ASSIGNMENT COVER SHEET

Student’s name(Family name)

Samira

(Given names)

Sashia

ID number 25375806 Phone 0428680980

Unit name Integrated Marketing Communication Unit code MKF 5926

Title of assignment

Assignment 3 – IMC Plan

Lecturer/tutor Dr Tracey Danaher

Is this an authorised group assignment? Yes NoIf this submission is a group assignment, each student must attach their own signed cover sheet to the assignment.

Has any part of this assignment been previously submitted as part of another unit/course? Yes No

Tutorial/laboratory day & time

Friday / Saturday 9AM-5PM

Due date 29 May 2015 Date submitted 29 May 2015

All work must be submitted by the due date. If an extension of time to submit work is required, a Special Consideration Application (In-semester Assessment Task) must be submitted.

Has an extension been approved? Yes No If yes, please give the new submission date ….…/..…./…….

Please note that it is your responsibility to retain copies of your assessments.

Intentional plagiarism or collusion amounts to cheating under Part 7 of the Monash University (Council) Regulations.

Plagiarism: means taking and using another person’s ideas or manner of expressing them and passing them off as one’s own. For example, by failing to give appropriate acknowledgement. The material used can be from any source (staff, students or the internet, published or unpublished works).

Collusion: means unauthorised collaboration with another person on assessable written, oral or practical work and includes paying another person to complete all or part of the work.

Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the Associate Dean Teaching and Learning.

Student Statement:

I have read the University’s Student Academic Integrity Policy and the University’s Student Academic Integrity: Managing Plagiarism and Collusion Procedures.

I understand the consequences of engaging in plagiarism and collusion as described in Part 7 of the Monash

University (Council) Regulations. I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied. I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment

and:i. provide to another member of faculty; and/orii. submit it to a plagiarism checking service; and/or

iii. submit it to a plagiarism checking service which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking.

I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment.

Signature ..... . Date 29 May 2015……………

Privacy Statement

The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: privacyofficer@adm.monash.edu.au

Updated: July 2014

ASSESSMENT COVER SHEET

Student’s name(Surname)

UMASHANKAR

(Given names)

MADHURI

ID number25739824

Phone +61450821896

Unit nameINTEGRATED MARKETING COMMUNICATION

Unit code MKF5926

t

Note: If this is a group assignment, please include the names of all other group members.

Title of assignment

Assignment 3 - IMC PLAN

Lecturer/tutor Dr Tracey Danaher

Is this an authorised group assignment? Yes No

Has any part of this assignment been previously submitted as part of another unit/course? Yes No

Tutorial/laboratory day & time

Due date 29/05/15 Date submitted 29/05/15All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the lecturer/tutor.

Extension granted until (date) ................................ Signature of lecturer/tutor ...............................

Please note that it is your responsibility to retain copies of your assessments.

Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 – Discipline.

Plagiarism: Plagiarism means to take and use another person’s ideas and or manner of expressing them and to pass these off as one’s own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet – published and unpublished works.

Collusion: Collusion is unauthorised collaboration with another person or persons.

Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.

Student Statement:

I have read the university’s Plagiarism Policy and Procedures [http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html.].

I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III – Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].

I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.

I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:

iv. provide to another member of faculty; and/or

v. submit it to a plagiarism checking service; and/orvi. submit it to a plagiarism checking service which may then retain a copy of the

assignment on its database for the purpose of future plagiarism checking.* I certify that I have not plagiarised the work of others or participated in unauthorised collaboration

when preparing this assignment. Signature ..........................Madhuri Umashankar........................... Date……………29/05/15………………………

* delete (iii) if not applicable

Privacy Statement

The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: privacyofficer@adm.monash.edu.au

ASSESSMENT COVER SHEET

Student’s name(Surname)

Agarwal

(Given names)

Kanishka Sanjay

ID number26660903

Phone 0420242400

Unit nameINTEGRATED MARKETING COMMUNICATION

Unit code MKF5926

t

Title of assignment

Assessment 3 - IMC PLAN

Lecturer/tutor Dr Tracey Danaher

Is this an authorised group assignment? Yes No

Has any part of this assignment been previously submitted as part of another unit/course? Yes No

Tutorial/laboratory day & time

Due date 29/05/15 Date submitted 29/05/15All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the lecturer/tutor.

Extension granted until (date) .......................... Signature of lecturer/tutor ......................................

Please note that it is your responsibility to retain copies of your assessments.

Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 – Discipline.

Plagiarism: Plagiarism means to take and use another person’s ideas and or manner of expressing them and to pass these off as one’s own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet – published and unpublished works.

Collusion: Collusion is unauthorised collaboration with another person or persons.

Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.

Student Statement:

I have read the university’s Plagiarism Policy and Procedures [http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html.].

I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III – Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].

I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.

I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:

vii. provide to another member of faculty; and/orviii. submit it to a plagiarism checking service; and/or

ix. submit it to a plagiarism checking service which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking.*

I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment.

Signature ..........................Kanishka S. Agarwal........................... Date……………29/05/15………………………

* delete (iii) if not applicable

Privacy Statement

The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: privacyofficer@adm.monash.edu.au

ASSESSMENT COVER SHEET

Student’s name(Surname)

MANGADU DHAMU

(Given names)

RAMESH BABU

ID number26559765

Phone +61452210046

Unit nameINTEGRATED MARKETING COMMUNICATION

Unit code MKF5926

Title of assignment

IMC PLAN

Lecturer/tutor Dr Tracey Danaher

Is this an authorised group assignment? Yes No

Has any part of this assignment been previously submitted as part of another unit/course? Yes No

Tutorial/laboratory day & time

Due date 29/05/15 Date submitted 29/05/15All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the lecturer/tutor.

Extension granted until (date) ................................ Signature of lecturer/tutor ..............................

Please note that it is your responsibility to retain copies of your assessments.

Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 – Discipline.

Plagiarism: Plagiarism means to take and use another person’s ideas and or manner of expressing them and to pass these off as one’s own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet – published and unpublished works.

Collusion: Collusion is unauthorised collaboration with another person or persons.

Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.

Student Statement:

I have read the university’s Plagiarism Policy and Procedures [http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html.].

I understand the consequences of engaging in plagiarism and collusion as described in University

Statute 4.1. Part III – Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].

I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.

I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:

x. provide to another member of faculty; and/orxi. submit it to a plagiarism checking service; and/or

xii. submit it to a plagiarism checking service which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking.*

I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment.

Signature ..........................Ramesh Babu Mangadu Dhamu........................... Date……………29/05/15………………………

* delete (iii) if not applicable

Privacy Statement

The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: privacyofficer@adm.monash.edu.au

MKF 5926 – INTEGRATED MARKETING COMMUNICATIONS

Assessment 3 – IMC PlanSemester 1 - 2015

Submitted By:Sashia Samira

Madhuri UmashankarKanishka Agarwal

Ramesh Babu

Contents

ASSIGNMENT COVER SHEET..................................................................................11. Situation Analysis...............................................................................................11

1.1 Porter’s Five-Forces Model...........................................................................111.2 Brand Image Prism........................................................................................111.3 SWOT Analysis of Red Bull’s Communication Strategy............................11

2. Marketing Objectives..........................................................................................123. Target Market/ Audience....................................................................................134. Communication Objectives................................................................................145. IMC Strategy, Roles & specific objectives for IMC elements..........................156. Positioning Statement:.......................................................................................167. Creative Strategy.................................................................................................168. Media Strategy.....................................................................................................21

8.1 Online Marketing............................................................................................218.2 Word of Mouth................................................................................................228.3 Sales Promotion.............................................................................................238.4 Opinion Leadership.......................................................................................238.5 Guerilla Marketing..........................................................................................24

9. Media Schedule and Budget..............................................................................249.1 Schedule.........................................................................................................249.2 Budget............................................................................................................25

10. Monitoring & Evaluation...................................................................................2610.1 Monitoring....................................................................................................2610.2 Evaluation.....................................................................................................27

11. References.........................................................................................................28

1. Situation Analysis

Situation analysis refers to a collection of methods that managers use to analyze an organization's internal and external environment to understand the organization's capabilities, customers, and business environment.

1.1 Porter’s Five-Forces Model

1.2 Brand Image Prism

Figure 1.2.1: Kapfererer’s Brand Identity Prism for Red Bull

1.3 SWOT Analysis of Red Bull’s Communication Strategy

SWOT refers to strengths, weaknesses, opportunities and threats. SWOT analysis is a process where the management team identifies the internal and external factors that will affect the company’s future performance. 

The SWOT analysis helps in using resources efficiently, improving operations, discovering opportunities, dealing with risks and understanding competitive positioning.

The current communication strategy of Red Bull can be analysed as follows:

STRENGTHS

1. 'Out of the box' media and creative strategy

2. Focused on promoting a lifestyle rather than a product

3. Targets specific core groups of consumers eg. bikers, skate boarders, adventure enthusiasts, sportspersons

WEAKNESSES

1. Lack of sync between the various marketing campaigns that are implemented in each country since the advertising principles and policies vary

2. Since the manufacturing is centralized in Austria the product is not customized for each country, which makes it difficult to sell

OPPORTUNITIES

1. Integrating modern methods of online marketing such as Instagram, Dubsmash, Snapchat etc. along with other Social Media tools like Facebook, Twitter, YouTube and so on

THREATS

1. The trends that suggest the increase in customer consciousness with regards to health issues due to caffeine

2. Different countries have different marketing and advertising regulations which alters the communication

2. Marketing Objectives Increase the proportion of sales and achieve revenue worth of AUD$1.5million

throughout the summer period

Increase the number of customers: 7,000 new customers from the specific

target market

Selling 500,000 cans during the summer marketing campaign

Improve brand recognition amongst the 18-30 age group

Launch an event catering to psychographic segmentation

3. Target Market/ Audience A market segment consists of a group of customers who share a similar set of

needs and wants (Kotler & Keller, 2009). We are targeting the segment based

on customer characteristics that includes geographic, demographic, and

Psychographic.

Geographic Segmentation: “Geographic variables are considering market segmentation by taking into

account the geographic location of buyers, primarily the country of origin”

(Filip, 2012, P. 63). Based on geographic segmentation, we will be targeting

the customers who live within Victoria, Australia. Hence, we are looking at a

targeted area of 227,416 square kilometres. This segmentation is based on

our summer marketing campaign as we intend on increasing sales within

Victoria.

Demographic Segmentation : Age and occupation: We intend on targeting university students who belong to

the age group 18 to 30.

Population: According to research, the population of university students in

Victoria, Australia is 344,658. This is what is comprised in our target market in

terms of population.

Income: We aim to target individuals belonging to middle class and upper

middle class households in terms of income. This is mainly because the brand

reflects a status symbol among customers in spite of also being affordable.

Psychographic Segmentation : In Psychographic segmentation, we are segmenting the customers based on

their lifestyle and personality. Specifically, we target university students who

are very adventures and who are willing to try new experiences. For the

purpose of Red Bull SummerBuzz we intend on targeting customers based on

their tastes, preferences, likes and dislikes pertaining to the different events

that we are conducting. For example, in light of our street dancing event, we

intend on targeting dancers, lovers of dance as an art form and in light of our

Freestyle Footie event, we intend on targeting Footie and AFL fans, players of

the sport and so on and so forth.

4. Communication Objectives

The ultimate objective of the communication strategy is to integrate the marketing objectives and communication mediums to get the desired results. The communication objectives can be outlines as follows:

Figure 4.1: Communication Objectives (Bird, 2004)

The communication objectives can be further quantified with regards to the target segment that has been defined earlier.

CognitiveAffectiveConative

To create brand awarenessTo provide relevant information

To influence attitudes and feelingsTo create desiresTo create preferences

To facilitate trial and purchaseTo create loyal customers

Figure 4.2: Target Market Specific Communication Objectives

5. IMC Strategy, Roles & specific objectives for IMC elements

The IMC strategy has been developed taking the following factors into consideration:

1. Marketing costs: In 2014, although the sales of Red Bull in Australia went up by 3.5% to $199.6 million the net after before tax dropped by 3% to $7.18 million compared to the next profit after tax of $14.3 million in 2012. (Langley, 2015). Thus it has to be ensured that IMC strategy is cost-effective so that it does not cut down the profit margins.

2. Relevance of the media to the target audience: The IMC plan targets a very specific segment i.e university students in Victoria in the age group of 18-30. Hence it is very important that the elements used within the IMC plan are of relevance to this target audience in order to make the implementation of the plan effective.

IMC Element Roles Objectives

Online Marketing Promotion of flagship

event and catering to

psychographic

segmentation

Creating awareness

Word-of-mouth Promotion of sales Creating awareness and

Reach 80% of the target audience and generate awareness about the brand and give out product information Cognitive

Infuse the brand spirit of being energetic, creative and adventurous among 60% of the target audienceDevelop a liking and a favourable attitute towards the brand among 45% of the target audience

Affective

Get 20% of the target audience to purchase the productTry and convert 2% of the total target audience to loyal customersConative

campaign and flagship

event

boosting sales

Sales Promotion Product trials and

demonstration

Boosting sales

Opinion Leadership Promotion of the event

and positively

influencing like minded

people

Creating awareness

Guerilla Marketing Brand Promotion Creating awareness

6. Positioning Statement : For the young at heart, Red Bull is the energy drink brand that vitalizes body and

mind. Not only is the distribution channel and the affordability the best leverages that

Red Bull has, but also Red Bull’s consumer touch-points such as supporting sports,

music and culture, provides a sustainable business model for the purpose of building

a connection between the energy drink and its consumers. Red Bull provides a

combination of extraordinary engagement with consumers through events and

competitions that cover the brand’s consumer lifestyle. This is because Red Bull

believes in fostering a strong association between the brand and its customer.

7 . Creative Strateg y Over the summer period of 2016, Red Bull aims to increase sales and brand

awareness through a competitive event festival. This festival “Red Bull

SummerBuzz” will be organized for 3 days and will be marketed and advertised to

our target audience: University students, age ranged from 18 to 30 years old within

Victoria, Australia.

Event Date Description Prize

Battle of

Bands

26th

February

2016

Here, participants are required

to build musical instruments

using RedBull cans and

creating music with the same.

This will have three rounds

including preliminary rounds

(all 10 teams perform), semi

final round (4 teams perform)

and a final round to decide the

winner.

2 Plane Tickets and 3

Days accommodation to

visit RedBull’s

headquarters “Hangar

17” in Austria.

Street

Dance

Battle

26th

February

2016

This is a battle for the different

talented street dance teams in

Victoria. This is a field that has

been increasing in popularity

and hence we plan on banking

on the same. This would

include preliminary rounds (10

teams) and a final round.

Sponsor enrolment to

UDO Australia National

Street Dance

Championships

Skateboard

Competition

27

February

2016

This competition caters to the

budding skateboard

enthusiasts in Victoria.

Skateboarding is an art that is

increasing in popularity

amongst the youth and hence

we plan on using the same for

our target market. This would

include preliminary rounds and

a final round.

A Birdhouse Skateboards

with founder and

professional

skateboarder Tony Hawk

autograph and 3 Days

VIP Access to 2016

Australian Grand Prix –

Formula One World

Championship

Freestyle

Footie

27

February

2016

This event is for freestylers

who use the footie ball for their

act. This event has been

VIP Access to AFL Finals

Tickets and 3 Days VIP

Access to 2016

chosen in light of the

popularity of footie within

Victoria. We wanted to

integrate a more fun twist in

light of the image that RedBull

portrays due to which we

chose footie free-styling as an

event. This would include

preliminary rounds and a final

round.

Australian Grand Prix –

Formula One World

Championship

War of the

Djs

28th of

February

2016

This is a competition for

upcoming DJs to portray their

DJ’ing skills. This is going to

be carried on by means of

elimination starting with two

DJ’s battling against each

other. The winner will be put to

battle against the next

contestant. The order will be

picked on the date by means

of drawing of chits.

Project 6perspeX

Turntable

The event timeline is as follows:

AnnouncementPre-Registeration promotionSocial Media Marketing

Sep 2015

Registeration Start1st Oct, 2015

Post registeration promotion beginsNov 2015

Registeration closes5th Dec, 2015

Voting begins10th Dec, 2015

Voting lines close20th Jan, 2016

Finalists announcement23rd Jan, 2016

Battle of BandsStreet Dance Battle26th Feb, 2016

Skateboard CompetitionFreestyle Footie27th Feb,2016

War of the DjsAfter War Party28th Feb,2016

Post event monitoring and evaluationPost 28th Feb, 2016

We announce the details of Red ull SummerBuzz in September. Individuals

intending to participate need to upload a short video on our website telling us why

they need to be selected and their affinity towards Red Bull. Once the voting lines

are open, participants can share their videos on social media and invite as many

votes as possible. The 10 teams/individuals with the most number of votes will be

chosen to compete during our main event.

During the event, we also plan on having photo booths at the venue. The idea is to

induce sales via this campaign. A can of Red Bull can be bought for $3 at the booth

and with every can bought, they get to take a photo in the booth. This photo will be

displayed on the big screens placed at the event as pop ups during break times.

To enhance and invite the target audience, Red Bull will be advertised in a way that

would appeal to the target audience as and when they hear and see the

advertisement. We intend on going with a combination of rational and emotional

appeal for our various approaches such as Advertising and Interactive

Communication that will be used to aid us in reaching out to our target audience.

These various mediums are the selected strategy which would have the most

engaging and effective reach to our target audience. The rational appeal can be

identified in activities involving handing out leaflets and event’s information along

with RedBull cans by Wings Team Members to our target audience. The emotional

appeal can be felt with the positive vibe engulfing our main event as well as the

interactive word-of-mouth campaign (Belch, Kerr & Powell, 2012).

Additionally, for the purpose of inducing additional sales, we intend on organizing a

competition which could aid purchase and repurchase of RedBull. We will distribute

500,000 cans throughout Victoria that will have a 4 digit alphanumeric code which

our target market can feed into their account on our online website. Each code gives

them points.

We will also differentiate the points collection based on the amount spent on each

Red Bull can.

250mL 2 Points

330mL 5 Points

475mL 7 Points

Three individuals with the highest number of points at the end of our campaign

(announced on the last day of event - 28/02/2016) will win rewards.

Rank Winning Prize Budget

1st Prize Trip to Bali

Plane tickets and Accommodation

AUD$300

2nd Prize Domaine Chandon Wine Tasting

Tour

AUD$200

3Rd Prize H&M Gift Card AUD$100

By doing so we intend on using Pavlov’s Classical Conditioning in terms of creating a

positive response to a previously neutral stimulus (Red Bull) by integrating a reward

system for the same. (Dawson & Schell, 1985)

This message will emphasize a combination of positive appeal with an active

lifestyle. The advertisement campaign will aim to give an extended perception of Red

Bull, as an energy drink who appreciates, sponsors and promotes sport, music, art

and culture. The messages and the advertisement will focus on the

event/competition, this is to enlighten the consumers of the strong association

between Red Bull’s energy drink to live events  

8. Media Strategy

Here, we will talk about the marketing media used for our campaign along with the

advertising styles (Belch, Kerr & Powell, 2012) underlying the same.

8.1 Online Marketing

The digital marketing campaign will strongly highlight and utilize the strong influence

of social media. Interrelated with Red Bull’s advertising on their official website, there

will be a separate webpage created for the purpose of this festival involving all

relevant details regarding the same. Additionally, we will also be advertising on our

specifically created Facebook page, Twitter, Instagram, Snapchat and even

Youtube.

Using Facebook and AdWords targeting tool:

Since we have a defined target market, we intend on effectively using advanced

online advertising tools like Google AdWords and also Facebook advertising for the

purpose of effectively reaching our target market and getting the most out of our

advertising budget. With these tools we are able to not only target our advertising

demographically and geographically but we are also able to target based on likes,

interests, tastes and preferences. This way we will be able to effectively target our

psychographic segment as well. For example, we can opt to show our ads more

frequently to users that like and share DJ’ing pages or those who search for DJ

relevant queries on Google (in light of our War of the Djs event). We can also opt to

control the reach of our ads by opting to show them only to relevant users

(geographically, demographically and psychographically), thereby saving additional

costs.

In addition, Red Bull’s management team, through past ventures, has developed a

close network with social media influencers and have secured their commitment to

promote Red Bull’s events to their followers.

The advertising execution technique used here would be imagery as we intend on

making our online ads as visually appealing, attractive and in line with our

customer’s personality as possible.

8.2 Word of Mouth

Red Bull has been a company that has most effectively used word of mouth in their

marketing efforts throughout. We plan on using Wings Team Members (Red Bull

marketing team members - promotion) who go out to different universities around

Victoria to sample and educate our target audience not only about the brand but also

about our current campaign (by sampling cans with codes and inducing them to go

online and collect their free points) and our upcoming event. The Wings Team

Members will also hand out event related information along with the leaflets that are

handed out generally with every can. Here, we are using the straight cell execution

technique.

With this marketing effort, we intend on creating and energetic positive vibe in every

university and induce the flow of information between students. We also intend on

using our opinion leaders (discussed ahead) for the purpose of transmitting

information about the brand and our event to university students.

The Wings Team Members being students themselves can prove to be very effective

in this marketing effort.

8.3 Sales Promotion

RedBull has a continuous ongoing sales promotion campaign which has been used

for the overall marketing purpose for a very long time. The Wings Team Members

along with forming an integral part of our word of mouth campaign also aid as part of

our sampling campaign. Here, we use the demonstration technique of execution as

the Wings Team Members allow potential customers to try the effects of drinking

RedBull by sampling a can to them. The girls are also responsible to educate and

induce our target audience to try out our sales campaign by going online and

collecting their free points in order to induce further future sales.

8.4 Opinion Leadership

Opinion leadership has worked well for Red Bull in the past. Red Bull has used

sportsmen and other individuals that are veterans in their field by supporting them in

return for their support in terms of brand popularity and publicity. Since our campaign

is targeted at university students, we plan on using heads of different university

unions (Eg: Presidents, cultural secretaries, soccer captains, heads of music club,

etc.) as opinion leaders as we believe that these are the people that have plenty of

students as followers and will be able to effectively help us with our campaign. By

supporting university students as opinion leaders, we intend on creating a closer

bond with the students, thereby increasing our brand popularity and in turn the sales

of Red Bull. We would also induce our opinion leaders to share positive experiences

with Red Bull consumption, thereby using the testimonials and endorsements style of

execution.

8.5 Guerilla Marketing

Guerilla marketing is the usage of branded merchandise for the purpose of

advertising. The Wings Team Members go on their shifts wearing original Red Bull

merchandize which aids in the advertising of the brand. Additionally, for the purpose

of publicizing our event and also for the purpose of using our opinion leadership

campaign to the fullest, we intend on giving our opinion leaders Red Bull

SummerBuzz T-shirts so that they can use the same for the purpose of popularizing

the brand (cost factored in overheads budget).

9. Medi a Schedule and Budge t

9.1 Schedule

For our campaign, we intend on following a continuity strategy of scheduling.

Therefore, we plan to carry out rigorous advertising efforts during all the 6 months in

concern as our main aim is to increase summer sales. Additionally, our event would

require extensive marketing and advertising for it’s success. The following table

provides a complete overview of our scheduling strategy. The highlighted boxes

indicate the medium in use for that particular month:

Month Online

Marketing

Sampling Opinion

Leaders

WOM University

Radios

Cost

Sept

2015

$80,000

Oct

2015

$80,000

Nov

2015

$80,000

Dec

2015

$54,000

Jan

2016

$54,000

Feb

2016

$102,000

9.2 Budget

The budget for this IMC plan was determined by using the Percentage of Sales

method. The estimated value of our projected sales is AUD$1.5million. We arrived at

this value based on a 50% targeted mark-up over and above the RedBull sales for

2014 adjusted according to the University student population in Victoria.

Our IMC budget will be 30% of our expected sales value. Every amount stated will

justify the advertising activities. The following is an overview of our budget and its

allocation:

Printed Materials Budget

(flyers, leaflet, banners, brochures and others)

AUD$20,000

Website

Setup AUD$10,000

Maintenances for 6 months

AUD$1,000 / month AUD$6,000

Online Advertising

Google Adwords for 6 months

AUD$5,000 / month AUD$30,000

Facebook Advertising for 6 months

AUD$5,000/month AUD$30,000

Outdoor Promotional AUD$64,000

Overheads AUD$30,000

Event Management AUD$260,000

Total AUD$450,000

10. Monitoring & Evaluation

10.1 Monitoring

What to test?

Source factors: Red Bull Wings Team Members, Opinion Leaders, Website, AdWords and Facebook

Message variables: communication by Red Bull Wings Team Members and opinion leaders, online ad texts, site content

Media strategy: Carefully analyzing all the mediums used and understanding which has worked the best and been most effective

Budget decisions: checking the effectiveness of the current budget in the IMC plan and accordingly taking a call on changing it

When to test?

Pre – Testing: In the initial phases of the campaigns and accordingly taking a call on further activity. Keeping a check on number of registrations received for each event and accordingly increase or modify our marketing efforts. Similarly, keeping a tab on the response to the sales boosting campaign as to the participation to accordingly modify the marketing strategy.

Post – Testing: After the campaign is concluded the sales data and the change in brand awareness reflect the success of the campaign.

Where to Test?

We intend to analyze the impact of our campaigns using online research and analytics data from the Google AdWords and Facebook ads dashboard.

Lab-tests: Testing the content of our message by checking the extent of training and knowledge that the Red Bull Wings Team members possess.

How to Test?

The pre-testing method that is used is comprehension and reaction testing.

Review of the sales data as per the financial statement of the company and the inventory data to check if we have managed to achieve the sales targets. Interaction and traction generated on the various social media platforms is also an important factor to judge the brand awareness. The level of participation is also a factor that evaluates awareness.

10.2 Evaluation

In order to evaluate the effectiveness of the IMC strategy we need to consider the following factors:

Evidence of synergy: Media synergy occurs when the combined effect of multiple activities or media exceeds the individual effect of each of the mediums separately. Analyzing the different media strategies used and their impact in achieving the overall objective can evaluate this.

Return on investment: It is a ratio that reflects the amount you receive with respect to the amount you have invested. This can be evaluated by analyzing the financial statements of the company that reflect sales, profit, expenses and so on.

Cross Media Measurement: Measuring the performance across all the mediums used in rather than looking at individual media in order to evaluate the effectiveness.

Simultaneous Media Consumption: Measurement of consumption of more than one media simultaneously which happens to be extremely relevant in our case all our marketing objectives are fulfilled using multiple media methods.

11. References

Australian Education Network. (2014). Retrieved from http://www.australianuniversities.com.au/directory/student-numbers/

Australian Explorer. (2006). Retrieved from http://www.australianexplorer.com/australian_statistics.htm

Belch, G. E., Kerr, G., & Powell, I. (2012). Advertising: an integrated marketing communication perspective (2nd ed.). McGraw-Hill Australia.

Dawson, M. E., & Schell, A. M. (1985). Information processing and human autonomic classical conditioning. Advances in psychophysiology, 1, 89-165.

Filip, A. (2012). Market segmentation - fundamental process in business to business marketing. Romanian Journal Of Marketing, (3), 62-66.

Higher Education Data Committee. (2014). (A. G. Training, Producer) Retrieved from https://education.gov.au/: https://education.gov.au/higher-education-data-committee-0

Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J: Pearson Prentice Hall.

Sandy, C. J., Gosling, S. D., & Durant, J. (2013). Predicting Consumer Behavior and Media Preferences: The Comparative Validity of Personality Traits and Demographic Variables. Psychology & Marketing, 30(11), 937-949. doi:10.1002/mar.20657

Time. (2014, May 16). Retrieved from http://time.com/102991/lithuania-red-bull-ban/