To ensure that consumers are aware of the various benefits of Red Bull, the company has established a user friendly website (www.redbullstratos.com). Through this website, the company does not only enhance consumer awareness, but also it indicates the extent to which technology can be used in marketing (Guiltinan et al, 1996). With a headline of world biggest jump, Red Bull website highlights the roles of Felix and the marketing team to portray Red Bull as the source of strength and wisdom. Red Bull Stratos PR Campaign is well displayed through Youtube. In this way, the brand has captured the attention of young consumers who regularly visit internet marketing sites. As a result, Red Bull became a major competitor in the soft drink industry whose leader is Coca-Cola Company. Red Bull Stratos PR Campaign took place on October 14, 2012 in US. Based on the confidence and daring nature of Felix Baumgartner, the brand gives an indication of the level at which brands can change consumer behavior as well as improving their welfare. The major aim of this campaign was to attract new consumers and retain the trust of the existing customers. This goal was achieved through innovation an aspect that is used by most of the market leaders in the international market. Image of the Red Bull Stratos PR Campaign Publics targeted by Red Bull Stratos PR Campaign Young consumers-young people have wide range of responsibilities that require significant amount of energy. In this regard, the Red Bull campaign targeted young consumers who use internet and social sites to seek for brands that can give them energy to undertake their daily duties. Athletes-Based on the need to retain their titles in athletics, athletes require high level of energy. This makes them to be loyal and increase consumption of brands that provides adequate energy. Through the use of Felix, Red Bull targeted athletes and other participants in the sporting field (Menon, 1997). Investors-Red Bull used innovation to attract potential investors. This was an indication that the company can go to any extent to improve its sales an aspect that investors looks at when comparing investment portfolios. Executives-Red Bull campaign was initiated by experienced marketers and information technology experts thus targeting executives who are aimed at enhancing their energy to attain individual and corporate objectives. Success of the campaign One of the major reasons as to why Red Bull Stratos PR Campaign succeeded was the skills and wide experience of the team members. For example, the camping team comprised of experts in the fields of medicine, designing, engineering and science. In this way, each of the team members made a significant contribution towards the success of the campaign. In the same way, the campaign had a mission to advance discoveries in aerospace in order to improve the welfare on mankind (Davis and Blomstrom, 1975).Through this mission, the team was focused at succeeding in all the stages of developing the campaign. The scientific research and innovation that is adopted by the US government was also a major factor that led to the success of the campaign. For instance, Joe Kittinger a famous US air force colonel motivated Felix during the campaign. It is worth to note that for any marketing strategy to succeed, a company must allocate adequate financial resources.
Red Bull stratos PR Campaign Red Bull Stratos PR Campaign One of the notable marketing strategies that Red Bull adopted in its effort to reach more customers and create a strong positive customer-product relationship is Red Bull Stratos PR Campaign…
&production Strategy (ERCC Model) 14 Rationale for Proposed Solution &Strategies 14 Recommendation & Implementation 15 References 16 Introduction: Red Bull The energy drink “Red Bull” is manufactured by an Austrian company named Red Bull Gmbh which was established in the year 1987.
RED BULL: A Case Study in Brand Equity 1. Background Red Bull energy drink is present in more than 120 countries globally; it has built its brand image as a “functional energy” beverage, which is neither a recreational drink on the one hand, nor a medicinal drink on the other.
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The image of a healthy dog together with the logo “Purina Pro Plan ®” will be included in the advert. The advert will be published twice in a week so as to ensure pet owners have accessed the information.
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2 pages (500 words)Assignment
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