Evaluate the impact of Red Bull’s marketing and events strategy.
Red Bull GmbH, is an Austrian firm, which is known for its energy drink called ‘Red Bull’. It is headquartered in Fusehl Om See, Austria. It is a 28 year old company which came into existence in mid 1980’s. Dietrich Mateschitz was inspired by functional drinks of the Far East and invented the formula of Red Bull, with unique set of marketing strategies. On April1, 1987, the company unleashed a brand new product which became a new product category in its own. The company has its operation in 168 countries providing employment to more than 10997 people. It is planning further expansion in place, from where the founder drew his inspiration i.e. , Far East as well in USA and Europe (Barrett, 2015). It has sold more than 60 billion can since its inception and more than 5.9 billion got sold in 2015 only, which is 6.1% more than previous year. It boasts the turnover of EUR 5.903 billion in 2015, which is 15.5% more than figures of 2014. The major markets responsible for this phenomenal growth are Turkey, South Africa, India, Saudi Arabia and Poland.