Topic
Red Bull
Instructions
Assessment 1 – Individual Case Analysis
The purpose of this assignment is to assess students’
knowledge of discipline theory, models, concepts, and proficiency in
their application, while using their knowledge and skill
specialisation within the Marketing Discipline
Students apply their knowledge of the discipline theory, models and
concepts in assessing theory in the field of branding up to and
including Week 4
Description :
You are required to read the Red Bull case study document and complete an individual case analysis report. The case analysis report allows you to demonstrate your theoretical
understanding of important aspects of branding. The report should
focus on the key branding issues and answer the assigned questions.
You must incorporate academic literature to support/justify your
ideas.
Case Study: Red Bull
Questions: • Describe Red Bull’s sources of brand equity;
• Analyse Red Bull’s marketing program in terms of how it
contributes to the brand’s equity
• Evaluate Red Bull’s move into herbal teas, fast-food and
magazines. Does it make sense for the company to expand into these
areas?
What are the potential benefits and dangers?
Assessment Criteria
• Executive Summary
• Clear Identification and analysis of the relevant issues and
concepts relating to the case
• Reference to the relevant branding theories
• Quality of the argument: Analysis is logical, consistent with the
topic in the case, and evidence in favour of the arguments
• Development of managerial recommendations and identification of
marketing decisions illustrated by the case
• Report Format including references, structure, clarity and grammar
1500 words (+/- 10%)
Answer preview
In the global energy drink category, Red Bull stands out as the undisputed leader since it
was invented in 1987. To become the leader in the energy drink market, Red Bull has done a
good job in building brand equity. Dietrich Mateschitz after noticing the success of the energy
drinks in the Thailand and Japan, he created his own energy drink (Russell, 2008). In order to
excel in this market segment, Matecschits realized that he had to change from using the
traditional marketing strategy and focus more in the viral marketing tactics. This marketing
strategy elevated Red Bull to global leader in energy drink category which initially started by
targeting trendy shops, clubs bars and stores. This marketing strategy also created the marketing
buzz to their target market as it represented the needs the customers expected from an energy
drink (Shimp, 2010).
Word count: 1701