The 4P's Marketing Mix: A Comparison of Lucozade and Red Bull Energy Drinks

This report compares the marketing mix of Lucozade and Red Bull Energy Drinks, covering the steps involved in the marketing mix, including target market, product, price, place, and promotion. It also discusses the strengths and weaknesses of each product and the effectiveness of different marketing strategies. The report is based on secondary data from journals, books, articles, and magazines.

The 4P's Marketing Mix

Executive Summary -
The 4P's marking mix is basically a combination of various strategies or tactics such as
target audience product, price, place and promotion. With help of utilizing the combination of
these strategies organization easily understand the actual needs and desires of users quickly. In
this way firm is able to high quality goods and services to customers for long time. In this report
there is an explanation and comparison of marketing mix steps. This report is prepared on the
basis of secondary data which involves journals, books, articles, magazines and others. This
report also explains that in which way company utilized different types of tactics for promoting
their product globally. But out of these price is an effective technique which is required to utilize
by both these organizations for enhancing the sales of their goods and services in market. The
main aim of preparing this report is to highlight the features of company products effectively.
The other aim of this report is to understand the strength and weakness of company products. For
example, red bull energy drink, due to various bad impact on the health of peoples in some
countries this product is not allowed for sale.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Marketing mix.............................................................................................................................4
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The 4P's marketing mix is basically a combination of various marketing steps which is
utilized by organization for sustaining their competitive advantage in market. The principles of
marketing is basically defined as the set of various ideas or tactics which is utilized by company
for promoting their products effectively in market. Due to the effective use of different kinds of
tactics or ideas organization easily identifies the actual requirements of their potential customers
quickly. For this report the selected companies are Lucozade Energy drink and Red Bull Energy
drink. The head office of both this companies are situated in UK (Al Hadi, Cahyo and Budi,
2021). The report will be covered marketing mix of both brands, recommendation and
conclusion. With help of using various marketing strategies firm easily developed strong positive
relations with new and existing clients for long duration.
MAIN BODY
Marketing mix
The marketing mix is basically defined as a model or method which is used by
organization for sustaining the awareness of their goods and services effectively in market. Due
to the effective use of marketing mix organizations is able to sustain their competitive advantage
in market for long time. The steps which are comes in the method of marketing mix are
described below -
Stages in marketing mix Lucozade Energy drink Red Bull Energy drink
Target market In context to Lucozade Energy
drink, they are dealing with
wide range of drinking
products which is very healthy
for customers. The
management of this product is
focusing on targeting all kinds
of customers whether it is
young, old and kid
generations. Due to this the
The target market is defined as
targeting specific audience.
The management red bull is
mainly focusing on targeting
young generations and kids for
sustaining the sales and profit
margin in their product in
market at maximum level. In
this generations and children’s
are those customers have the

sale of their product are easily
increased within low time. The
main purpose of targeting all
kinds of customers is that their
product is healthy. With help
of targeting these type of
user’s portfolio of this firm are
easily increased.
mindset that want to buy the
product in any way. By
targeting these type of
audience company is able to
sustain their position in market
for long time.
Product The unique features of this
company product is that this
drink is suitable for all
customer segments (Asdi and
Putra, 2020). The benefit of
this product is that it is made
with natural ingredients which
is highly beneficial for
increasing the strength of
people.
The drink of red bull is
basically coming under the
category of soft drink product
which is only liked by young
generations and children’s. For
attracting these customer’s
organization added new
flavours in their product.
Price In aspect price, management
maintain competitive and less
price in their product. Due to
organization easily sustained
their revenue and profit margin
in any situation. The major
benefit for utilizing this kind
of pricing strategy is that here
all categories of customers are
allowed to buy this product.
In aspect of Red bull drink the
price of their product is very
costly which is fixed by the
management. The main reason
for fixing this type of price by
management is that flavour of
this product is highly liked by
youngsters and kinds. In this
way they are ready to pay any
type of cost for buying this
product.
Place Place is a very important In aspect of red bull drink, the

concept for any organization.
In context to management
established strong
infrastructure in form of
establishing multiple stores in
various locations. Due to this
the physical distance between
company and customer for
long time. Due to establishing
store and outlets in multiple
locations, visits of consumer in
stores are highly enhanced. It
leads to enhance the revenue
of organization at higher level.
management of this products
will have established through
online mode. It leads to
increase the availability of
product in market for
customers at wide range. Due
to this customer are able to
buy their desired product
within low time. With help of
having strong supply chain and
distribution channel through
online mode services of firm is
run in fast manner. With help
of keeping strong supply chain
management demand and
supply of product are easily
maintained in market for long
time.

Promotion In context to Lucozade Energy
drink, here management used
the strategy of social media
and you tube bloggers (HR and
Aithal, 2020). Due to using
these strategies management is
able to increase the awareness
of their product in customer
mind effectively which leads
to attract the customer in large
scale. By using this strategy
follower are highly enhanced
for company in less time.
The strategies which are used
by the management of this
company is online advertising
and in comparison with others
it is a very effective strategy.
The main purpose of using this
kind of strategy by firm is to
highlight the uniqueness in
their product. The main benefit
of this kind of strategy is that
here management is able to
repeat add many times through
visually.

Recommendation -
From the analysis of above data, the utilization of social media is a very effective strategy
to both firms for enhancing the sale and awareness of their product in market. Due to this the
targeted audience are easily attracted in large number in less time (Kowalska, 2020). In today’s
time social media is one of the very effective strategy because in this generation internet and
other online facilities are highly used by customers for searching various information quickly
regarding product. The major difference of above mentioned products is that the red bull is
highly popular between children and young generation. But in case of other drink it is known as
healthy drink in market because it is made with natural ingredients.

CONCLUSION
After the analysis of above information, it is understood that both principles of marketing
and marketing 4P's plays the crucial role for judging the success and failure of company
products. Due to the effective utilization of various marketing tactics or strategies firm easily
enhanced the reach of their goods and services in multiple locations. In this way convenience are
highly increased for users to buying their desired drinking product within low time. The report
will be covered marketing mix of both brands, recommendation and conclusion. By using
different kinds of marketing steps both organizations are able to identify the taste and
preferences of energy and soft drink properly. In this way the needs and requirements of
customers are easily fulfilled in time. Without proper utilization of marketing tactics or strategies
customers did not understand that which kind of product is given by organization.

REFERENCES
Books and Journals
Al Hadi, M.Q., Cahyo, E.N. and Budi, I.S., 2021. Marketing Ethics At Islamic Banks: Principles
And Practices. Journal of Islamic Economic Laws, 4(2), pp.17-41.
Asdi, A. and Putra, A.H.P.K., 2020. The Effect of Marketing Mix (4P) on Buying Decision:
Empirical Study on Brand of Samsung Smartphone Product. Point Of View Research
Management, 1(4), pp.121-130.
HR, G. and Aithal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML), 4(1), pp.191-218.
Kowalska, M., 2020. Sme managers’ perceptions of sustainable marketing mix in different
socioeconomic conditions—A comparative analysis of sri lanka and
poland. Sustainability, 12(24), p.10659.
Putri, S.A.M., Hayati, S.R. and Firmansyah, E.J.R., 2020. An investigation of the antecedents to
marketing mix strategy implementation. Ihtifaz: Journal of Islamic Economics, Finance,
and Banking, 3(2), pp.125-142.
Shafin, N. and Kasim, R., 2018. Incorporating Islamic ethic elements into marketing mix
paradigm. Financial Risk and Management Reviews, 4(1), pp.24-33.
Thanabordeekij, P. and Syers, K., 2020. The effect of marketing mix factors and brand image
toward customer satisfaction and customer loyalty of liquefied petroleum gas for
household use in Thailand. Journal of ASEAN PLUS Studies, 1(1), pp.35-43.
Venaik, S. and Midgley, D.F., 2019. Archetypes of marketing mix standardization-adaptation in
MNC subsidiaries: Fit and equifinality as complementary explanations of
performance. European Journal of Marketing, 53(2), pp.366-399.