Comparative Analysis of Marketing Mix: Red Bull vs Lucozade Energy

TITLE PAGE

Executive Summary
The marketing mix or the 4P’s of marketing can be defined as the set of tools that a firm or a
brand uses to gain its marketing goals. The 4P’s of marketing – the product, price, place and
promotion – in case of different brands always differ. The purpose of this paper is to present two
competing brands – Red Bull and Lucozade Energy – and explain their target market as well as
the 4P’s of marketing in either’s case. The target market has been defined in terms of the age,
gender, social class and personal disposable income. The product, price, place and promotion
mix have been thoroughly researched using secondary sources and have been presented in this
report. Tables and appendices have also been given for detailed explanation. Lastly, the
recommendations have been given as to how these brands can improve their marketing mix to
garner better sales in the market.

Table of Contents
Introduction.....................................................................................1
Findings..........................................................................................1
I. Target Market.....................................................................1
II. Product..............................................................................2
III. Price.................................................................................3
IV. Place.................................................................................3
V. Promotion...........................................................................4
Recommendations and Conclusion...........................................................5
References.......................................................................................6
Appendix A......................................................................................8
Appendix B.......................................................................................9