Quiz 10: Alternative Marketing

Business

1. RB is an energy drink which was first introduced in AS in 1984 and it was developed after three years of efforts. It helps to replace taurine which is lost during high stress or physical exertion and helps the body to recover quickly. RB uses alternative marketing strategies to establish its presence in the US. They widely used buzz marketing to promote RB. They target the customers who were extremely involved in sports, pulling all- nighters for school, work or partying. They also target college students by giving free samples to them. They also hosted parties for university students where cases of RB used to be provided. Also a group of marketing people from RB was involved in consumer education by providing free samples and organizing extreme sporting events like skateboarding, cliff diving. RB could have also used direct response marketing, database marketing, stealth marketing and lifestyle marketing to promote their product. They also used product placements and in-store marketing as its competitors like Pepsi and coke were trying to find shelf space in stores. 2. The alternative media venues that are used by the RB marketing team are as follows: RB team has sponsored for the 5-a side football in India It encourages women and inspires the next generation of little girls to go bigger It had conducted RB campus cricket and many other sports events in order to increase its brand awareness and to reach more number of target customers. 3. The role of traditional media on RB's future when compared to alternative media is as follows: Traditional media will have less impact on the audience as the type of media selected will reach less number on the other hand the product positioning cannot be done effectively. Alternative media are used to reach high number of audience and customized marketing can be done based on the type o customers. Therefore the role of traditional media will have a bad impact on the future when compared to the alternative media. 4. Brand community: it is focused non- geographic community depends on the set of social relations among the same brand users. Yes, there are ways to create brand communities around RB, as the social media networking sites like FB, WSP, TW, will help the RB group to increase its brand communities. As the loyal customers of RB trust the quality of the product and maintain the social relations towards the brand.

Set of products for which I have high level of loyalty includes soap, shampoo, crème, electronics and gadgets and yes, I would like to be a brand advocate ambassador or evangelist for these brands. The brand for which my loyalty is highest is Samsung. To be a brand ambassador for this brand I would love the company to offer me some discounts or incentives on purchase of other products of the brand. Also a free sample of new products introduced in the brand. Also material related to products which is educational and relevant to my interest. To promote the brand I will introduce the honest picture of the brand because of which I love this brand. The quality and value for money which this brand provides will also be used by me to promote the brand. I will create a positive buzz for the brand to all my friends, family and relatives.

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