An integrated marketing communications campaign for Red Bull Light

Date of Publication

12-2007

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Defense Panel Chair

Leonardo R. Garcia

Defense Panel Member

Mary Julie B. Tañada
Dennis A. Gutierrez

Abstract/Summary

Energy drinks are so hot right now that new brands are coming out at the astounding rate. The Energy Drink marketplace and new age beverages are the popular thing right now in the world of Retail, Beverage Industry and Wholesale Distribution. Companies are, and will still grow at double digit percentages every year.

Today, the Philippine energy drink market remains to be dominated by Red Bull and Lipovitan, with each having established a clear market segment. The strength of these products and their specific markets have been such that new energy drink brands have found it difficult to establish a niche in the local market.

In 2005 Energy Foods Distribution Inc. (EFDI - importers of Red Bull Supreme) introduced Red Bull Light, the low calorie, less sugar variant of Red Bull Energy Drink. Notwithstanding Red Bull Lights irresistible appeal to the health and fatigue conscious market, it packs the same 100% energy-giving power as Red Bull Supreme. According to the survey conducted by EFDI, some prosumers think that Red Bull Light is only for women so the male market is automatically lost. Some think that Red Bull Light is not as strong as Red Bull Supreme in terms of energy kick because it contains less sugar. The proponent would like to suggest the utilization of mostly the Non-Traditional marketing as the medium/tool of advertising/marketing this campaign. With a total cost of roughly 33M for advertising & marketing (out of allotted 35M budget), we can surely help with maintaining that No.1 spot.

New Energy Drinks with dreams of millions have to first learn to survive. Yes, you can grow, land national retail accounts and the biggest and best beer distributors in the Energy Drink sizzling cities like Metro Manila & Cebu, but before you do all of that growth you have to survive first.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG04382; CDTG004382

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Keywords

Red Bull--Marketing; Energy drinks--Marketing; Advertising--Beverages

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