Comparative Analysis of Lucozade and Red Bull: A Study of 4Ps Marketing Mix

Principles of Marketing

Executive Summary
The report will cover analysis about comparative analysis of two brands between Lucozade
energy and Red bull. It also covers discussion about marketing mix parameters which include
product, place , price, promotion and target market as well.

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Target Market..............................................................................................................................3
Product/Brand.............................................................................................................................4
Price.............................................................................................................................................4
Place(Distribution)......................................................................................................................5
Promotion ...................................................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing mix refers to combination of factors that can be controlled by an organisation
to influence consumers for purchasing products. Marketing mix basically helps in terms of
understanding products and services that can be offered to the customers. In the present report,
two brands is taken into consideration which are Lucozade and Red bull(Baba and Nastase-
Anysz., 2020). Lucozade is a sport and energy soft drink which was first introduced in United
Kingdom in the year of 1927(About us Lucozade)When people were ill, it was basically created
for purpose of serving as a energy drink to people. Another brand which is Red bull is also an
energy drink and it was created by an Austrian company in the year of 1987(Red bull)The
present report will cover discussion about comparative analysis between two brands with support
of marketing i.e. Lucozade and Red bull.
MAIN BODY
Target Market
A target market is a group of customers with shared demographics who have been
identified as the most likely buyers of a company's products or services. For purpose of
comparison of brands STP is taken into consideration in terms of target market. Lucozade has
segmented its customers which is specific to sportswomen and sportsmen in order to sell their
products. Whereas Red bull has segmented the market on the basis of teenagers, college students
and young adults. Lucozade has targeted those people who are young men aged between
eighteen to thirty years whereas Red bull has targeted young urban males who lives on the edge
and also aspire to do so(Chattaraj and et.al., 2018). The people who are involved in extreme
sports and recreational activities are the main target of Red bull brand.
In case of positioning parameter, Red bull has position itself as a unique and innovative
product which targets the consumers who shares the same state of mind. Whereas Lucozade has
position itself on the basis of price premium who provides particular benefits which is delicious,
refreshing and can also replace the lost energy as well.