The Ministry of Education and Science of the Russian Federation

Plekhanov Russian University of Economics

Department of Foreign Languages №1

PROJECT PAPER

“Event Marketing in Red Bull GmbH”

Performed by

Trutenko Margarita

Marketing Faculty

Group 1409

Supervised by

Mironova Dina

Project defended on:

______________ 2015 __

Evaluation:

____________________

Tutor’ssignature:

____________________

Moscow2015

Contents

Contents 2

Introduction 3

1. Event marketing 4

1.1 Definition and meaning of event marketing 4

1.2. Types of events 6

Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, 2nd Edition, C. A. Preston, March 2012, ©2012, p.122 9

2. Event Marketing in Red Bull GmbH. 9

2.1 Red Bull GmbH: facts and history. 9

2.2 Red Bull GmbH events. 10

Conclusion 17

Glossary 18

Literature 19

Introduction

The modern market develops rough rates, the huge number of advertizing falls daily upon the consumer from screens of TVs, from pages of newspapers and magazines, falls out on it of an air, and waits for it continually on city streets. The consumer is protected, ceasing to perceive an advertisement: switching the TV on commercial breaks, glancing over advertizing turns, rotating handles of radio stations. Traditional advertizing appears less and less effective. Producers of production look for exits in the different ways: inventing super original creative concepts, enticing the consumer gifts, setting on the intriguing advertizing. One of ways of overcoming of crisis — Event marketing — advance of goods or service by means of creation and the organization of the special events creating emotional communications between the consumer and a brand.

Event marketing — event marketing (systematic organization of events as platforms of presentation of goods (service) in order that by means of emotional influence to make active attention of target group to goods (service).

The special event — isn't simple to draw a way attention of the consumer to your brand. Depending on a format and content of an event — there is this or that positioning of brand. And, there is it much more simply, more distinctly than by means of usual advertizing media (ATL).

But in order that Event marketing brought serious return, it is necessary to build competently and consistently all process: from statement of the purposes and tasks to a choice of content of action and ways of its lighting. Only at such approach you taste all advantages of this method and you will be able providently to avoid shortcomings.

The aim of this work is to study in detail all the key aspects of Event Marketing.

The objectives are following:

• to describe Event Marketing;

• to study types of events;

• to show Event Marketing using Red Bull GmbH example.