Redbull IMC plan for Korean Market

1. Striving to be the No.1
IMC PLAN for the KOREAN MARKET
Anina Münch 50141279
Sora Jin 20121427
Seulkihan Yeo 20092337
Sungwhan Lee 20082593
Theresa Lindner 50141290
Young-Ju Kim 20080201

2. Table of Contents
1. Situation Analysis
2. SWOT Analysis
3. STP
4. IMC Objectives
5. Advertising
6. Sales Promotion
7. PR/Publicity/Word of Mouth
7. Event and Cause Sponsorship
8. References
9. Appendix

3. Situational Analysis
• RedBull is the No. 1 energy drink brand in global market
• But in Korea only the 2nd market leader (after Hot6ix)
Revenue : $ 5040 billion worldwide (in 166 countries)
➔ $ 252 billion spent for the Advertising
➔ $ 1.518.072.289 will be allocated for the Advertising budget in Korea

4. Situational Analysis
Korean Market Global Share

5. SWOT
Strengths
• Powerful Brand Image
• High Brand Awareness
• Global Market Leader
Weaknesses
• Relatively High-priced
• Controversial Composition
• Flavor Variety Lacks
• No Registered Patents

6. SWOT
Opportunities
• International Market
• Room for Growth
• Can Target Different Groups
(Niche Market strategy)
Threats
• Unhealthy Image
• Other Domestic Competitors
• Well-Being Trend

7. STP
Demographics
• Age (14 - 34)
• Sex (both)
• Can Target Different Groups
(niche market strategy)
Psychological
• Busy People
• Physically-Active
• Students
• Partygoers
Target Market - Workers between 30 – 50

8. STP
Positioning Statement
RedBull regenerates you from the stressful,
challenging day by increasing your performance,
concentration & metabolism using energy-building
ingredients. RedBull gives you wings!

9. Current 4P
• Product
• Original
• Sugar Free
• Price
• Most Expensive Energy Drink in Korea
• Promotion
• Sponsorship
• Cartoons
• Product Placement
• Distribution (Place)
• Convenient Stores

10. • Product
• Light Caffeine
• New Flavors
• More Efficiency
• Price
• Remains The Same
• Promotion
• Sponsorship
• Events
• Distribution (Place)
• Drug Store
• PC Cafes
NEW 4P

11. OUR IMC OBJECTIVES
• Increase the Market Share (Similar to Hot6ix)
➔ Instead of targeting the young (Hot6ix), We target hard working
laborers between 30 – 50
• Change the Image of the Energy Drink As Usual
➔Increase the Trial-Ability
➔ Increase the Attributes Awareness

12. Advertising
• 40% of the Total Budget - $ 607.228.916
➔Product Placement in Korean Soap Operas
➔ Co-Branding with the Hiking Gear Advertisements
➔ When taken a bf/aft survey(1,000 respondents among 30-50s,) double
the number of people who recall REDBULL as a No.1 energy drink

13. Bull Time (Advertising Event)
• Offices will be chosen via Social Media (Tweets)
• 10pm to 11pm
• For the People with Long-Working Hours
• Our Campaign will be followed by a camera and will be
uploaded on Social Media afterwards for public awareness

14. Bull Bus
• Shows the Friendly Image of the Bull in the morning at
night for the exhausted workers
• Average Cost- $500/bus

15. Bull Taxi
• Would be in association with the Taxi Companies
• Target the people working late
• Fast & Efficient
• Average Cost- $80/taxi

16. Sales Promotion
30% of the Total Budget - $ 455.421.686
Objectives
Give Out Free Samples to Office Workers in the Corps
Deliver Assisting Image of the Red Bull
Make the Brand Attractive to the Retailers and Buyers
Motivate the Consumers to Buy the Redbull
Increased Sales for the Targeted Groups

17. Sales Promotion
• Sampling - Distribute the Product in Business Districts
ex) Bull Time or Bull Bus
• Sweepstakes - Collect the Hidden Codes to Win the gifts
ex) Kakao Emoticons/Free RedBull Drink

18. Sales Promotion
• OUR PR & WOM Objectives & Budget
• Gain as much fame as LOTTE Hot6 for 30-50
• Reach 100,000 New Likes on Facebook PG
• Get 100,000 new followers on REDBULL twitter

19. PR & WOM CAMPAIGNs
Meaningful, Reasonable & Quantifiable OBJECTIVES
• Appeal to customers in 30-50s in
Korea Rep.
• 50M out of $2B worldwide
budget(2014 est.)

20. PR & WOM CAMPAIGN STRATEGIES
OUR PR &WOM strategies
• Open an online-offline debate forum
• Carry out PR at the places crowded at night with 30-50s
(EX- Love&Music Venue, Weekend Adult Nightclubs)

21. PR & WOM CAMPAIGN STRATEGIES
OUR PR &WOM strategies
• Stage a Word of Mouth Campaign in KakaoTalk +Friends
• Give free drink coupons for Facebook ‘friends’ and ‘likers’
• Coupons for the Re-tweeters of the RedBull twitter account

22. Events
12.5% of the Total Budget - $ 189.759.036
• Sport events- Football, Baseball, Hiking, Marathon
• Business exhibitions

23. Event Strategies
• Place Promotion Stands to distribute free RedBull sample hand
outs (in exchange for a RB stamp on the back of the hand)
• Promotion Stands at the Computer Game Event Venues

24. Sponsorship
12.5% of the Total Budget- $ 189.759.036
• Sponsor 1st-class Baseball Team
• Sports Events

25. Sponsorship
Objectives & Strategies
Objectives
Increased Brand Awareness
Link RedBull with the positive Attributes of the Sponsored Partners
Strategies
Place advertisement on Taxis also selling RedBull
Sponsor Computer Game Events (free samples for every participant