​​ Client Brief: Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the highest selling energy drink in the world, with 5.387 billion cans sold in 2013. The Red Bull company slogan is "Red Bull gives you wings" and the product is marketed through advertising, events (Red Bull Air Race, Red Bull Crashed Ice, etc), sports team ownerships

(RB Leipzig, FC Red Bull Salzburg, Red Bull Brazil, New York Red Bulls, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records. Red Bull has a distinctive approach to marketing. It uses a progressive marketing strategy which

aims to constantly evolve and develop the brand. This approach allows Red Bull to engage with

consumers using new and exciting channels of communication. A written 1500 word report which should include:

 Summarise Red Bull GmbH's background and history, turnover, management structure, current corporate goals and targets, and markets. Your summary should use material from

the Red Bull web site, and other relevant online sources (approx. 250 words).  Develop a SWOT analysis to identify Red Bull GmbH's current situation in relation to its main

competitors. You should identify a minimum of three/four/five strengths, weaknesses, opportunities and threats. Your model should be developed referencing core marketing texts

with content developed from articles and web sites (approx. 250 words).

 Describe the marketing mix and its role in marketing, referencing two relevant theories and concepts (200 words).

 Explain how Red Bull use the different elements of the marketing mix to promote their brand.

Your explanation should be illustrated with specific examples of Red Bull events, promotional

activities and target audiences (300 words).  Create a diagram explaining how special events are defined and classified. Your diagram should draw upon relevant core texts (150 words).

 Classify at least four Red Bull events using the model you have provided (150 words).  Evaluate the impact of Red Bull's marketing and events strategy (200 words)​