### Objectives:
Objectives are an essential area in the planning process of any type of organization. Objectives are known as “the most basic planning tools underlying all planning and strategic objectives. They serve as the basis for policy and performance appraisals and act as the glue that binds the entire organization together” [1]. Objective is divided into marketing and communication objectives. A marketing objective is defined as “Goals to be accomplished by an organization’s overall marketing program such as sales, market share, or profitability” [2]. As for the communication objectives, they are defined as “Intended goals of an advertising or promotional program. These include creating awareness, imparting knowledge, projecting an image, shaping attitudes, stimulating a want or desire, and/or effecting a sale” [3].
As for Red Bull, it has been known that it is one of the companies that is working with a strong strategy. Red Bull has accomplished its Integrated Marketing Communication objectives, as it identified its targeted audiences. Red Bull is targeting customers from A & B classes and customers aged 14-25 years old. Moreover, Red Bull provides the customers with a brief guideline on the package, for example, mentioning its benefits, uses, cautions, etc. For instance, when buying Red Bull, you will find written on the package that it “vitalizes body and mind.” This is Red Bull’s benefit, but as for cautions, it mentions that pregnant women, elderly people, and people younger than 18 years old should not drink Red Bull. It also highlights that consumers must not drink more than two packages per day.
Red Bull is trying to position its product in consumers’ minds, and they have succeeded in carving it. In order for Red Bull to build an image or to position it in their customers’ minds, they decided to offer samples through the Red Bull car; you will find this car, for instance, on the Suez Road. These samples are only given to those who really need them; for example, they give them to students coming from universities. Based on this experience, the students will recall it, as every time they are coming back from their universities, they will remember that Red Bull will give them the energy to continue their day.
As a fact, it has been known all over the world that Red Bull is a market leader brand. Recently, Red Bull exists in more than 150 countries all over the world. For instance, in Egypt, Red Bull dominates more than 70% of the market share. However, this percentage of domination is not yet satisfying to Red Bull. Thus, they want to dominate the whole market share (100% of the market share). What has made Red Bull more successful than any other companies is that they made their objectives realistic and attainable. Their objectives are making more sales, increasing profit, increasing awareness among customers, and satisfying customers’ needs and wants.
In order for Red Bull to achieve its main objective nowadays, which is to dominate the whole market share, they have to improve and enhance their program, even though it is a successful one.
Specifically talking about Egypt, I would like to highlight that there is not enough awareness among customers; do you know that Red Bull is an energy drink, not a sports drink? Thus, Red Bull must increase its customers’ awareness by sending messages through its ads (communication objective). Moreover, Red Bull only sells its original product, which is “Red Bull,” but, for example, in Europe or in the United States of America, there are other types of products, such as “Red Bull Shot” and “Red Bull Sugar-Free.” So, Red Bull in Egypt must introduce these two new products, as it will help in increasing its sales and profit, and this might help in dominating the market (marketing objective).
[1] http://www.businessdictionary.com/definition/objective.html
[2] http://en.mimi.hu/marketingweb/marketing_objectives.html
[3] http://www.businessdictionary.com/definition/communications-objectives.html