Comparison of Marketing Strategies: Lucozade Energy vs Red Bull

PRINCIPLES OF
MARKETING

INTRODUCTION
Marketing relates to the process in which the organization used to promote and sell the product
of the company with the help of marketing research and advertising. This report highlights the
way two company i.e. Lucozade energy and Red bull used to uses the marketing strategy in the
organization and also the market which is targeted by them.
MAIN BODY
Company overview
Lucozade energy
Lucozade energy is a soft drink manufacturing Japanese company. Lucozade energy is well
known for manufacturing energy drink in a range of sports.. It was acquired by the British
pharmaceutical company Beecham's in 1938 and sold as an energy drink for the sick as
Lucozade energy.
Red Bull
Red bull is an energy drink producing Australian company Founded in the year 1987. Red Bull
is the organization which is having the highest market share in the market.. Red bull used to
produce 6,790 billion cans sold. More than 12000 employee are employed by Red bull.
Comparison
Targeted market
Lucozade energy is the company which looks to target male of aged between 18-30 for selling
the energy drink in the market. The biggest reason for choosing this targeted market was that
company used to promote the product with the help of sports performance market. As large
number of the sports person lies in the same category Lucozade energy used to target the male
with the age group of 18-3 years. As a result organization used to divert 2.2 million out of total
5.5 million budget for establishing an outdoor presence(Hult, . and Ketchen, 2017). On of the
common think associated with Lucozade energy drink is that this brand is always obsessed with
the physicality. At the same time, Red bull is more proficient and uses the wider marketing
strategies in term of target market for selling the product of the organization. As Red bull used
to target the customer base of 13 to 21 years at the same time also target the customer group of
21 to 35 year. As red bull uses wing as a promotional tool to their product by highlighting that
red bull used to give energy for the consumer. Teenager of the age 13 -21 is easily attracted
toward the product of the company. At the same time the working consumer of 21 – 35 used are
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