This coursework is worth 100% of the total marks for this module.
UMKT3012 UNDERSTANDING MARKETING AND EVENTS SPRING 2018 COURSEWORK BRIEF
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 account:
• Segmentation
• Targeting and Positioning (LO4—250 words)
(b) Discuss some risk management considerations they should take into account when planning this event. (LO4—250 words)
Bowdin et al. (2011). Events Management. 3rd Edn. New York, Routledge. C.A.Preston (2012). Event Marketing. 2nd Edn. New Jersey, Wiley.
Useful Websites https://www.redbull.com/gb-en/
http://www.redbullstudios.com/london/studio
Below is an indicative structure for your report:
Title Page
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