Marketing Mix of Lucozade Energy versus Red Bull

This report discusses the marketing mix of Lucozade Energy versus Red Bull, including company overview, target market, and branding strategy.

MG 412 Principles of
Marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Company overview......................................................................................................................3
Target market...............................................................................................................................3
Marketing mix.............................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................7
heartofcodes.com/marketing-mix-of-red-bull/................................................................................7

INTRODUCTION
Marketing mix is important aspect of business for maximizing up the chance of
companies to achieve steady growth and continuous success in business operation. It is also
helpful to make out firm responsible toward its customers for differ product claims. The
marketing mix is place in between selling and promoting products through successful market
campaigning and utilizing with proper allocation of resources. In this report, there will be
discussion on marketing mix of Lucozade Energy versus Red Bull analysis the respective
competitive advantage. Beside this report will also analyse target market and branding strategy.
TASK
Company overview
Lucozade Energy
Lucozade Energy is the original products launched in 1929 designed to provide out
energy to consumers. This is helpful in providing out glucose fuel to the one who are physically
active. the energy drink is followed up with 6 other flavours as Original, Lemon, Orange, Apple,
Cherry and Tropical. Lucozade Energy original name was Glucozade Energy until year 1929
after that one latter have been removed. Previously the product is initially target up patients to
need extra energy to get well in greater speed. However, with subsequent level of
commercialization in energy drink industry, the firm have well executed brand positioning to be
transformed product for weak children who ned proper nutrient to developed. later on targeting
out for athletes and term on all the individuals between the age of 18- 40 years. The company is
fierce level of completion from the energy drink which are produced from Coca Cola, Pepsi and
other vitamin drinks available in various national markets.
Red Bull
Red bull is energy drink sold by Red Bull GmBh is an Austrian company created in 1987
having up the highest market share in energy drink having annual sales 7.5 billion cans as in year
2019. The red bull company have slogan ‘red bull gives you wings’ as to unfollow the
traditional approaches of mass marketing. Company have generated up high level of awareness
with brand myth.
Target market
Lucozade Energy
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The consumption of energy drink has been rapidly increasing demonstrated to have
larger market growth. The firm is targeting out demographic group such as teenagers, young
adults between the age of 18- 34 years. Initially firm was targeting up athletes as primary
consumer for energy drink. But due to expansion of energy drink market, target market has been
differentiating into various niche market segment. Currently the young age and working
population have on go lifestyle and receptiveness regarding these types of products.
product / brand
Red bull
Red bull is focussing on millennial who are aged between 18 to 34 years having active
lifestyle and prefer adrenaline sports. Red bull an international company having no geographical
limits looking its own target market in more than 171 countries. beside looking at sporty
consumer. Red bull is focusing the company is allowing out to have online red bull store to
inculcate direct engagements between company and its consumer. Red bull has the usage of mon
segment in the type of positioning making up appeal need and wants of sing customer base. The
targeting of red bull usually shows up with busty individuals who are promptly looking active in
their personal and professional lives along with having fascination by extreme sports .
Marketing mix
Elements Lucozade Energy Red bull
Product The Lucozade I working at functional level
designed to have boosting up energy level
among it consumers and examination over
revaluing its content. The product have its
different function and define consumption
timing for wide range of benefit for its
consumer.
Athletes are using up the energy drink
before proceeding of exercise. This have
ensued consumer have no need to be left
out unstratified in consolidating business
proportioning the market. On the other
hand product labelling and packaging also
Red bull has kept up the product
mix very simple which brings out
slight variation in standard flavour
such as cranberry, coconut, tropical
fruits and blueberry Kiwi. Red Bull
energy drink contains caffeine,
taurine, B vitamins, sucrose and
glucose. This basically have
requirement of workaholics, sports
people or even youth who want to
party at night.
The company is also trying to have
sugar free rinks to millennial
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pays important part in perceiving manner.
To make the product more oriented to
energy boosting aspect , firm have use by
tag of ‘original’ to ‘energy drink’ which
tuned out to more reflective with its core
feature and mor effective in business
development .
customers.
Red bull mixer are launches with
slowly and steady popular among the
younger audience.
Price Understanding the consumer psychology
where products are perceived as high value
products, the lowering of prices may
actually be counterproductive. firm is
looking o have adoption of pricing strategy
which lead to have generation of desired
results. Lucozade is having determination
of price slightly above average market price
helping out in building out firm image in
the market.
The firm have number of
competitors in the energy drink
industry turning out the as market
leader. High quality and dominant
market position, the company is
charging premium prices for its
product.
Premium pricing strategy is followed
up by having massive brand
awareness, high quality and
dominant market position. Red bull
is costlier as per its competitors but
have loyal customer base.
Place Place is very dynamic and fast-moving
area of marketing. this is largely concerned
with movement of good from place A to
place B. The firm is sold to many place in
UK with having the retail chain with
Tesco, different medium school, gym,
sports centre, even in desert stores or bread
stores.
The company have entered into partnership
with learning institution such as universities
around world to have stock the product in
Red bull is advising its presences
around 171 countries managing to
have the sales 7.5 billion cans as in
year 2019. there is ease in
availability of red bull in
supermarkets, nightclubs, grocery
stores adding success for red bull
brand.
Red bull is available in exclusive
refrigerators or grocery shops. It is
also available online or either in
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their canteens.
The firm is looking at efficient distribution
system to keep th customer satisfied with
brand as consumer do not want to go up
extra mil having the which consume
product. so, firm are trying to be available
as by near stop.
bulk packs for customer to buy it in
easy match.
Promotion The company is having higher intellectual
understanding over advertising and
sponsorship as major tool of promotion in
energy drink industry. The company have
ominous evolution and pace over changing
target market
The company using up the different
celebrities for targeting up the different
audiences. Previously company was
targeting mother to take up drink for their
sick ad weaken children with Lucozade
Energy.
Later on firm have target up athletes and
sport lover looking at for the coming of
Olympic decathlon champion, Daley
Thompson in TV advertisement.
In 2001 company have target up teenage
audience as new target segment using up
the character of Lara coft from famous
video game Tomb Raider.
Later on have given sponsorship Smith
Kline Beecham for its Lucozade rand
reinforcing and market position rebranding
and energy association.
Red bull is spending about million
dollars to promote the product
annually creating a better evoke set
in mind of customer. The company
have proper mixture of ATL, BTL
and Digital channels for creating
awareness and promoting their
products.
Story telling is an art for red bull to
make successful cracking up the
customer interaction helping out to
achieve bran hights and create up
loyal custom base.
Promotion mix activities for the
company for targeting up customer
audiences is such as publishing
awesome content, colossal publicity
stunts making out everyone freeze
and watch up what happens.
Red bull is looking out sponsoring
or creating up events taking their
products and associating things for
acting up events for them.
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Recently the company have followed with
3 campaign as 10 million pound camping
in May 2019 showing positive energy
across the generates from one to another
person .
CONCLUSION
From the above file it an be concluded as marketing mix regarding selling and promoting
products through successful market campaigning and utilizing with proper allocation of
resources. Lucozade Energy original name was Glucozade Energy products launched in 1929
designed to provide out energy to consumers. The company is fierce level of completion from
the energy drink which are produced from Coca Cola, Pepsi. Red bull is energy drink having
annual sales 7.5 billion cans as in year 2019. The firm is targeting out demographic group such
as teenagers, young adults between the age of 18- 34 years. Red bull mixer are launches with
slowly and steady popular among the younger audience where as Lucozade is having
determination of price slightly above average market price
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REFERENCES
Books and Journals
Online
Dwivedi, A. and McDonald, R., 2018. Building brand authenticity in fast-moving consumer
goods via consumer perceptions of brand marketing communications. European Journal of
Marketing.
Dörnyei, K.R., 2020. Limited edition packaging: objectives, implementations and related
marketing mix decisions of a scarcity product tactic. Journal of Consumer Marketing.
Visram, S and et.al., 2017. Children and young people’s perceptions of energy drinks: A
qualitative study. PloS one, 12(11), p.e0188668.
Rambe, P. and Jafeta, R.J., 2017. Impact of social media advertising on high energy drink
preferences and consumption. Journal of Applied Business Research (JABR), 33(4), pp.653-668.
Obese, D.A. and Edusei, A.K., 2020. “Energy drinks” usage among light industrial workers at
Suame-magazine, Kumasi: motivators and effects (Doctoral dissertation).
Farris, P.W and et.al., 2017. Red Bull (Abridged). Darden Business Publishing Cases.
Kwon, W., Lee, H.W. and Kim, Y., 2018. Global marketing of Formula One: Local variations
and geocentric marketing mix. International Journal of Applied Sports Sciences, 30(2).
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