1. Describe what is meant by the promotion element of the marketing mix. 2. Explain how the process of noise can reduce the value of promotions within a busy and crowded marketplace. 3. Analyse why pull marketing is better for targeting groups of consumers than push marketing. 4. Evaluate how different promotions can be used to meet current and changing expectations of consumers in today's fast-changing society. THE TIMES 100 avuntss cast steates Red Bull' www.thetima 100.50, uh Wwin redtoul, pash - Seting targuts for sades retians tom the srialer promofiona activins. - Evitusing the arsount of editorial coverage is activites nockie in rie meda. - Measuring the number of blogs related to fied Bults produca and the froquency of corment on those biogs. - Evaluting the onine inflance of Perd But actitien in the social media. For exiripie, on Twiner than are anoind 269000 follower of Red Bul activties. On Facobock, more then 21,000.000 consumers 'the' Fed But. The bards that create the most allertion orirw then oompete - Conducting an arnual brand hevith grivek with contumes to bo iong-term caree support snd the opportunify to play at UK anseee that thwy like the trand. lastials and be tour support for establisfed musica icta. Thin about the brand. return on investment. These fgres do not ciease the whole work publiched in a variety of credibe publications These crestive and orginal propects help Fied bus to capture the : As a spectic ecespele, the fled Bull Wings feam has proved to be buld beano logaty by creating relatorships with consamers. has lanched products n countres wethout this progarme as pert of its prometional mix, they hewe not been received as well Oighal and social meda ave core eiements for al of Red fulis campagrs. These tools provide diect ard relevart ines of by ochisimers. Twitter and orine bloge moko it eawy for peope to nxcharge Conclusion ntormation cuccly botween themoebes. These charvels of Ped Bul adopts a progessive maketing atritogy which is ts audences onire. Aed Bul abo uees a varicty of smart phone inoreang use of smart phone appications as a chame of aflecting the promotional messige. Unike odvertieng campagrs maketing techiques to resch its audence. which heve to be plarred montha in acvanoe, the great advartage of aorme of the tochriques that Dad But uses is that they are ealy to adapt and refine. Aed tuil constinitly creatoe new 1. Desorbe what is meant by the promotion eiment of mothods and techrigies to engige witl consumers. Thit is vilil the makioting mix in such a corrotbere maket. 2. Equan how the proonas of notan cen redice the vation Evaluating promotional activities of promolions within a bisv and crowded makiotpiact. For promotons to reman eflective, Fed bul has so ardyse the 3. Analyse why poll manketrg is betor for targeting groups of coneumers than push maketry. moe diffost to measert than sorre tuditonx methods of prociotion. 4. Evalule how diflerent promotions can te ised to Athough bocthy salss are an inportart measere. Fed B. voss other meot currert and chargra expectisore of corsurran. in todays tast-changivg sociefy. Engaging consumers through word of mouth marketing Introduction Shce then. Fed Bul has lanched a rerge of products, ricking Fed Bul Cola in 2008 and Red Bul Energy Shots in 2009 . Today In todiay's society, consumers ae bombarded with promotional Red Bull has amua sabes at around 4 bilion cans in 160 courties. messages from organisations. Consumers receive these messages It empioys more than 7,700 pecple. Red Bual has a datinctive when they lsten to the radio, watch television, mad a newspaper, approach to maiketing it uses a progessive marheting strategy commuse to work or simply wak around a city centre. Elfective This type of strategy ams to constanty evole and develiop the promotion relios on the message reaching the consumer in an brand. The approach alows fed But to engege with consumers accurate and timely way. However, there are so mary messages it using new and exciting chanrets of cormminication. can be ditlcul for a business to reach its target audience. In recert years socis meda has become a vey marketing tool for Promotional meseages can easly become simply noise. They mary orgarizations. Is ncrosing pocularify, prodorinantly with cowd the markesplsce and make everything more contusing for. young audences, has had a huge mpact ch modern marketing consumers. This creates a markoting probiem. To address this. Leciniques. Digitil and social meda carrpaigns see integral to Red problem, some marketers look for new ways to communicate with Burs maketing strategy. Thes case study ilustrates how Red Bull. consumers. They seek to break the tradifional rules of marketing the manufacture of the works best-seling energy drink, uses a by reaching consumers in innovative ways. Dletrich Mateechitz. range of imovatve promotional techriques to inprove the process founded Pod Bull in 1984 after docoverng the widespread of communication and dive consumer engagernent and loyaty. popularity of tonic drinks in the Far East. He developed the Ped But Energy Dink, launcting the prodket on the Austrian marke in 1988 . The role of the marketing function To moet the neods of its cuttomens, every crginisation soliss a distinctive marketing mix. This is ohen relerred to as the 4Ps. It involves locusing on: - product - the spectic fentures and benefts of the product - place - where and how the product is sold - price - seting the ry't price in each makef - pramotion - laing the most suitable form of promotion to resch austomers. For ecarrelo, everts in auatarer 20t i reluded Fod But cifidutrg in It holis to gererate mivetenturn, through creating atlenting the south ce baly and the fed Buit Flughag evert in Leoce. Food But stories for people to take ahcut, which in lum hela to creake Fughag chdienpes brase and creative indiviuabs to design, buid brand awareness and grow saks ; and phot their owan hotiet-erde fyerg mactares of a 30t-high fight deck. Arroet 100 Red But Fugrag events havt been had around The founder of fled Bull used put marketng to promote his the gobe. Teans an judged on the clitance fown, as vith as the criginal product in the 1990x. He nieed a fled Ble Wirgs Team to go out and thk to poopit cne to one about the frocluet. This points bor their perforence durng ther per-fight iseech to the haps to orente consumer raterest in the product. As pecole thoundon of npectartors. eqperience the dirk and appreciate its qualites, they becorre advocates sor the brand. They share their ophions with other Events lina these support the brand ethes and contrbule to the consumers whan they lak weh fiends. The Eronotion theretore Fod Bull experioxee. They are bosed cri a belet that mass creates a rippie eflect. awareness cin bo nchieved without nowire big budgoti. in fact, the harge-scale acthries, suen as the Fomus 1 leam that is Flad Bul cortinues to upe this process to moch cortsurners in owned by Pod But, ant not the oomerstone of its promotional incovative waps. Initiotrives inclucle: stralegy. These activites are focueed on bulieing talent and - Fad Bul Wings Team-The team of studants go out on the pushing the soot to new levests throigh innovation. However, the roed in their Fed Bul mini is freip launch the product in rew orpphasio in on iocal acthities thet can have a big impact and markets. The branded miry tuan a fed Eut con on the bock of Gevete meteresing rrodia coverage. These fave the achartage that i. The teant offer a coid can of Red B. Al to people in need of the compeny can quickly and ineupereively change arything that energy to dernonetrabe the product's qualtes. Through is not wokene. It ean repeak or develcp ideas that work and seern engaging corsurnars in a fur, non-threatening wby they chaate to have good pitle appeal, The prograrme is managad thucugh a personal and posithe prodict eworience. For earicle, the an anual activity plon, wtich ia based on a thee year overvew Wings Fesm attended the 2040 Londion to Brghton miri nun. of promosional wodk The team wors there for the edrly stant to offor competions a Word of mouth (WOM) colal can of Red Bull. - Srudent Brand Maneger Programene - individual studens helo Word of mouth (WCM) promotion is based on the princisie of Gctivase a variety of events on canpus. They organise activites pull marketing, it reles on the tranturission of a postive around the UK; to get peccie takheg about the produst and gre rarketing message tram person to person trough conversation itudents acthely Bvolvod on froir own inversity carrous. ot a persoral communication suut as ennal or ted message. Pul - Pod dual Bodroom Jam - This is a competion to help lennage frarketrg gots consumers to bring other consumers to the musicans get out of ther bedrons and onto the big sags. product, th ocrirast, push marketing uses above-the-ine gorre thern an experience they moy never have been able to. promotional tochriques to put prociuct in front of coreumars in hive. Red But records banch playing liet frim ther bedrocoms for the world is soe was the intemet. onder to oanerate sabas. Fed But extenahely uses pul marketing. This approech involvs : gsting consumers excited about the product and conveyng shes. Excternenit to their family and triends. It is also about trying to gat coverage of Phed thell event in the pross. This coverage can oncourage consumers to frid out mone about the prodist