Principles of Marketing: A Comparison of Red Bull and Lucozade

This study compares the marketing strategies of Red Bull and Lucozade, focusing on the 4Ps of marketing mix. It analyzes their target market, product variations, pricing, place, and promotion. The study concludes with recommendations for both brands to enhance their marketing efforts.

PRINCIPLES OF MARKETING

Table of Contents
INTRODUCTION.................................................................................................................................2
MAIN BODY........................................................................................................................................2
TARGET MARKET..........................................................................................................................2
PRODUCT........................................................................................................................................3
PRICE...............................................................................................................................................4
PLACE..............................................................................................................................................4
PROMOTION...................................................................................................................................5
CONCLUSION.....................................................................................................................................6
RECOMMENDATION.........................................................................................................................6
REFERENCES......................................................................................................................................8

INTRODUCTION
Marketing is the main element of success and growth of business as it comprise of
key four principles that can help firms in recent time to become competitive and all benefits.
The current study will be based on two different companies; first one is Lucozade, which falls
under list of leading drink manufactured companies. It sold in three different nations like
China, India and Thailand, organization has 66% market share. Furthermore, the second
organization is Red bull, which also considered in list of the best energy drink manufactured
firms in Australia. This assignment will define comparison between both brands base on 4ps
of marketing mix.
MAIN BODY
TARGET MARKET
It can be considered as end customers to which a organization wants to sell its
services and products. In order get success and sell items successfully in Food and drink
industry, Red Bull and Lucozade needs to target specific group of people who are able to
purchase its products and also interested in it.
Lucozade Red bull
 This brand can target particular group
of customers by using appropriate
segmentation strategy.
 They can use demographic
segmentation tactic and then divide
people into young females and male.
 They can target people aged between
18 & 30 as company bids to large
their customers beyond sports
performance filed.
 Furthermore, firm target male and
female in form of gender base target,
who are highly interested in purchase
of health drinks.
 Red Bull can successfully sustain its
business in industry for longer period
of time, by targeting profitable target
market (Mahroum, 2016).
 Its target market can be determined as
young urban males that can live on
benefit to do so.
 They are also usually interested in
high sports and challenging
recreational practices.
 Furthermore, firm target people who
are sports active and like to play
games which require high energy.
 Company can use mono segmentation

strategy to target market.
PRODUCT
The various factors within product marketing of Lucozade and Red bull can be
analysed by various parameters of products variations which have made both brands highly
competitive with each other, also for stronger advanced functional goodwill among
consumers.
Lucozade Red bull
 The Lucozade products are less
competitive based on factors of
innovation, new functional goal
diversification aspects and also for
gaining innovation within longer run
as compared to RED Bull. It can be
also analysed that Lucozade products
lack productive display in packaging
aspects where brand has also limited
keen investments for product
packaging aspects for gaining
stronger place within competitive
industry scenarios.
 Red Bull products have wide range of
appealing aspects within products,
where new functional innovation has
been widely appealing for company
to work on and also there is keen
fundamental diversity on varied
services.
 There are limited product range
among products and services varieties
where there wide consumer
preferences impacting functional
demand and exploration among
varied growth scenarios. It can be
also analysed that products have
limited growth scenario where it can
be understood that there is no
production scenario within emerging
on competitive industry parameters.
 Red bull products on other hand have
varied innovation and new functional
advanced market reach, due to its
smart appealing packaging and larger
work growth productivity on which
there has been strong innovation used.
Red bull with its varied products
varieties standards, has been widely
growing towards working on varied
aspects of new synergy of market
competition.

PRICE
The price factor holds wide functional importance within working aspect where there
are various scenarios within working productivity through which both companies brand
services can be widely differentiated form each other.
Lucozade Red Bull
 The Lucozade products on other hand
in comparison with Red Bull has been
witnessing less recognised impact,
among new aspects of governance
within functional scenarios where
products and services are widely also
less appealable among customers.
 The Red Bull products are at stable
highly attractive price range which
attracts customers and also based on
innovative new functional structure,
through which there has been widely
advanced new structural growth taken
place for gaining stronger work
synergy on longer scale.
 The Lucozade products are less
appealing for audiences among
business horizons due to which
market has less productive goal
formulations and also the new
reflective technical diversity is less
productive on varied domains,
 RED bull has been widely attaining
goodwill among consumers based on
attractive price structure and also for
ranging new functional smarter
innovation among working goals,
which has also made highly
prominent for gaining stronger
domains of specialisation.
The price factor comparison enables us to analyse that Red Bull has been widely active on
bringing premium attractive price structure goals and focusing on bringing competent advanced new
diversion among productive aspects which has widely given quick push to its working leveraged
goodwill on longer time run (Ali and Allan, 2017).
PLACE
The place factor is widely essential for new working innovation among productive
working scenario where both companies are widely different from each other, where it can be
understood that there is wide range of larger working scenarios to be analysed functionally
based on brand productive reach. Place factor enables us to analyse its new end marketing

strategies for longer term goodwill and revenue parameters, for technical innovation and also
to evolve on wider domain s of larger working scenarios.
Lucozade Red Bull
 Lucozade products are less diversely
stated among competitive industry
level due to its less expansion within
global parameters, also the market
reach is widely limited as many
aspects of place strong factor is
missing.
 Red Bull has varied number of stores
within various parts of world where
its market presence is strong, also
there is larger structural innovation
within place factor through which
goodwill of Red Bull has been widely
growing on advanced levels.
 The brand has been also less focused
on working for new end product
factor, where there are variable less
social market presences where there
are also keen losses towards technical
parameters (Anabila, 2020).
 Red bull has also wide digital market
presence where people can easily
bring on variable working goals for
connecting with services, due to
which there is competitive paradigms
and also he wide working goals
diversification has been widely
growing.
The place factor has analysed that Red Bull has been widely growing on new
working domains of place factor due to its global presence, and large number of stores and
also digital market platforms which has widely grown on varied domains of specialisation .
PROMOTION
Promotion acts as one of the best factor for new advanced goal diversification aspects
for innovative marketing parameters and overall productive growth for larger efficacy
standards, vision oriented growth and digital market promotion goals which widely gives
long term goodwill on industry paradigms (Đokić, 2018).
Lucozade Red Bull
Lucozade brand uses less innovative
promotion scenarios for products and
services promotion attributes, which has less
diversified functional aspects of overall
targeting among variable growth scenarios.
Red Bull products have been widely
attractive for people within wide range of
targets due to its advance promotion
scenarios, new goal working parameters
within new quest horizons which has largely

also made it one of the best brand serving
energy drinks, beers.
Lucozade brand has less advanced i focus on
promotion scenarios where the company has
been widely also lacking innovation
scenarios for gaining stringent functional
revenue growth among larger paradigms, also
company has been unable to enhance new
edged services and techniques for
promotional marketing.
Red Bull has been widely active to use new
edged promotion goals for technical
functional promotion aspects for services and
goals diversification, keenly growing on new
advanced promotion scenarios through which
there has been wide functional goodwill
formed on (Andrews and Shimp, 2017).
The factors of both brand within promotional scenarios have been analyzing larger
working goals where parameters enable us to analyse that the Red Bull brand as compared to
Lucozade has been widely strong promotional aspects, with using new digital marketing
strategies for gaining stronger goodwill
CONCLUSION
By summing up above discussion, it has been identified that Red Bull and Lucozade
by applying 4P’s of marketing elements successfully obtained several benefits in term of
increase profitability and consumer base even better. They have applied product, price, place
and promotion as components of marketing by considering effective strategies and
implementing in systematic manner. Furthermore, it has been determined that Red bull
successfully applied all forces.
RECOMMENDATION
 From above analysis, it has been analysed that Red Bull and Lucozade applied all
elements of marketing in effective manner, which is quite beneficial for both of them.
 They can increase profitability because of these, but improved its use by following
appropriate suggestions.
 Red bull will use another strategy as well along with current one in form of pricing
which make them able to gain competitive edge and attract more people towards
purchase.
 Lucozade should use traditional marketing sources along with digital channels as well
because it helps to reach at global level.

REFERENCES
Books and Journals
Ali, N.N.H. and Allan, M., 2017. The Role of Integrated Marketing Communications in
Increasing the Efficiency of Internet-based Marketing among Jordanian
Consumers. International Journal of Marketing Studies. 9(4). pp.97-110.
Anabila, P., 2020. Integrated marketing communications, brand equity, and business
performance in micro-finance institutions: An emerging market
perspective. Journal of Marketing Communications. 26(3). pp.229-242.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
Đokić, I., 2018. Economic effects of integrated marketing communications: The case of food
products. Ekonomika poljoprivrede. 65(3). pp.985-994.
Mahroum, S., 2016. Red Bull in Fuschl am See: A Special Place for Special People. In Black
Swan Start-ups (pp. 103-117). Palgrave Macmillan, London.