Red Bulls Marketing Communication Report

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Executive summary (150 words)

In this report, my intention was to analyze Red Bull’s current marketing communications objectives and the current digital and social media strategy in relation to these objectives. In my initial analysis, I performed an examination of the market in relation to competition and strategies employed over the last few years. Then I examined Red Bull’s marketing communication objectives using available reports, marketing campaigns, and other relevant data. I then used the 7D framework to evaluate Red Bull’s current digital and social media strategy. Lastly, I performed a SWOT analysis to determine the internal as well as external position of the company in the beverage industry. The findings point to a strong brand, one that has attained heavy social media presence through various strategies such as sponsorship of major events and use of platforms such as Instagram ad Twitter to become a household name.

Contents

TOC o “1-3” h z u Executive summary PAGEREF _Toc64453758 h 1Introduction to Red Bull PAGEREF _Toc64453759 h 1Red Bull’s Marketing Communication Objectives PAGEREF _Toc64453760 h 2Evaluation of Current Digital and Social Media Strategy PAGEREF _Toc64453761 h 2Identifying Organizational Strengths, Weaknesses, Opportunities and Threats PAGEREF _Toc64453762 h 3References PAGEREF _Toc64453763 h 4

Introduction to Red Bull (400 Words)

In this section, the digital and social media strategies of Red Bull, as a representative of companies in the global beverage industry will be analyzed. The section will be divided as follows:

History

This subsection will give a brief introduction on the company including historical information on when it was started and a timeline of major events.

Vision

The vision of the company in relation to the overall report objectives will be discussed in this subsection.

Scale and Main products

The scale and reach of Red Bull will be provided here, including a brief introduction to the main products distributed by the brand

Target customers

A brief mention of the brand’s target customers will follow in this section, highlighting how the company positions itself to reach the said market.

Profitability

The last section here will focus on how Red Bull maintains profitability, including a presentation of its financial reports in the last few years.

Red Bull Strategy in China

The report will focus on the objectives and strategies in marketing communication applied by Red Bull in China

Red Bull’s Marketing Communication Objectives (550 words)

Definition of main forms of media

Analysis of Red Bull’s communication

Involvement with sporting activities and partnerships

The Chinese Super LeagueFormula One sponsorship

Neymar Junior Affiliation in influencer marketing

Max Verstappen

American Football sponsorships

Evaluation of Current Digital and Social Media Strategy (500 Words)

The 5s of digital marketing framework:

Sell

Serve

Speak

Save

Sizzle

Set

Connecting Red Bull’s communication objectives to the 5S framework

Social platforms that Red Bull uses for its marketing communication

Identifying Organizational Strengths, Weaknesses, Opportunities and Threats (400 words)

Strengths

Weaknesses

Opportunities

Threats

References