MG412 Principles of Marketing: Target Market and 4Ps Report

This report provides a comprehensive analysis of the marketing strategies employed by Lucozade and Red Bull, focusing on their target markets and the application of the 4Ps of the marketing mix: Product, Price, Place, and Promotion. The report begins with an executive summary and introduction, defining marketing and its significance in business operations. The main body delves into a comparative analysis of the target markets for both brands, identifying their demographics, consumer preferences, and purchasing behaviors. It then evaluates the products offered by each company, examining their brand values and differentiation strategies. The analysis extends to the pricing strategies adopted, comparing how each brand positions its products in the market. Furthermore, the report assesses the distribution channels used to make the products accessible to consumers, including retail outlets, online platforms, and partnerships. Finally, the report examines the promotional techniques employed by each brand, including advertising, sponsorships, and social media campaigns. The conclusion summarizes the key findings, highlighting the effectiveness of each brand's marketing approach and drawing insights into their competitive positioning. The report is based on academic resources from the field of marketing.

Principles of marketing

Executive Summary
Marketing and selling of goods and services , it is the big concept all the businesses are
majorly depends on the method on which they are doing marketing. In this report will explain
about what is the marketing and its components which impacts the business and its activity. Also
it will compare two competitor brand by elaborating different factors of marketing mix. It will
also discuss about the target market of both the companies. It refers to various action performed
to modification or encourage the sales of commodity or service. It consider promotion through
different transmission, sales and transferral to customers or other concern. Merchandising
professed of any institution publicize the merchandise of the institution to get the attention of the
gathering towards the commodity of the organization.

Table of Contents
Executive Summary ........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Comparison of target market - ...................................................................................................4
Evaluation of product and their brand values- ...........................................................................4
Analysis of price strategies used - ..............................................................................................5
Place where goods are being distributed - ..................................................................................5
Promotional techniques which is used by brand for marketing of goods -.................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is an important functional sector of the company which has a extraordinary
responsibility of selling product or to communicate with the customers in order to connect them
as well as understand their needs and wants and providing a satisfied services so that they can be
a loyal customer of company . For enterprise this department helps in analysing what to produce
and how to produce that can be sold in marketplace and liked by people (Morrison, 2022). This
team aids in researching the mindsets of individual and marketing trends. In the business the
basic responsibility of the business is to create leads and make a good base of customers, along
with that this provides an opportunity to expand business in running areas where the brand can
have good business. In this report will consider two brands on e of the them is Luzcozade
energy drink which is a British brand provides a soft drink . The company was founded in 1927
in UK by Newcastle Pharmacist, William walker. The company serves their drink in global
country. Another brand is Red bull it is also a energy drink as well as this is a competitive brand
of the company. The company was founded in 1987 in Austria. The report is based on marketing
concept on the basis of consider brand. It also explains about the comparison of both target
market and its marketing mix.
MAIN BODY
Marketing is the commercial activity which promotes the company product in market for
achieving the company objectives successful. The marketing team divides the customers on the
basis of different segments and classification. This team aims to serve quality commodity and
users by content, with the long term goal of illustrating product value, developing loyalty of
brand and finally increasing sales (Ortikov, 2021.).
Comparison of target market -
Target market is the end consumer to which the company wishes to sell its end goods too.
This includes breaking down the whole market into different segments and planning marketing
policies as per all segments to grow the market size and share. In order to attract a specific
segment of the market, the company modifies the product as per the needs and wants of
consumers. Making the target customers includes conceptualization of goods, analysing the need
of the products in a market, this will revolve around deploying marketing techniques for a

specific section of markets which can be key to force new buyers, expand business possibility
across geographic as well as develop supply network to broad reach. In case of Luzcozade, it is
a sports drink as one of the fastest growing brands of soft energy drinks. The brand is popular
among athletes and another sportsperson (Kotler and et.,al., 2021. ). Also this helps people in
recovering from sickness. The company targets the teenagers and young people who are belong
with sports and also they provides drinks the big events like games, cricket and many others.
Whereas another brand Red bull, it is an Austrian company which curates energy drinks, top
sports celebrity, students and people who go for long trip uses this drink to have a energy and
sports person spirit. company targets the young urban males these are the main target of brand.
In demographic segments their main target is the teenager and college students which are the age
of 13 to 21 and young adults which are the around 21 to 35 years they can also be working
profession.
Evaluation of product and their brand values-
Product are the services which is serve by the companies for people to satisfy their needs
and wants of people. These are produce according to the demand of people. They have different
brand values which is as per the product differentiation. Brand values is the amount of money a
company determines it can get on the open market at fair market value (Bonaparte, 2019.). It is
based on some metrics which can consists how much income it makes against generics or how
much it will cost on some metrics. The company luzcozade, provides the products like energy
drinks having bright colour and easily held bottle, can as well as in a disposable packet. The
colour ranges of product is orange, purple, and clear. Whereas Red Bull also produce en energy

drink which contains caffeine, taurine, B vitamins and sucrose and glucose which is majorly
need by workaholics, sports people and many others. The drink is accessible in a tall blue-silver
can with 2 red bulls (Rosenbloom, 2021.).
Analysis of price strategies used -
Pricing is the another factor which is consist in marketing mix which is an important
factor for company as It is process whereby a business sets the price at which it will sell its
goods and services and might be part of the business marketing plan. The company luzocozade,
company pricing strategy is depend on the seller and many others, but a bottle of product varies
among cost. Water bottles cost around $10. it includes customer perceived values. Whereas, Red
bull, premium pricing strategy as it is the number one choice for customers. The company is
market leader in comparison of another brand (Tontuș, 2018).
Place where goods are being distributed -
It is the term where goods can easily available to people for doing business in
marketplace as well as to reach a target audience of the brand. Lucozade is recognized as a high
quality drink based on the performance of another linked goods. Thus, the goods is easily
accessible fir buyers in different colour and distinct packaging (Berkowitz, 2021. ). The
company supply its product in malls, stores, big groceries shops and many other place. Also they
have a huge warehouse to store a stock so that supply of the goods can be done smoothly. They
have different channels to supply their products in market so that customers can get a goods. On
the other side, Red bull is the successfully managing to supply over 7.5 billion cans in global
areas to owning its bug supply network. It is accessible at convenient areas just as supermarket,
stores and retail outlet. They often stored in an inside the fridge in order to attracting buyers to
buy a drink when they go to shopping or in bar. Both the products places their offers in market
and also on online sites for raising a scale of sales.
Promotional techniques which is used by brand for marketing of goods -
Promotion is the activity which is done by the marketing team in order to increase the
scale of sales in international market. The company Luzcozade, invests in supporting the

sporting events to market their goods. Lucozade Sport uses both print and electronic media in her
advertising. Many households involved in sporting events have at least a television set in their
homes and therefore it becomes a convenient medium to promote the product. The company uses
the social media marketing to promote the goods and services in marketplace. They use
electronic media and sports event for advertising the brand among huge audience. On the other
hand, Red Bull as an energy drink mostly targets sports people with the tag line it gives you
wings, the company promotes goods through advertising, marketing campaign, displaying art on
bill boards, sponsoring big events, posting ads with celebrity and many others (Asseraf, Gnizy
and Shoham, , 2020) .
CONCLUSION
It is evaluated from analysis of above proceedings that marketing is the process of getting
people concerned in the company goods or services. This occurs by market research, analysis
and knowing an ideal interest of customers. Marketing pertains to all factors of a business
considering goods development, supply management and marketing of brand products. As been
discussed in above report that concept of marketing and its importance for business. Also
explained marketing mix by comparing both the brands. It basic objective is to attract customers
by communicating ideas, basically, the messaging will helpful and educational to the target
audience so that they can convert users into business.

REFERENCES
Books and Journals
Asseraf, Y., Gnizy, I. and Shoham, A., 2020. International marketing doctrine: the use of guiding
principles. International Marketing Review.
Berkowitz, E.N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles of
marketing course. Journal of Global Scholars of Marketing Science, 29(1), pp.7-14.
Kotler, P., and et.,al., 2021. H2H Marketing: The Genesis of Human-to-Human Marketing.
Cham: Springer.
Morrison, A.M., 2022. Tourism Marketing: In the Age of the Consumer. Routledge.
Ortikov, A.B., 2021. Prospects of application of the principles of marketing in the development
of light industry enterprises in the region. Cognitio rerum, (7), pp.29-32.
Rosenbloom, A., 2021. The Sustainability Marketing Framework: A Tool for Teaching and
Learning about Sustainability Marketing. In Social and Sustainability Marketing (pp.
13-52). Productivity Press.
Tontuș, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism, 3(1), pp.67-88.
Wang, X., Song, P. and Lu, X., 2021, August. Marketing Principles of College Students’
Employment in the Era of Big Data. In The Sixth International Conference on
Information Management and Technology (pp. 1-4).