘accidently’ drop the
idea of a new product for festival season on their personal sites
• Also I would make their staff who are broadcasting out of the festival be seen
drinking the product with a fan/festival goer
• I would get space on the festival app in the month leading up to each festival to
create awareness of RedBull ‘Share’.
Recommendations - Promotion –
Digital and Social Media
• Precede launch at festival with branded content in social
• Use official sites (web, social, apps)
• Online publications
• Team personal sites – only those related to the event
• Festival, all displaying music related to festival. This is simply to create an
association of music + RedBull.
• Would not push the idea of a new product but would use term ‘share’ a lot –
to subliminally cement the idea of sharing and RedBull.
Recommendations - App
• The App would let each person organise their festival experience.
• Have Maps to where RedBull is sold
• Allow you to stream music from artist going to the festival
• Purchase RedBull to ‘pick up later’ – with special offer to encourage trial
• Introduce the new product and how it works – show target audience
team members using it and enjoying it.
• In app photos and shares to connect with Instagram, Facebook and
SnapChat with RedBull filter.
• Allow people to geo-locate to find someone to ‘share with’!!! Yes tinder
for RedBull.
Recommendations - Digital:
Augmented Reality
• The app would also allow people to find a RedBull station using AR,
this approach integrate two realities into one and enhance user
experience (Simmons, 2017).
• All these efforts impact positively (justification)
• Immersive
• Engaging
• Interactive
Recommendations - Digital: Virtual
Reality
• VR headset will be available and simulation machines at the Festival
so people can ‘share’ what it is like to be part of the RedBull team.
• Surfing
• Racing car
• Wingsuiting
• This would allow a user experience, and help associate sharing with
RedBull and fun etc. This has worked very well for Samsung/surfing
before (experimented on in Hawaii).
Recommendations - Promotion –
Social Media
• In accordance with recommendation in Heinze et al, (2017) and Pride
et al., (2015) I would push festival experience on specific RedBull pages
• Inform of VR to explore other RedBull associated things and promote AR
• Create hashtag #shareabull so people can tag who they shared a RedBull with
– these photos have a chance of making on RedBull’s sites e.g. Insta
• Encourage sharing of content
• Get team member to cross post using product
• Provide simulation online of VR
• Go Live (Fb, Insta, Snapchat) during the event and
• Live Stream using APP and social platforms for those who cannot make the
event feel like they are part of the event
Recommendations - Promotion –
Social Media
• Grewel et al., (2015, p. 50) also suggest to use influencers to get the
online spacing talking about the product/festival/experience – who
would you pick?
• Music bloggers
• Product bloggers
• Agitators
• Personal brand
Recommendations - People: Main
Five
• Staff: A mix of youthful yet relatable staff, varying demographics but all must be
physically appealing (will not official say that when interviewing). Understand the
festival culture and customer culture.
• Customer orientated culture + Interpersonal Behaviour: Have an outgoing nature
(flirty) and bubbly personality (playful and sexual attractive). Team orientated
mentality and happy to pose for photo’s.
• Appearance: Well groomed, varying types of good looking, dressed in branded
clothing and funky shoes, eyewear and other accessories
• Training: Short training session on how to open cans, present the product and push
the product.
• Attitude and Emotional labour: Positive feeling towards the brand, festivals and
trying new things. The RedBull is a team and we must all work together to achieve
success.
Recommendations - Physical
Evidence
• To maintain brand image established by RedBull and explored in
Appendix 3 (A.2), the servicescape would consist of a tent branded,
cars, staff, to give an atmosphere of fun, sharing, the brand and
ultimately mimic the vibe of the festival.
• It would have product displays, fridges, signs, billboards, decorations
(highlight teams) with music pumping, lights flashing and spaces to sit
and soak in the festival atmosphere and enhance mood. Page 519 is
gold.
• Explore Virtual Reality using headset and RedBull sponsored sports.
Recommendations - Processes
• What more can we offer to our consumers and what would they really appreciate?
(Pride et al., 2015). In the case of “share a RedBull” five major consideration would
need to occur
1. Customers would need to go through customer orientation. How to ask for the brand and
how to use it. This would be taken care on through
I. Promotion – would feature ads or social media messages from team to demonstrate how to use it
II. In store demonstrations by service staff and promotional staff
2. Redbull would need to consider interactions with customers (discussed in Physical
Evidence).
3. Timing (discussed in Place).
4. Flow and progress of customers would be managed using queues but music playing to
reduce the feel of waiting (saying that people expect to wait at festival)
5. Curated convenience: There is a possible to use an app, where people can purchase the
drink without cash and redeem a voucher (digital) when collecting merchandise. This
would reinforce the brand as cutting edge etc
Recommendations - Partnership
• RedBull would have to explore three types of partnerships
1. A VR supplier Apple or Samsung – two options
1. Everything included
2. RedBull branded headsets that people could place smartphones into and play
themselves
2. Festival
1. To secure space and potential naming rights
3. Straws