The 4Ps/marketing mix : Assignment

The 4Ps/marketing mix

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing mix is the tool to manage the set of marketing tools that the organization uses
to purpose of complete the marketing objectives in the specified and target market. So the
marketing mix is categorized to the four levels of marketing decision. Price, product, place,
promotion. Marketing mix is help to understand the market. Such as. What type of product and
service peoples like, and how to make plan for produce the best product and what strategy use
for offering the product in the market. In this report for better understanding the marketing mix,
lucozade Energy and redbull is taken, Lucozade is the soft drink manufactured by Japanese
company. Provides the Energy soft drink Products, they only available in one variety of products
(Wu, and Li, 2018). In the other side the Redbull is also energy drink sold by Red Bull GmbH.
This is Australian company. The report will emphasise the marketing mix of the Lucozade and
Redbull. In this report describe the compression of marketing mix (4 ps ) between the Lucozade
and Redbull.
MAIN BODY
The 4Ps/marketing mix of Redbull and Lucozade
The marketing mix also known as 4 ps model. Marketing mix is the tool that
combination of factors such as people, Place, promotion, price. That can be controlled by a firm
which influence to customer for purchase its products. Marketing mix is the strategy which
organization uses in their business to formulate the new product and services. Company offer the
new product to customer with the different promotional and pricing strategy. Also, company
formulate ad evaluate the different distribution channel when they sale their product through use
the different distribution channels (Wongleedee, 2015).

4Ps/marketing mix Redbull Lucozade
Product Redbull has famous in the
worldwide. Provides the
energy drinks to the customer.
Red bull has inspired by
existing energy drink named
called Krating Daeng this is the
first energy drink which
provides the non carbonated
drink sold in Thailand. So
Redbull has also launched the
same product with some
addition according with taste of
western area. Red Bull use
some ingredient in their
product such as caffeine,
taurine, B vitamins, sucrose
Lucozade has provided the
sport drinks to their customers.
Provide the different soft
drinks that provides the energy
to those persons who play
football, exercising, gym.
Lucozade use some
ingredients in their drinks such
as Carbonated water, glucose
syrup. Critic acid, lactic acid,
colur (sunset yellow). These
all ingredients help to
customer when they doing
some exercise (Wongleedee,
2015). Company focus on
provide the best quality of
Figure : 1 Marketing mix
source : Marketing mix ( 4 ps )

and glucose. Also provide
sugar free drinks which is
generally required by those
customers who are the sport
person, workaholics, or even
youth and young population
who ready for party at night
(Massingham, and Pomering,
2017).
products with low risk.
Lucozade provdides the best
drink to the customer.
Company spoke person has
said that these drinks provide
the help to people when they
participatio in any sport so
people perform better and
recover fastly. So these is the
advanatage of comnay becayse
they reduce the cost of
production and increse the
demand of teh product due to
high qulaity products.
Price Redbull has uses the premium
pricing strategy. Premium
pricing is the strategy which
company follows to sale their
product in specific price. When
company charge the high
prices of the product as
compare to their competitors
this is called premium pricing
strategy. Customer pays the
premium price on the product
due to high quality of products.
Customer are generally
preferred to buy the bulk of
product rather than a single
product. Because the price is
cheaper when buy the bulk of
Lucozade has uses the
competitive pricing strategy.
Competitive pricing strategy is
the pricing strategy to define
the price of particular product
this strategy is described that
company can set their price on
according to their competitors.
In other words they set the
price same as competitors.
Company use this strategy for
compete with their rivals and
also increase the demand of
the product. This method will
provide the low risk as well
low cost. So this method is
help to achieving the aim of

product as compare to buy a
single product. Red bull is the
first company who provides the
energy drink so the demand of
its product is increases. It will
famous and number one
company in the worldwide
there market share is also
increased due to high demand
of product (Massingham, and
Pomering, 2017).
company (Wu, and Li, 2018).
Also, Lucozade have
advantage when they use this
method such as reduce
competition, leads
equilibrium, reduce cost of
production because
competitors are display the
pricing strategy which easy for
copy them. So Lucozade not
use the research methods when
they introduce pricing strategy
they directly implement this
strategy on their product.
Place Redbull have wide distribution
channels. They use online
platforms and normal
distribution channel. In normal
distribution Redbull is
available in different store,
super markets, nigh club, bars
etc (Išoraitė, 2016). Redbull is
also available in online
platforms they provide the
online services to their
customer provides either bulk
of product or single product.
Redbull is also attracted to the
customer because they show
their drinks in the stores on
specified refrigerators. So
Lucozade have two types of
distribution channel. Direct
and indirect distribution
channels. In direct distribution
channel company provide their
product directly to customer
by own vehicle (Dolnicar,
2018.). In other way direct
channel is allow to customer
that they directly buy the
product to the manufacturer.
Further, in indirect channels
Lucozade sale their product to
retailers and retailers sale the
product to customer. In other
words company sale the
product to other distribution

customer easily attracted when
they go in the grocery shops
(Dolnicar, 2018).
channels such as retailers,
whole seller etc. (Massingham,
and Pomering, 2017). Also,
Lucozade sale their product on
online platforms which
increase the demand as well
increase the customer base.
Promotion Redbull is the number one
company which provides the
energy drink. So company
focus on the young people.
Target the sport person who
really want the energy drinks.
Company launch the new tag
line that attract to the customer
“Red Bull gives you wings”
thus this tag line are increase
the demand of the product.
Redbull has also sponsored the
sports teams which increase the
customer base as well organize
many sports events such as
mountain biking, Red Bull
Cape Fear, motocross, Red
Bull BC One etc. also promote
the sport person like athletes.
Redbull has own art building
where they motivated and
encourage the people to display
their arts on the exhibitions.
Also, they launch their app
Lucozade generally provide he
sport drinks to their customer.
Company focus on those
people who playing games,
going gym, do exercise. So
company launch the tag lines
which attract those customers
who really do exercise. Sports
drinks can encourage people to
exercise more' (Baker, 2016).
Tag line is “Fuelling the good
times.” “Find your flow”.
These tag lines are help to
company for increase the
demand of product. Also,
increase the customer base.
Lucozade has sponsored the
sports events such as England
Football Team.Lucozade has
managed the promotion
strategy of Lucozade Sport by
segmenting, targeting and
positioning. Locazade Sport is
advertised as an Energy drink

name called is bull tv its
available on laptop, mobile,
tablets which describes various
music events, shows, film etc.
So this all promotion strategy
helps to company for increase
the demand as well create the
positive impact on the
customer mind. Through
promotion strategy company
want that customer recall their
brand (Abril, C and Rodriguez-
Cánovas, 2016).
for the athletes. The Lucozade
promotes their drinks on
various sport programmes.
The Lucozade sport is
promoting through launching
campaigns for the customers
in order to consume healthy
drinks. The Lucozade sport is
promoted through organising
various consumer's awareness
programs to drink healthy.
This is helpful in leading
Company towards
profitability. The Lucozade
drink is gaining popularity as
the UK's most recognized
sports drinks. The Lucozade
sport is sale at a similar price
that there competitors already
have. The Lucozade drink is
sold at the wide range of shops
to the Newsagents to the
supermarkets. The Lucozade
sport do promotion through
telecasting their
advertisements on Television
and Radio. They also publish
articles of their Healthy drinks
in newspapers and magazines
as a promotional strategy.

CONCLUSION
The conclusion is being made through the project report of marketing mix that define the
marketing mix of Lucozade and Redbull. Marketing mix is the tool to manage the product in the
target market for the purpose of achieve the objectives and goals of the company. The report was
concluded about that how to company can offer their product in the target market and price,
product, promotion, place these tool is help to both company for launching the product, Further
report was described the comparison between Lucozade and Redbull.

REFERENCES
Books and journals
Abril, C. and Rodriguez-Cánovas, B. 2016. Marketing mix effects on private labels brand
equity. European journal of management and business economics. 25(3). pp.168-175.
Baker, M.J. 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Dolnicar, S and et.al. 2018. Step 9: Customising the Marketing Mix. In Market Segmentation
Analysis (pp. 245-254). Springer, Singapore.
Išoraitė, M. 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. pp.2394-3629.
Massingham, P.R. and Pomering, A.A., 2017. Introducing Knowledge Management to the
Marketing Mix.
Wongleedee, K. 2015. Marketing mix and purchasing behavior for community products at
traditional markets. Procedia-Social and Behavioral Sciences. 197. pp.2080-2085.
Wu, Y.L. and Li, E.Y. 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research. 28(1). pp.74-
104.
Online
Marketing Mix (4Ps). 2015.[Online].Available through: <https://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/3956-marketing-mix.html>

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