The 4Ps of Marketing Mix

This study explores the 4Ps of Marketing Mix and how brands like Red Bull and Lucozade use them to attract consumers. It compares the target markets, brand values and products, pricing strategies, place of brands, and promotion methods. The study concludes with recommendations for both brands.

INDIVIDAUL REPORT: THE
4Ps OF MARKETING MIX

EXECUTIVE SUMMARY-
The aim of this study is to define who brands has been use marketing mix
components in their business to attract consumers. Red bull and Lucozade has been
use several strategies of marketing to gain competitive benefits.

Table of Contents
INTRODUCTION...........................................................................................................................4
FINDINGS......................................................................................................................................4
Comparison between companies based on their Target markets.....................................4
Judgement between Brands values and products...............................................................5
Contrast of Pricing strategies used by both brands.............................................................5
Evaluate Place of brands.........................................................................................................7
Promotion...................................................................................................................................7
CONCLUSION AND RECOMMENDATION.............................................................................8
REFERENCES..............................................................................................................................9

INTRODUCTION
Marketing mix is the combination of essential elements that controlled by
organizations to influence customers to buy their goods (Kayode, 2014). The current
report is based on comparison between two most popular brands that is Lucozade
energy and another one is Red bull. The aim of this study is to justifies 4Ps of marketing
mix, and explain the way both brands used this. Lucozade is manufacturer of soft drink,
they provide range of energy and sports drinks to its consumers. This company is the
leader in energy drink area with 60% of market share. 3.5 million consumers drank this
drink which is available throughout Britain. Furthermore, Red bull is another brand they
also supply energy drinks to people in market, they had value market share of 90%.
FINDINGS
Comparison between companies based on their Target markets
Lucozade cater clients several varieties of soft drinks, but they are mostly
consumed is Lucozade energy. They target young men aged between 19 and 30 for
energy drink, that always seemed as product fixated with physicality (Asiedu, 2016).
Organization bids to attract their target clients yonder sports performance market. Brand
target their market based on gender and lifestyles. For example, manual workers who
consume Lucozade as energy drink instead of as soft drinks as one centering for
strategy.it provide good products that is ideal or suitable for its target audience. They
use strategy which is particular to sports women and sports men in order to sell their
energy drink. As compare to Red bull target market, this brand use market
segmentation to sperate their consumers into young females, sports enthusiasts and
high-income males.
On the other hand, Red bull target market strategy is quite different from
Lucozade brand, they target clients segment represent busy persons who are totally
active in their professional and personal lives and those who have fascinated by thrilling
sports. They select demographic segmentation form for targeting mostly bachelor stage
people who are single and not living at home. Along with this, company target
consumers primarily are professional, bachelors and youth Red bull segments their

audience base by age. Drink of this brand is come out with cool breeze and zero
calories for elderly tastes.
Judgement between Brands values and products
Levitt;s model is based on concept of goods as stratification of phase, each and
every level of associated with the previous ones. as compare to other brand products,
Lucozade energy drink is highly concentered source of power which is rapidly
assimilated into blood stream, this drink is easily digested (Mahmud, 2014). At
functional level this drink is quite different from other as its size and structure of can is
too simple to carry and hold in hands, they are trying to portray the good brand values in
front of consumers. Brand always work hard on new goods development, it has four
products line: Lucozade, Lucozade sport, energy etc. Energy drink is the main products
of organization, in which they include glucose and offer in different flavors, such as
orange, cherry, lemon, apple and tropical.
By comparing to other brand, Red bull offer caffeinated drink to their target
market with high energy kick, which make people able to feel highly energetic. At
emotional level, this drink is different, because most of the person in life feel less active
as they cannot capable to make extra efforts after working hours to play with children.
red bull drink is available in market in different size with attractive labile and image of
bull that is the symbol of energy. This drink contains taurine, Bvitamins,
glucuronolactone and caffeine that provide high source of energy in human body.

Contrast of Pricing strategies used by both brands
Price is amount of money that brands clients have to pay in return for their
products or service.
Base Lucozade Red bull
Pricing strategy Being the historical brand, this
company gained more
experience on how to cut cost of
manufacturing, hence its
cheaper as compared with Red
bull. Price is the main variable
that firm implications for
generating revenue (Akgun and
et.al., 2017). This organization
use cost plus pricing strategy
as compare to red bull pricing
strategy which is quite different.
According to this plan, company
simply calculate their costs and
add mark up on goods. It is
mainly centering solely on cost
of manufacturing energy drink; it
is also considered as markup
pricing. To apply this method,
brand add fixed percentage to
its goods production price. Most
of companies how are selling
physical products to its
consumers use this strategy
such as Lucozade. This
technique is not suited best for
service-based firms.
This brand has number of
business competitors in
energy drink sector but still
they hold position as leader.
Marketing pricing strategy is
that of leader market but
based on rival pricing. Being
on top stage Red bull brand
use premium pricing
strategy for their energy
drinks in which consumers
likely to buy it for its quality.
This brand is first in same
category so they will always
be on number one choice for
clients and their demand will
never drop down. Most of the
consumers prefer to
purchase red bull drink in
bulk as it is good or cheaper
more than buying in single
can. Moreover, this drink is
more expensive as
compared to its competitors
like Monster, Lucozade and
other. Premium pricing is
known as luxury pricing

strategy.
Evaluate Place of brands
It refers to offering consumers access considers providing expediency for clients,
Lucozade energy drink is sold in all minor and major stores as well as online that helps
to reach at target market (Hashem, He and MacGregor, 2018). The channel
management of this brand is smaller than Red bull, Britain stores stock this drink for
sports men. Place of product distribution is very unique and fast-moving area of
marketing; it covers large variety of fascinating subjects widely concerned with move of
products. This drink is sold in UK market and other places in nation such as retail chains
like Gyms, desert store, sports center and bread stores. Most of the consumers
purchase drinks from nearby stores rather than mall, by delivering products through
online company expand their business at higher level as compare to Red bull.
Comparing with Lucozade brand, Red bull is successfully and effectively
managed sell of 5.9 billion cans globally owing to their vast distribution network
internationally (Schlegelmilch, 2016). Red bull energy drink is available at convenient
distribution places like supermarket, retail outlet, convenience store or even night bars,
casinos and clubs. It clearly defines, that red bull market size is larger than another
brands. All above ways becomes easy for target market to purchase energy products, it
is often stored in red bull exclusive refrigerators that will attracting clients to buy the best
and most popular energy drink that is Red bull.
Promotion
Product promotion is referring to mix of different promotional tools or techniques
that will use by both brands to create, balance and increase demand for supply of
products or services (Tredinnick-Rowe, 2017). Promotion activity use to create
awareness and attracting consumers to initiate purchases. Lucozade brand generate
awareness about its energy drink among target customers through television and social
media as promotional method. Company is good at using sponsorship and advertising
as tool for marketing their brand. In term of advertising campaign, brand advertisements
on TV keep place with its changing target consumers. With the help of using these

techniques, they can reach to and boost sick or ill child energy at first and then target
audience that is mothers. When they target teenagers as new market segments
organization will use Lara Croft who is the most famous character in video games called
Tomb Raider that helps to attract children and teenagers the most.
By comparing organization promotional tools with Red bull, it is illustrated that
red bull are using social media for promoting energy drink (Heckman, Vestergaard and
Sole, 2018). This brand target sports people with its tagline, they owning this tagline to
huge client’s base organize number of sponsor teams and sports events as well as
events. Some of these events include motocross, surfing, red bull foxhunt, mountain
biking etc. firm have red bull TV available on PCs, gaming consoles, laptops and tablets
airing different music festivals.
CONCLUSION AND RECOMMENDATION
From above, it has been concluded that Red bull and Lucozade use marketing
mix elements effectively, both brands applied 4 Ps of marketing mix based on their work
and segment market. They applied price, promotion, place and product in different way
according to consumers requirement and demand of goods in marketplace. By using
the best promotional strategies, pricing and distribution red bull company acquire
success in market for longer and increase their revenue rather than before.
Furthermore, Lucozade recommended to adopt another advertisement or promotional
tools accordant to new market trend that helps to attract clients and generate
consumers base. Along with this, Red bull also promote their energy drink through
newspaper because it helps to react at local people how are not able to buy magazines
and have time to use social media sites.

REFERENCES
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through:<https://www.linkedin.com/pulse/red-bull-marketing-
startegy-swapnil-jadhav>