Comparison of Marketing Strategies: Red Bull vs Lucozade

Principles of Marketing

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
Target Markets.............................................................................................................................3
Marketing Mix.............................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

EXECUTIVE SUMMARY
The primary aim of this report is to evaluate the 4P’s of marketing mix by comparing the
products, price, place and promotion strategies of two business organisations Red Bull and
Lucozade both of which operate in the energy drinks market by targeting their potential
customers.
INTRODUCTION
Marketing is the combination of action which is taken by business to increase the sales by
understanding customer’s needs and wants which also increases their potential to gain higher
profit margins effectively (Blut, Teller and Floh, 2018). Marketing activity also helps business to
increase it productivity to compete in market and increase its potential. In this project there is a
brief comparison between Lucozade and Red bull marketing mix strategies. Report also
highlights target customers of both the companies as both companies’ deals in energy drinks in
multinational market.
FINDINGS
Target Markets
Through their operations, both Lucozade and Red Bull have selected and positioned
themselves to effectively market to their target customers in the market in an attempt to increase
their operational performance, efficiency, productivity and profitability in the markets and to
gain a competitive advantage over their perceived market competitors.
Red Bull: Red Bull has targeted UK’s youth and young adults aged between the ages 18 and 35
to be their target customers as Red Bull’s administration has identified them to be the largest
section of their primary customers and has developed marketing strategies to specifically market
to this demographic. Inside this demographic, Red Bull has targeted the middle and upper class
citizens as consumers from this demographic also possess personal disposable income which is
essential to purchasing Red Bull products (Wu and Li, 2018). As there product is primarily
popular males, the Red Bull strategy is to specifically market to young adult males of UK.