Individual long turn (4–5 minutes): Study the information about Red Bull (Attachment 1) and inform your audience about the company. In your talk, you should: ■■ describe the company and its product range ■■ discuss the importance of Red Bull’s sponsorships ■■ evaluate Red Bull’s efforts to reduce its environmental impact Interaction (8–10 minutes): Afterwards one of the entrepreneurs, who has just set up a company, seeks your advice about establishing a brand. Study the material enclosed (Attachment 2) and ■■ explain what distinguishes a brand from other products ■■ illustrate your point by describing one or two Austrian brands ■■ suggest ways to create and maintain brand loyalty Attachment 1: 1982: Dietrich Mateschitz discovers a Thai functional drink and has the business idea of a lifetime. 1984: Founding of Red Bull GmbH, with a marketing concept focussing on the brand, not the product 1987: Red Bull products enter the Austrian market 2018: new line of organic sodas (100% natural ingredients; not energy drinks) Sales (2020): almost 8 billion cans a year worldwide (EUR 6.3 billion) Employees: more than 12,500 people in 171 countries f astest growing markets: Turkey (+23%), Germany (+19%), Russia (+16%), Canada (+14%), Scandinavia (+11%), Switzerland (+11%), and the USA (+10%) core markets: Western Europe and the US Product range Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Zero, Red Bull Editions functional beverage with high quality ingredients c laims to increase performance, concentration and reaction speed; to make people more alert and to stimulate the metabolism Organics by Red Bull: ingredients are certified organic in accordance with the EU Organic Regulation. Many different kinds. Organic Sodas, Not Energy Drinks. Sponsorships RED BULL BASEMENT – Innovate at university today, disrupt the world tomorrow Student teams upload a 60-second video of their idea to the website. Once judges have selected the finalists, they get access to a workspace and sessions with international mentors and global innovators, and develop their project further until the Global Final. At the Final Pitch the Global Winner is announced. 193 E Preparing for final exams Nur zu Prüfzwecken – Eigentum des Verlags öbv
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