...Deepak Tiwari (IMC Plan) Executive Summary The intention of this Integrated Marketing Plan is to assist Red Bull to spread its wings across the country, eliminate the threat from competitors and increase sales. The IMC plan uses all the available media channels to promote the brand throughout the year because of the market needs. The Red Bull Company cannot afford to stop advertising any given time of the year and thus it has to have good and effective marketing plans to lure the customers. The chances of customers shifting to other competitors are high and thus Red Bull should use this marketing plan to develop loyal customers. Table of Contents INTRODUCTION 4 SWOT ANALYSIS 5 CONSUMER BEHAVIOR & MARKET ANALYSIS 6 CONSUMER POWER: 7 CUSTOMER ANALYSIS 7 MARKETING OBJECTIVES & STRATEGIES 8 TARGET MARKET PROFILE 8 POSITION STRATEGY 8 INTEGRATED CREATIVE STRATEGY STATEMENT 9 ADVERTISING OBJECTIVES 9 CREATIVE BRIEF 10 CREATIVE EXECUTION 11 MEDIA OBJECTIVES & STRATEGIES 12 REACH 12 FREQUENCY 12 ALLOCATION OF BUDGET 12 MEDIA STRATEGY 12 SCHEDULING 13 PUBLIC RELATIONS OBJECTIVES & STRATEGIES 14 PR OBJECTIVES 14 TARGET AUDIENCE 14 KEY TARGET MEDIA 14 EVALUATION PLAN 15 CONCLUSION 15 REFERENCES 16 Introduction In the 1970s, the Red Bull Company took marketing and ingredient ideas from energy drink named Krating Daeng from Thailand (Red Bull, 2015). By the year 1987, An Australian named Dietrich Mateschitz developed the Red Bull drink through the...
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...presence across social media platforms is their top area of corporate social media marketing (”social marketing”) investment for this year, ahead of increased frequency of content publishing (58.9%) and more robust social marketing management (49.5%), according to [pdf] a December 2011 Awareness survey. Investments in expanded social reach will be led by self-reported social marketing novices (78%) and dabblers (71%), while experienced social marketers find the category to be somewhat less of a priority, placing it relatively on par with increased frequency of content publishing and more robust monitoring. 3 in 4 Cite Resource Challenges 77% of respondents cite lack of sufficient resources as a social marketing challenge, followed by measuring ROI (58%), managing and growing social presence (42%), and integrating social with lead generation and sales (37%). Roughly one-third of respondents expect that integrating social with the rest of their marketing, monitoring social media, and managing publishing of social content across platforms will be a struggle this year. These findings mirror results from a CMO Council survey released in December 2011, which found that the leading concerns held by marketers regarding investments in social media initiatives are that they require resource and time requirements and present difficulties quantifying or measuring return or brand impact. Social Presence Top ROI Metric Data from Awareness’ “The State of Social Media Marketing” indicates...
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...Starbucks: Going Global Fast Ronnie Deaver MKG400 International and Multi-Cultural Marketing Colorado State University – Global Campus Dr. Michael E. Ricco June 19, 2016 Starbucks: Going Global Fast Starbucks is a fast growing and well known US based company focused on penetrating international markets. When entering a new market, there are always associated risks, problems, controllable/uncontrollable elements, and process optimizations. Below is a discussion on the factors contributing to Starbucks expansion into international markets such as Japan. Controllable Elements For any company expanding to a new market, there is a plethora of controllable and uncontrollable elements to consider; some new and some similar to those faced in domestic markets. Interestingly, the controllable factors that Starbucks encountered when entering the global market were similar to those faced in their domestic market; product, price, place and promotion. The Starbuck’s brand name and image connect with millions of customers globally. Starbucks can control and adjust its product to meet the cultural needs and expectations of a market; including price, availability, and their marketing strategy. Using appropriate market research, Starbucks can pre-emptively make certain that their product is the right fit for each of its international locations. According to Starbucks (n.d.), they maintain a high level of success internationally by working with international partners who understand...
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...Services journal homepage: www.elsevier.com/locate/jretconser Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing Anders Parment Stockholm University School of Business, Stockholm University, Department of Marketing, S-106 91 Stockholm, Sweden a r t i c l e i n f o Available online 29 January 2013 Keywords: Generational cohorts Generational marketing Market segmentation Generation Y Baby Boomers Consumer behavior Purchase involvement Retail strategies abstract This paper presents some significant empirical findings about generational cohorts and their shopping behavior. Marketing has long relied on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but does not help to understand segment motivations. However, environmental events experienced during one’s coming of age create values that remain relatively unchanged throughout one’s life. Such values provide a common bond for those in that age group, or generational cohort. Segmenting by ‘coming of age’ age provides a richer segmentation approach than birth age. This study compares two significant cohorts: Baby Boomers and Generation Y, with respect to their shopping behavior and purchase involvement for food, clothing and automobiles. For the three types of products, Baby Boomers value the retail experience and in-store service higher than Generation Y. For Baby Boomers, the purchase process starts with a retailer...
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...Marketing Mix MKT/421 Marketing Mix This world moves in a rapid pace when it comes to business, it is important to understand concepts and strategies that have been completed by successful entrepreneurs and follow the steps to get those ideas on the board and to the people hands. The marketing mix has been created as a map to getting a product or service out to market in an organized and effective manner. Within the marketing mix consist of the four P’s; product, place, price, and promotion. These are the four p’s used around the world to help guide entrepreneurs to success in the business market. Product organization’s marketing strategy and tactics. Vemma Corp. is a company selling health and wellness across the world. Giving an opportunity to start a business to an average person and making his and her dreams come to a reality. Vemma created different products for the needs and wants to different people. "Vemma" (2004) Products include a healthy liquid nutrient, a weight loss program with weight loss supplements, a healthy alternative energy drink, and a healthy liquid nutrient drink for kids. Vemmas products are proven to help build a stronger immune system, products have amazing antioxidant absorption, and helps lower C-reactive protein and from that help on all aspects of health. Because the company is based on direct sales, people within the company would promote each product to the specific needs and wants to the people....
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...Standard Operating Procedure
Global Demand Generation
|Document Identification Number (For this Document) : BIRLASOFT/SOP TPL/SoP Template |
|Document Identification Number : BIRLASOFT/SOP
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...approaches 3. Trompenaar’s Cultural Dimensions 4. Geert Hofstede’s Cultural Dimensions 5. Cultural challenges when entering a new market 6. Pros and Cons of entering a new market with an adapted/standardized product 7. Characteristics of culture 8. Conclusion 9. Values in Culture 10. Value Similarities and Differences across cultures Introduction to Culture There is no doubt that the international marketing process do face a large set of variables as it take place over different countries and it does act in different environments. One of the most determinant environments to the success of the international marketing process is Culture, which hold the reason for many human acts and behavior. Reaching to that point international marketer should study deeply culture treaties of a country the company is planning to act in. so that special amendments in the organization overall plans and actions is made to act in accordance with the new market variables The role of culture in international business and marketing Culture is a distinctive element of international marketing. While factors besides culture are present, culture could be a key determinant of most overseas relationships. Researchers agree that exchange processes within business networks can only be understood by conducting studies in different countries and cultures. For example, studies of joint ventures between China and the USA have suggested that the national cultures...
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...------------------------------------------------- Principles of Marketing ------------------------------------------------- BUSS 402 ------------------------------------------------- McDonald’s ------------------------------------------------- By ------------------------------------------------- Natalia Mitsukova ------------------------------------------------- W1333555 ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Reflect and Evaluate the Marketing Principles of McDonald’s Important marketing principles For a global company such as McDonald’s operating in 118 countries it is very important for the company to be responsive to changes in local culture, tastes and preferences. More traditional marketing theory tended to support a ‘think global, act global’ approach purported by Levitt (1983) to marketing. However, contemporary marketing theory suggests that international...
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...Services) • Acquire and develop knowledge of vertical/horizontal industry practices, trends, benchmarking data, and create competitive analyses. • Formulate strategy and plan for implementing and leveraging online communities, discussion forums, and other collaborative technologies. • Engenders enthusiasm for the work to be done, honors commitments and contributes proactively to ensure optimal positioning of SAP, while encouraging idea generation and creativity for each pursuit • Identifies and actions hot issues/topics/trends within the service line that require specific focus to rapidly capture the related knowledge assets • Analyst Relations: Proactive management of key influencer relations across major analyst firms, ensuring positive movement on analyst surveys and relationships • Customer relationship management: Managing key customer connects, ensuring support to Account based marketing activities, Building a sustain CRM campaign, with customer testimonials and case studies • Marketing strategy: Involvement in the business planning and market segmentation which involves...
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...given region. Instead of targeting largest distributors with greatest reach, red bull targets small distributors who often become exclusively red bull distributors. Small independent venues are also the first targets. Red Bull does not use traditional market the local subsidiaries are responsible for local marketing content such as oral marketing, bill boards and radio. Q2.Which changes would you suggest for red bull’s future global marketing mix in order to make future challenges? Have an ability to gain new customers and retain current customer loyalty: With Red Bull’s target market currently aimed at the Generation Y’s (15 – 30 year olds) there is the question of whether this generation will continue to drink Red Bull as they grow older. And will the next upcoming generation accept this product as their own. They should segment the market in two difeernt ways, one relating to the youth. Second to the older generation Have Health and Social Implications: Due to growing pressure on organisations in society, Red Bull now promotes their product with current societal and health issues in mind. Childhood obesity and type 2-onset diabetes has become a major issue across western developed nations. By introducing ‘sugar free’ Red Bull will open up a new opportunity to the ‘health conscious’ and diabetics. Managing this issue will be a constant process and Red Bull must be seen to be adjusting their product to suit society. By not having only one product: One particular...
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...Conclusion………………………………………………………………..14 References………………………………………………………………..15 Appendices……………………………………………………………….17 Group Contract…………………………………………………………..25 Executive Summary Jumba Juice, a chain of smoothie restaurants from the United States, is facing a marketing challenge that will be solved throughout the following case study. The company needs to define their target market, as well as create brand awareness in Canada through a new marketing plan. There are four alternatives that the clients should consider; a) marketing to Generation Y, b) marketing to the Millennial generation, c) marketing to business people, and d) marketing to health conscious individuals. The recommended alternative is to market to suburban areas across Canada because they contains three of segments of Jamab Juice’s market; Generation Y, the Millennial’s and health conscious individuals. This region has the best-predicted outcome of new consumers and will result in more revenue for Jamab Juice. Problem Statement Jamba Juice is currently operating in the United States and would like to establish themselves in Canada to increase market share. Situation and segmentation analysis is necessary in order to create an effective marketing plan for Jamba Juice to penetrate the Canadian market....
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...3. What are the requirements for effective segmentation? 4. How should business markets be segmented? 5. How should a company choose the most attractive target markets? CHAPTER SUMMARY 1. Target marketing includes three activities: market segmentation, market targeting, and market positioning. Market segments are large, identifiable groups within a market. 2. Two bases for segmenting consumer markets are consumer characteristics and consumer responses. The major segmentation variables for consumer markets are geographic, demographic, psychographic, and behavioral. Marketers use them singly or in combination. 3. Business marketers use all these variables along with operating variables, purchasing approaches, and situational factors. 4. To be useful, market segments must be measurable, substantial, accessible, differentiable, and actionable. 5. We can target markets at four main levels: mass, multiple segments, single (or niche) segment, and individuals. 6. A mass market targeting approach is adopted only by the biggest companies. Many companies target multiple segments defined in various ways such as various demographic groups who seek the same product benefit. 7. A niche is a more narrowly defined group. Globalization and the Internet have made niche marketing more feasible to many. 8. More companies now practice individual and mass customization. The future is likely to see more individual consumers take the initiative in designing products and brands. ...
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...Purchase MKTG 310-50 February 16, 2015 Introduction In the marketing world, finding groups or segments of consumers that have strong similarities are almost rare to find. When such similarities exist, marketers can offer related product, service, distribution, and communications to a very large number of potential or existing customers that will respond in a consistent way. This is the ideal way to approach a situation but it doesn’t always work so smoothly. Ever since the 1950s, marketers have pursued certain markets that are internally consistent on some common ground, but externally different from other market segments. Marketers have been effective and efficient through the act of segmentation. Baby Boomers (born 1946-1964) have been the most powerful generation historically. These Baby Boomers are known to be optimistic, team oriented, and often strive for personal gratification. Millennials (born 1981-2000) are a very close second in the generational race to be the most influential generation in history. Millennials are also quite optimistic about the future. They possess a lot of confidence and are very careful about their status level. Even though these two generations have similar traits, they are very different at the same time. Baby Boomers and Millennials will be examined on how and why they make a purchase in the market. Generation Preferences in Advertisements Since advertising first started in the late 1800’s...
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...would reach out to the baby boomer generation. I used to think it was wrong to use social media to market towards baby boomers and generation x and I was wrong. I am pretty amazed on how many people from this generation are using sites like Facebook, Linkedin, Twitter, and Myspace. I will definitely keep social networking at the top of my list as a way to market towards these generations. More specifically I will primarily use Facebook as the main source of marketing because more than 1/3 of baby boomers and half of Generation X has a Facebook page. Mavens are most likely to be Generation Jones and working full/part time and these individuals could have huge impact on the target market. These are the type of people who are always expanding their social network and are recommending products and services more than 10 times a year. This could be a domino affect by mavens in your target market continuing to speak about your product through their social network. In a matter of time you could expand your business from being very well know just being using social networks like Facebook. Targeting towards Generations Jones and workers. 2. As an eMarketer choosing digital marketing vs. traditional marketing to means revolutionizing ways companies reach their consumers and target audience. Here in New York City we see that with basic billboards going digital displaying different images and content. Social media has been a new trend for marketing. I remember while being on MySpace...
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...INRRODUCTION: Energypac Power Generation Ltd. was founded in the year 1995 and today it has established itself as a major supplier of standby and base load generators, low voltage electrical accessories, Busbar systems and luminaries and fixtures including energy saving lamps in a commitment to conserve energy. The company aims to provide reliable, safe, and environmental friendly power to the industrial, commercial, and residential facilities of Bangladesh and has indeed, succeeded in significantly contributing to the country’s power engineering, management, generation and distribution system. CIPP, one of the core businesses of Power Gen, has earned the company a total of 162MW gas engine power plant projects on turnkey basis. A total of 173.31MW of our Diesel generators within the range of 30Kw and 1400Kkw are in trouble free operation nationwide. Our recently formed Oil & Gas Division in association with world reputed Companies like Parker Drilling Company, Messina Incorporated, Emme Gas etc. , aims to provide service and support to Oil & Gas Exploration, Production, Transmission and Distribution sector of Bangladesh including CNG refueling station etc. Energypac Power Generation Ltd has taken up another recent project of importing and marketing China’s largest selling brand, JAC automobiles. EPGL has experienced spectacular growth over these past 12 years .It has now nearly 200 highly motivated employees determined to bring about the various technological innovations...
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