Comparison of Marketing Mix: Lucozade Energy vs Red Bull

This report compares the marketing mix of Lucozade Energy and Red Bull, focusing on target market, product, price, place, and promotion. It discusses the differences in target market characteristics, product features, pricing strategies, physical distribution channels, and promotional activities. The aim is to identify the key elements that differentiate the marketing strategies of these two companies in the energy drink industry.

Principles of
Marketing

EXECUTIVE SUMMARY
The marketing strategy can make difference among selling of products or ignored
through consumers. Leaders mainly use marketing strategy as heart of the principle of marketing.
The aim of this report is to identify the target market and make difference among the marketing
mix of two different firms of similar industry. There has been secondary and the observational
research conducted.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................4
FINDINGS.......................................................................................................................................4
Comparison of Target market ....................................................................................................4
Product........................................................................................................................................5
Price.............................................................................................................................................6
Place/ Physical distribution.........................................................................................................6
Promotion....................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Principles of marketing is agreed on the marketing ideas firms use for better marketing
strategies. They are principles on which company develop product promotion strategies. There
will be comparison among the "Lucozade Energy and Red Bull energy drink.” Lucozade Energy
is sift drink that manufactured as well as marketed through Japanese firm Suntory. This was
acquired through British pharmaceutical firm Beecham in year 1938 (Dost and et. al., 2019).
Other than this, red bull is energy drink that sold through Red Bull GmbH, Austrian firm
developed in year 1987. This company has highest market share through energy drink in world
with the 7.5 billion cans sold in one year.
FINDINGS
Comparison of Target market
The target market is group of the consumers within serviceable available market at which
aim of business is marketing resources as well as efforts. Target market is subset of total market
for service or product. Target market mainly includes customers who exhibit same characteristics
for an instance location, age, lifestyle and income level (HR and Aithal, 2020). These are
considered to purchase marketing offerings of business or profitable segments for business to be
service.
Basis Lacuzade drinks Red Bull
Lifestyle This firm can target business
class people students and also
executives. They are mainly
denoted as ambitious people.
Red Bull can target students or
business class people. They are
mainly denoted denoted as
ambitious people.
Gender bias Under this, company can be
emphasises only male
consumers for improving the
sales and profit level.
As contrary to this, red bull
can target the female and make
both in regards to increase
sales and profit also.
Occupation Lacozade firm can focus on the
adults and teenagers which
consists in sports related
In this, red bull firm can be
target, professional, sports
enthusiast and teenagers

activities. (Lahtinen, Dietrich and
Rundle-Thiele, 2020).
Income level The main focus of this
company is on high class
people due to high cost of
service or products.
Red Bull company targets the
high class or middle class
people in order to increasing
the profits level within
competitive market position.
Age Under this aspect, Lacuzade
can target 20 to 40 year people
to enhance sales.
As contrary, Red Bull firm can
be targets adults of age group
20-50 for the purpose of
enhancing the sales and
revenue.
Product
It is explained as physical goods that mainly developed as well as manufactured through
firm in order to satisfying requirements of consumers for which they mainly pay amount (HR
and Aithal, 2020). The features of Lacuzade drinks and red bull drinks on the basis of flavour,
colour, brand image and others mention below:
Basis Lacuzade drinks Red bull
Colours The drinks of this firm mainly
adopts many colours in drinks
as they mainly use the orange
colour of bottle as this shows
energising colour.
This company mainly contain
several colours like soaring
blue red bull red, Deep Bull
Blue and others.
Core products Lacozade can be adopt sports
drink that can provide energy
to the people.
Red bull drinks include
cocktail, energy drink and
others which do not include the
alcohol.
Flavours Lacozade drinks adopts Red bull drink mainly consists

flavours of the wild berry
apple, lemon, topical orange
which helps in attract sports
person.
many flavours in drink for an
instance watermelon, Kiwi-
apple that assist in increasing
taste of drinks (Ndofirepi,
Farinloye and Mogaji, 2020).
Packaging The packaging of Lacozade
drink consists packaging with
the biodegradable plastic
which does not harm
environment but also
containing drink with bottle
that does not be safe for the
long time.
Packaging of the red bull
drinks is done 100% recyclable
aluminium can in which there
is plastic amount is minimum.
This assist in fulfil hygiene
standards.
Price
Price is explained as value that is put for goods. This is based on production cost, ability
of market to be pay, segment targeted and also supply demand. The pricing strategy of each
company is different from each other. Red bull has various competitors in energy drinks sector
but they are market leaders,. The pricing strategy is that of market leader but on the basis of
competitor pricing. The red bull energy is most expensive non- alcoholic drinks in the present
market. The costs are high than competitors and its reasons to maintain mage of being high
quality and premium. Mainly red bull uses the two various sectors pricing strategy that identified
through location of sale. It has the premium pricing strategy for its drinks. The red bull puts its
pricing above other energy drink due to the quality. This is unlike other drink that designed for
customers and also introduced new category in the energy drinks (Othman and et. al., 2019).
Lacozade drink can also adopts premium pricing strategy for maintaining premium brand
image at market place. The products of Lacozade drink are mainly for the elite class people
which are mainly interested in the sports. This will help in increasing brand image and reputation
of business and also profit level. It will be helpful in increasing brand image of company and
also profit level.

Place/ Physical distribution
Place is related to point of sale. Catching eye of customer and also making this easier to
purchase this is aim of better distribution strategy. The retailers pay premium for right location.
This is helpful ion creating the awareness at market place concerned with the significance and
specifications to targeted audience so that large number of consumers can be attracted.
The Red bull is having presence in more than 171 countries and managed successfully to
be sell more than 61 billion cans in all over world throughout 2018. Ease of the Red bull
availability in the grocery stores, supermarkets and other placed has added to its success as
brand. This company is stored in the Red bull refrigerators that attracting consumers to purchase
energy drink when they mainly go grocery shopping. It is available in the bulk-packs or the
single making as this is easy for the consumers to purchase in bulk (Rajavi, Kushwaha and
Steenkamp, 2019).
Lacozade Drinks is main household brand in many countries in retail outlets, shopping
malls, online outlets and hypermarkets. This firm can tend to be trend because of the pharmacies.
This firm can sale its goods in the retail outlets that helps in attracting the large number of
consumers and also satisfying them with this brand.
Promotion
The promotion strategy is explained through the tactics and plan that mainly implement
in marketing plan to enhance service or product. The promotional strategy mainly play necessary
role in marketing mix. In context to this, promotional mix mainly explain blend of the
promotional variables which chosen through marketed to assist company to reach at objectives.
This has been determined as subset of marketing mix.
Red bull is energy drink mainly targets the sports people with tag line “Red Bull gives
you wings” owning to more consumer base they mainly organise more sports related events and
sponsors teams and events. Some events consists mountain biking motocross, skating, surging
and others. They endorse different celebrities and the sports athletes. Other than the sports, they
have red bull house of the Art where they mainly encourage the artists to be display art in time of
3 months at exhibitions. They have the Red Bull TV available on the mobiles, tablets, gaming
consoled and the laptops airing the different shows, performances, music festivals and others. By
these promotional activities they mainly want the consumers to be recall brand each time they
see (HR and Aithal, 2020).

Lacozade Drinks can be promote its products through using many promotional
campaign as well as direct selling. This company adopts use of the newspapers, magazined and
televisions. They do the direct marketing without considering the in personal selling to the end
user.
CONCLUSION
It has been concluded from above mention that there is comparison among the marketing
mix of two different companies of similar sector. There has been discussed about the target
market on different basis such as lifestyle, age, income level and others. Comparison among the
marketing mix of two different companies has been studied on the basis of product, price, place
and the promotion. Both brands use marketing components effectively as this helps in targeting
consumers and developing better brand position at marketplace.

REFERENCES
Books & Journals
Dost, F. and et. al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
HR, G. and Aithal, P. S., 2020. Establishing True Lifestyle Brand in India: An Integrated
Marketing Mix Framework. International Journal of Management, Technology, and
Social Sciences (IJMTS),(June 2020). 5(1). pp.261-284.
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.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa.
Othman, B. and et. al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science
Letters. 9(6). pp.865-876.
Rajavi, K., Kushwaha, T. and Steenkamp, J. B. E., 2019. In Brands We Trust? A Multicategory,
Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-
Mix Activities. Journal of Consumer Research. 46(4). pp.651-670.
Online
KENTON, W., 2020. Marketing Mix. [Online]. Available through:
<https://www.investopedia.com/terms/m/marketing-mix.asp>.