Target Market and Marketing Mix of Lucozade Energy and Red Bull Energy Drink

MG412 Principles of
Marketing

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

INTRODUCTION
Marketing mix can be defined as set of actions and strategies that company uses for
promotion of their product and service. Marketing mix differs on the basis of target market of the
company. This report will discuss about target market of and marketing mix of Lucozade Energy
and Red Bull energy drink. Lucozade is a soft drink that is manufactured and marketed by
Japanese company Suntory. Red Bull is an energy drink that sold by Red Bull GmbH, an
Austrian company founded in 1987. Red Bull has highest market share in energy drink market in
world.
MAIN BODY
Target Market
Red Bull has targeted young urban males that live on edge and or aspire to do so. Mainly this
target market and customers in this can be identified with characteristics like interested in
extreme challenging recreational and sports activities. In order to further elaborate target market
of Red Bull it targets international urban population and on the basis of demographic
characteristics these customers targeted have least age of 16 and maximum of 45. On the basis of
gender both males and females both are target customers (Alabbad and et.al., 2019). On the basis
of lifecycle stage it targets bachelors and young age people with no family. On the basis of
income Red Bull targets customers with high income. Further on the basis of social class it
targets middle and upper-class audience. Overall Red Bull has adopted a differentiated target
strategy that it target more than one target market.
Lucozade initially targeted those people desiring little more energy to boost their physical
activity and also targeted patients who needed extra energy to get well. Later brand expanded its
target market and targeted every individual in all ages. Latest marketing activity of Lucozade
targets young men between aged between 18 to 30 years and widen its target market beyond
sport performers. Lucozade further target customers seeking for quality and on the basis of
demographic characteristics man and women both are customers of Lucozade and it targets
middle and upper middle class customers having high income. On the basis of age it targets
teenagers and young adults and those who participate in sport and fitness activities (Quincey,