Engaging consumers through word of mouth marketing
A Red Bull case study

Page 1: Introduction

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In today’s society, consumers are bombarded with promotional  messages from organisations. Consumers receive these messages when they listen to the radio, watch television, read a newspaper, commute to work or simply walk around a city centre. Effective promotion relies on the message reaching the consumer in an accurate and timely way. However, there are so many messages it can be...
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Page 2: The role of the marketing function

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The marketing mix To meet the needs of its customers, every organisation seeks a distinctive marketing mix. This is often referred to as the 4Ps. It involves focusing on: product – the specific features and benefits of the product place – where and how the product is sold price – setting the right price in each market promotion – using the most suitable form of...
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Page 3: Promotional approaches

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Above-the-line There are several traditional approaches to promotion. Perhaps the best known is advertising. This is a key element of what is known as above-the-line promotion. This type of promotion usually delivers messages to a wide audience using the press, television, radio and the internet. Although this makes it easy to reach a large audience, it is more difficult to deliver a memorable...
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Page 4: Word of mouth (WOM)

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'Pull or Push' marketing Word of mouth (WOM) promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional...
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Page 5: Evaluating promotional activities

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For promotions to remain effective, Red Bull has to analyse the impact of different campaigns. Word-of-mouth promotions can be more difficult to measure than some traditional methods of promotion. Although healthy sales are an important measure, Red Bull uses other measures to evaluate the effectiveness of its activities. For example: Setting targets for sales returns from the smaller...
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Page 6: Conclusion

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Red Bull adopts a progressive marketing strategy which is constantly evolving to push the brand forward. Social and digital media is at the heart of all of its promotional campaigns.This type of strategy allows Red Bull to adapt its promotional activity to reflect technological and social changes, for example, the increasing use of smart phone applications as a channel of communication to its...
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