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

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.