The marketing mix is one of the important tools

Running head: PRINCIPLES OF MARKETING
Principles of Marketing
Name of the Student
Name of the University
Author Note

PRINCIPLES OF MARKETING1
Executive Summary
The marketing mix is one of the important tools for any company to set up its strategy and
creates its position in the market. The report will demonstrate an understanding of the needs
of proper marketing mix with the help of 4 P’s that is Product, Price. Place and Promotion.
This report will analyze and evaluate the target market and marketing mix of two different
brands under the beverage industry. Brand A is Lucozade and brand B is Red Bull. Both the
products have been analyzed and evaluated as per their target market and their marketing
strategy used to compete in this market.

PRINCIPLES OF MARKETING2
Table of Contents
Introduction................................................................................................................................3
Aim of the Research...............................................................................................................3
Methodology..........................................................................................................................3
Discussion..................................................................................................................................3
Target Market.........................................................................................................................3
4 P’s of Marketing Mix..........................................................................................................5
Product/Brand....................................................................................................................5
Price....................................................................................................................................5
Place...................................................................................................................................6
Promotion...........................................................................................................................6
Outcomes................................................................................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................9

PRINCIPLES OF MARKETING3
Introduction
In the competitive business era, the company needs to have appropriate knowledge
over its brand or product and the market prior to being introduced in the market. The
marketing mix is one of the essential tools that can help the company to create an accurate
marketing strategy and its implementation by effective tactics (Wu and Li 2018). While
evaluating all roles four P’s that is Product, Promotion, Price, and Place is the crucial part of
the entire approach of marketing. The report will analyze and evaluate the marketing strategy
of the chosen companies.
Aim of the Research
The aim of the research is to analyze and evaluate the effectiveness of the marketing
mix for the brand Lucozade Energy and Red Bull. The report will further demonstrate the
knowledge of the targeted market of both the companies.
Methodology
The methods used for the research is based only on a secondary and observational
study. The data is collected from the websites, articles, and journals for preparing this report.
Discussion
Lucozade is a popular and successful company within the industry of sports and
energy drinks. It first entered the market in the year 1927. It continues to give competition to
other companies more effectively after re-launching its energy to sports drinks in the 90s
(Clapp, Morgan and Fairchild 2019). Red Bull is one of its competitors and a product of and
sells by an Australian company Red Bull GmbH, which is created in the year 1987.
Target Market
Lucozade is sold over 25 countries that are within or outside the country. It uses a
Sportsperson to sell their product. Earlier, the company started with energy drink but the 90s