Comparison of Marketing Mix of Red Bull and Lucozade Energy

Principles of
Marketing

Table of Contents
Executive Summary ........................................................................................................................1
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Brands comparison 4 Ps Marketing Mix ...............................................................................1
CONCLUSION................................................................................................................................5
REFERENCES ...............................................................................................................................6

Executive Summary
This report involves the 4ps of marketing mix and a detailed comparison between Red
Bull and Lucozade Energy. Both the companies are offering products which involves energy
drinks and flavoured drinks. In addition to that, the company involves comparison of both the
companies marketing mix and how well both the organizations have applied these 4ps in their
operations. Moreover, the report involves various pricing, promotional, product and distribution
strategies of both the companies and application of Levitt's Model and Aaker's brand personality
framework. It also involves how each brand is applying these 4Ps and which brand has been
most successful in application of the 4Ps.
INTRODUCTION
Marketing is the process that involves all the activities performed by an organization in
order to promote and sell services to the customers. In addition to that, marketing mix refers to a
set of actions which is used by organizations to promote its services or products. The marketing
mix involves 4Ps in order to deal with price, promotion, product and place. In this report the
chosen organizations are Lucozade Energy and Red Bull. Lucozade Energy is one of the leading
sports energy based in UK with under 60% value share and bulk pack sales in soft drinks
whereas Red Bull is an Austrian based company selling energy drink in the world. It has become
the leading energy drink brand with 24.9%. market share with 7.5 billion cans sold in over 171
countries. This report involves the analysis of marketing mix for both the Red Bull and Lucozade
Energy.
MAIN BODY
Brands comparison 4 Ps Marketing Mix
Target Market : It is a marketing plan which involves target customer groups to whom the
companies want to sell their services and products. In order to develop a marketing plan, its
important to identify the target market. The selected companies in this report are Lucozade
Energy and Red Bull. Lucozade energy is a soft drink manufacturer whereas Red bull is also an
energy drink manufacturer selling energy drinks.
1