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Promotion Analysis and Sales Plan
While extremely popular now, Red Bull has imposed its powerful authority on the given sector internationally. A well-coordinated integrated marketing communications and selling point is essential for the success of a new product line of a coffee-flavored energy drink targeted at older people. The beverages will soon be released on the market. In what follows, we will consider the specifics of Red Bull’s brand ambassadors, sales promotion, social media, sports marketing, and an integrated approach to popularize the firm’s coffee offerings. The objective of BUS FPX 3030 Assessment 4 is to assist Red Bull in achieving its sales objectives by identifying how the company can market the new products.
Effectiveness of Brand Ambassadors
The work of the Wings Team is another important aspect of Red Bull’s marketing process and the products it produces. These people embody the youthful nature of Red Bull and also help the brand establish a genuine relationship with its target market (Brennan, 2020). To reach a larger marketplace but still keep with the theme of the Red Bull brand, the Wings Team might assist in advertising Red Bull’s new line of coffee-flavored energy drinks, which are marketed to a more mature, drinkers’ audience.
If Red Bull intended its brand ambassadors to optimally leverage this product launch, it ought to hire only people of the WG’18-35 as members of the Wings Team (Dwivedi et al., 2021). BUS FPX 3030 Assessment 4 may include persons in this age bracket who are very influential, especially in their areas of work, like sportspeople, singers, and social media personalities. Such new ambassadors can add themselves to the current Wings Team in advertising the ageless energy and fun that Red Bull coffee and energy drinks bring with them. Branded content and events that the ambassadors plan must, therefore, represent the new line of coffee as diverse and appealing.
Methods to Motivate and Evaluate Staff
Therefore, communicating effectively and successfully the promotion of the coffee product launch will involve stimulating the interest of the Red Bull team and the Wings Team. In terms of motivation and retention, both types of incentives, material and moral, seem to work well in the long run, whereas, in the short term, financial may be useful, especially in the form of bonuses and incentives (King et al., 2022). The sales competitions Red Bull could offer might be a gift, such as a VIP entry to an event, popular goods, or even a holiday. These high-profile promotions are in harmony with the Red Bull image and offer brand evangelists something to boast about.
BUS FPX 3030 Assessment 4 Promotional Analysis and Sales Plan
While extrinsic motivational aspects may help in engaging brand ambassadors, there has to exist a purpose that makes brand ambassadors feel associated with Red Bull. The Wings Team should be part of the corporation’s strategy to introduce the coffee product and be consulted. An inspired, goal-oriented promotional team can be built by organizing team-building activities accompanied by opportunities for further professional and personal growth, as well as celebrating people’s achievements (Wood, 2019). The key measures include the number of products sold, social media activity, event attendance, mood, and qualitative feedback from team managers. Team success may be attributed to constant interaction that enables the team to be corrected regularly.
Sales Techniques and Impact on Marketing
The sales force and the techniques employed by Red Bull are part of the marketing mix and strategy to sell new coffee drinks. According to Britton (2020), the firm obtains premium shelf space and customer relations through direct selling techniques accompanied by endless support. Good and effective sales force training, especially on the coffee line that undergoes a high-profile launch, will produce sales representatives who are knowledgeable about the product and its benefits, thus acting as salespeople who have hope in the brand. BUS FPX 3030 Assessment 4 Concerning the new goods, details on the unique selling proposition and target beneficiaries should be clearly visible on all new sales pitch documents and presentations.
Click on the given link and for geting: BUS FPX 3030 Assessment 2 Place Analysis
Currently, Red Bull may also consider working with coffee shops, event management companies, office supply chain stores, and high-end grocery stores as other channels of selling the coffee brand. To have your coffee observed and consumed, you must find a place on a supermarket shelf where consumers can quickly notice your brand and, even better, if consumers can find your brand right next to the competition (Nufer, 2021). Specific programs to motivate sales staff and retailers may be introduced, as well as volume rebates to stimulate interest in the new portfolio among Red Bull’s direct sales staff and retailers. Thus, for further effective retail promotions, merchandising, and brand activations to drive sell-in and sell-through, the collaboration of the marketing and sales departments is inevitable.
Sports Marketing Strategy
Sports marketing has always been one of the main focuses of Red Bull’s product promotion strategy. These are some of the high-muscularity and high-velocity activities that the corporation sustains: Motorsports, mountain biking, BMX, and skateboarding (Recke & Gijsbers, 2019). BUS FPX 3030 Assessment 4 sponsorships are useful to ensure that younger customers remember Red Bull and create content that the company wants within its media outlets. It’s likely that Red Bull utilizes the effective strategy established to launch new products, such as coffee, by partnering with other companies.
As stated by Grima et al. (2022), based on our approach, Red Bull might want to target 18–35-year-olds by addressing coffee-loving sports such as skateboarding, surfing, skiing, and endurance sports. Red Bull coffee may be promoted through sponsored morning ski antics, skateboarding rallies, and fun flexibility sessions, explaining how it gives athletes a boost in their mornings. Other themes that would be evident on the product’s branding and packaging might also touch on aspects such as sports and coffee. A morning surf series or dawn patrol mountain bike race are just two examples of potential new sports event franchises or sporting contests that Red Bull may create for its coffee brand. The perfect blend of coffee sports may be directly consumed by the target group through Red Bull-owned events as well as grassroots engagements.
Social Media Strategy Impact
By targeting young people, Red Bull utilizes social media to share information about its daring brand. The brand is very active on social networks such as Instagram, TikTok, Twitter, and YouTube, where it mainly shares and releases spectacular and stunning extreme sports videos (Hendriani & Auliana, 2022). A new range of coffee being introduced in the market is ideal for this natural social media strategy given the target customers have been online active for 18 to 35 years.
BUS FPX 3030 Assessment 4 Red Bull Coffee Line
To fully harness the social media impact of the Red Bull coffee line, it is recommended that Red Bull adopt a multi-stage approach that accentuates social media activity after the release of the coffee line, starts social media buzz, and continuously engages the customers. A new generation of energy drinks could be hinted at in short video clips in the teaser phase. In the launch, the applied types of coffee drink may be introduced using repetitive sports-promoting and lifestyle segments during the different platforms. If people are to look and watch, there has to be high-quality action footage and photos required (Molina, 2021). Those can allow more people to participate; those are surveys, sweepstakes, or coffee-sport challenges. The two ways of improving the organic media reach include the use of hashtags and the promotion of social media advertisements. A constant flow of content within an ambassador, an athlete, and a fan may continue influencing the brand after the launch.
Integrated Marketing Program Implications
A well-coordinated marketing program is centrally needed for the initial entry of the Red Bull coffee energy drink. The promotional tools that are at play here include brand ambassadors, sales, sponsorships, and social media, and these have to fit seamlessly to create the new product line. Bormane and Šćitimate, writing in 2019, suggested that having a unified visual appearance, communication theme, and voice across all brand contacts with the target audience is crucial for building trust, believability, and attractiveness.
Thus, efficiency and influence are built from a coordinated plan. Red Bull may repurpose and build on highly relevant branded assets, including films, graphics, and sponsored activities, as paid, earned, and owned media. Horbova et al. (2021) continued that they learned that a large-scale sports sponsorship might allow the creation of content for social networks, standees in stores, media advertisements in newspapers, and influencer partnerships. In this case, when combined strategies lead to better performance and are easier to remember than when used individually. Most importantly, BUS FPX 3030 Assessment 4 Red Bull has really shown that it can bring the branded experience to the target audience through an integrated marketing communication campaign (Chand, 2022). From scrolling through a sponsored winter sports series on Instagram to a branded coffee drink that one can purchase during a skiing trip, all of which help market Red Bull’s brand identity as an energy-driven, adventurous brand and increase its sales.
Conclusion
Marketing and sales integration will be important factors to consider when taking Red Bull into the competition in the coffee energy drink market. Specifically, for coffee drinkers in the young adult category, Red Bull could be capturing a new set of consumers by building on the aspects that it already has: brand association and experiential marketing. Brilliant selling initiatives, crazy social media, One Voice, the Wings Team, new brand endorsers, and ingenious sports sponsorship will revitalize the coffee product line. To bring the needed passion into the category and deliver sustainable growth, Red Bull knows how to do it with the right effort and constant learning.
References
Bormane, S., & Šķiltere, D. (2019). Integrated marketing communications as a business management tool in the context of sustainable development. Open Economics, 2(1), 147-161. https://doi.org/10.1515/openec-2019-0009
Brennan, S. (2020). Red Bull’s brand ambassador strategy explained. Beyond The Board. https://www.beyondtheboard.io/red-bull-brand-ambassador-strategy/#what-makes-red-bulls-brand-ambassador-program-effective
Britton, D. (2020). Red Bull’s sales & distribution strategy – What you need to know. Reply. https://blog.repsly.com/red-bulls-sales-distribution-strategy-what-you-need-to-know
Chand, D. (2022). Understanding 360-degree marketing: What it is & how it works. Outreach Marketing. https://www.outreachmarketing.co/blog/360-degree-marketing/
Grima, C., Hoskisson, B., Nguyen, T. & Westland, H. (2022). Action sports: A segmentation and needs analysis of endurance sports athletes aged 18-35. Faculty of Business and Law, 25. https://research-repository.griffith.edu.au/handle/10072/425534
Hendriani, A. I., & Auliana, L. (2022). The influence of social media content on brand equity: A case study at Redbull. Journal of Business and Management Review, 3(2), 100-106. https://doi.org/10.47153/jbmr32.2632022
Horbova, V. O., Hetman, O. L., & Honchar, L. A. (2021). Social media marketing: Specifics, functions and potential in the context of event management. Professional Education: Methodology, Theory and Technologies, 13, 40-51. https://doi.org/10.31470/2415-3729-2021-13-40-51
King, K. A., Chase, R. L., Phillips, C., Reilly Dodd, K., & Parker, K. (2022). Non-cash rewards, employee engagement and job satisfaction: A moderated mediation model. Journal of Business and Psychology. https://doi.org/10.1007/s10869-022-09841-z
Molina, T. I. (2021). Video marketing content on social networks case: Red Bull. [Bachelor’s thesis, Tampere University of Applied Sciences]. Theseus. https://urn.fi/URN:NBN:fi:amk-2021112921770
Nufer, G. (2021). Ambush marketing in sports – Concept, categories, and a comprehensive overview of cases. Social Science Research Network. http://dx.doi.org/10.2139/ssrn.3969737
Recke, M. P., & Gijsbers, R. (2019). The impact of sponsorships and social media content on athletes’ personal brand development. [Master’s thesis, Jönköping University]. Diva. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-45278
Wood, S. (2019). What motivates staff beyond money? Worklogic. https://www.worklogic.com.au/what-motivates-staff-beyond-money/
