The penetration of Red Bull’s new flavored drink into the market depends significantly on the effectiveness of the brand ambassadors. The effectiveness of brand ambassadors is essential in appealing to the needs of the market expectations. For instance, ambassadors are good time managers and always readily available thus making them reliable (“The Wing”, n.d.). Furthermore, the brand ambassadors tend to be positive by acting to promote the brand’s interest. The brand ambassadors’ positivity is often demonstrated by active listeners to the customers’ needs and portraying a positive impression that propagates the company’s interest (“The Wing”, n.d.). Moreover, the brand ambassadors are usually creative to ensure that they develop ideas and promotion strategies that appeal to the customers’ expectations (“The Wing”, n.d.). Creativity involves initiating conversations that provide an adequate description of the product that differentiates it from the other brands in the market.
Brand ambassadors tend to impact a product’s promotional strategy positively. One of their significant impacts is successfully orienting the product in the market and creating a positive product image in the consumer’s mind (Usman & Aryani, 2019). Therefore, it is easy for the consumer to differentiate Red Bull’s flavored drink from the other products already existing in the market. Furthermore, brand ambassadors tend to identify the market gap created by the existing product and influence the promotion strategy to portray the new product as effective in filling the gap.
Red Bull’s ambassador strengthens the company’s message by building trust between its potential customers by portraying its product as unique and effective in meeting the consumers’ needs. Additionally, the brand ambassadors create a friendly relationship between the public and the company by closely engaging the potential customers and convincingly addressing their concerns regarding the product (Usman & Aryani, 2019). As a result, they create a positive perception of the company in the consumers’ minds, strengthening the company’s message. By engaging with the consumers closely and adequately appealing to their expectations, the brand ambassadors can fill the market gap created by the other products, thus increasing their target market.
There are various ways for Red Bull to motivate, reward, and evaluate its brand ambassadors. The company can motivate its ambassador by publicly acknowledging their efforts and celebrating their success (Rebull, 2019). Recognizing the essential role that brand ambassadors play in the penetration of a product into the market motivates the ambassadors by making them feel appreciated and significant stakeholders in the company. The company can reward its ambassadors by increasing their commission from the affiliate sales (Rebull, 2019). Sharing the company’s profit with the ambassadors is an effective way of expressing gratitude for their essential role in promoting the company’s products. Additionally, the company can reward its ambassadors by providing them with free products. This reward establishes a positive relationship between the ambassadors and the company. Red Bull can evaluate its ambassadors by measuring the lifetime value of a customer (Rebull, 2019). This value involves the total revenue generated by the consumer purchases minus the expenses accrued by the brand ambassadors. Successful ambassadors tend to create a higher lifetime value for a customer.
Cash bonuses are highly effective in motivating brand ambassadors. Cash rewards offer an almost immediate effect in motivating the brand ambassadors. This type of reward appeals to the ambassadors’ essential needs by allowing them to meet their preferences (Rebull, 2019). Cash rewards signify the company’s sensitivity to the needs of its ambassadors. This strategy establishes a positive relationship between the management and the ambassadors, thus creating a conducive environment for creativity. Furthermore, cash bonuses create a sense of teamwork and cohesion within the promotion team due to their immediate effect. A cohesive workforce is essential in improving the ambassadors’ attitude toward their duties and creating a positive working atmosphere.
Highly motivated brand ambassadors tend to be effective in developing sales techniques that conform to the company’s objectives. There are various sales techniques that Red Bull employs to boost its sales. One of the company’s techniques is to focus on selling the buyer’s situation (Fam et al., 2019). This strategy aims to market the product based on consumer behavior and market expectations rather than focusing only on the buyers’ needs. Another sales technique of the company is engaging in social activities, creating a conducive relationship between the customers and the company (Fam et al., 2019). Red Bull is renowned for sponsoring various sporting activities as a marketing strategy. These sales techniques have been essential in increasing the sales of the company and its target market (Fam et al., 2019). The company has successfully created a unique image that consumers identify with. However, the company needs to improve its market research to acquire credible information on the current market dynamics. This will be essential in enabling Red Bull to develop strategies that meet the market needs.
Red Bull’s sports marketing strategy is one of the efficient tools that have made the company a leading brand in the market. This strategy involves sponsoring extreme sports events and leading athletes. Red Bull’s sports strategy aims to target the youth and establish a unique identity in the sporting world (Frias, 2022). The company’s strategy has significantly grown to the extent of starting its sports series. This strategy creates a special market where Red Bull acts as a monopoly. Additionally, this strategy reduces competition, especially by small companies that cannot afford to sponsor mega sports events. Sponsoring world extreme sports has increased the company’s sales by expanding the target market (Frias, 2022). This marketing strategy has enabled the company to appeal to local and international markets by targeting the fans of various sporting events it sponsors, thus increasing its sales.
Another marketing strategy that has significantly contributed to Red Bull’s sales is the company’s social media strategy. Red Bull’s social media strategy involves creating accounts on all the leading social media platforms and constantly updating these accounts with information that appeals to the needs of their followers. Most social media content involves sports events and lifestyles that reflect people’s experiences (Opresnik, 2018). The company engages with its social media followers by posting attractive pictures and media many people associate with. This strategy has been essential in increasing the company’s target market, thus increasing sales (Opresnik, 2018). The quantity of social media content is essential in ensuring that the company engages with its followers frequently. The content’s quality is essential in positively portraying the company that consumers can comfortably associate with (Opresnik, 2018). Therefore, the high quality and quantity of social media content positively impact the company’s sales. Video content is an important social media strategy that actively engages with the consumers. It enables provides real time experience that closely relate to the consumer needs.
The integrated marketing program has been vital in Red Bull’s economic success. For instance, this program has enabled the company to create a multi-campaign program that allows the company to reach a wider target market (Pitko, 2022). Furthermore, this strategy has been essential in equipping the company with market knowledge that has enabled the company to stay competitive in the market and meet the consumers’ expectations. The consistent message on various platforms by Red Bull impacts the company’s sales positively because it enables the consumers to understand the company values and tradition (Pitko, 2022). Additionally, consistency in the company’s message is essential in creating a unique identity that differentiates it from its competitors.
References
Usman, O., & Aryani, Y. (2019). The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Intention. Brand Image, Product Quality, and Price on Purchase Intention (2019).
Rebull, M. (2019). How to make positive changes to re-engage and motivate employees after a company downturn. Strategic HR Review.
Fam, K. S., Brito, P. Q., Gadekar, M., Richard, J. E., Jargal, U., & Liu, W. (2019). Consumer attitude towards sales promotion techniques: a multi-country study. Asia Pacific Journal of Marketing and Logistics, 31(2), 437-463.
Frias, F. J. L. (2022). The “big red bull” in the esports room: Anti-doping, esports, and energy drinks. Performance Enhancement & Health, 10(1), 100205.
Opresnik, M. O. (2018). Effective Social Media Marketing Planning–How to Develop a Digital Marketing Plan. In International Conference on Social Computing and Social Media (pp. 333-341). Springer, Cham.
Pitko, O. (2022). Research of Integrated Marketing Communications in the Automotive Market. In International Scientific Siberian Transport Forum (pp. 698-706). Springer, Cham.