Marketing Mix Tool and Customer Needs Analysis

This assignment delves into the significance of marketing in meeting customer needs, creating suitable products, and enhancing business growth. The marketing mix tool is analyzed as a key strategy for implementing effective marketing plans, resulting in increased sales and profits. By examining the principles of marketing, this assignment aims to educate students on the essential aspects of marketing and its role in business success.

Principles of marketing

Executive summary
Marketing mix is a tool for marketing strategy which helps the company in achieving its
goals and objectives by focusing on different elements such as price, place product and
promotion. From this report it has been identified that various factors that affects the marketing
strategies of Red bull and Lucozade which both are organisations related to healthy drinks . From
the file it has been analysed pricing strategies of both the companies are different. They are
fulfilling same needs of the customers by providing varied products in their drinks.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
.........................................................................................................................................................2

INTRODUCTION
Marketing is a process of identifying, developing, coordinating with customers to
produce goods and services that satisfies their needs (Armstrongnd et. al., 2014). It is concerned
with buying and selling of products and services along with promotion, advertising etc. This
report will discuss about the tools that are used by companies to pursue their objectives. It
discusses the Marketing mix of Lucozade energy and red bull to analyse strategies used by them.
Lucozade is an Japanese company manufactures soft drink with a wide range of sports and
energy drinks. Similarly Red bull is an Austrian company which has the highest market share of
energy drink in the world.
MAIN BODY
Marketing Mix- It is set of different activities or tactics that the business adopts to
promote as well as sell its goods and services in the market that satisfies customer needs. It is a
marketing tool enables organisation to achieve business objectives. Its activities ranges from
development of product, deciding its prices and selecting target market and determining

promotional strategies to reach customers (Brunswick, 2014). It studies four different factors
such as product, place, price and promotion.
Product- It refers to the item or service designed to satisfy customer needs and wants which
gives them maximum satisfaction.
Price- It defines the price of products and determines what consumers are willing to pay for it.
Place- It refers to the distribution network where the product will be sold to which customers can
reach easily and in turn increases company profits.
Promotion- It refers to the marketing campaign which are used to promote the product includes
advertising, sales promotion and personal selling activities.
Marketing mix of Lucozade and Red Bull-
Basis Lucozade Red Bull
Product Product is the good or service
that market derives desired
benefits from them. It also
refers to packaging and
labelling and how its is
perceived by customers.
Lucozade is a glucose
carbonated drink which is
highly concentrated source of
energy. The respective
company has led to
development of its new four
product lines such as lucozade,
lucozade energy, lucozade
sport and lucozade alert. These
all provide glucose for active
people. It is available in six
different flavours as original,
lemon, orange, apple, cherry
and tropical. Concerning the
Red bull energy drink contains
caffeine, vitamins, glucose and
sucrose which is in great
demand by workaholics and
sports people who needs to
remain much more active.
They came up with sugar free
product known as Red Bull
sugar free which contains
aspartame instead of
glucose(Kapoor, Lusch and
Vargo 2014) They mainly
target younger segments by
proving energy drinks. The
drink is available in tall blue
silver can with the image of
two red bulls in front.The
sugar free concept leads Red
Bull to attract large customers
and gain larger market share.

need for sports people a new
fitness water is specially
designed for exercisers and
gym goers. Lucozade alert is
designed to sharpen mental
performance of individual
which contains caffeine to
improve focus, alertness and
concentration (Challagalla,
Murtha and Jaworski, 2014).
Individuals who don't want to
consume drinks bars and other
chocolates are available of
energy as substitutes.
Red bulls main product is
classified into two categories
energy drinks and colas.
Energy drinks comes in
various forms such as regular,
sugar free and zero calorie and
colas comes in natural forms
as red bull natural colas.
Price Lucozade has gained more
experiences on reducing costs
of its production. It is
continuing for several years
hence better understood the
production process and can
control its cost(Papasolomou
and Melanthiou, 2012).
Lucozade is cheaper compared
with Red bull. Price of
lucozade bottle of 100 ml is
£0.78~1.30 and with that of
red bull is £1.35~2.02. It
clearly shows how effective is
the pricing of lucozade as
compared to red bull which
helps to capture larger market
Pricing determines how much
to charge for the specific
product. Red bull has number
of competitors in energy
drinks even though they
captures a good share in
market. Red bull prices their
beverages higher than its
competitors. Being market
leader in energy drinks they
can easily charge high prices
for their products and
customers will buy it even
because of their quality, with
high quality prices are not
compromised. As because of
its brand awareness the

share. With its effective
pricing over red bull and
number of product will
definitely gave a competitive
advantage(McCabe and
Meuter,2012). Lucozade
should determine effective
pricing for its different product
lines. It should attract
customers by adopting price
penetration strategy.
demand for its product will
never decrease. Individuals
prefer to buy red bull in bulk
as it is cheaper compared to
buy a single can. It also offers
coupons and discounted
pricing to some retailers.
Place This refers to the accessibility
of products at target clients.
Lucozade is becoming a
popular name in many parts of
the world as main retail outlets
are stocking this products. The
company has an active team
that ensures that products are
stocked in retail outlets such as
hyper markets, supermarkets
and other shopping malls.
Health care pharmacies also
tend to stock their products in
order to make customers aware
about the heath drinks.
Lucozade is quite easy to find
in the market, customers don't
have to waste their time to get
access to product. Any
inefficiency in distribution
Red bull has able to increase
its profit because of vast
distribution network
worldwide. Red bull is
available at convenient
locations like a super market
and a convenience store(Porral
and Stanton2017Young2014
Papasolomou and Melanthiou
2012). It becomes easy for
customers to buy products.
They are easily stored in
exclusive refrigerators to
attract customers when they go
for grocery shopping or in a
bar. This is also available
online either in bulk packs or
single making it easily
available for customers. The
min motive of selling this

system may cost organisation
which results in low sales but
lucozade has a efficient
distribution system and keep
the customer satisfies with
brand.
drink at night clubs and bars is
to prefer mixing it with
another beverage to add some
extra flavour. As because of its
significance in market and its
vast distribution network it
becomes easy for red bull to
capture larger market share.
Promotion The key to success for
lucozade is promoting its
product lines to make
customers aware about it. The
respective company is good at
using advertising and
sponsorship. Lucozade should
start advertisements on TV to
keep pace with changing
demand of customer.
Lucozade targeted the
teenagers by providing
advertisements in famous
video games to attract
teenagers and children as they
all love video games.
Respective also conducts
sponsorship of athletes for its
sports drink that reinforces its
market positions and
associations(Porral and
Stanton, 2017). In addition to
this with the increase in use of
Promotion includes the
strategies used by the company
to increase customer
awareness about its brand. It
can introduce traditional
advertising such as on
television, radio and
newspaper to increase brand
awareness. Red Bull uses two
types of promotional
approaches above the line and
below the line. It targets sport
people with their tag line 'Red
bull gives you wings. These
commercials tend to be
inspiring or comedic on other
side(Young2014). They have
their own stores online and
magazines to create awareness
about its most sporty persons.
Besides concerning for sports
they also have red bull house
of art where they encourage

apple products such as iPod
and iPhones to promote and
better compete Fit coach
which is supplied by Lucozade
sport on the Itunes
downloaded page which
provides free software for iPod
and can help people to keep fit
and loose weight. It also offers
customers to win iPhone every
hour with they buy bottle of
lucozade energy. These all
promotional activities helps
the customers to purchase the
product which in turn
increases their market share.
artists to display their talent in
period of three months at their
exhibitions. Through all these
promotional activities they
want customers to be aware of
their brand and hence
increasing customer base.
CONCLUSION
From the above report it has been concluded that marketing plays a important role in
analysing and satisfying customer needs of the respective company. Marketing function is very
important in understanding and satisfying accordingly. By proper analysing the needs
organisation can easily produce required products for providing satisfaction to target users. All
these aspects of marketing helps in maximising business sale as well as growth. Marketing mix
tool benefits the company to effectively apply strategies and achieve higher profits along with
maximum customer satisfaction.

REFERENCES
Books and Journals
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Brunswick, G. J., 2014. A chronology of the definition of marketing. Journal of Business &
Economics Research (Online). 12(2). p.105.
Challagalla, G., Murtha, B. R. and Jaworski, B., 2014. Marketing doctrine: A principles-based
approach to guiding marketing decision making in firms. Journal of Marketing. 78(4).
pp.4-20.
Kapoor, N., 2014. Principles of Marketing. PHI Learning Pvt. Ltd..
Lusch, R. F. and Vargo, S.L., 2014. Service-dominant logic: a necessary step. European Journal
of Marketing. 45(7/8). pp.1298-1309.
McCabe, D. B. and Meuter, M. L., 2012. A student view of technology in the classroom: Does it
enhance the seven principles of good practice in undergraduate education?. Journal of
Marketing Education. 33(2). pp.149-159.
Porral, C. C. and Stanton, J. L., 2017. Principles of marketing. ESIC Editorial.
Shukre, A., 2013. Marketing management.
Young, M. R., 2014. Integrating Quality Matters into hybrid course design: A principles of
marketing case study. Journal of Marketing Education. 36(3). pp.233-243.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.

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