Lucozade Energy Marketing: Analysis of Principles and Strategies

This report examines the marketing principles employed by Lucozade Energy, a prominent sports drink brand, focusing on its marketing mix strategies. It delves into the target market, highlighting the brand's focus on the sports sector and its strategies for attracting customers, contrasting it with Red Bull's broader approach. The report analyzes Lucozade Energy's product offerings, pricing strategies, and distribution channels, emphasizing its efforts to maintain a competitive edge. It also discusses promotional activities, including celebrity endorsements and digital media engagement. The conclusion underscores the importance of marketing principles in achieving organizational objectives and enhancing market presence, comparing Lucozade Energy's strategies with those of Red Bull to illustrate effective marketing practices.

Principle of Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Target Market.........................................................................................................................3
Product....................................................................................................................................4
Price........................................................................................................................................4
Place.......................................................................................................................................5
Promotion...............................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The term marketing principle or principle of marketing is explicated as a process
formulated by organisation for implement of effective marketing strategy. With the support of
marketing principle management develop and build product promotion strategies by which
organisation easily promote organisation product and services. This report is written from
perspective of Lucozade energy and it is one of the best sports drink brand and it is popular for
providing effective health benefits to consumer (French, 2017). Moreover, this report highlights
on the target market, product/brand, price and place overall on marketing mix strategy of
business. In the last, compare between two similar organisations will be included in this report to
understand role of marketing mix for accomplish of company goals.
MAIN BODY
Target Market
Marketing mix is stated one of the most important strategy and it undertakes as an
important element and this is used to complete all task with more process. There are various task
performed by management and this is used for completion of work by analysing task according
to perspective of specific target market. This is used by management for completion of work by
defining work according to popular brands. Lucozade energy performs all tasks as UK Base
brand. There are different task performed by management and this is used in managing potential
market.
With the analyses of Lucozade energy work it is identified by organisation that UK based
brand and this provides company products. SPORT sector is the target market for organisation
and it is used in enhancing sales of company by offering company products in a respective
market. There are various task performed by organisation and it is used in improving the sales of
sales of managing needs and wants of customers for providing higher results and it leads
management to complete their work with motive of improving company sales in the sport sector
(GOULD, 2016).
There are different task performed by management of Lucozade energy and in order to
promote energy drinks authorities are focused towards implement of effective techniques. It aids
organisation to formulate better relationship which attract customer and provide immediate

results to the customers. On the other side, Red Bull attracts all types of individuals by
implementing strategy that is beneficial to approach large customer base. In the present scenario,
there are different task performed by management and most of them are preferred by the
organisation through use of the understanding and analysing social needs of market. This also
refers with the development of better and effective relationship management is able to develop
effective provision for customers and it is used to select the market by use of basic consumer
need (Hudson and Hudson, 2017). Therefore, with the study of both organisation either red bull
or Lucozade energy management is focused to enter in the market of sport and health sector by
providing effective needs to consumers.
The target market segment which is used by organisation to perform all work in
transparent manner and inter-related social as well as economic factors of country with products.
This is because the cost to develop drink is high so also the price charged from customers is
more. Therefore, Lucozade energy provides more value quality products to buyer to sale product
at high price.
Product
The first element of marketing mix is products and it is understand by management through
use of Levitt’s model. It is an effective which is based on idea of the product and stratification
level that is obtained from products. Another level generate expected product and it attributes all
characteristic among product that is expected by customers. Lucozade energy provides products
which include energy and sports drink, tablets, water-bottle and glucose (Perker, 2020). The
Aaker’s brand personality framework aids Lucozade energy with motive of implementing
sincerity aspect because it aids management to perform work with in systematic and organised
manner.
Red Bull product portfolio is simple and transparent. Along with this the Red Bull kept
their products simple and in order to generate variation from the standard flavour. Management
implement a different series of flavour for enhancing product variety and the sale of organisation
product to a large number of customers.
Price
This is one of the most important factors for organisation and it is used by management for
completion of all tasks with motive of satisfying needs and wants of customers according to

specific value in company products. Lucozade energy and red bull price factors are mention as
below:
Lucozade Energy Red-Bull
Value alludes to the sum a client pays for an
item (for example time or exertion) Price is the
main variable that has suggestions for revenue.
Price likewise incorporates contemplations of
client saw esteem. Lucozade's costs shift
contingent upon the dealer and so on yet a
container of Lucozade changes between
£1.50/£2.50. Water Bottles cost around £10
(Oswald and Oswald, 2015). Price skimming
strategy is implemented because it helps to
decide cost with different factors.
Red Bull has various rivals in the caffeinated
drinks industry yet they are the market chiefs.
Consequently, the estimating procedure is that
of a market chief however dependent on
contender evaluating. Being on the top they
can undoubtedly charge a premium for their
items and clients will even get it for their
quality. Red Bull was the first in quite a while
classification so it will consistently be the main
decision for clients and its interest will never
diminish.
With the analyse of the price factors for both organisation it is identified that creation of
monopoly market is an important task and this is used by management for completion of all work
according to price competition factor. Competitive pricing and price skimming strategy are two
important price important factors for selected energy drink related products.
Place
The place is one of the most dynamic aspects and it is used for completion of all task with
decided area and it is used by organisation to complete all work by focus on all areas of
marketing from which sale of Lucozade energy products for implement the transparent
distribution system to organisation. The mass sales of the Lucozade energy products define about
all aspect and this is used to complete all work with decided number brands (Palmatier and
Sridhar, 2017). Along with this management of Lucozade cover half of the market share by
providing their products in all areas.

On the other side, Red Bull successfully managed and control sale of all products by
managing better relations with the company stakeholders. In simple terms, the market area of
Red Bull is widely distributed and to approach more number of individuals Red Bull offer energy
drinks from small shop to mall. Online distribution of products through engagement of food
delivery partners is an appropriate method for organisation. It determines that red bull drink is
available from retail store to the supermarket, malls and restaurant. So the distribution strategy of
Red bull is strong and it impacts on market share of Lucozade by giving tough competition to
individuals.
The main motive of organisation is to deliver better and effective products in minimum time-
period. Along with this the main motive of organisation is to place their product in centre market.
So it is easy for customers to deliver organisational products.
Promotion
The success of respective organisation that is Lucozade energy depends on the product and
science promotion about products which is related with advertising and sponsorship. In the
present scenario, marketing team of Lucozade is effective to use promotion tools in order to
promote products with more efficiency (Parry, 2015). While on the other side, from last several
years promotion of organisation products is to target the market of adults and sport lover. So

celebrity endorsement is one of them most useful methods to promote company products.
Therefore, Daley Thompson featured in the advertisement of Lucozade energy. Digital media is
used by Lucozade marketing department to communicate with customers.
From the perspective of Red Bull promotion and advertisement strategy is an effective tool
and they promote all of its products with the tag line that “Red Bull give you wings” and this is
used to promote the customer base in order to organise the number of sports events. Sponsorship
is another important method for promotion of organisation products. Social media
communication technique is used to increase number of customers with interacting them in an
appropriate manner.
CONCLUSION
In the last, with the analyses of above report it is concluded by management that principle
of marketing plays an important role for promoting company products and services. Along with
this by implement of effective marketing principle it is easy to complete all task that support
organisation to accomplish organisational objectives in an accurate manner. With sincerity and
competence perspective organisation manage product with in easy manner through understand
personality of individuals. Further, with study of price and promotions factor business enhances
or improves market area for products sale by developing competitive-edge in market.

REFERENCES
Books and Journals
French, J., 2017. Key principle, concepts, and techniques of social marketing. Social marketing
and public health: Theory and practice.
GOULD, D., 2016. The evolution of brand journalism and its natural fit with university
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Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Oswald, L.R. and Oswald, L., 2015. Creating value: the theory and practice of marketing
semiotics research. Oxford University Press, USA.
Palmatier, R.W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Parry, B., 2015. A bull market? Devices of qualification and singularisation in the international
marketing of US sperm. Bodies across borders: the global circulation of body parts,
medical tourists and professionals, pp.53-72.
Perker, B.C., 2020. Designing Digital Marketing Strategies for International Business: A
Comparative Analysis. In Handbook of Research on Strategic Fit and Design in
Business Ecosystems (pp. 166-192). IGI Global.
Robertson, J and et, al., 2020. Red & Yellow: the business of education. Emerald Emerging
Markets Case Studies.