Principles Of Marketing: Lucozade and Red Bull Comparison

Principles Of Marketing
1

Table of Contents
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
Target market of Lucozade and Red Bull brands........................................................................3
Comparison of marketing mix of Lucozade and Red Bull energy drink brands........................4
Recommendations to Lucozade and Red Bull for improvements...............................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
2

INTRODUCTION
Marketing refers actions of promoting and selling of products. This study is based on Red
Bull and Lucozade energy drink brand that provides variety of energy drinks in different flavours
and size (Deepak and Jeyakumar, 2019). The aim of this study is to know effectiveness of
marketing strategy and supporting brands in improving their performance. Red Bull has 39% of
market share and Lucozade has 17% market share. It will compare marketing mix and its 4 P’s
elements of both brands in order to know effective brand. Comparison of both brands help
customers in taking buying decision. It will also discuss different types of segmentations and
target market of both brands.
FINDINGS
Target market of Lucozade and Red Bull brands
Red Bull target people on the basis all types of segments such as: geographical, demographic,
behavioral and psychographic.
Geographical: Under this segment, it targets both domestic and international people of
both urban and rural areas. It targets people of 16-40 age groups (Camilleri, 2018).
Under this category, Lucozade targets young men with the age group of 18-30. It attracts global
people such as domestic and international as well.
Demographic: Under this segmentation, it targets both male and females. As per variety and
types of energy drink it target different type of people such as: for Red Bull energy drink it
targets young single people and for Red bull sugar free it target newly married couples (Red Bull
Segmentation, Targeting and Positioning, 2016). As per income group it targets high income
group of people such as students, employees and professionals.
Lucozade mainly targets young male and manual laborers who consume soft drink
instead of sport emerging product (Sparks, L. and Burt, 2017).
Behavioral: Under this segment, it targets hard core loyal people who are ambitious and want to
improve their by having energy drinks and sports drinks (Xiao and et.al., 2018).
In regard to Lucozade, it is found that most of its energy drink is being produced for
sportswomen, sportsmen and athlete and who is health conscious. In addition, it is found that
patients who are I hospitals also drink this for quick recovery and improving health.
3