The Marketing Communications ( Mass And Personal ) Essay

The Marketing Communications ( Mass And Personal ) Essay

Length: 1072 words (3.1 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

4. Identify the key marketing communications (mass and personal).
Red Bull is the highest selling brand making it a marketing leader with over 40% of the market share. Red Bull uses every means of marketing to reach their target groups. Their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, And Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.
The Red Bull consumers can be divided into three segments: athletes, clubbers and workers. Each of these using the Red Bull energy drinks to meet their personal needs. Whether these are obtaining physical edges, mental edges or just consumption for pleasure. Within the energy drinks market Red Bull is the industry leader throughout the world. A lot of promotions and well targeted campaigns and sponsorship. Formula 1 helps to expand Red bull brand and increase consumer brand awareness. However, Red Bull does not sell energy drinks it sells a lifestyle. Red Bulls content marketing is creative though videos, articles, and most famously though their events and extreme athletes. The Values that Red Bull distributes are relevant and consistent in attracting and retaining they’re defined target market. Red Bull market its products to everyone clearly though their marketing they want to attact every type of customer. Hoever their best target market is millennials. Red Bull also sells the same lifestyle to its employees and the culture has produced ...

... middle of paper ... that level of energy. It would allow Red Bull to reach to an even larger part of the market.
Red Bull engages in a variety of marketing programs, including traditional television, print and radio advertising, event marketing in sports and entertainment, sampling, and point of purchase promotion. The bulk of Red Bull’s marketing activity was directed toward encouraging product trials and from the exsperience of product trials using word of mouth to continue marketing the brand. According to Kraihamer, “we do not market the product to the consumer, we let the consumer discover the product first and then the brand with all its image components,”
Red Bull Non-specific advertising captivated a non-descript audience, at the same time as sponsoring extreme sports and events proved effective in not only advertising the drink, but also making it become a "way of life".

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Communications And What Types Of Promotional Tools Essay

- What are marketing communications and what types of promotional tools are considered effective in today’s marketing environment. Marketing communications is the process whereby the business conveys their business ethos the public through a range of different methods and media’s. Promotional tools such as advertising, personal selling and public relations are all part of the promotional mix which enables a business to communicate with their customers. Mercer (1996) says that “The ideal form of promotion is the conversation which takes places between the expert sales professional and his or her customer....   [tags: Marketing, Public relations, Promotion, Sales]

Better Essays
1344 words (3.8 pages)

Essay on Marketing Communications Campaign of Nike Football Shoes

- Nike is first created by Phil Knight and Bill Bowerman in 1964, to provide athletes with better shoes. The first year sales of their company totaled around $8,000, and now it is already one of the biggest sport companies in the world. Nike is called the legend of marketing communications. In the next part, I will analyze the marketing communications campaign of Nike football shoes, and explore how Nike put the marketing communication process model into practice. 1. Align with marketing objectives The first football shoes are produced in 1950s by Adidas....   [tags: football shoes, nike. adidas, soccer]

Better Essays
1821 words (5.2 pages)

Use of Integrated Marketing Communications in the Fast Food Industry Essay examples

- Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers....   [tags: McDonald's, IMC]

Better Essays
1698 words (4.9 pages)

Customer Relationship Marketing ( Crm ) Essay

- Customer Relationship Marketing (CRM) is more focused on what happens after a customer is acquired. The goal is to develop a long-term customer relationship that benefits both the customer and the company. This summary will discuss the purpose of customer relationship marketing, the customer’s value versus the company’s value, strategies used to implement CRM, and review companies that have successfully implemented customer relationship marketing programs. Purpose of CRM Relationship marketing aims to build equally satisfying long-term relationships with key partners in order to earn and retain their business....   [tags: Marketing, Customer relationship management]

Better Essays
1010 words (2.9 pages)

Integrated Marketing Communication Versus Traditional Advertising Essay

- Integrated Marketing Communication versus Traditional Advertising Before the days of the internet and all the new forms of communication currently available businesses had to use traditional advertising that consisted of TV commercials, newspaper ads, magazines and radio (also known as mass media). This form of advertising attempts to reach as many people as possible without being able to measure the full effects of the ads (Belch, Belch, & Guolla, 2008, p. 9). The ads needed to be attention grabbers in order to draw the consumer in and keep their focus or your target audience would skip right over it and not even know....   [tags: Advertising, Marketing, Target market]

Better Essays
1485 words (4.2 pages)

B2C And B2B Marketing Comparison Essay

- B2C and B2B Marketing Comparison Marketing ultimately depends on who you are delivering your message to. With Business to Business (B2B), an organization has to know the businesses needs, its current situation, competitors, trends, technology and costs. Business to Commerce (B2C) is also about knowing who you're selling to. You have to know their wants and needs, your competition, distribution, supply chains and costs. Often, B2B sites are more informational and technical. There is less branding, or at least a different kind....   [tags: Business Marketing]

Free Essays
966 words (2.8 pages)

The Marketing Mix Essay

- The Marketing Mix There are many items or situations that require a well-balanced mixture in order to be successful. For instance, a cake mix requires a specified amount of each item, otherwise the cake might be too sweet or just not good at all if the ingredients aren't mixed right. The same is true with marketing. Marketing requires a good mixture in order to be successful in the final sale of the product at a profit. The following will discuss what the marketing mix is and a brief history of the marketing mix....   [tags: Business Marketing Market]

Free Essays
1894 words (5.4 pages)

How Internet Affects All Aspects Of Marketing Strategy Essay

- The use of the internet has become critical since it has transformed the way business is conducted in the present day. Nowadays, it is such an important tool that every company is using the internet in some way – whether it be finding out new sources of raw materials, new markets, new distribution channels, the policies of the foreign government, or competitive environment of a foreign market. Proper usage of the internet can provide companies a competitive advantage. It benefits companies by finding that relevant information at very low cost....   [tags: Marketing, Internet, Pricing, International trade]

Better Essays
1257 words (3.6 pages)

Changes in Digital Technology and Their Effects on Mass Media Essay

- Digital technology has caused a recent surge in the way our culture consumes mass media. Mass media involves the basic characteristic of communication to large audiences. Communication is a vital characteristic which people use everyday. This communication can be done through pleura of methods such as radio, print newspapers, broadcast television, Internet, telephones, etc. Digital technology has allowed for far more possibilities for productivity than traditional methods before. Digital technology has given people the power to express themselves via blogs, social media sites, pictures, and other user-friendly programs....   [tags: communication, internet, mobile]

Better Essays
907 words (2.6 pages)

Essay about Marketing Manager V. Sales Representative

- There is a vast amount of majors one can study in college, and so many careers in those areas that one must only choose one of. It is like going into the ice cream shop and not knowing which flavor to choose since they all look so delicious. Yet, choosing a profession is very different, as one cannot just choose a job like they would a flavor of ice cream. One cannot have the Chunky Monkey today and the Cherry Garcia tomorrow, or else their life will be one Rocky Road. More thought must go into choosing the right career path; as one cannot flip flop back and forth, going from a doctor one minute to a fashion designer the next....   [tags: Career Research ]

Better Essays
1187 words (3.4 pages)