3. Will Red Bull eventually need to embrace more traditional media marketing in order to keep growing? Why or why not?
In general, the usage of traditional media marketing strategies is gradually decreasing or being substituted by the innovative marketing strategies with the use of new technological advancements. Concerning Red Bull, the brand never relied on increasing its sales through traditional means of marketing like ads during broadcasts. As mentioned in the previous question, Red Bull uses short advertisements whose scope is to depict the slogan of the brand, “Red bull gives you wings”. Often these ads are funny and last only for a few seconds. The reason why Red Bull decided to develop these ads was just to receive an extra boost in terms of brand awareness. Since large amounts of people are in contact with TV ads, Red Bull’s move was more like a mandatory one; they felt like they needed to invest in ads, at least to some degree, in order to give an extra push to the brand (especially while introducing it). The real success behind the brand is the non-traditional marketing.
As a result, Red Bull does not need to embrace more traditional media as a primary advertisement tool. Mediums like radio could be used to advertise a Red Bull event but not the brand itself. It is very difficult for a radio broadcast to depict the “extreme” behind the brand’s image.
The optimal choice would be to continue experimenting with the non-traditional media marketing. Broadcasting ads between soap operas does not really depict what Red Bull stands for; excitement, adventure, energy, high speed, crashes, danger, extreme sports. Switching towards a more traditional strategy will only weaken Red Bull’s hard work as depicting its brand...
... middle of paper ...
... new sports, represent efforts of expansion.
Red Bull Cola is another example of such investment. This product reaches out to different consumers than the users of Red Bull. The focus is the natural sense of the brand, not the wings. In this sense, the promotional strategy has to change accordingly. There have been rumors that Red Bull might also invest in children beverages. Whether this is a good idea or not it’s a different question. What is relevant is that if Red Bull chooses to do so then the brand has to change the promotional strategy to appeal to the target customer. So it is ultimately up to the company to decide upon their future, considering the environmental, political, economical, and technological changes. It might be the case the Red Bull’s goal would be to solidify the current positions as market leader, and preserve the traditional brand image.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
Most advertisements as the ones I mentioned above use at least two or more appeals to persuade their intended audience to buy the product donate money, go see a movie, go to a restaurant, or switch brands. The use of logos seems to be the most effective way to promote something, by giving the facts and logical reasoning people are more likely to want what is being offered. Commercials have a short amount of time to engage the audience in their product. The use of rhetorical appeal helps to keep the audience’s attention to the details of the commercial and to make them think about what is being shown or heard. The presentation of the commercial needs to leave a memory with the audience to make them want to learn more about the product or try it
Advertisement is defined as a public notice, a paid announcement which is meant to attract an audience who interprets themselves with the ad. The human mind is so attractive to new things that it makes it harder for these big companies to come up with new idea to catch our attention. It’s a huge cycle that leads us to an uncontrolled opinion and gives the power to decide for us to the advertisement companies. “Peyton Manning-Gatorade Commercial” is a great way to bait young viewers’ attention into not only buying the product of Gatorade but also making them more notable to watch football.
Advertisement over the years have been very relentless with a few inventories for its expansion. It can be a very persuasive tool towards getting a result. GM uses a tradigital marketing strategy type of advertising which combines both the traditional way of advertising and the new age way of advertising which is computer based also known as digital. However, there’s always room for improvement. According to John Wanamaker, he stated that “I know that half of my advertising dollars are wasted…I just don’t know which half” (Rosenblum, 2011). It is known for years as an accepted truth that 50% of every advertisement dollar is wasted. Is it because we are doing too much or too little to convince our potential buyers? This is a questionable factor that need answers. I recommend changing the key performance indicators from a marketing to a business focus, create a superior experience that at the end of the day simplify consumer’s lives and create an educational platform.
mashable.com. How Red Bull Takes Content Marketing to the Extreme. 14 Jan 2012. 9 Apr 2014 .
Which TV commercial is deeply impressed? Is it the one show up many times on TV? Is it the one have a clearly slogan? Is it the one have an unforgettable scene? I have selected 2 commercials of different drinks, which are “Red Bull Gives You Wings”, and “Coca-Cola Summer Commercial 2011, Open Happiness”. Coca-Cola is a soda drink. It is dominance of the world soft-drink market throughout the 20th century to present. Red Bull is mainly an energy drink. It is also an international marketing campaign targets young men mostly with extreme sports. For me, a successful commercial will lead people want to buy its product. The commercials of Coca-Cola and Red Bull are selling their products in different way for different people. In general, the soda drinks are always more popular than the energy drinks, but the ad of Red Bull seems better than the ad of Coca-Cola in some way.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Traditional advertising is finding it difficult to reach their desired consumers or prospective buyers. People general channel hop, take on phone, busy with their PlayStation during commercial breaks. They hardly see any advertisements. Therefore marketers have to come up with innovative ideas of brand promotion to the
Says Red Bull founder Dietrich Mateschitz, "If we don't create the market, it doesn't exist."
Red Bull is an energy drink manufactured, distributed, and marketed by Red Bull GmbH, which is a company in Austria. The company was established in 1987 in Austria and hit the global markets in 1996. Red Bull is the most popular energy drink across the world selling an estimated 5.2billion cans in 2012 as reported by Symphony IRI. The company commands a 50% and 46% market share of energy drink industry in Canada and United States respectively. The brand is also marketed in Europe, Asia and has recently ventured the African market with the establishment of a distribution depot in South Africa. Further, the company generated approximately $400 million in sales in America and Canada alone in 2012.
If Red Bull takes a healthier approach, then they could promote their product at marathon races and charity walks so as to keep a positive, healthy image. They could make a SnapChat account and record their marketing teams at these events to showcase their healthy attitude. Red Bull could also create its own application that shows deals, and gives customer loyalty discounts. The application could also scan QR codes that Red Bull could put on their cans and each one might have a different result. Examples could be receiving deals for a free can, certain percentages off, or offers that say “scan four more cans to get one
Red Bull uses every means of marketing to reach their target groups. Their marketing is mainly based on the “3 Marketing Pillars” of Red Bull: Sampling, Advertising, and Sponsoring” (Red Bull, 2011, para. 1). In this way, Red Bull is not just promoting their energy drink but is also selling a lifestyle. The top three demographics of people who are mostly likely going to use Red Bull are: athletes, people who like to go out and party, and workers. Each of these three demographics is using the Red Bull energy drinks to meet their personal needs, whether they need to gain an edge in a sport, or mental edges to get their work accomplished, or just for personal consumption. Red Bull’s marketing is created though videos, articles, and most famously though their events and extreme sponsored athletes. The values that Red Bull distributes are relevant and consistent in attracting and maintaining they’re defined target market. Red Bull markets its products to everyone clearly though their marketing campaign. They want to attract every type of customer. Still their best target market is
...ago until now, TV advertising seems an universal promotion tool, it increased the sales and expanded the market which brought benefits to both micro and macro aspect. The argument between strong and weak theory : AIDA and ATRN theory, shows how important of advertising. Moreover, Ehrenberg & the leaky bucket effect model supported that Amani should spend more for customer retention rather than attract new customer. In the light of Share of voice vs. share of market model, Armani perfume can occupied a portion of market whereas TV adverts is not that highly influential. In fact, find the appropriate time is the main factor to withdrawal of advertising correctly, it can bring the sustainable effect cited by Adstock theory, furthermore other advertising mix tools can be use to instead TV advertising withdrawal to reduce the cost and benefit brand awareness and equity.
Competition also presents itself in original sports drinks, such as Gatorade (Pepsi) and Powerade (Coca Cola). Furthermore, premixed alcoholic drinks like the Smirnoff range form part of the competition.
Economics is a very broad yet complex subject. Sometimes, in order to get a better view of the picture as a whole, it is useful to make an up-close and in-depth analysis of the elements which make up an economy. Examining the details of this topic can offer a revealing look into what composes a complex society such as that of America. Two very basic elements to be reviewed are ‘producers’ and ‘consumers’ and the relation that exists between the two. More specifically, as in the article I have chosen to review, how it is that a producer reaches its consumer, how their market is defined and what effects marketing has on both the targeted audience and third party members. Advertising takes on many forms in the world of business but a company’s ability to tune its methods and localize the market to which it wishes to peddle its goods may very well determine whether or not that company will prosper. Corporations are a very good example of effective mass advertising simply because of their size and high profile positions. Still, despite the enormity of these organizations, if they wish to continue their success among competitors they must adhere to the same rules as their smaller counterparts or suffer a nose dive in revenues. Things like cost and return must be considered in any marketing campaign that wishes to be successful. Anheuser-Busch is a super power in the world market. Primarily a manufacturer of beer, this corporation like many others has expanded into a variety of other markets to include, but not limited to: retail, tourism, foods, and theme parks; to name a few. For this investigation I shall take an in-depth look at this company’s stake in one of the world’s biggest sporting matches, the Super Bowl- a significant event and relative smorgasbord of advertising that reaches millions of consumers simultaneously.