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Summary MKTCB574 Competency3 Part1.docx Red Bull Distribution Company Strategic Marketing Plan University of Phoenix MKTCB/574: Marketing Social, Mobile, And Analytics Red Bull DistributionCompany Strategic Marketing Plan Part C: Market Strategy, Marketi
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MKTCB574 Competency3 P Red Bull Distribution Company Strategic Marketing Plan University of Phoenix MKTCB/574: Marketing Social, Mobile, And Analytics Red Bull DistributionCompany Strategic Marketing Plan Part C: Market Strategy, Marketing Channels, Implementation, and Monitoring New Targ...
mktcb574 competency3 part1docx red bull distribution company strategic marketing plan university of phoenix mktcb574 marketing social
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MKTCB/574 v1
Red Bull Distribution Company Strategic Marketing Plan
University of Phoenix
MKTCB/574: Marketing Social, Mobile, And Analytics
Copyright 2020 by University of Phoenix. All rights reserved.
, Strategic Marketing Plan
MKTCB/574 v1
Page 2 of 8
Red Bull DistributionCompany Strategic Marketing Plan
Part C: Market Strategy, Marketing Channels, Implementation, and
Monitoring
New Target Markets
Fitness Energy
Younger generation consumers are more health conscious and focus on the functional aspect of
beverages during purchase. The Vital Pharmaceuticals line of protein infused energy drinks and other
fitness supplements allows RBDC to break into a new fitness energy market. Vital Pharmaceutical’s Bang
Energy line includes approximately 30 SKUs that contain a creatine protein supplement in the ingredients
making it popular with gyms. This market consists mostly of younger millennial and older Gen Z men and
women that are health conscious and focus on mental and physical well-being (Marketline, 2019).
RBDC’s current retail customer base is very supportive of the new target market, but is also expected to
grow with the addition of several industry chains the current product portfolio is not commonly found in.
This includes health stores such as GNC and Vitamin Shoppe. Fitness centers that sell CPG products
would be more likely to include protein infused energy drinks adding the potential for large national chains
such as Planet Fitness, Gold’s Gyms, and LA Fitness expanding RBDC’s customer base.Some organic
focused grocers including Whole Foods, Sprouts, and Trader Joe’s have been resistant to including
RBDC’s lineup in their stores. Adding protein infused, simple ingredient SKUs and keto diet focused
drinks may allow entrance to these chains as well.(Marketline, 2019).
RBDC’s portfolio will expand to include several products that blur the lines between beverage categories.
This will afford RBDC and expansion on current space allocation in the beverage aisles as well as gaining
new space in the health and wellness sections of most retail establishments. Merchandising space will
double in mass merchants, club stores, grocery stores, and convenience stores. Front end cold presence
will also increase with a larger portfolio to leverage in cold equipment contract negotiations(Marketline,
2019).
Subscription Mailer Retail
A newer marketing platform that has increased significantly in popularity is the subscription mailer retail
strategy. Subscription mailers are monthly subscription and delivery services for brands and products
commonly involving limited time offers, sampling, or a random variety of branded CPG products. These
offers also often include more detailed information about the company, brand and products that otherwise
is not made available (Energy Supply, 2016).
The subscription mailer platform involves a new target market of CPG trial and regular, loyal consumption
combined with the convenience of regular, consistent home delivery. This concept is especially
advantageous with heightened consumer concerns about additional risks with crowded retail stores. It
also includes the rapidly growing concept of work-from-home and parents with remote learning children.
The pandemic in 2020 has greatly impacted the consumer base for energy drinks due to stay at home
mandates and reduced consumer confidence in the safety of retail establishments. Adding subscription
services seeks to transition the portion of the loyal, heavy consumption consumer base that otherwise
could be lost (Mintel, 2020).
Adding the Vital Pharmaceuticals portfolio to RBDC’s distribution compliments the subscription mailer
target market through an increased innovation rate and a wider variety of energy options. Mailers can be
Copyright 2020 by University of Phoenix. All rights reserved.
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