Comparison of Marketing Strategies: Lucozade Energy vs Red Bull Energy Drink

PRINCIPLES OF
MARKETING

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
Comparison of target market.......................................................................................................3
Comparison or marketing mix....................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the most important aspect for the business to have a secure position in the
competitive market. The major reason for this is that the competition within the market is very
high and if the companies will not effectively work on marketing then they might lose market
share. The current study is based over comparison of marketing of two different companies.
These companies are Lucozade energy and the Red bull energy drink company. Lucozade is a
soft drink manufacturer which was introduced in 1927 in UK and deals in many different types
of drinks. On the flip side the Red bull energy drink is a type of energy drink which is sold by
Red Bull gmbh and was introduced in the year 1987 in Austria. The market share of Lucozade in
2019 was 3744 (in 000s) number of consumers (Energy drink brands of Lucozade in Great
Britain 2013- 2019 by number of users, 2019). The current report will analyse the difference
between the target markets of both the companies. Further the discussion will take place over the
comparison between the marketing mix of the both the companies.
FINDINGS
Comparison of target market
Deciding the target market is the most important thing for the company to attain success.
The major reason for this is that if the company knows about the target market then it will be
easier for the companies to market their product in the target market. The comparison of the
target market of Lucozade and Red bull are as follows-
Basis Lucozade energy Red bull energy drink
Segmenting- this is defined as
the dividing of the consumer
in several groups on the basis
of the common characteristics.
The major segmentation used
by the Lucozade energy is
based on basis of demographic
in which major focus is laid
over age and income group.
Another major segmentation is
done over basis of occupation
as well (Datta, Ailawadi and
Van Heerde, 2017).
Under the segmenting strategy
of Red bull comes the major
focus over the segment of
demographic and under this
the main emphasise is laid
over gender and age along
with income. Further another
major segment focused by
company is on basis of