Red Bull Promotional Analysis

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Abstract Kotler and Keller (2006) explain that “marketers should understand the fundamental elements of effective communications (pg 539).” Further they explain “there are eight basic steps in effective communication; determining the target audience, determining the objectives, designing the communications, selecting the channels, establishing the budget, deciding on a media mix, measuring the results, and manage integrated marketing communications (pg 541).” The following is an analysis of Red Bull’s Promotional Activities. I will examine how Red Bull communicates information to its target market. In order to effectively examine how Red Bull communicates its’ consumers I will focus on three areas; the target audience, the design of the communications message, and an analysis of the modes of the media communication mix. By examining these three areas, I will understand if Red Bull followed the eight steps to building effective communication with their consumers. The first step that a company has to accomplish in order to build effective communication is Identifying the Target Audience. This process must start with a clear understanding of who the potential consumers and current consumers are. Also a company must identify what the influencers are. The target audience is a critical influence on the communicators’ decisions on what to say, how to say it, when to say it, where to say it and whom to say it (Kotler and Keller, 2006). Some potential and current consumers of Red Bull are; Travelers, College Students, Public Service Employees (Police, Military and Fire), and Fitness Center Individuals. Travelers have some outside influences on if they are going to be in the market for this product. If a person is traveling by Air they may not want that energy offered by this drink, instead may want to sleep on a flight,

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