BUS 306-02
Professor Davis
November 10, 2013
Red Bull Case Study
1. List all the ways that Red Bull’s promotional efforts are unique from those of the
mainstream.
Red Bull’s promotional efforts are unique from those of the mainstream for a variety of reasons:
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It reaches smaller groups of consumers in more interactive and engaging ways
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It forms deep relationships with customers through emotional experiences
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It uses a progressive endorsement and sponsorship strategies
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It aims to constantly evolve and develop the brand
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It engages with consumers using new and exciting channels of communication
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It enhances the customer’s brand experience
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It leaves lasting impressions
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Creates positive feelings and conviction by nurturing its target’s talents
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It embraces innovation
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It utilizes digital and social media to drive consumer engagement and loyalty
2. Which promotional mix elements does Red Bull use? What grade would you give Red
Bull on integrating these elements into a core marketing communications campaign?
Today, Red Bull’s promotion mix consists a blend of advertising, public relations, and directmarketing tools that it uses to communicate customer value and build customer relationships
(Kotler & Armstrong, 2012, p. 406). Red Bull provides Grade A efforts on integrating these
elements into a core marketing communications campaign.
Red Bull utilizes the powerful tool of advertising. Through advertising, the company provides a
nonpersonal presentation and promotion of its goods or services by an identified sponsor (Kotler
& Armstrong, 2012, p. 407). Red Bull has taken advantage of multimedia production, as it
provides network spans of TV, print, mobile, digital, and music. This allows Red Bull to promote
its lifestyle brand at the center of companies, brands, and artists (Kotler & Armstrong, 2012, p.
429).
Red Bull also utilizes public relations to build good relations with...