Analysis of Red Bull's Strategy and its Association with Extreme Sports
| Thesis title: | Analysis of Red Bull's Strategy and its Association with Extreme Sports |
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| Author: | Janek, Alicja |
| Thesis type: | Diploma thesis |
| Supervisor: | Cook, Gina |
| Opponents: | Lisa, Aleš |
| Thesis language: | English |
| Abstract: | Sports marketing is divided into three sectors: marketing of a sport, marketing products and services through sports and promotion of a sport to the public. This thesis is mostly referring to marketing through sport, and its analysis of a very unique and innovative organization. Red Bull GmbH is a leader within the dynamic area of energy drinks, a fast-growing area of the beverage sector. The objectives of this thesis are to show how Red Bull develops its marketing strategy and identify the principles and processes involved, to describe the tools and techniques used in their marketing and show how they have been applied. The main goal of this thesis is to explain how effective is the association with extreme sports for Red Bull. |
| Keywords: | extreme sports; energy drinks; Red Bulls marketing strategy; sports marketing |
| Thesis title: | Analýza strategie Red Bullu a její asociace s extrémními sporty |
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| Author: | Janek, Alicja |
| Thesis type: | Diplomová práce |
| Supervisor: | Cook, Gina |
| Opponents: | Lisa, Aleš |
| Thesis language: | English |
| Abstract: | Sportovní marketing je rozdělen do tří katerorií: marketing sportovního odvětví, marketingové produkty a služby zaměřené na sport a propagace sportu pro věřejnost. Tato diplomová práce je převážně zaměřena na marketing sportovních odvětví a zárověň představuje analýzu unikátní a inovativní společnosti. V dynamicky se rozvíjejícím odvětví energetických nápojů zaujímá Red Bull GmbH vedoucí pozici na trhu. Tato práce popisuje postup vytváření marketingové strategie pro Red Bull a identifikuje zahrnuté principy, procesy a používané nástroje a techniky. Hlavním cílem této práce je vysvětlit jak marketigová kampaň ovlivňuje efektivitu vytváření asociací mezi extrémními sporty a značkou Red Bull. |
| Keywords: | marketingová strategie firmy Red Bull; energetické nápoje; extrémní sporty; sportovní marketing |
Information about study
| Study programme: | Ekonomika a management/International Business - Central European Business Realities |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 14. 11. 2012 |
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| Date of submission: | 30. 6. 2013 |
| Date of defense: | 4. 6. 2013 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/40336/podrobnosti |