Comparison of Red Bull and Lucozade: Target Market, Product, Price, Place, and Promotion

Individual report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Findings............................................................................................................................................3
Comparison of target market..................................................................................................3
Product....................................................................................................................................4
Price........................................................................................................................................6
Place.......................................................................................................................................6
Promotion...............................................................................................................................7
CONCLUSION AND RECOMMENDATIONS............................................................................8
REFERENCES..............................................................................................................................10
APPENDIX ...................................................................................................................................11

INTRODUCTION
Marketing is the action of promoting business and selling products and services by
including market research and advertising. For this project, here is select Red bull and Lucozade
company both are energy drink provider (Clapp, Morgan and Fairchild, 2019). As per data
collection, market share of red bull is 73% on volume and market share of Lucozade is under
60%. The present report will compare the target market of both company with its product, price,
place and promotion.
MAIN BODY
Findings
Comparison of target market.
The target market is a particular group of customers at which a product or services is
aimed and where company wanted to sell its products and services in order to gain more profits.
Both company Red Bull and Lucozade energy have their own target market its comparison are as
follows:
Basis Red Bull energy drink company Lucozade energy drink company
Age The company is targeted demographic
group teenagers, young adults 18 to 34
years old.
The company is target young men
aged between 18 and 30 as well as
sport men.
Social class Middle class and upper middle class
(E. Kunz, Elsässer and Santomier,
2016).
Middle class people
Target
audience
The CSD market is respect by two
brands which are fanta and Pepsi co.
The CSD market is dominated in every
respect by two brands like coke and
Pepsi (Fairchild, Broughton and
Morgan, 2017).
Level of
Education
This product is consumed in areas
where people are aware about the
product and what it is made of and
Product is consumed in service class
areas, with high professional
customers.

about its content.
Segmentation Segment of red bull is depends on
region and domestic and international.
And the age factor of 16 to 40 years
old people.
The company sets segment of drink is
sport man and youngsters.
Target Company is target to youngsters 16 to
40 years old.
Target to sportsman who need instant
energy.
Position The position of company is best and
higher brand image at market place.
The company have effective and brand
image at market place.
The Lucozade produce various types of drinks, through the segmentation company has
come up with the product that is ideal for the target market. This refers higher lifestyle of peoples
who love to drink this product. On the other side, Red bull produces only red bull drink which
is liked by every person but this product has higher price which is not affordable by lower class
people. Despite of high prices Red bull has much increased level of public acceptance as
compared and created a name in the field of energy drink. Lucozade has not recognition in
market like that of Red Bull. Only high class segmented people are aware about the drink
therefore company for increasing the sales may go for market that can have increased acceptance
for the product (Clapp, Morgan and Fairchild, 2019). Redbull though for targeted towards the
youngsters have increased market base in all segments.
Product.
Product refers to the goods or services that companies provide to its customers. A product
is accepted by target market when it satisfies its needs or requirements or if they are able to
attract the attention and develop the interest in that product. It is essential for company to ensure
that the product is able to get the target market. And also the products are required to be evolved
and updated timely to maintain the market.
Basis Red Bull Lucozade