Marketing Events and Strategies: Red Bull's Approach Analysis

This report provides an in-depth analysis of Red Bull's marketing strategies, focusing on the role of special events in their overall marketing plan. It defines and classifies special events, examining how Red Bull uses them to enhance brand awareness and promote its products. The report explores Red Bull's key marketing activities, including the marketing mix (product, price, place, promotion, people, physical evidence, and process), and how these elements inform their marketing strategy. Furthermore, it delves into Red Bull's approach to segmentation, targeting, and positioning, illustrating how the company identifies and reaches its target consumers. The report also considers the risk management considerations essential for planning marketing events, providing a comprehensive overview of Red Bull's marketing practices.

Understanding marketing
events

Table of Contents
Understanding marketing events .....................................................................................................1
INTRODUCTION...........................................................................................................................3
1.1 Explain how special events are defined and classified. .......................................................3
1.2 Explain the key marketing activities undertaken by Red Bull and the role events play
within their overall marketing strategy. .....................................................................................3
1.3 Explain the role of the marketing mix and how red bull uses this to inform their marketing
strategy. ......................................................................................................................................4
1.4 (a) Promote Brand in context of Segmentation, targeting and positioning. .........................5
(b) Discuss some risk management considerations they should take into account when
planning this event......................................................................................................................5
CONCLUSION.........................................................................................................................................5

INTRODUCTION
Understanding Marketing and events are the marketing terminologies in order to enhance
the brand awareness. Marketing is the essential tool for promoting the company products and
services. Present report based on the understanding Marketing and events. For this report Red
Bull has been taken into consider. This report will explain about the special events of the
company through which they get the best business strategies. They will also explain about the
marketing activities which company adopts in order to enhance the popularity of the product and
the role of the events in the activities of promotional activities. It will also focus on the
segmentation and targeting and positioning aspects of the company. With the help of which they
set the target market consumers. Besides, report will also consider the marketing mix through
which Red Bull uses for their marketing activities. Moreover, marketing activities plays an
essential role to run the business activities and helps to stable the position of the company in
competitive market.
1.1 Explain how special events are defined and classified.
Every special event is those who give the best impression for long term in front of the
audience. It belongs from positive memories in order to accomplish the target and objectives.
Red Bull is known for its unique energy drink which provide energetic power to drinkers. This is
the unique factor of the company which represents the product quality and feature. Special
events relate to the long term and give long-lasting results. This is the best way to adopt the best
marketing strategy. Mainly large events are based on the compatible level of the product and
services (Eaton, Gwinner, Larson and Swanson, 2015). Special events must be attractive and
fascinating and long lasting in the mind of customers. Just like the Red Bull company. They
impact on the minds of people who very concern about their health. On they impact on the young
youth who really needs an energetic drink for maintaining their potential level. On the other
Side, Red Bull mostly organize their special events at the time of sports festivals. At the time
individual really needs an energetic drink. At the time of these special events customers, or
buyers easily get attracted towards the company products. It helps company to marketing the
services for long-lasting. Special events are very essential or effective for the organization to
maintain the brand value and market stability in long time period.
Marketing events helps Red Bull to give high impression on the behavior. For that
company needs to adopt creative marketing strategical events in order to make the good
impression on the behavior of customers. Red Bull is known for its well energetic drinks which
gives high impact on the behavior buyers behavior. Moreover, Red Bull adopts Sports marketing
events or sponsor sports events in order to build the product image in the market. Besides, they
also organize some online events or Champagne to make effective brand image. Marketing
events gives positive results to the company which helps to build long term relationship with the
customers. Marketing growth and events relates company objectives and customer focus
Marketing communication tools
Advertising: Advertising is the type of best marketing tool which express the organization
motive and product and services. Red Bull adopts this tool to promote their Energy drinks.
Advertising must be attractive and approachable which enables customers with company.

Direct mail or email: it is the another tool of marketing communication through which company
connect customers with the organizations (Marketing communication tools, 2011). This tool
helps to generate leads via some form of an offer or call to action.
Social media: it is the another tool to promote product and services of the organization.
Company make creative articles and brochures to attract the customer focus. This tool increases
the rate of customer visits.
1.2 Explain the key marketing activities undertaken by Red Bull and the role events play
within their overall marketing strategy.
First time sold of Red Bull drink in its home market Austria, this was not the time when
the company completely new product. The main marketing strategy of the company is distinctive
approach to marketing. Through which company focus on the individual persons. Like energy
drink is for every person (Hudson and Hudson, 2017). Marketing strategy plays a very essential
role, it describes the company motive towards their customers. This motivates company as well
as customers. Red Bull also adopts global market strategy in order to meet the needs of
customers. They also determine the needs of customers on that basis company adopts new ways
of improvement. They adopt marketing strategies in terms of promoting brand loyalty and brand
awareness. Besides, marketing activities must be according to the customer needs and wants,
marketing strategy must be creative and based on the creative concept which is effective for the
customers (Kotler, 2015). Another important activity of the marketing is to maintain the proper
communication between company and customers. On the other side, understanding and keeping
ahead of competition level is another important activity of marketing which always focus by the
Illustration 1: Marketing communication tools
Source: Marketing communication tools, 2011

company. These are the marketing activity adopted by the Red Bull which helps them for getting
best results from the market.
1.3 Explain the role of the marketing mix and how red bull uses this to inform their
marketing strategy.
Marketing mix is the important element of the marketing without company could not
achieve the organization goals (Lanier Jr and Hampton, 2016). Marketing mix of the company
helps to explain the company services in terms of price, place, product, promotions, physical
evidence. This is the marketing strategies which helps company to focus on the customer needs
and wants. Marketing mix express the product element and describes each marketing mix
element. It is the essential elements of the marketing mix. Marketing mix is the essential activity
in order to present the company products in front of the market. There are the marketing mix of
Red Bull
Marketing Mix
Product Mix: Product mix is the first mix of the marketing in which company focus on
the development of product. Red Bull is developed the energy product which provides energetic
power in human body. The main formula and the main attractive strategy of the company is the
product belongs from Bull (Pons, Mourali, Maltese and Richelieu, 2017). Company uses various
ingredients such as vitamins, taurine, amino, caffeine and some of another ingredient used in the
product which is very beneficial cardiovascular system for the human body. Product must be
presentable in the market. Every company or a big organization focus on the products and
product strategies. Product mix will enhance the company marketing sales which is necessary for
the company existence. Product marketing mix strategy is the significant element which connects
customer with the company.
Price Mix: Price is another element of product mix which helps to explain the different
aspect of the product. On which company sell the commodity. Company always focus on the
price strategies and set prices that should be affordable by the customers. Red Bull set their
prices at premium prices. With the help of this pricing strategy company able to provides also
other benefits with the products. They maintained their equal prices for all global customers in
order to maintain the competitive position.
Place Mix: place is another significant element of marketing. Distribution is the main
concern for the company. Red Bull adopt great strategy of place mix. They organized well
developed network through which they focus on the global customers and provides their services
in every country. They target maximum customers in across the world (Ratten, 2016). Channel
of distribution or availability pf products also connects customers with company in long term.
Every individual require energy drinks which helps them to make fit. For that, Red bull needs to
make available products everywhere to reach the customer satisfaction level.
Promotion Mix: Promotion is the final strategy after finished the product. It is the most
required thing which company do. Red Bull adopt various marketing campaign and organizes
sport marketing to enhance the sales in the market. It provides various opportunity for the
company as well as customers (Marketing Mix, 2017). Marketing Promotion mix is the
important element for the company to promote product and services. Red Bull adopts productive
marketing strategy in terms to enhance productive marketing plan and sales revenue.

People Mix: In this marketing mix process company target their group of customers to
whom the target. Red Bull target customers of age is 16-30. Customers are the main target plans
for which company make the products.
Physical Evidence: it is the significant marketing mix which approach or attract
customers by giving extra services with the products. This is effective approach which grab by
the company to grab the customer trust and faith towards company goal. Red Bull needs to
provide some addition services with the products to keep the interest of customer with the
company. Physical evidence is the scheme which create trust and faith between the customers
and company.
Process Mix: Process includes distribution channel approach adopted by the company.
For which they the attraction. Process is the process of distribution of the company through
which they send products to customers. On the other side, Red Bull provides their services in all
over the world.
Illustration 2: Marketing Mix Model
Source: Marketing Mix, 2017

1.4 (a) Promote Brand in context of Segmentation, targeting and positioning.
Segmentation: Red Bull segment their products among customers. They focus on 16 to
30 years old people which prefer to drink Red Bull Energy Drink. Red Bull Zero Calories drink
which segmentation of customers is 26-45. These are the segmentation of the company according
to the energy drinks. Another segmentation is they provides services for both males or females.
Provides products at Domestic or international level. Segmentation helps company to focus on
the core activities and try to determine the actual needs and requirements of the target customers.
Segmentation is very essential to target market buyers of the company. Segmentation process is
the foremost process for the company which makes clear mission and vision. Segmentation
targets the customer which is potential for the company growth.
Targeting: Targeting is the important factor which required in the organization. In which
company set the target group of customers for their company products. Target group of
customers of the company is sports persons, young youth etc (Salmon, 2016).
Positioning: Red Bull set their positioning level according to the behavior of the
customers. It helps to provide the best company product which help to focus on the customer
needs. They also maintained the good relationship with their stakeholders in order to stable the
market position. Positioning is the significant key factor which helps to make product awareness
and product demand, it also helps to get the more customers for the product. Positioning helps
Red Bull to make their existence in the market.
(b) Discuss some risk management considerations they should take into account when planning
this event.
Risk Management: According to the (Kotler, P., 2015). Risk implies future uncertainty about
deviation from expected earnings or expected outcomes. Risk is the tool to measure the
uncertainty that company would face in the future times. Risk is form of different types and
originate from different situations. Such as liquidity risk, sovereign risk, insurance risk, business
risk.
Risk Management is the important concern on which company needs to look upon. They
provide strength and market opportunity. Risk management helps to determine the important
aspects which may affects company in future times. They also provide some major aspects which
necessary to remove in order to remove the company negative behavior. Risk for Red Bull must
other competitors who offer the same product and services (Tuten and Mintu-Wimsatt, 2018).
For that, company needs to adopt some new market expansion or product expansion strategy in
order to mitigate the uncertain events in future times. Risk is unpredictable company should
adopt backup plan for every situation. It helps to maintain the position in the market. It also helps
to protect the business environment from external factors.
CONCLUSION
From the above section, it can be concluded that, marketing is the essential part of the
company which helps to make aware customers about product and services. From the study of
whole report, it can be summarized that marketing activities are the most crucial elements in the
company. Present assignment was based on the Red Bull and their marketing activities. Red Bull

company focus on the energy drinkers, the main target customers of the company who needs
energy drinks. Red Bull is the company who launch unique formula of energy drinks who
motivated people to get. Present task discussed about the marketing mix of the company which
help to attract the customer attraction. Moreover, the main focus of the company is to enhance
their market into new market which helps to expand the business at global level. It also covered
the special events of the company. Likewise, it also looked upon the risk management while
making planning in order to mitigate the uncertain events.

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