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

This report compares and contrasts the marketing mix of Lucozade Energy and Red Bull energy drink, focusing on the 4Ps of marketing. It examines the target market, product, price, place, and promotion strategies of both brands. The report concludes that Red Bull has been more successful in its application of the marketing mix.

Principles of
Marketing

Contents
Principles of Marketing...................................................................................................................1
Executive Summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
FINDINGS.......................................................................................................................................5
Target market...............................................................................................................................5
Marketing mix.............................................................................................................................7
Product:....................................................................................................................................7
Price.........................................................................................................................................7
Place.........................................................................................................................................8
Promotion................................................................................................................................9
CONCLUSION AND RECOMMENDATIONS............................................................................9
REFERENCES..............................................................................................................................11

Executive Summary
 Main aim of this report is to compare and contrast the marketing mix of 4P’s of Lucozade
Energy and Red Bull energy drink.
 Secondary methods were used for collecting information about the marketing mix. These
sources are books, articles, journals, magazines etc.
 Marketing mix is an important for bot brands in attracting of large number of customers
as well as enhancing of brand awareness in market.
 As a conclusion, both brands are well known because of their marketing mix.

INTRODUCTION
Marketing defines as the set of instruments, activity and process of developing,
communicating, delivering and exchanging offering that is important for customer’s partners,
societies and clients at large. There are four principles of marketing that are also known as
marketing mix. These principles include product, price, place and promotion. For this project,
Lucozade Energy and Red Bull energy drink are two selected brand (CAROLYNE and SIMON.,
2020).
Lucozade Energy is a soft drink marketed and manufactured by the Japanese’s company
Suntory. Company was introduced in 1927 by the manufacture that name is Lucozade Ribena
Suntory. Company is specializing in manufacturing and marketing of energy drink to the
customers. The British company Lucozade provides consumers some varieties of soft drinks or
beverages, but the most usually consumed is Lucozade Energy. In year 2019, a predictable 3.7
million persons drank this product. Though, the number of consumers has been in degeneration,
falling by approximately 20% since 2013. Initially named “Glucozade”, Lucozade was original
developed in 1927 and was applied as an energy source for persons who were ill. Then 2013 it
has been possessed by the Japanese beverage company Suntory.
Red Bull energy drink is an Austrain company introduced in 1987. Company specialize in
selling of Red Bull Energy Shot, Red Bull Total Zero, Red Bull Sugar-Free to the target market.
Company has the higher market share of any energy drink in the world.

Interpretation: From the above mentioned graph, it has been interpreted that in 2019, Red
Bull held a carbonated soft drink market share of almost 2 % in the United States (US). The
share of company has grown suggestively in the past 14 years. Red Bull GmbH is an Austrian
beverage organisation that is mostly known for its quality energy drink Red Bull.
Main purpose of this report is to identify the 4P’s of marketing mix for Lucozade Energy
and Red Bull energy drink. For completing this report, there will be requirement of comparing
and contrasting the target market, product, price, place and promotional activity of Lucozade
Energy and Red Bull energy drink.
FINDINGS
Target market
Red Bull target market
Target market of Red Bull energy drink can be recognised as young urban males that live
on the edge otherwise aspire to do so (Chernev., 2020). They are also commonly interested in

extreme sports as well as challenging recreational activities. Target market of the Red Bull will
be shown as below:
From the above mentioned image, it has been interpreted that under the age group of 16 to
30 are taget customers of energy drink. Bot genders are use this product that have high income
class.
Lucozade Energy target market
Target customer of the Lucozade Energy are the male and female that belongs to middle to
high income class. Therefore, this product is available for the age group approximately 15 to 30
years’ male or female. Along with this, the basic target audience of the Lucozade Energy are
teenagers and young adults that participates in fitness and sports activities.

Marketing mix
Marketing mix introduces to the tactics or set of actions, that an organisation uses to
promote and encourage information about the product or brand in the market. This marketing
strategy use 4P’s which are product, place, promotion and price. All these are useful elements for
the success of brand. Marketing mix of Lucozade Energy and Red Bull energy drink will be
defined as below:
Product:
This is an important element of marketing mix that helps an organisation in attracting of
large number of customers towards the brand. For this, Levitt’s model of a brand will be used
that includes for level which are generic product, expected product, augmented product and
potential product (DIXIT, 2020). Product of broth brand such as Lucozade Energy and Red Bull
energy drink will be described as below:
Product
Lucozade Energy Lucozade Energy produce different products which are sports and
energy drink, eater bottles and glucose tablets.
Red Bull energy drink Red Bull mainly specialise in selling of energy drinks to the
customers. Company has launched different flavours in beverages
that are related to the customers’ needs and tastes (Suryawanshi,
2020). These flavours are Kiwi, coconut, blueberry, cranberry,
tropical fruits.
Therefore, as compare to Lucozade Energy, Red bull energy drink is a famous brand that helps
customers by providing beverages according to their tastes and needs.
Price
Price introduces to the amount of the product that pay by customers. This is also
important component of marketing mix that helps both brand in increasing of its sales and
market share (Dörnyei, 2020). Pricing strategies of both brand will be shown as below:
Price
Lucozade Energy Price of the Lucozade products are depending on the seller etc. but

a Lucozade bottle varies between £1.50/£2.50 and cost of Water
Bottles is around £10.
Red Bull energy drink Red Bull follow premium pricing strategies for its product that
helps them in competing of its competitors easily. This will help
them in attaining of competitive advantages (Park, 2020).
Therefore, both brand is well known because of their products and prancing strategies. Red Bull
energy drink charges premium price because of its high quality and also dominant market position.
Place
Place refers to the location where company provides their products to the customers. It
also introduces to providing convenience for customers (Elkner and Ragab, 2020). Place of both
organisations will be defined as below:
Place
Lucozade Energy Lucozade is sold is product in all minor and major stores as well as
on online. This is essential for company to provide their products at
place where customers are easily purchase. This will help in
attraction of larger base of customers easily (Lenuţa-Monica and
GHERASIM, 2020).
Red Bull energy drink Red Bull have present in over 171 nations and has managed to sell
over 61 billion cans successfully in 2018. The ease of obtainability
of Red Bull in nightclubs, supermarkets. grocery stores and so on is
what has included to the success and growth of Red Bull as a
brand. Company provides their products at online and offline.
Therefore, both brands have strong present in marketplace that help in attraction of customers within
minimum time period. Both companies are produced energy drink to the customers that results are
higher sales and profitability.

Promotion
Promotion is important and essential for every organisation because it facilitate them in
promoting of their brand in marketplace. This will assist them in increasing of brand awareness
among customers that result is increased sales (Guenthner, 2020). Promotional strategies of
Lucozade Energy and Red Bull energy drink will be defined in tabular form. These are:
Place
Lucozade Energy Company use a lot of bill board advertising and also TV adverts in
order to promote their products or services in marketplace. These
are effective ways for attracting the customers towards the brand.
Red Bull energy drink For pro promoting their energy drink products in the marketplace,
company uses a proper mix of BTL, Digital channels and ATL for
creating awareness as well as promoting their products. There are
three important tactics that are followed by Red Bull for attracting
target audience. These are publishing awareness content, colossal
publicity stunts, sponsoring or creating events. These are essential
ways for creating the brand awareness in market that results in
higher customer base improved brand image.
Thus, all brands used different types of promotional strategies that are essential for them in
enhancement of their brand awareness easily. This turn to impact on business performance in
positive manner (Huang, 2020).
CONCLUSION AND RECOMMENDATIONS
From the above m mentioned information, it has been concluded that product, price, place
and promotion are important activities of marketing of the product. Both brands applied the
marketing mix with the purpose of attracting customer and increasing awareness about the
product in marketplace. Red Bull energy drink has a most successful in its application of the
4P’s. As company has a well-known brand in marketplace because of its marketing mix.
There are some recommendations for improving the marketing mix. These are defined as
below:

 Company must develop their own website where they can easily promote their products
or services in marketplace. This will help customers in getting of information regarding
the product quality, features, price etc. As it helps both brands in improvement of its
brand presence in local as well as international marketplace.
 Company must use competitive pricing strategy as it facilitates them in attaining of
competitive advantages successfully.

REFERENCES
Books and journals
CAROLYNE, W.A. and SIMON, K.C., 2020. STAKEHOLDERS’PARTICIPATION AND
MARKETING MIX OF PATRIOT SUPERIOR GIN MANUFACTURED
BY AGRO CHEMICAL AND FOOD COMPANY LIMITED, KISUMU
COUNTY, KENYA.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
DIXIT, P., 2020. Segmentation, Targeting & Positioning-Principles of Marketing.
Dörnyei, K.R., 2020. Limited edition packaging: objectives, implementations and related
marketing mix decisions of a scarcity product tactic. Journal of Consumer
Marketing.
Elkner, J. and Ragab, S., 2020. Marketing and Sales for NOVA Web Development.
Guenthner, J.F., 2020. Principles of Economics and Marketing. In Potato Production
Systems (pp. 547-572). Springer, Cham.
Huang, L., 2020. Essays on the Cross Effects of Marketing Mix.
Lenuţa-Monica, C.O.Ş.A. and GHERASIM, D., Principles of Marketing in the Public
Administration in Romania.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Suryawanshi, V.B., 2020. MCQS Principles of Marketing.
Online
Red Bull company’s market share in the United States from the 2004 to 2019. Available through:
Online. <https://www.statista.com/statistics/225452/us-market-share-of-the-
red-bull-company-since-2004/>
Energy drink brands of Lucozade ranked by number of users in Great Britain from 2013 to 2019.
Available through: Online. <
https://www.statista.com/statistics/312644/leading-energy-drink-brands-of-
lucozade-in-the-uk-by-number-of-users>