Provide answers to the case-questions stated below. Your written case-assignment should contain an explanation of the theoretical concepts, followed by an application to the given case study. Each assignment should contain a cover page, an introduction, a main text and a conclusion.
RED BULL Red Bull GmbH produces the world’s leading energy drink. More than a billion cans a year are sold in nearly 100 countries. Red Bull holds a 70 percent share of the world market for energy drinks, or functional beverages, a category it was largely responsible for building. Its dominant position in the fastest-growing segment of the soft drink market in a number of countries has drawn a number of imitators. Red Bull has become a case study in successful guerilla marketing in the United States and United Kingdom. Marketing is aimed at hip young people with active lifestyles, though the formula began as a popular tonic for blue collar workers in Thailand. Source:
1)Identify the key elements in Red Bull’s global marketing strategy. What are the factors that have helped Red Bull to build a successful global brand?
2) How does Red Bull approach the issue of standardization versus adaption? What are benefits and drawbacks associated with the respective strategies? Does the company think global and act local? Does it also think local and act global?
3) Provide a detailed overview of Red Bull’s current marketing communication mix. Assume the company aims to increase their sales volume in the short run. Which communication tool would you recommend the company to achieve this goal? Please justify your answer.
4) Discuss how the four components of the marketing mix affect each other with reference to the Red Bull case.
5) Design a Guerilla-Marketing campaign for Red Bull. Be as creative as possible! Please explain your campaign and provide a visualization (graph, photo, picture, etc.)
