Komunikační strategie značky Red Bull

The thesis analyses current marketing strategy of Red Bull. The thesis examines the connection between specific marketing activities of Red Bull and their impact on energy drink's consumers. In the theoretical part of the thesis terms such as marketing communication concepts and their developing trends are coined and examined. The biggest part is focused on event marketing -- both from theoretical and practical point of view. The second part examines the competitive environment of the energy drinks market in the Czech Republic. Furthermore it describes Red Bull and its communication activities in detail. Final part of the thesis is an evaluation of data acquired from an on-line survey. The survey was tailor-made for energy drink consumers.