This coursework is worth 100% of the total marks for this
UMKT3012 UNDERSTANDING MARKETING AND EVENTS SPRING 2018
Client Brief Inspired by functional drinks from the Far
East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the
formula of Red Bull Energy Drink and developed the unique marketing concept of
Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very
first time in its home market Austria. This was not only the launch of a
completely new product, in fact it was the birth of a totally new product
category. Today Red Bull is available in 171 countries and over 62 billion cans
of Red Bull have been consumed so far. 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. References 'Red
Bull The Company - Who Makes Red Bull? Red Bull Origin :: Energy Drink :: Red
Bull' (Energydrink.redbull.com, 2018)
accessed 9 January 2018
2. Explain the key marketing activities undertaken by Red
Bull and the role events play within their overall marketing strategy. (LO2--200 words)
3. Explain the role of the marketing mix (4P’s/7P’s) and how
Red Bull uses this to inform their marketing strategy. (LO3—300 words)
4. (a) Red Bull are planning an outdoor event to promote
their brand. How and to whom should they market this event, taking into
• Targeting and Positioning (LO4—250
(b) Discuss some risk management considerations they should
take into account when planning this event.
Bowdin et al. (2011).
Events Management. 3rd Edn. New York, Routledge. C.A.Preston XXXXXXXXXXEvent
Marketing. 2nd Edn. New Jersey, Wiley.
Useful Websites https://www.redbull.com/gb-en/
Below is an indicative structure for your report:
Table of Contents A list of all the sections, headings, and
sub-headings. Appendices and Figures should be provided as well as all page
numbers as clearly as possible.
Introduction (approx. 150 words) This should show that you
have understood the brief and that you will cover everything required.
Findings and Analysis (approx. 1200 words) • This is the
substance of your report. The structure will vary depending on the material
being presented. Headings and sub-headings should be used to indicate clearly
the different sections. • Charts, diagrams and tables can be used to reinforce
your arguments, although it may be better to include the more complex ones as
an appendix. • See client brief on the previous page for more information
Conclusion (approx. 150 words) This provides an end to your
report through a summary of the important points in your discussion. Remember
not to include any new material here.
Reference List (in Harvard format) The terms reference list
and bibliography are sometimes used interchangeably, but here we define the
terms as: • Reference list - a list of
cited sources, consulted readings, for example a list of textbook sources that
you have studied while composing your rep