Promoting products and services is a key element of the marketing mix. There’s no point having a great product if customers do not know about it.
Red Bull, the makers of energy drinks, uses a progressive marketing strategy to evolve and develop the brand. Its promotional activities focus on generating excitement about the brand, through Word of Mouth marketing.
However, competing for customer attention is a complex process and promotional activities may take many forms as shown by recent news articles. Brad Pitt is to be the new ‘face’ of Chanel No 5 – an unusual choice, you might think, but using this high profile Hollywood star for a female perfume will certainly attract attention (The Times newspaper, p11, 10th May 2012).
And in the same week, ASOS.com, the online fashion retailer, launched an iPhone app, Scan to Shop. This allows consumers to order directly from the ASOS magazine, using image recognition technology to point and click on items on a page. The app also provides links to discount vouchers during the scanning process. (The Times, p9, 9th May 2012)
The press has also reported that the use of discount vouchers or coupons by supermarkets, such as Sainsbury’s Brand Match or ASDA’s Price Guarantee, continues to be a significant promotional tool in the competitive food retail environment. (The Times, p30, 10th May 2012)
Red Bull’s use of ‘pull’ marketing, to draw consumers into its products, is demonstrated in Red Bull events, such as the Red Bull X-Fighters or in how it creates customer relationships with its products through, for example, the Wings Teams of students who take the product directly to consumers.
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