Importance of Marketing Mix Strategies: A Comparison of Red Bull and Lucozade

Principles of Marketing

EXECUTIVE SUMMARY
Aim: The aim of this report is to analyse the importance of marketing mix strategies and to
evaluate these elements for two chosen brands Red Bull and Lucozade.
Method: For analysing the brands secondary sources are used. Concepts of marketing mix from
various books and journals are analysed and linked with the secondary information of brands
obtained from online sources.
Result: It has been analysed from the study that for sustainable performance marketing mix
strategies must be improved for both brands.
Conclusion: Thus it can be concluded that significant improvements must be made in pricing and
promotional methods and marketing mix must be selected in a way to address the needs of target
customers.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
Comparing target markets............................................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................4
Promotion....................................................................................................................................5
Place.............................................................................................................................................5
RECOMMENDATIONS AND CONCLUSION............................................................................6
REFERENCES................................................................................................................................8