Essays on Red Flash Brand Integrated Communications Case Study

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The paper "Red Flash Brand Integrated Communications" is an outstanding example of a business case study. The red  flash brand is among the new drink brands that have been introduced by the coca-cola company most recently. Entering the market in early 2000, Red Flash drink was meant to compete strongly against the Big Red brand that is equally operating within the same market niche (Pope, Louis, & Yazijian, 2011). One of the distinctive features of the Red flash drink is its low protein and fat levels; the protein and the fat levels of these drinks are zero while the carbohydrates and energy levels are 28g and 25 kj.

These attributes make the drink to suit the current needs of people within the market system (Media Age, 2010, June 16). The red flash drink is considered a drink that can be taken by friends and colleagues, and in the contemporary world, the drink is taken mostly by the youths and students. It is also considered ideal for people intending to lose extra weight. Moreover, the drink offers a sense of class since it was developed for a certain market profile which mainly consists of people looking for both taste and value.

The great and unique flavor is achieved through improvement of taste and proper packaging which reflects the value of the drink. Despite the strong attributes that have been given to this drink, many consumers are still not aware of its existence in the market. Most consumers cannot tell the importance and why it is suitable for people within a given age group. Moreover, the drink has not yet received any global recognition in terms of many people knowing it and its effect (Raman & Naik, 2012).

The secondary problem with this drink is that many people still perceive it as an alcoholic drink hence does not permit its use by their children. This makes it not easily accepted in many cultures and religious settings, and as a result, the levels of marketing this drink have become less successful with most people having such negative perception. Situational Analysis Market Analysis Ready to drink refreshments form the largest group of drinks and refreshments for all people across the board; many companies are striving to create brands that will be acceptable to all people within the market segments in terms of taste and class hence making it ideal for consumption at all times.

Coca-cola holds the greatest percentage in terms of market share and therefore and, therefore, is the number one distributor of drinks and refreshments. However, the company has not had great success in marketing the new drink which has not received global acceptance and recognition as compared to the others within the same niche. The big red, a major competitor of this drink is doing well and has attained worldwide recognition among the best drinks (Raman & Naik, 2012).

The coca-cola company, therefore, targets to achieve a large market share that will enable the drink to gain its rightful position in the market. Market environment Drinks and refreshments are becoming a fast recognized trend among people within various age groups. With the emergence of new-age groups, tastes and preferences are quickly changing hence making it ideal to prepare groundbreaking for the Red flash drink. Technological issues are equally affecting the manner in which these drinks will sell in the coming future.

Shelf life optimization among other techniques will play a major role in determining the levels of competition for this brand. The market environment is filled with capabilities as well as technological advances that will be useful in communicating the attractive features and tastes of this drink to the prospective customers.


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Clow, K. E., & Baack, D. (2010). Integrated advertising, promotion & marketing communications (2nd ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.

Elmore, B. J. (2013). Citizen Coke: An Environmental and Political History of the Coca-Cola Company. Enterprise and Society, 14(4), 717-731.

Media Age. (2010, June 16). News Analysis: Big brands see potential of in-game ads.. New Media Age, 3, 8.

Pope, D., Louis, J. C., & Yazijian, H. Z. (2011). The Cola Wars: The Story of the Global Corporate Battle between the Coca-Cola Company and Pepsico, Inc.. The Business History Review, 55(4), 588.

Raman, K., & Naik, P. A. (2012). Long-term Profit Impact Of Integrated Marketing Communications Program. Review of Marketing Science, 2(1), 6.

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