The 4ps/marketing Mix ( Comparison Between Red Bull and Lucozade)

Running head: MARKETING MIX
The 4Ps/marketing mix (A comparison between Red Bull and Lucozade)
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MARKETING MIX1
Table of Contents
1. Comparison of Target Markets....................................................................................................2
2. Product.........................................................................................................................................2
3. Price.............................................................................................................................................6
4. Place.............................................................................................................................................6
5. Promotion....................................................................................................................................7
Conclusion and Recommendations..................................................................................................7
Recommendations........................................................................................................................7
References........................................................................................................................................9

MARKETING MIX2
1. Comparison of Target Markets
The target market of Lucozade comprises high-income male, female and sports
enthusiasts. These people buy various products from Lucozade such as Lucozade Energy,
Lucozade Sport, Lucozade, etc. Lucozade is a nationwide popular and reputed energy drink
brand in the United Kingdom. Lucozade energy received a certificate of excellence from the
'European Food Safety Authority’ (Rortais et al. 2017).
On the other hand, Red Bull has mass popularity behind it. As of the 2018 report of
Statista, Red Bull has the biggest customer base in the United Kingdom energy drink sector. It is
ahead to two of the most popular drinks of Lucozade, Lucozade Energy and Lucozade Sport
(Statista 2020). Red Bull targets teenagers, college students, young adults and different socio-
economic classes.
Lucozade and Red Bull both went for the changes in their use of ingredients over the
times. The change brought fruitful results for Red Bull; however, not so for Lucozade. The
reformulation of energy drink in search of offering the low-sugar drink received the company a
backlash. Lucozade could witness an affected business during such times. Contrary to this
practice, Red Bull continued with its sugar variant of energy drink and instead; offered a sugar-
free version as well. It is how Red Bull could survive a business loss as happened to Lucozade.
Studies suggest that the reformulation of energy drink affected the Lucozade business as the
sales dropped down by 19% approximately. On the other hand, the sugar-free version of Red
Bull boosted up its overall sales by approximately 10 times (Pell et al. 2019).
2. Product

MARKETING MIX3
The product offering of either of the companies will be assessed using ‘Levitt’s Product
Level’ and ‘Aaker’s Brand Personality Framework’. Therefore;
Fig 1: Levitt’s Product Level
(Source: Kim, Kim and Choi 2019)
The above is a diagrammatic presentation of Levitt's model. It shows that a product has broadly
three distinct types, Augmented product, Actual product and the Core Product Benefit.
Product Type Lucozade Red Bull
Augmented product free delivery for goods
purchased online
online purchase is available
Actual product  Redesigned the bottle
to give it a squirty cap
on the top of the bottle
to make it suitable for
 It uses classic tall and
thin cans, which later
became the signature
package for the