RED BULL FLUX IMC PLAN

No. Name

1 Muhammad Radzif Bin Mohd Nasri

2 Lee Chengyi Alan

3 Joshua Liew Jia Han

4 Stacey Yong Hui Ru

5 Lim Li Na

6 Chee Hui Fen

1

Content Page

1. Situational Analysis.......................................................................................................................................................3

1.1 Internal Analysis.............................................................................................................................................................3

1.2 External Analysis............................................................................................................................................................4

1.3 SWOT Analysis ...............................................................................................................................................................5

2. Identification of Market Problems and Opportunities....................................................................................................7

3. Campaign Target Audience ...........................................................................................................................................8

3.1 Brand Loyalty..................................................................................................................................................................9

3.2 Behavioural Sequence Model.........................................................................................................................................9

4. Positioning...................................................................................................................................................................10

5. Marketing Communication Objectives.........................................................................................................................11

5.1 Marketing Objectives...................................................................................................................................................11

5.2 Communication Objectives............................................................................................................................................11

6. Marketing Budget .......................................................................................................................................................12

7. Creative Brief ..............................................................................................................................................................13

8. Creative Strategy.........................................................................................................................................................13

9. Media Objectives ........................................................................................................................................................14

9.1 Setting Media Objectives..............................................................................................................................................15

9.2 Media Vehicles Timeframe...........................................................................................................................................15

10. Media Strategy..........................................................................................................................................................16

10.1 Cinema Advertising....................................................................................................................................................16

10.2 Radio Broadcast..........................................................................................................................................................17

10.3 Printed Advertisements..............................................................................................................................................18

10.4 Sales Promotion.........................................................................................................................................................20

10.5 Social Media...............................................................................................................................................................21

10.6 Event Sponsorship/Product Launch............................................................................................................................22

10.7 Athletes/Sportsmen Endorsement.............................................................................................................................24

11. Other Integrated Marketing Communication Plans ...................................................................................................24

11.1 Nightclubs..................................................................................................................................................................25

11.2 Tertiary Institutions....................................................................................................................................................25

12. Evaluation and Control ..............................................................................................................................................26

12.1 Measures of Recognition and Recall...........................................................................................................................26

12.2 Measures of Emotional Reaction................................................................................................................................27

12.3 Measures of Sales Respond........................................................................................................................................27

References......................................................................................................................................................................28

Appendix ........................................................................................................................................................................29

2

1. Situational Analysis

1.1 Internal Analysis

Red Bull is one of the greatest energy drink companies in the world. The iconic Blue

and Silver can has become a symbol for vitality, helping people with work and play.

Its catchphrase, “Red Bull gives you wings!” is a testament to the sort of imagery

energy drinks wish to portray.

The brand “Red Bull” came in to existence in 1984, with its first product launched in

1987, making it a pioneer in the global energy drink market. The idea came about to

Mr. Dietrich Matechitz while in Thailand. He noticed managers drinking a beverage

called “Krating daeng” prior to meetings to stay awake and focused. Upon trying the

beverage, he found it to have a relieving effect on his jet lag. He went on to

collaborate with the creator of the drink, Chaleo Yoovidhya, and thus developed a

marketing strategy to sell the drink, naming it Red Bull.

The drink consists of various ingredients such as caffeine, carbohydrates and other

important vitamins which are claimed to be helpful in developing physical endurance,

improved reaction, concentration and speed.

The advertising slogan, “Red Bull Gives you Wings”, has been instrumental in

bringing awareness and popularity to the drink. It is popular among men, with its

largest consumer groups comprising athletes, students, night clubbers and those who

are in need of a late night lift.

Red Bull has been successfully established across the world and was made available

in 162 countries as of year 2010.

The main Micro-economic factor that Red bull faces would be their many

competitors, ranging from 300 newly established brands to massive corporations such

as Coca Cola Company, PepsiCo, Hansen Natural Inc and Rockstar International.

However, these so called ‘massive corporations’ do not hold much market share in the

energy drink market. Nevertheless, Red Bull has had to keep tabs on them in order to

keep their lead. Competitors provide alternate taste selections, compared to Red

Bull’s limited line. Additionally, established companies such as Coca Cola and

3

PepsiCo have extensive distribution networks and possess more established brand

names.

1.2 External Analysis

Red Bull Marco-economic factors will be identified with the P.E.S.T model of

analysis-- Political, Economic, Social and Technological factors.

Politically, with the growing demand for energy drinks and possible side effects

arising from highly caffeinated drinks, respective governments might devise

regulations for the drink to be clinically tested. In situations whereby the local

government imposes health and safety restrictions, Red Bull sales would drop as the

amount of cans sold is affected. Some countries have even banned Red Bull as they

feel the product poses a threat to health and safety. Nevertheless, many countries have

accepted Red Bull as an energy drink brand.

The economical factors indicates that consumers will most likely cut down on energy

drinks when there is price inflation, due to the reduction in the disposable income of

the consumers. Also, studies have shown that energy drinks are not deemed as

necessities to consumers, and they would rather save up on such purchases to get

more essential items.

The Social factor points towards a generation with youths that are increasingly

exposed to different sports and avenues for entertainment. In light of this, Red Bull

has positioned itself as a drink for youths, and with the right promotional mix, these

could lead to an increase in sales.

In order to make its brand relate to the masses of a country, Red Bull will produce

labels in the respective country’s language. With this, a higher cost is incurred when

launching the drink in different geographic areas. Nevertheless, Red Bull recognizes

the importance of communicating its brand identity as this would bring about an

increase in brand equity and thus, sales revenue in the future.

With the advancement of social media and technological platforms, Red Bull has had

to improve its communication strategies and promotional tools to be more effective

and relevant. These help to advertise and promote the product, therefore providing a

new way of communicating with the consumers. Promotional tools such as social

4

media outlets like Facebook, Twitter and Instagram has had massive effect on the

consumers, especially the youth as they can better relate to these tools.

Machinery technology has also aided the company to reduce cost as more drinks can

now be produced at a cheaper cost, à la economies of scale, improving the quality of

the packaging as well.

1.3 SWOT Analysis

Strength

Strong Market Leadership

Red Bull is the world’s leading energy drink through strong brand equity. The

energy drink is exclusively produced in Austria and has been exported to more

than 100 countries worldwide. They enjoy outstanding sales which dominate

the energy drink market with a 70% share of the world’s energy drinks market.

Strong Marketing Effort

Red Bull increased its consumer brand awareness by having marketing

campaign targeted towards 18 – 25 year olds. A different approach was taken

by sponsoring events such as Formula 1 driving, BMX biking and other

extreme sports. This is to create a consumer base and increase the demand in a

particular market segment including people who like extreme sports. Brand

ambassadors – ‘Red Bull Girls’ were also conceptualized and hired to deliver

the product. Moreover, Red Bull promotes itself strongly using slogan such as

“Red Bull Gives You Wings” – a metaphor that allows consumers to know it’s

an energy drink that allows them to revitalize and energize themselves.

Weaknesses

Lack of Patent

A major weakness is Red Bull’s lack of patent in the recipe. This allows

competitors to copy their recipe and enter the market easily. Furthermore,

competitors may then use this as a starting place to launch its own unique

selling point.

Small Product Base

Red Bull have a narrow product (line or range) and only market energy drinks

5

along with a sugar free variety. As market fluctuate, energy drink and sports

drink will be vulnerable as it is the smallest segment in the overall soft drink

market, thus competing with the soft drinks market will be of a disadvantage.

Consumer’s interests are changing toward healthier alternatives such as non

carbonated, decaffeinated, fresher drinks.

Opportunities

Extension of product line

An extension of product line will aid them in increasing the market share.

Competitors faces high barrier of entry as competitors entering the market

incur extensive marketing and promotions and Red Bull is already in the

market. It is most likely that a new product as an extension of an existing

brand will succeed best, Eg: a better taste in Red Bull. By introducing a new

product, Red bull can use their strong brand awareness in promoting its new

product.

Patency

Red Bull should do licensing to their patency. This is to prevent competitors

from entering the market easily. It will restrict the competitors from

manufacturing, copying and selling the drink.

New Market Opportunities

Consumers tend to mix Red Bull with various types of liquor. Red Bull could

consider venturing into new target market. In Singapore, increasing trend has

shown in the number of party goers over the years. With the sales of Red Bull

in night pubs and clubs, it will further boost the revenue of Red Bull.

Price Competition

In the energy drink sector, competitors will strive to maintain high level of

quality, convenience, price and related factors so as to stay competitive and

bring higher satisfaction for consumers. Therefore, Red Bull has to be

conscious of its pricing strategy and product quality to ensure the satisfaction

level of consumers, in which bringing about brand loyalty.

Threats

6

Health Concern

Media have reported that Red Bull has ingredients which contribute to certain

health risk. In France, the authorities has gone one step further by banning the

Red Bull product for sale, believing that it is not in compliance with the

country’s health and food regulations. Other media reports have also been

targeted towards parents, stating the high caffeine levels in Red Bull could be

hazardous if consumed by children/teenagers, who are exactly the product’s

target audience. Red Bull has stepped up their measures in health safety by

seeking scientific proof that its product is safe for consumption and released

numerous statements to curb the negative media attention.

Competition

Competition would most likely be one of the biggest threats to Red Bull these

days. Major competitors such as Coca Cola and Pepsi have launched their own

energy drink versions to compete directly with Red Bull’s products

Ability to gain new customers and retain current customer loyalty

Currently, the main target market of Red Bull are the Generation Y and

Millennial consumers. Because the youths of Generation “Y” and Millennial

are more adventurous, more acceptable to change and is often than not a brand

switcher, thus it is difficult to maintain brand loyalty from them should a new

and better product arises.

Above Average Price

The comparison is between Red Bull and its competitors, Monster and

Rockstar. The price of a Red Bull a 500ml can is $3.90 while it costs $2.55

each for Monster and Rockstar. The carbohydrate content of Red Bull is 28

grams. It is 27 grams and 31 grams of carbohydrates for Monster and

Rockstar respectively. The caffeine content of Red Bull is 80mg and 160mg

for Monster and Rockstar.

By looking at the statistic, Rockstar will be the biggest threat for Redbull as

Rockstar give a cheaper price and it will energize consumer more due to its

high caffeine and carbohydrate.

2. Identification of Market Problems and Opportunities

7

Red bull is currently the market ‘King’ in the energy drink sector, having up to 43%

market shares globally, and as the energy drink sector is growing rapidly in the soft

drink sector, Red Bull is seen to have much potential growth in the near future. They

sold approximately 4billion cans of Red Bull yearly over 160 countries, and records

have shown that there have been a consistent growth over the years. By focusing on

selling the concept of energy drink before it sell its product, Red Bull single-handedly

pioneered and breakthrough a global market for itself.

With the society getting more affluent, buyers’ behaviour are constantly changing,

hence much research has to be done on human and buyer’s behaviour. This is to

determine how Red Bull can effectively and efficiently reach their target audience as

time and generation goes by.

With the entry of other competitors and their marketing advertisements and gimmicks,

it causes too much clutter making it harder for Red Bull to sustain the image in the

consumers’ mind, thus Red Bull needs to constantly come up with creative and good

marketing promotion.

The conscious image that Red Bulls has in their audiences’ mind is that they are a

reliable and dependable brand of energy drink, however one will only buy it when in

need of energy or revitalization. Sub-consciously, there are those that felt Red Bull is

not a healthy choice. It has not really been able to replace most of the soft drinks as

people’s choice although it has went into the soft drink market.

However Red Bull has forecasted potential in the soft drink and entertainment sector.

Many are using Red Bull in alcoholic beverages in clubs, pubs and parties. Seeing

much prospective here, Red Bull is moving toward these sector.

3. Campaign Target Audience

DemographicsTarget Audience

PrimaryAge 14-25

Generation Generation “Y” (Born in 1980s to 2000s)Gender Male

Population 833,300 (as of Year 2010)Disposable Income $0 -$1000

BehaviouralPrimary

Youth sports athletes who are tired and want to revitalized themselves

8

OccasionsBenefit Soughts Energy Boost- to charge themselves up with a drink

Usage Rate Medium to heavy usage. Drink Red Bull when feeling tired.User Status Regular users

Loyalty Status Strong loyalty (brand recall)

Psychographic

ActivitiesPrimary

Youth sports enthusiasts who do sports regularly or more than average.Interests Show great interests in sports, and are always striving for great

achievements.Opinions Knowing that they will be recharged after drinking Red Bull, and that

Red Bull will help them to reach their full potential.

3.1 Brand Loyalty

Red Bull has already enjoy a certain level of market awareness as the energy beverage

in which it has the ability to recharge and revitalise them, in light of that, we would

like them to stay committed to the brand and try out the new Red Bull beverage

willingly.We will align our advertising campaign in conjunction with our established

brand attitude. We aim to increase brand loyalty when the target audience identify

with the brand attitude.

Brand attitude brings about product differentiation, which Red Bull aims to leverage

upon as the preferred energy drink. With the aid of media technology, we aim to

increase the emotional attachment and experience with Red Bull in a much relatable

and receptive manner.

3.2 Behavioural Sequence Model

9

4. Positioning

A Star Perceptual Map will be used to compare the key benefits and advantages of

Red Bull against its competitors in the energy drink industry.

The two competitors to be compared with Red Bull in the perceptual map will be

Monster and Rockstar. Red Bull is the finest among 4 of the 8 key features compared.

It is shown higher in market share, brand image, distribution channel, has the best

taste and has the lowest price compared to the other 2 energy drinks.

Red Bull has the most established brand image in comparison. However, it costs the

most in contrast to the other two energy drinks. The estimated price of a can of Red

Bull is $3.90 while it costs about $2.55 each for Monster and Rockstar.

As of year 2012, the market share of Red Bull is 43% which is the highest measured

up to Monster and Rockstar which is at 11% and 37% .

The carbohydrate content of Red Bull is 28 grams. It is 27 grams and 31 grams of

carbohydrates for Monster and Rockstar respectively. Carbohydrates will be able to

give the young sports enthusiasts energy for their everyday lives. The caffeine content

of Red Bull is 80mg and 160mg for Monster and Rockstar (Heckman, Sherry &

Gonzalez De Mejia 2010).

10

5. Marketing Communication Objectives

Red Bull Flux will be a new product line within the established brand. The marketing

objectives are to identify Red Bull Flux as an exciting new flavour in the Red Bull

product line. By increasing brand awareness, we aim to positively influence purchase

intent and hence brand switching from competitors to Red Bull products. Ultimately,

the launch of Red Bull-Flux is to increase brand loyalty among existing energy drink

consumers and hence customer lifetime value.

5.1 Marketing Objectives

• Achieve can-sales of Red Bull-Flux

o 400,000 during the first 6 months of one year,

o 1,500,000 by the end of the year.

• Achieve market share of energy drinks market

o By 10% in the Singapore Energy Drinks Market

• Achieve net profit of Red Bull

o By at least 8% at the end of the year

5.2 Communication Objectives

The aim is to establish Red Bull Flux as a flavour in alternative to the original Red

Bull and Sugar-free Red Bull products, and in doing so, divert consumer attention and

market share away from competitors. To achieve this, we aim to increase awareness

of this new product among existing Energy Drink consumers by at least 70% through

various IMC plans. This will be done by solidifying the brand attitude, and

communicating brand identity in order to improve purchase intention. At least 15% of

our target consumers will regard Red Bull Flux as the preferred alternative choice

twelve months after product launch. Lastly, the communication objectives aim to

increase brand loyalty-measurable through an increase in market share.

This will be achieved through the hierarchical effects of communication, beginning

from awareness to knowledge to liking to preference to conviction to purchase.

11

Furthermore, it will be aligned with the yearlong IMC plan, with the initial stages

focusing on building awareness and then working down the list.

Primary Target Audience (Youth aged 14-25)

• Product launch of Red Bull- Flux

o At the start of financial year 2013 in April.

• Generate awareness of Red Bull- Flux

o from 0% to 40% among Energy Drink consumers during the first 6 months of one year;

o increase to 70% among Energy Drink consumers by the end of the year.

• Improve knowledge of Red Bull- Flux among target audience

o By 60% by the end of the year

• Generate positive association in Red Bull- Flux

o by 20% during the first 6 months of one year

o 40% by the end of the year.

• Increase the brand value of Red Bull- Flux

o to target consumers by 15% by the end of the year.

• Increase brand preference toward Red Bull- Flux

o Away from competitors by 10%.

• Establish brand trust of Red Bull as the preferred Energy Drink Choice among target consumers

o by at least 20% in the first 6 months and 30% in the next 6 months.

• Increase brand loyalty by an overall of %15

6. Marketing Budget

We will be using the Objective and Task method, which our goal is to have 1 .5

million cans sold in one financial year. Our projected target will be $3,000,000, in

which we will use 30% ($900,000) of it as our IMC budget. Every amount stated will

justify the advertising activities which help us to achieve our objective

12

Budget Element Percentage of Budget

Media Advertising Cost

(inclusive production cost)

*Prints

*Sponsorship

*Cinema

*Radio

*Digital

*Public Relationship

*Sales promotion

85% ($732,000)

*$356,540

*$200,000

*$144,520

* $28,800

*$1,344

*$6,000

Other IMC Cost 10%($86,200)

Evaluation and Control 5% ($43,100)

Total Cost 100% ($862,000)

7.Creative Brief*

8.Creative Strategy

Over the next financial year, beginning from April 2013, Red Bull aims to introduce

its new product to its target audience through various advertising strategies. The new

product, Red Bull Flux, will be marketed and advertise to our primary target

audience; youths of the Generation “Y”, sports athletes and enthusiasts.

Various medium such as Advertising, Sales Promotions, Sponsorship and Interactive

Communication will be used to aid us in reaching out to our target audience. These

various medium are the selected few whereby it would have the most effective reach

to our target audience.

13

Red Bull will be advertising in a way whereby it will appeal and excite the target

audience when they watched the advertisement. This is to enhance awareness for the

product and to garner higher attention. High quality and aesthetically stunning visuals

will be used in advertisement to enhance visual messages, bringing about a high

adrenaline, an atmosphere of hype and vibrancy. The advertisement will aim to give a

different opinion and perception of Red Bull, as not just another energy drink, it is a

drink in which it can still give the effect of Red Bull but with a new and refreshing

taste. Through the advertisement, the energetic and adrenaline pumping visuals effect

will invoke emotions in the audience, making them feel pumped up and excited to try

out the new beverage, connecting similarities with the target audience.

Beside advertisement, Red Bull has also come up with Sales Promotions to attract the

audience to have greater purchase satisfaction for buying more at a cheaper price.

Red Bull will also be sponsoring major events financially and logistically should the

events’ needs arise. On top of that, endorsers will be scouted to endorse for Red Bull

Flux, who will also be featured in various prints advertisements. The endorsers will be

the face of Red Bull Flux in events, representing the drink, interacting and

communicating with the audiences. The other trademark of Red Bull will be its very

own Red Bull Brand Ambassadors- The Red Bull Girls. They are the face of Red

Bull, representing Red Bull and its brand to various minor and major events to

promote the Red Bull beverage, bringing about a higher appeal for the brand and

generating greater awareness.

9. Media Objectives

Month Reach Freq Weight Continuity Recency Cost

April2013

High High High High Low High

May2013

High High High High Low High

June2013

High High High High Low High

July2013

Low Low Low Low High Low

August2013

Low Low Low Low High Low

September2013

High High High High High High

October2013

High High High Low High Low

November High High High Low High Low

14

2013December

2013High High High High High High

January2014

Low Low Low Low High Low

February 2014 Low Low Low Low High LowMarch2014

High High High High High Low

9.1 Setting Media Objectives for all media vehicles

Reach (+1)

Effective Reach (+3)

Frequency GRP ERP Cost Continuity

April - June 2013 80% 60% 5 1200 900 $649,949 Continuous

July - September 2013 70% 40% 3 630 360 $81,290 Pulsing

October - December 2013 80% 50% 4 960 600 $10,980 Pulsing

January - March 2014 60% 30% 2 360 180 $5,490 Pulsing

Gross Rating Points (Reach * Freq * Months)

Effective Rating Points (Eff Reach*Freq*Months)

9.2 Media Vehicles Timeframe

Month Event Vehicles PurposeApril2013

- – Cinemas– Radio– Prints(Billboard, Magazines,

Posters)– Digital (Facebook, Twitter)– Public Relationship (Event

Sponsorship, Endorsement)– Sales Promotion

To create and raise awareness(Informing stage)

May2013

Red Bull Flux Charity Run Registration

June2013

Red Bull Flux Charity Run

July2013

-– Prints(Billboard, Magazines,

Posters)– Digital (Facebook, Twitter)– Public Relationship (Event

Sponsorship, Endorsement)

Influencing stageAugust2013

-

September2013

Formula 1 (F1) Grand Prix Race

October2013

-– Prints(Billboard, Magazines,

Posters)– Digital (Facebook, Twitter)– Public Relationship (Event

Sponsorship, Endorsement)

Influence and increase salience stage

November2013

-

December2013

-Standard Chartered Marathon-Countdownparty(Sponsor)

January2014 -

15

– Prints(Billboard, Magazines, Posters)

– Digital (Facebook, Twitter)– Public Relationship (Event

Sponsorship, Endorsement)

Reminder stageFebruary2014

-

March 2014

Men’s Health Urbanathlon

10. Media Strategy

10.1 Cinema Advertising

Cinema Advertising is an effective form of communication as it visually

communicates to our audience. Even though cinema advertisements could be

expensive, but it has the ability to enable viewers to watch the advertisements with

minimized distraction. In present days, youths are more positively inclined towards

cinema advertising as compared to traditional TV advertising.

Due to the fact that our target audiences are sport athletes, thus training would

inevitably occupy most of their time in, thus coming in touch with television

programmes would be a rarity. Cinema Advertisement would be the ideal form of

marketing communication because chances of them visiting the cinemas and watching

a movie would be of a higher chance as compared to television programmes.

In collaboration with the cinemas, the block- bluster movie package has been selected

in which the company would be able to screen a 30 seconds advertisement in

upcoming movie hits. 2 block buster movies, specifically Iron Man 3 and Man of

Steel, would be a major top seller in ticket box office, thus selecting to advertise in

these 2 movies prior to the start of the movie would bring about a greater level of

awareness to the youth. It will be advertised for a month prior to the registration of

Red Bull Flux Charity Run to allow them to be aware of the event. It will be aired

from 15 April to 15 May 2013.

The Cathay, Shaw House and Golden Village are the 3 major Cinema houses in

Singapore and they will be selected to aired the advertisements. Specifically,

advertisements will be aired in Shaw Lido, Golden Village (GV) Vivo City, GV Plaza

and GV Marina, Cathay Cineleisure and Cathay: The Grand Cathay. Reason for

selecting these cinemas is because these are the places in which youth would spend

their time at and more than often, various youth activities are held there. For example,

16

Cineleisure is right beside Youth Scape Park in which youths hang around there for

activities such as skateboarding

*(please refer to appendix 1)

10.2 Radio Broadcast

Singapore has 19 radio channels in context, reaching mass audiences and specific

segments of youths anytime of the day when they were to tune in to the specific

broadcast frequency. Generally, peak hours for radio broadcasting would be in the

morning and evening period, whereby the mass public would be travelling to and fro

from work.

In retrospect, the purpose of using radio broadcasting would be to inform and educate

the public, especially the youth, about Red Bull Flux. Being able to listen to the

advertisement is one of the simplest way for listeners to be exposed to our

advertisements. However, short-comings of radio broadcasting would be that it stands

a chance in which listeners might not be paying attention to the verbal advertisements

or it lacks in visuals to exude and gain the attention of the listeners.

Specifically “Kiss” FM, 92FM, and Singapore No.1 Hit Station, 98.7FM have been

selected to broadcast and advertise our advertisements.

98.7FM is the top English radio channel in Singapore, mainly catering to the younger

generations of the public, aged 35 and below. It is more of the mainstream channel

that broadcast pop and R&B music in the music scene. Having 98.7fm to advertise for

Red Bull Flux, it will generate appeal for listeners and bring youthfulness to the

image of the drink.

Kiss 92FM is another English language radio station that would steer more to the

working generations. It is more of an adult contemporary broadcast channel which

caters to the working adult and has programmes concerning current affairs and

businesses. Having them to promote the drink would be able to bring out the other

side of Red Bull Flux- that it is not a drink that caters only to the youth, but it also

helps tired working adult to have more vitality upon consuming the drink. This would

17

portray age flexibility in the usage of the drink such that it will be an energy drink for

the young and working adults.

Durations of the broadcast will be every alternate days in a week for 1 month prior to

the Red Bull Flux Charity Run. This would serve to inform the public about our new

product and provide details for the event. Upon reaching 10 days before the event,

popular talk set “ The Muttons Show” on 98.7FM would be engaged for live

broadcasting of the DJs to aid in the promotion the product and event.

*(Please Refer to Appendix 4)

10.3 Printed Advertisements

Magazines

Magazines play a big part in advertising as they are concentrated directly towards our

target audiences. Various types and genres of magazines are published to cater to

different segmentation of the public, and they are customer oriented. Generally,

youth, young sport athletes, young adults and sports enthusiasts who purchase these

sport magazines will be attracted and curious about sport related articles. It has the

ability to present detailed information and excite readers with eye-catching visual

communication.

Focusing on informing and alerting the public on our new product in the first 3

months will be our main priority in the first 3 months. Consecutively, 3 months of a 1

full page publicity on our new product and upcoming launch event will be featured.

Subsequently, alternate months of a 1 page advertisement will be published to have

constant reminder for our audiences about the existence of the product, presence and

influence. Selectively, Men’s Health and Action Asia have been chosen to be our

main magazine advertising company as they have outstanding record sales and

arguably, the most related magazine in line with our product.

An editorial cover story write up will also be featured about our new product and our

charity run, which doubles as the launch event for the product. Invitation will be made

to Men’s Health Magazine to establish interviews with our 3 main endorsers which

would maximize the potential of using the channel. Months in which Red Bull has an

18

event or sponsoring one, name of the event will be printed on the advertisement

together with either one of the 3 endorsers featured on it.

*(please refer to Appendix 3)

Posters and Billboards

On-Premise Business Signage

On-Premise Business Signage will be used to illustrate the advertisement. It will be

mounted onto buildings to be create a distinct image and allow the public to be aware

of the new product, this would in turn increase brand image and awareness. Banners,

wall signs, portable signs, inflatable signs and A-frame signs will be used.

The banners and wall signs will be big so it will attract the attention of the public

when they walk past it. 3 different banners will be put up for about a year at the Red

Bull headquarters.

Portable signs, inflatable signs and A-frame signs will be used only at Red Bull events

or at events which Red Bull sponsor to allow people to be exposed to Red Bull and its

new product, Red Bull Flux.

Out-of-Home Advertising

Out-of-Home Advertising will also be used as it will be seen by consumers when they

are heading to a destination when they are out of their homes. These types of

advertisements will be placed at bus shelters, train stations and places where young

sport enthusiasts would congregate.

We will be doing poster panels and billboards. The billboards will be put up for a

month at Scape Youth Park and a month during September to promote the F1 Grand

Prix. Poster panels will be put up at shopping malls for a month to inform people

about the upcoming events.

Posters will also be placed at the sports arenas, stadiums, gymnasiums, swimming

complexes, Scape Youth Park and also in various schools around the year. Many

19

young people will have a chance to come into contact with it as they will usually go to

those places to do sports. 5 posters each will be put up at the Singapore Indoor

Stadium, Jalan Besar Stadium, Bishan Stadium, Jurong Stadium and Tampines

Stadium. The rest of the 13 stadiums will have 3 posters each. Swimming complexes

such as Bishan Swimming Complex, Choa Chu Kang Swimming Complex, Jurong

East Swimming Complex, Jurong West Swimming Complex and Sengkang

Swimming Complex will have 5 posters of Red Bull Flux each. The rest of the 20

swimming complexes will have 3 posters each. Schools include the 5 tertiary

institutions, 17 junior colleges, 7 universities (NUS, SMU, NTU, SIM, SIT and

SUTD) and the Singapore Sports School.

We will be placing advertisements in train stations at the platform screen doors and 4

sheet panels for 1 month before our official launch of Red Bull Flux to increase

awareness for the new product. The train stations will be Somerset MRT, Dhoby

Ghaut MRT and City Hall MRT. We will be using 4-sheets youth network for the 4

sheet panels and it will cover 20 stations around Singapore. Buses will also be painted

and wrapped with our advertisement as it travels around Singapore thus having a

broad reach and frequency. The advertising promotions will last for through 6 months.

Majority of the posters will be posted lasting for 6 months to one year as rental for

these advertising locations may be relatively cheap and reasonable. Bigger posters at

prime locations in which rental prices may be slightly more expensive, the duration

will be short, 1 to 3 months until the launch event is over.

Several billboard advertisements such as poster panels, electronic (digital) billboards

and specialty billboards will be used. Locations will also be situated in town area,

specifically the youth parks and SCAPE area in Somerset.

As they are generally more expensive to rent the location, we will be using these for

only the first 1-3 months (April-June) to introduce and inform our audiences.

TAB Out of Home Ratings (JCDecaux), Traffic Studies, POSTAR will be some of the

methods used to measure the success, traffic flow, reach and frequency of our

advertising effort.

*(Please Refer to Appendix 5.1 and 5.2)

20

10.4 Sales Promotion

Sales Promotions are to encourage immediate purchases on the spot by allowing our

customers to have benefits and temporarily change in perceived price or value.

The aim is to have our customers, wholesalers and retailers to purchase in bulk thus

creating a bonus gift pack of “Buy 5 Get 1 Free” bundle. We would not only expect

our wholesalers and retailers to stock up on the product, we would also like them to

sell our product aggressively. This push strategy will also be completely supported by

our advertising effort (pull strategy). We hope to increase on-and off-shelf

capacity/duration, increase product usage by loading customers and neutralizing

competition and their sale promotion.

We will be having the ‘Buy 5 get 1 Free’ bonus gift pack for a 3 months period from

April to June. The first three months of the launch, in conjunction with all the heavy

advertising efforts.

Youths will be attracted by the promotion, as it will be seen as a beneficial saving on

their end of the rope as youths are generally not having much disposable income. The

promotion will be done throughout Singapore.

Samplings will be done at major supermarkets and hypermarkets. Red Bull girls will

be assigned to these places at designated time slots daily for the first month, for

duration of an hour to do active sampling, demonstrating, introducing and educating

the crowd on our new product at the display counter or shelf. These sampling efforts

will further allow customers to have a taste and experience the drink. Additionally, a

trail-size cup will be used for all the samplings.

A ‘jingle’ couponing effort will be use together with every sale of the Red Bull Flux

product. By saying “Red Bull Flux, Different Taste Same Effect”, one will be able to

enjoy an instant redeemable coupon of $1.50 off the bonus pack and $0.30 off the

individual cans. By doing so, we allow our customer to remember our brand and

tagline whereby we would have them to sub-consciously place us at the back of their

mind, and by speaking out our brand and tagline, we encourage them to do so.

10.5 Social Media

21

Social Media is undoubtedly the most important tool for marketing communications

in terms of reaching out to the youth of the Generation “Y”. This form of

communication is crucial and essential for our campaign as the potential of this

vehicle is vast and should not be underestimated.

Objectives of using this medium is so that users can associate and be exposed to our

product and online advertisement, leading up to a continuous flow of information

sharing through the various sharing methods online to their circle of friends and bring

about higher influences, awareness and presence to the mass public, especially those

in the youth and sports segmentations.

In associating with creating buzz for the product, various social media will be used.

Vehicles such as Facebook, Twitter will serve as a crucial form of communication to

the younger generation, who are of a higher relevancy and also more tech savvy.

Lucky Draw Contests will also be held on Facebook to enhance awareness and to

entice more users to know of the products. “Liking” the Red Bull official Facebook

Page and contest picture would give facebook users a chance to win an Ipad Mini in

the lucky draw and 3 lucky winners would be announced. The prize presentation will

be at the marathon launch itself.

Through the Facebook page, an on-going “Invite Us” activity will be held in which

students can also write in to us via Facebook official Page or through the company

website for our Red Bull ambassadors to visit the schools, or events such as tertiary

orientations, sports and recreational events. This is in line with the objectives of

maximising vitality for the youths.

Free Red Bull Flux will be distributed in their respective schools or events, and the

Red Bull Girls will be deployed to the schools to distribute the drink, do sampling,

demonstrations and educating the audiences on the new product. Purpose of having

this activity is to generate excitement and anticipation among these events.

For Twitter, it is a platform for updates of the event that are coming up and that in

comparison with Facebook, twitter status updates would relate instantly to the masses

who are twitter users. The benefits of twitter is that tweets can be retweeted thus

creating a viral communication among the young tweeters, spreading the message at a

22

higher speed, which would in turn spur the awareness of Red Bull Flux and the events

faster.

*(Please Refer to Appendix 6)

10.6 Event Sponsorship/ Product Launch

Event Sponsorship mainly is to avoid media clutter and gaining approval of local

sporting and youth constituencies.

We will be organising and sponsoring our event, The Red Bull Flux Charity Run in

conjunction with our official launch day on the 15th of June 2013. This would be to tie

our brand to a meaningful athletic event, in which a portion of the proceeds will be

donated to the Singapore National Paralympics Council. This serves as an

encouragement and promotion of sportsmanship in their cause of pursue for their

dreams, fostering mutual interests. Success rate of the event will be higher because of

the similarity of the cause. This cause- related marketing sponsorship will heighten

the awareness for the Paralympics in Singapore, bringing the community closer

together.

The Red Bull Flux Charity Run will also be in conjunction with the iPad lucky draw

contest prize presentation as advertised prior to the event. It would portray us to be

relevant and interactive with the youths and their needs.

To further the continuity of awareness in the consumers’ mind, we will also be

strongly sponsoring various major events such as the annual F1 Grand Prix, Standard

Chartered marathon, Zoukout and Men’s Health Urbanathalon. We will provide event

support such as sound systems, DJs, tentages, and music support should the need

arises. Red Bull Girls will also be deployed on site at the event to conduct product

sampling, interactions and gathering feedbacks from the audiences. The girls will be

the ones ensuring that the Red Bull Presences are felt.

These events will be held respectively in June 2013 (Red Bull Flux Charity Run),

September 2013 (F1 Racing), December 2013 (Standard Chartered Run & Zouk Out)

and March 2014 (Urbanathlon).

This would be crucial so that consumers can be reminded of the product even after the

launch, which will be held in June. On top of which, by sponsoring major events, it

23

opens opportunities for the company as there might be other distributors which would

be keen in getting Red Bull to support their event, in which, boosting awareness and

sales for the company.

We will be tracking sales, web tracking, doing buzz and feedbacks to measure the

success, traffic flow, reach and frequency of our advertising effort. Measures of the

public responses to these event and their attitude towards it will also be conducted.

*(Please Refer to Appendix 7)

10.7 Athletes / Sportsmen Endorsement

The usage of endorsement is able to command a high volume of media attention as

well as creating a trust issue with our target audience. Consumers are able to relate

and would be more accepting of the endorsers’ position on an issue in comparison

with an issue of their own. Our audiences may also be able to identify themselves or

aspires to take after the endorsers’ attitude, behaviour, interest and preferences.

Therefore in terms of selecting endorsers, they need to be equipped with the right

mindset and lifestyle which is in line with what Red Bull is all about.

These endorsers will be present throughout during our major events such as our

launch- Red Bull Flux Charity Run, F1 Grand Prix and Men’s Health Urbanathlon.

Particularly, the endorsers are there to portray a positive image of Red Bull in their

daily lifestyle, communicating and interacting with the audiences and having the

presence of Red Bull felt.

As what was mentioned in the creative strategy, 3 endorsers have been scrutinised and

selected to endorse The Red Bull Flux, mainly, Singapore National Wake Boarder-

Sasha Christian, Singapore National Olympic Gymnast- Lim Heem Wei and

Singapore Skateboarder- Farris Rahman. These 3 athletes had demonstrated and

portrayed their lifestyles, activities and interests to be in-line with the image of Red

Bull. All of them are extreme sports athletes and were also the best in their respective

field of expertise, believing in sportsmanship and passion, bringing aspiration to

others. Moreover, they are youth that belongs in the Generation Y, thus creating a

beneficial bond and the ability to relate with our target audience, thus they stand out

as the best candidate to endorse Red Bull Flux. With the achievement from the sport

24

athletes, it would greatly enhance and portray the drink as a high energy and

refreshing adrenaline as associated with the tagline.

*(Please Refer to Appendix 5.2)

11. Other Integrated Marketing Communication Plans

The aim of this IMC plan is to create awareness that Red Bull Flux has a different

taste compared to the original.

We will engage in hype-producing activities during the months without major events.

Besides the major advertising vehicles as specified above, other IMC Plans include

event support, entertainment nightclubs, engaging tertiary institutions, and various

sampling methods. In particular, the Red Bull decorated car will be heavily used

during these events. Simulating Pavlov’s Dog, we aim to use the arrival of the Red

Bull car to excite event goers, more so when the Red Bull girls exit from the car;

signalling the start of a good Red Bull experience.

11.1 Nightclubs

Nightclubs have a certain youthful energy to them. It is a place whereby people would

come to enjoy themselves, indulge in alcoholic drinks and have fun. We plan to make

use of this aspect as a marketing opportunity through the use of brand ambassadors

and organizing exciting events, such as bartending competitions.

The main theme behind these bartending competitions will be to create new beverages

that utilize Red Bull Flux as its base ingredient, thus introducing and reinforcing the

message behind the new refreshing taste of the product. The competition will base on

which bartender would be able to mix out a drink that is of a better blend as compared

to the others.

This promotional activity will prove that the product can be drunk neat, while being

versatile enough to be mixed with other liquors to exude a unique taste of its own.

In addition, various renowned local clubs Deejays, such as DJ Inquisitive (Avalon),

DJ Andrew T (Butterfactory) and DJ Ghetto (Zouk) will be invited to collaborate to

spin a track, dancers will be hired to portray the vibrancy of the night life, with strong

lightings focusing on the word “Red Bull Flux”.

25

Having the strong influences from the various DJ in the entertainment industry,

consumers will better relate to the advertisement and that chances of attracting the

attentions of party goers will be higher. This would in turn spread awareness faster.

11.2 Tertiary Institutions

Red Bull employs the seeding method in order to maintain presence in tertiary

institutions. The company keeps in constant contact with student populaces through

“student brand managers”, who find out major events happening in the school and

acts as a liaison between the event managers and the company, providing “event

support” such as Deejays, audio-visual (AV) system set ups, Red Bull brand

ambassadors and most notably the drinks themselves.

In particular, we would like to highlight the various "Open House" exhibitions and

"Co-Curricular Activity Showcases" in various tertiary institutions throughout

Singapore. The Red Bull presence injects excitement into these events. These events

carry high traffic volume of our target audience. Thus it would be important maintain

the Red Bull presence, and at the same time use this opportunity to introduce Red Bull

Flux to our target audience.

12. Evaluation and Control

We will be using several testing methods in order to determine awareness levels.

Some testing methods will be aligned with specific media vehicles. The measures

used are Recognition and Recall, Emotional Reaction and Sales Response.

12.1 Measures of Recognition and Recall

The testing procedure for Bruzzone Tests will be as follows. Participants ranging

from across different age groups will be invited to a movie screening in a theatre.

Prior to the movie, Red Bull Flux cinema advertisements will be broadcasted along

with other ads. After which, the participants will be tested as to their levels of recall.

A series of questions will test the level of detail the participants remember about the

ad. For example, “What color was the product in the Red Bull Ad?” and “Do you

remember what date the Red Bull Flux Run is going to be held?” This manner of

testing seeks to measure the impact of the ad through analysis of brand recognition,

and the ability to recall specific markers which the ad seeks to communicate.

26

Particular attention will be paid to the results garnered by those within the target

audience age group of 14 to 25.

The Starch Readership Service method will be applied on print advertisements such as

magazines. Participants within the target audience age group will be given a magazine

containing the Red Bull Flux advertisement/cover story to read. One week later, the

participants will be invited to fill up a questionnaire. The questionnaire will provide

insight as to whether or not the target audience pays any particular attention to the

magazine ad. They will then be categorized under noted, associated, read some and

read most.

12.2 Measures of Emotional Reactions

In addition to the recognition and recall measures, we will partake in physiological

measures to determine participant reactions to our cinema and print advertisements.

For example, pupil tracking technology can be employed to determine what part of

the ad catches their attention most. To measure awe, rate and size of pupil dilation can

be measured using Pupillometric Tests during the airing of the advertisement.

Electrocardiograph monitors can be used to track heart rates which go up during

excitement. Electromyograph monitors can be used to detect changes in muscle

tension to determine level of interest in the advertisement, with relaxed muscles

signifying disinterest while spikes in muscle tension denote a high level of interest.

Furthermore, perspiration levels can be measured through the Galvanometer as

changes correspond to emotional reaction.

12.3 Measures of Sales Response (single source systems)

Perhaps the ultimate test as to whether or not the assorted media vehicles are effective

is through measures of sales response. The AC Nielsen’s SCANTRACK system is an

effective manner to measure purchase data. Handheld scanners are placed in

participating households throughout Singapore. Whenever a purchase is done by the

household members, the barcode receipts will be scanned by the handheld device. To

collect the information, the household will call a toll-free number and hold the

scanner up to the phone at the end of every month.

In the midst of implementing the Red Bull Flux IMC campaign, reviews and

corrective actions will be take upon throughout the year to ensure continuity of the

27

Red Bull Flux and ensuring that it will have a large sales volume. Reviews will be

conducted monthly to observe if the sales of Red Bull Flux increases with the

different types advertising strategy introduced.

Corrective actions will be done every 3 months if the sales of the product remain

status quo or decreases. Some examples of corrective actions would then be

implemented such as trade promotions including discounts and bonus packs at

supermarkets.

References List

AAA ARF 2006, New Thoughts on Measuring Emotional Response to Advertising, last viewed 28 March 2013, <http://mrcouncil.org/uploadedarchives/MRC%20-%20Jan_20_06%20Speaker%20presentation-recd%202-10-06.pdf>.

Canada Business Network 2012, Measuring the Results of Your Advertising, last viewed 28 March 2013, <http://www.canadabusiness.ca/eng/page/2671/>.

Demand Matric, Marketing Communications Budget Template, last viewed on 18 March 2013, <http://www.demandmetric.com/content/marketing-communications-budget-template>.

Diseno Advertising, Media Rate Cards, last viewed on 25 March 2013, <http://www.diseno.com.sg/services/advertising/rate-cards/>.

Elements of Integrated Marketing Communications 2011. Measures of Recognition and Recall , last viewed 18 March 2013, <http://books.google.com.sg/books?id=VZQraFDCtIEC&pg=PA386&lpg=PA386&dq=marketing+measures+of+recognition+and+recall&source=bl&ots=sdAJhUtHg-&sig=4YcU8yiIKbQME2nXHvxU0UOc1pk&hl=en&sa=X&ei=ZMZZUZTjO5C0rAep4oCoDA&redir_esc=y#v=onepage&q=marketing%20measures%20of%20recognition%20and%20recall&f=false>

Energyfiend 2012, The Top 15 Energy Drink Brands, last viewed on 2nd April 2013, <http://www.energyfiend.com/the-15-top-energy-drink-brands>.

Gartenstein, D. 2013, Measuring the Effectiveness of Event Sponsorship, last viewed on 1st April 2013, <http://smallbusiness.chron.com/measuring-effectiveness-event-sponsorship-41603.html >.

JCDecaux 2013, Blockbuster Package 2013, last viewed on 27 March 2013, <http://www.jcdecaux.com.sg/wp-content/uploads/2013/03/Blockbuster-Cinema-Promotion-2013.pdf>.

Marketing-interactive.com 2007, Diageo Bottles Its Well Wishes For St James, last viewed on 26 March 2013, <http://www.marketing-interactive.com/news/346>.

Red Bull Singapore 2011, Student Jobs At Red Bull: Student Brand Manager, last viewed on 26 March 2013, <http://www.redbull.sg/cs/Satellite/en_SG/Article/Student-jobs-at-Red-Bull--Student-Brand-Manager-021243239769805>.

Roaring Haus Studio 2011, Red Bull Marketing Plan, last viewed on 25 March 2013, <http://www.1site1clic.com/fr/wp-content/uploads/2011/12/Exemple-plan-marketing-red-bull.pdf>.

28

Scribd 2011, Wiwidee, Red Bull IMC Plan 2011, last viewed on 25 March 2013, <http://www.scribd.com/doc/56492665/Red-Bull-Imc-Plan>.

TAB, The Key Factors of Visibility Adjustments, last viewed on 20 March 2013, <http://www.eyesonratings.com/key_factors_of_visibility_adjustments >.

UKEssay.com 2003, Red Bull, last viewed on 27 March 2013, <http://www.ukessays.com/essays/arts/red-bull.php>.

Warc Media FAQ Andrew Green, 2007, Can we measure how many people see poster campaigns, last viewed on 18 March 2013, <http://www.ipsos.com/mediact/sites/ipsos.com.mediact/files/pdf/warc_media_faq-can_we_measure_how_many_people_see_poster_campaigns-jun_2007.pdf >.

Appendix

Appendix 1. Cinema Advertising Storyboard

29

Narration: I’m stronger because I had to be. I’m smarter because of my mistakes. I’m happier because I overcome my weakness. I’ve known and I’m wiser because I’ve learned from my life… I’ve chosen Redbull.

Appendix 2: Email for Newspaper Press Release

Red Bull Singapore Pte Ltd2 Alexandra Road,#06-02C Delta House Singapore 159919

Ms Helen ChiaAssociate Editor/ Executive Editor (Also Life &Lifestyle Editor)

FOR IMMEDIATE RELEASE

RED BULL SINGAPORE LAUNCHES NEW ENERGY DRINK- RED BULL FLUX

SINGAPORE, 2nd March 2013- Red Bull Singapore will be launching a new product, The Red Bull Flux.

The new product will be specifically known as “Red Bull Flux”, which will hit the shelves of major stores and supermarkets in April and consumers may purchase the drink individually or in a pack of 6 with the ‘Buy 5 Get 1 Free’ promotion tagged to it.

In addition, Red Bull will be organising a marathon titled “Red Bull Flux Charity Run” in mid June to officially launch the drink.

3 endorsers have been selected to endorse the product, namely, Sasha Christian, Lim Heem Wei and Farris Rahman. Each of them is a niche expert in their sports and had done Singapore proud in recent sporting scenes, flying the flag of Singapore high.

The Red Bull Charity Flux Run will be a marathon of 10km and 21km. Public can have the options of running for either distances. The 3 endorsers will also be present to start off the 21km run. The Singapore National Paralympics athletes will also be invited to participate in the event.

30

Narration: No youth has a right to be an amateur in the matter of their passion. What a disgrace it is for a youth to grow up without even seeing the beauty and strength of which they are capable.

The marathon will not only serve as launch for the drink, it will also be a marathon for a cause. Proceeds from the marathon will be donated to the Singapore National Paralympics Council to further support them in their trainings and competitions.

Social media platforms such as Facebook and Twitter will be used to increase the awareness of the product. A contest will be held on Facebook for users to participate and stand a chance to win attractive prizes. 3 iPad Minis will be given out as prizes for the top 3 winners of the Facebook contest. The contest will require Facebook users to like the Red Bull official page, following by liking and sharing the contest picture. The 3 users with the highest number of “shares” in the contest picture will win the iPad Mini.

Constant updates will also be made through Facebook and Twitter so users can be kept in touch with the upcoming events that are in line with the new Red Bull Product.

Red Bull will also be launching an “Invite Us” campaign in which students can invite Red Bull to their respective tertiary institutions or sporting events for event support. This can be done so by writing to us through Red Bull Official Facebook Page.

Last but not least, Red Bull will be sponsoring upcoming major events financially and logistically such as the F1 Races, Standard Chartered Marathon and Men’s Health Urbanathlon in September, December 2013 and March 2014 respectively.

About Red Bull Singapore Red Bull Singapore is the leading brand of energy beverage in Singapore and has a long withstanding history in the Singapore market since 1985. It played an active role in expanding the energy beverage market to become what it is today. Red Bull has been widely accepted by participants involving in extreme and motor sports.

For more information, please contact:Mr Lee Chengyi AlanPublic Relations and Communication Officer Tel: 6893-9994Email: alanleecy@redbull.com.sg

Appendix 3: Email for Editorial Magazine Cover Story

Red Bull Singapore Pte Ltd2 Alexandra Road,#06-02C Delta House Singapore 159919

Mr Kenneth WeeWriter/ Editorial team, Men’s Health

INVITATION FOR EDITORIAL COVER STORY

RED BULL SINGAPORE LAUNCHES NEW ENERGY DRINK- RED BULL FLUX

SINGAPORE, 2nd March 2013- Red Bull Singapore will be launching a new product, The Red Bull Flux.

The new product will be specifically known as “Red Bull Flux”, which will hit the shelves of major stores and supermarkets in April and consumers may purchase the drink individually or in a pack of 6 with the ‘Buy 5 Get 1 Free’ promotion tagged to it.

3 endorsers have been selected to endorse the product, namely, Sasha Christian, Lim Heem Wei and Farris Rahman. Each of them is a niche expert in their sports and had done Singapore proud in recent sporting scenes, flying the flag of Singapore high.

Sasha Christian is a National Champion in Wake Boarding, Farris Rahman is a skate boarder in which Red Bull has recently signed with, and Lim Heem Wei is the pride of Singapore, First Singaporean Gymnast to qualify for Olympic Games London 2012.

We would like to invite the editorial team for an interview for each individual athletes and co- relate their sporting experience with Red Bull, bringing about the new product.

Additional Information may also include the upcoming Marathon in June organised by Red Bull titled- “RED BULL FLUX CHARITY RUN”

31

The Red Bull Flux Charity Run will be a marathon of 10km and 21km. Public can have the options of running for either distances. The 3 endorsers will also be present to start off the 21km run. The Singapore National Paralympics athletes will also be invited to participate in the event. The marathon will not only serve as launch for the drink, it will also be a marathon for a cause. Proceeds from the marathon will be donated to the Singapore National Paralympics Council to further support them in their trainings and competitions.

Social media platforms such as Facebook and Twitter will be used to increase the awareness of the product. A contest will be held on Facebook for users to participate and stand a chance to win attractive prizes. 3 iPad Minis will be given out as prizes for the top 3 winners of the Facebook contest. The contest will require Facebook users to like the Red Bull official page, following by liking and sharing the contest picture. The 3 users with the highest number of “shares” in the contest picture will win the iPad Mini.

Constant updates will also be made through Facebook and Twitter so users can be kept in touch with the upcoming events that are in line with the new Red Bull Product.

Red Bull will also be launching an “Invite Us “campaign in which students can invite Red Bull to their respective tertiary institutions or sporting events for event support. This can be done so by writing to us through Red Bull Official Facebook Page.

Last but not least, Red Bull will be sponsoring upcoming major events financially and logistically such as the F1 Races, Standard Chartered Marathon and Men’s Health Urbanathalon in September, December 2013 and March 2014 respectively. Red Bull Flux will be given out for free in these major events.

About Red Bull Singapore Red Bull Singapore is the leading brand of energy beverage in Singapore and has a long withstanding history in the Singapore market since 1985. It played an active role in expanding the energy beverage market to become what it is today. Red Bull has been widely accepted by participants involving in extreme and motor sports.

For more information, please contact:Mr Lee Chengyi AlanPublic Relations and Communication Officer Tel: 6893-9994Email: alanleecy@redbull.com.sg

Appendix 4: Script for Radio Broadcast

Endorsers: HI! We are the Singapore Red Bull athletes!

Sasha: And we are here with awesome news!

Farris: YES! Red Bull will be launching a brand new product!

Endorsers: RED BULL FLUX!!!!

Heem Wei: That’s right! It will be entirely different, bringing you to a whole new level of revitalization!

Heem Wei: you can purchase the product at all mega stores and supermarkets to try out this new refreshing taste!

Farris: A marathon will also be held in June in conjunction with the launch of the event and we will be there!

Sasha: Do join us in the upcoming marathon as the event will be for a cause and proceeds will be donated to the Singapore National Paralympics Council. For more information, u can log on to www.redbull.com.sg or simply check out our official

facebook page!

Sasha: My name is Sasha Christian, Singapore WakeBoarding Champion,

Farris: My name is Farris Rahman, Singapore Skate Boarder

32

Lim Heem Wei: And my name is Lim Heem Wei, First Singaporean Olympic Gymnast!

Endorsers : We hope to see you there for the run!

Background: Red Bull, Singapore No 1 Energy Drink!

Appendix 5: Poster

5.1 New Red Bull Flux Can Poster

5.2 Endorser Poster

33

Appendix 6: Lucky Draw Design Poster

34

Appendix 7: Public Relation Event Detail Poster

35