Marketing Mix Analysis of Lucozade and Red Bull

Principles of
marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Comparison of target markets.....................................................................................................1
Product........................................................................................................................................2
Price.............................................................................................................................................3
Physical distribution or place......................................................................................................4
Promotion....................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is defined as the process of getting customers interested in products and
services of a company. It includes all aspects of business such as- development of goods or
product, distribution methods, sales and advertisement of these products (What is the Marketing
Mix, 2020).
Lucozade energy is a soft drink manufacturer which is marketed by Japanese firm
Suntory. The brand is developed in 1927 by Newcastle pharmacist with name of “Gucozade”,
later it was acquired in 1938 by British company Beecham's and sold as “Lucozade”.
Red bull is a energy drink introduced in 1987 and sold by Australian company Red bull
GmbH. In this report marketing mix of Lucozade and Red bull are analysed to know the
effectiveness of marketing planning of both companies. Further comparison between STP of
both firms are discussed.
FINDINGS
Comparison of target markets
Target market of Red bull and Lucozade refers to the potential customers such as their
buying behaviour, income and occupation level, lifestyle which effects the sales of both
companies. Comparison between target market of both firms are critically analysed below:
Basis of comparison Lucozade energy Red bull
Age In terms of age respective
organisation targets people
from 18-30 years old.
On the other hand Red bull
focuses on individuals who
comes under between the age
of 18-34 years old for its target
customers.
Gender Lucozade targets young men
for selling its products and
services (Baker and Hart,
2016).
While Red bull targets male
and females both so as to
increase the sale of firm.
Occupation On the basis of occupation
Lucozade targets teenagers and
On contrast Red bull targets
students, employees and
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youngsters who are engaged in
sports activities.
professionals.
Income level Lucozade focuses on high
income earners for its target
customers because exclusive
prices of its products.
While Red bull targets people
from high to average income
level in order to increase the
sale of firm.
Lifestyle In terms of lifestyle and values
Lucozade focuses on people
who have sport spirit.
On contrary Red bull targets
individuals who are explorer
and ambitious.
Product
It consist as physical goods required to fulfil the needs of customers for which they pay
some value in return. Lucozade has a product range includes original zero, orange zero, pink
lemonade zero, Lucozade fit water etc. essential differences between products strategies and
values with context to Red bull and Lucozade are considered below:
Basis of comparison Lucozade Red bull
Core products The core products of Lucozade
includes energy drinks, sport
hydro active.
On the other hand essential
goods of Red bull consists of
energy drinks, mixed and
cocktail made by non-
alcoholic ingredients.
Colours Lucozade uses bright colours
for its products including
orange, purple, green, yellow
etc. to highlight its products
get attention from customers.
On the other hand red bull
uses attractive colours such as-
blue, red, grey, white etc.
(Perreault, 2018).
Flavours In terms of getting more
consumers respective firm
focuses on variety of flavours
such as topical, orange, lemon,
While Red bull concentrate on
watermelon, blueberry, kiwi-
apple, coconut & berry, etc.
for making its drink tasty and
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