The 4Ps marketing mix of LucozadeEnergy and Red Bull energy drink

This article compares and contrasts the effectiveness of the 4Ps marketing mix for LucozadeEnergy and Red Bull energy drink. It discusses their target market, product and brand, pricing strategies, distribution channels, and promotional tactics. LucozadeEnergy mainly targets adults and teenagers with glucose carbonated drinks, while Red Bull targets urban males with sports and recreational activities. Red Bull uses premium pricing, while LucozadeEnergy uses cost leadership. Both companies use mass market distribution channels and engage in direct marketing, TV adverts, sales promotion, and PR.

THE 4PS MARKETING MIX OF
LUCOZADEENERGY AND RED
BULL ENERGY DRINK

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Comparing and contracting how effective the application of 4Ps is for both chosen companies
.....................................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Appendix..........................................................................................................................................8

INTRODUCTION
Marketing principles are defined as agreed upon advertising ideas that many organizations
have been utilized for effective promotional tactics. These are one of those principles upon that a
company and their marketing team build their products promotion tactics in effective manner.
The current assignment will be based on Lucozade Energy and Red bull energy drink, which
falls under the category of the most demanding drinks in the world. The study will explain
effectiveness of applying 4ps of marketing mix in the context of two chosen brands.
MAIN BODY
Comparing and contracting how effective the application of 4Ps is for both chosen companies
Target market- red bull is an energy drink an Austin company. It is the best in selling
the energy drinks in the world. With the expansion of the company red bull marketed himself
with the events through the advertising. The current target market of the company are the urban
males with the sports person and the challenging the recreational activities. In the demographic
segment the company has targeted the teenager and the college students mainly the 12-21 years,
adults ranging from 21to 25 years and also the working professionals. The most primary market
for the company in the demographics are youth teenagers and the adults because of the price
point (The 4 Ps of Marketing: Understanding the Marketing Mix, 2017). The company is using
the slogan for the television advertising which say the red bull gives you wing. In the
physiographic the company wants to appeal to the youth individuals who are mainly interested in
the music, sports and events. These traits are aiming for the daring lifestyle, athletes with the
new experiences and the professionals who need the boost. The company main rule to reach the
target market is producing the awesome content, colossal the publicity stunts and sponsoring and
conducting the events.

Lucozade is the sport energy drink in UK. It mainly offers the glucose carbonated drinks
which provides high energy for the human bloodstream. The target market of company are the
adults and teenagers with the 16-21 age group. With the TV ad campaign the company is hitting
the target audience with 40%. It mainly sells the drink to provide the quality by selling the
energy and the sport drinks to the sportsperson and the athletes. The company has also targeted
in the hospitals for helping the sick people.
Product and brand of the companies- the red bull product packaging is of the thin
aluminium and classic tall with the signature package of the company. The can made is easy to
hold, and durable. The packaging of the product colours is so bright in colour and in round
shape. The branding of the product is based on associating the range of people, events. Red bull
is the ownership model so believes in the buzz machine which turns into profit centre. The
packaging used by Lucozade is the commitment made by them, they introduced the transparent
label bottles making the drinks for the easier recycling back in the new bottles. Thy are also
using the innovation as the sport bottle with the flip-flop sports closure the bottle is light weight
and the cap designed to provide the consumer centre the drink. The company is using the 50%
sustainable plastic and are into the new ways of entering onto the virgin plastic. As for
elimination the waste and carbon footprint. The company is packing with the iconic syrups for
the flavours range. The new packaging style has been recognized the most as for the vertical
logo, and for the great taste and the energy with the shard pattern in the bursts of colours with the
design brings the new sense of energy so recognize as an iconic brand.
Price- It is quite important for a company to chosen the best pricing strategy and set price
of their product accordingly. Red Bull and Lucozade are one of those companies that efforts to
gain competitive benefits and attract customers towards purchasing their healthy energy drinks,
which in turn provide several benefits. Lucozade Energy biggest competitor is Gatorade drink by
Pepsi (Lucozade, 2021).
Pricing strategies Effectiveness
Premium pricing This tactic include tactically pricing for a
firm goods higher than their immediate
rivals.
Competitive pricing This competitive pricing tactic is used in
term of setting price of goods against prices

of their competitors.
Cost leadership It may drive the attention of companies
toward setting low cost in the context of
items or services (Njuguna and Waithaka,
2020).
Price skimming According to this a company may take
charge in higher manner that individual
customers may pay and then lowers it over
duration.
From above description, it has been identified that Red bull is using and adopting
premium pricing tactic, which may play important role in its growth. It may effort to position
itself in the market as premium pricing brand in the business world with 10% extra price than its
most expensive rival such as Keurig Dr pepper, etc. Due to its energy drink quality and benefits,
customers prefer to pay a premium price. Just because of its products effectiveness, organization
in the recent time become the world’s biggest energy drink selling brand. It is one of those
organizations that excel at international marketing and because of these attempts it widely
recognized worldwide (Ali and Anwar, 2021). Furthermore, Lucozade may utilize cost
leadership strategy, which is beneficial and essential for company to use.
Place (Distribution)- along with above initiatives, both companies are conducting more
in term of choosing and using the best distribution tactics. Red bull energy drink is available in
171 nations around the world. This drink is accessible at convenient destinations such as
convenience store, supermarkets and retail stores or even casinos and bars (Frias, 2020). In this
manner firm may become quite productive as it may gain the attention of customers and make
purchasing easy for them. It is a mass market item where firm may have maximized its
distribution channels (Number of Red Bull cans sold worldwide from 2011 to 2020, 2021).
In the supermarkets, this drink is in demand which people may prefer to purchase for
purpose of gaining instent energy. By increasing distribution sources, firm may take benefit of
generating revenue more than its rivals that are running their venture in same market or industry.
While, Lucozade energy drink is sold in the many nations and varied places in each nation such
as UK. For example, retail chains like ASDA, Walmart and other supermarkets, gyms and event

in bread or desert outlets are also selling this drink. It is also included in list of mas market item
which drive firm attention toward increasing the key distribution places.
The image of drink tell about brand values in term of increaing number of sales and
emerging demand for this healthy drink especially from sports field individual, who want to
consume those things that give instent energy and power to play effectively. As organization is
selling this product along with other in more than 15 nations.
Promotion- the last element or P of marketing mix concept is current one, drive define
the promotional tactics of both companies and sources that they may utilize to generate the
awareness of their drinks in the market from national to international level. Red bull may utilize
traditional along with digital marketing channels to advertise its drink and build great reputation
in the market as healthy drink provider. It may engage with target market widely via using TV
campaigns. In order to increase customer base, it may organize a lot of sports events and sponsor
groups as well. Some of that events are mountain biking, Red Bull foxhunt, surfing, motocross,
etc. With the help of these things it may set excellent image in the mind of individual person that
is quite important for company to build so.
Just like Red bull, Lucozade drink and its stakeholders may also take approach to use the
best and most effective methods of essential communication with target market. It can be said
that firm is quite good at utilizing sponsorship and marketing as tools for product promotion. It
may believe in direct marketing, TV adverts, sales promotion, PR and other, that allow to set
position of business and its drink in mind of people who tend to buy a health and better energy
drink to be recognizable as affordable product. It may help firm to attract new customers as well
as enhance their satisfaction level (Law and et.al., 2020).
CONCLUSION
From above discussion, it has been concluded that organizations by using the best and
appropriate pricing strategies has gained the attention of potential customers and also retained
them with existing. The utilization of traditional and digital marketing sources has enabled
companies to take pleasure of increasing sales, profitability and productivity even better than last
few years or months while running business in Food & Beverage industry. Furthermore, by
summing up above analysis, it has been summarized that by establishing own outlet, company
have taken pleasure of increasing customer base.

REFERENCES
Books and Journals
Ali, B.J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and its influence on
consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing
strategies and its influence on consumer purchasing decision. International journal of
Rural Development, Environment and Health Research. 5(2). pp.26-39.
Frias, F.J.L., 2020. “Fueling up” Gamers. The Ethics of Marketing Energy Drinks to Gamers.
Neuroethics. pp.1-11.
Law, C. and et.al., 2020. The impact of UK soft drinks industry levy on manufacturers’ domestic
turnover. Economics & Human Biology. 37. p.100866.
Njuguna, S.N. and Waithaka, P., 2020. Cost leadership strategy and organisational performance:
A case of insurance companies in Nyeri County, Kenya. International Academic Journal
of Human Resource and Business Administration. 3(9). pp.256-267.
Online
Lucozade. 2021. [Online]. Available through: < https://www.lucozadeenergy.com/>
Number of Red Bull cans sold worldwide from 2011 to 2020. 2021. [Online]. Available through:
https://www.statista.com/statistics/275163/red-bulls-number-of-cans-sold-worldwide/
The 4 Ps of Marketing: Understanding the Marketing Mix. 2017. [Online]. Available through:
<https://emarsys.com/learn/blog/4-ps-of-marketing-importance/>

Appendix
Lucozade energy drink
Red bull energy drink-
[Online]. Available through: <>