Delivering Marketing Programs Essay Example | Topics and Well Written Essays - 1000 words

Delivering Marketing Programs - Essay showcaseIn such a way, Red bull began targeting and specifically merchandise to key demographics by sponsoring incompatible types of extreme sports and buying marketing space with regards to those activities that were primarily watched or engaged with by their demographic target. much(prenominal) an inexpensive approach allowed the defect to position itself effectively with regards to rapidly gaining market sh are in incorporate with this specific demographic around the globe. With respect to how this target market has changed over time, it has not. This represents both a affirmative and a negative for the Red copper color brand due to the fact that it present situation in which they are continuing to speak to the specific needs and tastes of their target audience an activity that they have a great deal of experience in performing. However, this also represents a drawback due to the fact that there are a limited number of individuals wit hin this particular demographic to which Red Bull can incorporate and hope to sell their product (Barnett, 2013). As such, continuing to integrate with the same demographic as a means of targeting further sales is something of a lost cause. Conversely, the competitor is positioned more along the conventional lines of marketing and brand imagery. The likes of Coca-Cola and Pepsi Co. have sought to exclusively promote and market key entries within the energy take up market by the traditional means of massive amounts of advertising and high costs of market adit (Red Bull, 2012). This necessarily places Red Bull at something of a strategic advantage due to the fact that the competition is continuing to integrate with very costly and prohibitively limited means of product integration with the demographic in question thereby limiting their total probability and producing the levels of threat that they pose to Red Bull. secern 2 As has been stated previously, Red Bull did not initial ly seek to engage a costly marketing scheme as a means of promoting their beverage lines. Instead, they chose to sponsor key events and have activities that were regularly viewed in a positive light by their potential customers (Red Bull, 2013). However, as Red Bulls fortunes of changed, they have been qualified to integrate with a higher degree of profitability and have been able to engage in celebrity marketing in the same means that much more fibrous firms have done the same. In such a manner, as one might expect, Red Bull has been promoted and endorsed not necessarily by celebrities, but by sports stars. More specifically these sports stars cannot be understood upon the traditional lines of sports stars such as football players, basketball players, baseball players etc (Mortimer, 2012). Rather, they are extreme sports athletes that continue to engage with the brand image that has been discussed above. In such a manner, a few of these celebrity endorsers include the following Blake Girffin, Rajon Rando, Reggie Bush, Shaun White, Bubba Stewart, Dallas Friday, Casey Kahne and Brian Vickers (Gorse, Chadwick, & Burton, 2010). This strategy, describe above, has been extraordinarily beneficial to Red Bull as a means of continuing to int