The paper “ Red Bull’ s Integrated Marketing Communication" is a spectacular variant of a case study on marketing. Integrated marketing communication (IMC) refers to the process by which various messages and the transmission tools (the media) are effectively organized and coordinated with the primary aim to deliver to and receive information from the market. An organization uses integrated marketing communication with a view to optimizing her impact to the target consumers in the market while cutting on her expenditure. Integrated marketing communication brings together the four aspects of the marketing mix. The four are the product, price, place, and promotion.
When put into an effective harmonious combination, these four elements go a long way in building the brand value for any given product. Thus IMC promotes the brand-building process by improving a company’ s customer relations which are attained through enhanced communications, (Kambarangwe, 2009). This paper will present and discuss the various ways in which Red Bull has applied the concept of integrated marketing communication in building her Brand (Red Bull Drink). But first, let’ s examine and understand the background information regarding the integrated marketing communication concept. The advent of IMC was necessitated by the conviction by marketers that as far as brand marketing decisions were concerned, there was an existent conflict between public relations, publicity, and sales.
This caused inconsistency and inefficiency in resource combination and allocation in terms of time, money and other important production inputs. Another concern was the significant shift in the way people viewed the marketing concept. Unlike in the past when this was market leaning, marketing became more market-determined. Initially, people identified more with advertising as a way of promotion than any other factor.
This was because advertising was effective in communicating information to the mass audience. With time, however, education has made consumers have different preferences and choices have also changed significantly due to continuous market fragmentation. To this extent, the consumers no longer value advertising as before. Instead, consumers try to find information from any other sources which they feel are more relevant and informative to the particular brand. In other words, it became apparent that no one factor in the promotional mix is sufficient to apply in the market to deliver the desired result in the contemporary dynamic market.
Therefore, IMC became the new way of promotion implementation that sought to bring together personal selling, sales promotion, direct marketing, public relations and advertising elements of the promotion basket in order to effectively manage and strategically deliver important sales information to the mass audiences. This intended to help companies build both brand relationships and synergy in the market, (McGoon, 2011). The ideal way for IMC management is to survey and understand then establish broad client databases classified on the basis of tastes and preferences, strengths and weaknesses, and awareness levels.
A company can then implement the most appropriate communication channels that would best suit the different categories so identified. In the next section, this paper briefly considers the individual elements of the promotional mix so that when they are discussed in the Red Bull application, they will be well understood (Doyle, 2008).