The 4Ps of Marketing Mix: Lucozade vs Red Bull

Individual report: The 4Ps of
Marketing Mix

Executive Summary
This report is aimed at assessing marketing essentials of Lucozade Energy drinks and
Red Bull energy drinks in UK. Both of them are competitors to each other and reflects some
similarities and some differences in their marketing strategies which are compared in this
report. Research methods used in this report are secondary research methods such as using
market research databases, company websites, etc.
This report comprises five parts – comparison of target markets, product, price, place
and promotion. Both the companies have placed themselves in the segment of sports and
energy drink and target youth customers. While Lucozade offers variety in products and
flavours, Red Bull focuses on improvising its limited product portfolio. Lucozade uses
differential pricing policy while Red Bull uses premium pricing policy. Both the companies
use mass distribution model. Both uses online and offline mode of promotional campaigns
but Red Bull gives more stress over innovation and creativity in the process.

Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................4
Main Body..................................................................................................................................4
Comparison of Target Markets..............................................................................................4
Product...................................................................................................................................4
Price........................................................................................................................................5
Place.......................................................................................................................................6
Promotion...............................................................................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................8