Marketing Principles of Red Bull and Lucozade Energy Drinks

Principles of marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Target market profile(age, gender, income, social class, level of education, lifestyles and TV,
hobbies).......................................................................................................................................4
Product(Levitt's model of brand, two brands and their packaging, colour scheme) Brand
values(Aaker's brand personality framework)............................................................................5
Pricing strategy analysis of both brands.....................................................................................6
Place (distribution and channel management, outlets)................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing and its principles are helpful in development of a company by
increasing sales of products and services (Bonaparte, 2019). In the global business, the
international marketing is termed as major economic activity that helps a business to serve target
and general customers. In the marketing department of a business, it is major role of staff to
facilitate sales development for long term success of the business. In this report example of two
energy drinks company is taken into consideration for better understanding of dimensions of
marketing. The first one is Red Bull energy drink company is taken into consideration which is
headquartered in Austria and was founded in the year 1984. The next is Lucozade energy drink
is taken into account which is headquartered in UK and was founded in the year 1927 .

MAIN BODY
Target market profile(age, gender, income, social class, level of education, lifestyles and TV,
hobbies)
In order to gain long term success at the marketplace, it is important for a company to
develop target market for the customers. This will help the companies to increase the sales within
specific period of time and also helps in fulfilment of demand of different customers. The target
market profile for Red Bull energy drink and Locuzade energy drink is mainly youth oriented
market. These companies focus on age group between 15 to 30, as the youth mainly consumes
energy drinks in a large quantity. The gender of customers is also important for both the
companies and the gender focus of the energy drinks is on Men and boys. This segment of
customers is important to be identified by both the companies in order to increase the sales and
revenue of the business firm (Hajjat, 2021). The lifestyle trends of customers also matters a lot
for the company in order to formulate effective marketing policy and plan. The TV programmes
the youth watch related to adventure and high lifestyle trends and the company should advertise
related to the same trends. The target market for the company is associated with the trends which
are connected with lifestyles of youth for selling energy drink.
Illustration 1: Red Bull energy drink, 2021