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Instructions
For this assignment, you will be focusing on Red Bull and
specific components of their IMC mix: sales promotion, public relations,
experiential marketing, and online and interactive communications.
Follow the instructions below to complete this assignment.
1. Conduct Research
Before answering the questions
below, spend some time learning about Red Bull by reviewing the resources
provided below and conducting your own additional research.
·
Red Bull
Energy Drink – Official Website
·
Red
Bull’s Approach to Marketing: Then and Now
·
Red Bull Stratos
·
The
Perfect Marketing Strategy That Fell Out of the Sky…
2. Answer Questions
Now that you have learned about Red
Bull, prepare a report by answering the questions below. Make sure you apply
the various IMC marketing concepts and terminologies discussed in this course
within your answers.
A.
IMC Mix: Sales Promotion
Provide a detailed description of
Red Bull’s sales promotion strategy. In addition, describe how else Red Bull
could use both consumer promotions and trade marketing promotional
strategies. Be sure to provide examples as part of your response.
B.
IMC Mix: Public
Relations (PR)
Provide a detailed description of
Red Bull’s public relations strategy, using the Red Bull Stratos program.
Was this an effective PR strategy? Why or why not?
C.
IMC Mix: Experiential
Marketing
Provide a detailed description of
Red Bull’s experiential marketing strategy. Be sure to provide examples and
assess the effectiveness of the strategies.
D.
IMC Mix: Online and
Interactive Communications
Provide a detailed description of Red Bull’s
online and interactive communication strategy. Be sure to provide examples and
assess the effectiveness of the strategies
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