Order_262564_2_small_revision[1].doc - RED BULL GMBH...

Info icon This preview shows pages 1–5. Sign up to view the full content.

RED BULL GMBH MARKETING AND EVENT STRATEGY Student Name: Course: Tutor: University: City and State: Date: 1
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Table of Contents Introduction/Executive Summary ................................................................................................................ 3 A summary of Red Bull Gmbh Background, History, Turnover, Management Structure, Corporate Goals, Targets, and Markets .................................................................................................................................... 3 SWOT Analysis ........................................................................................................................................... 4 Strengths .................................................................................................................................................. 4 Weakness ................................................................................................................................................. 5 Opportunities ........................................................................................................................................... 5 Threats ..................................................................................................................................................... 5 Marketing Mix and its Role in Marketing ................................................................................................... 6 Product .................................................................................................................................................... 6 Place/Distribution .................................................................................................................................... 6 Promotion ................................................................................................................................................ 6 Price ........................................................................................................................................................ 7 How the Company uses Different Marketing Mix Elements to Promote their Brand .................................. 7 A Diagram Explaining how Special Events are Defined and Classified ...................................................... 8 Figure 1 how events are defined and Classified ....................................................................................... 9 Four Red Bull Events Classified using the above Model ............................................................................. 9 The Impact of Red Bull’s Marketing and Events Strategy ......................................................................... 10 Conclusion ................................................................................................................................................. 11 References ................................................................................................................................................. 12 2
Image of page 2
Introduction/Executive Summary Red Bull GmbH is the leading manufacturer of energy drinks in the world (Brasel & Gips, 2011). Each year, the company records more than billion can sales in over 100 nations. Red Bulls holds 70 per cent share of the global market for energy drinks. These drinks were highly accountable for building and its central locus in the increasingly rising sector in the energy drinks by many states drew a variety of imitators. The drink is advantageous in that it relieves stress, increases mental activity, and improves the reaction to speed, concentration and endurance. It energizes people`s body and mind, and it well-treasured by numerous renowned athletes and drivers. Over the past years, the company`s thriving guerrilla marketing has become a case study in many countries especially in the United States and United Kingdom. Its marketing strategy, which involves the organizations of events, advertising and sports team ownership aims at young individuals who are involved in daily active lifestyles. A summary of Red Bull Gmbh Background, History, Turnover, Management Structure, Corporate Goals, Targets, and Markets Red Bull GmbH is an Austrian company that was founded in 1987 by Dietrich Mateschitz. In April 1, 1987, the energy drink was sold for the very first time in Austria markets and this marked the birth of a totally novel produce. Today, the drink is legal in over 169 states and approximately sixty billions cans have been consumed so far. It is however not approved in Norway, Denmark, and France. In 2011, the company sold 4.6 billion cans, while in 2013, it sold 5.387 billion cans. The Company is guided by its slogan, which is “ Red Bull gives you wings” ( Reynolds, 2011) and carries out its marketing through events, advertising, music, celebrity endorsement, 3
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

sport team ownership, and its record label. The corporate goal of the company is to be the premier supplier and marketer in Europe, Asia, and other parts of the world (Gorse, Chadwick & Burton 2010).The Company`s vision emphases on five factors which include; productivity, people, profit, portfolio, and partners. It wants to be a great environment where workers are motivated to be the best they can. In addition, it wants to draw to the realm a range of eminence drinks that antedate and gratify people`s wants and needs.
Image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '10
  • YANG
  • .........

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern