English Unlimited HAK/HUM 4/5, Schulbuch mit Audio-CD und CD-ROM (mit Handelskorrespondenz)

180 Preparing for final exams Topic area: Marketing Focus: Presenting a company / Brands Situation: You work in the PR department of Red Bull and have been asked to give a company presentation in front of young entrepreneurs from CEE countries. Individual long turn (4–5 minutes): Study the information about Red Bull (document 1) and inform your audience about the company. In your talk, you should:   describe the company’s history and expansion as well as its products.   analyse company figures.   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 his / her own company, seeks your advice about establishing a brand. Study the material enclosed (document 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. Document 1: TASK – HAK Red Bull – the company 1982: In Thailand Dietrich Mateschitz discovers a functional drink and has the business idea of a lifetime. 1984: Red Bull GmbH is founded, with a marketing concept focussing on the brand, not the product. 1987: Red Bull products enter the Austrian market (not just a new product, but a completely new product line). At present Red Bull sells more than 4 billion cans a year in more than 164 countries; the company employs more than 9,000 people worldwide; company turnover is around EUR 5 billion a year.  highest sales in: South Africa, Japan, Saudi Arabia, France, USA and Germany  core markets: Western Europe and the US  growth markets: Brazil, Japan, India and South Korea Product range Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Zero Calories, Red Bull Editions, Red Bull Cola  functional beverage with high quality ingredients  claims to increase performance, concentration and reaction speed; to make more alert and stimulate the metabolism Sponsorships RED BULL AIR RACE The final race in the 2014 season took place at the Red Bull Ring, Spielberg, Austria. It was the 58th Red Bull Air Race. Since its launch in 2003, it has attracted fans from 18 different countries. Speaking Nur zu Prüfzwecken – Eigentum des Verlags öbv