Principles of Marketing Mix

Principles of
marketing mix

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Comparison of target market.......................................................................................................1
Product........................................................................................................................................2
Price.............................................................................................................................................4
Place............................................................................................................................................5
Promotion....................................................................................................................................5
CONCLUSION & RECOMMENDATION....................................................................................6
.........................................................................................................................................................6
REFERENCES................................................................................................................................7

EXECUTIVE SUMMARY
This report is based von the analysis and implementation of 4p's of marketing mix to
identify successful use of these elements in context of Lucozade energy & Reed Bull soft drink.
Secondary research data is used for this analysis and evaluation with comparison between both
the organisations.
INTRODUCTION
Marketing mix is refer as the tool which considered 4p's such as- product, price, place &
promotion. It is important for business organisation to analyse and evaluate these p's in order to
make effective strategies for achievement of business objectives (The Marketing Mix, 2020).
Lucozade energy is manufacturer of soft drink introduced in 1927 with the name as
“Gucozade” by Newcastle pharmacist. Then later changed as “Lucozade ” by British company
named as “Bheechman” in 1938.
Red Bull is developed in 1987 as a energy drink producer by Australian firm Red Bull
GmbH.
This report is based on marketing mix of both firms. How effectively they plan and
implement marketing strategies for their products in order to make successful launch of products.
Here marketing mix and target market of Lucozade energy & Red Bull are discussed to find-out
which brand is most successful and suggestions are recommended to improve their 4p's.
FINDINGS
Comparison of target market
It is the group of customers divided into several sub groups as to make it easy for
business entities to focus on particular target which is known as target customers or target market
of organisation. In context of Lucozade energy & Red Bull target customers of both firms are
considered below with suitable comparison:
Basis of comparison Lucozade energy Red Bull soft drink
Gender On the basis of gender
Lucozade energy targets male
customers for offering them its
As compared to Lucozade Red
Bull concentrates on both
males and females as target
1