MG412 Principles of Marketing: Lucozade Energy and Red Bull 4Ps

This report provides a comparative analysis of the marketing mix (4Ps) of Lucozade Energy and Red Bull, two prominent energy drink brands. It examines their target markets, product strategies, pricing approaches, distribution channels, and promotional activities. The report highlights the importance of an effective marketing strategy in achieving business success, detailing how both companies have established significant market share through their marketing mix practices. The analysis considers factors such as target audience demographics, product innovation, competitive pricing, and promotional campaigns, concluding with recommendations for enhancing market analysis, pricing strategies, and brand awareness to improve profitability and sustainability. The report uses secondary research to make these comparisons and recommendations.

4PS MARKETING MIX
LUCOZADE ENERGY AND
RED BULL ENERGY
DRINK

EXECUTIVE SUMMARY
Marketing strategy plays important role in influencing business success in both positive
and negative manner. The main aim of the current report based on Lucozade Energy and Red
bull energy drink brands is to evaluate various crucial components. The current investigation has
given focus on evaluating target market & marketing mix which comprises elements such as
product, price, place and promotion. Qualitative type of research has been used to gather
information from the secondary method of data collection. It can interpret that both companies
has significant market share and conducts effective marketing mix practice that is positively
influencing operational practices of firm.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Comparing target markets...........................................................................................................4
Explaining marketing mix...........................................................................................................5
CONCLUSION ...............................................................................................................................8
Recommendations ......................................................................................................................8
REFERENCE ..................................................................................................................................9
APPENDIX....................................................................................................................................10

INTRODUCTION
Principle of marketing helps in selecting appropriate strategy which can enable firm to gain
higher level of competitiveness. In the current era, competition has increased which require firm
to pay attention on developing effective marketing strategy that can be useful in gaining
competitiveness. The current report is based on Lucozade Energy and Red bull energy drink
brands operating in similar industry. Lucozade is manufactured by Suntory company of soft
drinks which is one of the successful British firm. The specified company has capability of
adopting changing trend of market. Red Bull is entry drink is produced by Red bull GmbH
company established in 1987 which make sales approx. 7.9 billion cans annually. Red bull
GmbH has the highest market share in country as makes greater sales as compared to other
organization operating in sector. Present report will emphasize on comparing target market and
explaining marketing mix of specified organization.
MAIN BODY
Comparing target markets
Target market is associated with focusing on particular group of customers within total business
environment (Luo and et.al., 2019). Both the specified organization operates in energy drink
providing industry which has distinct target audience.
Lucozade is one of the successful company that pay attention on targeting correct
audience which can provide assistance in accomplishing business objectives. From the
evaluation it can be specified that targeted audience covered by mentioned firm involve youth
that has age of 18-30 category. The sports based positioning is done by firm to attract men for
buying Lucozade energy drink. The specified targeted segment has helped company to pay
attention on obtaining ability to over 17% value share of energy category. The targeted people
have attitude of feeling energetic by eliminating tiredness so that boosting potential to conduct
activities can be derived. Revenue generating capacity of organization has increased by 425.6
million which has allowed inclining operating profitability. From the evaluation (shown image 2
in Appendix) it can be specified that post pandemic growth & development has increased which
has boost revenue generating capacity of firm (UNITED KINGDOM ENERGY DRINK MARKET
- GROWTH, TRENDS, COVID-19 IMPACT, AND FORECASTS, 2021).
Red bull GmbH gives emphasis on attracting & retaining audience that are teenagers and
young adults of both gender male and female. The other factors that are taken into consideration

by the company comprises any race that lies in upper income & higher social class group.
Basically much focus is given on 13-35 age group that comprises both college going students
and working professionals. It concentrates on targeting people that has attitude of being
interested in extreme sports and challenging recreational activities. The marketing method
which is utilized by specific organization to get connected with customers comprise newspaper,
magazines, TV channels, etc.
From the evaluation it can be specified that different factors are focused by mentioned
companies to attract same age group people. It becomes essential to have relevant insights
regarding customers so that higher emphasis on implementing suitable approach of marketing
can be done effectively. The charts shown in appendix reflects comparison between highlighted
brands (Market research, 2021).
Explaining marketing mix
Product
Lucodaze and red bull energy drinks are provided by successful company that operates
in both domestic and international market. There are number of products which are offered by
both mentioned enterprise that aids in meeting changing demands of customers. Lucodaze offers
the drink that has energy which is quickly assimilated into blood stream. The particular company
largely concentrate on having significant ability to incline innovative actions in turn reliable
development of products that can help in matching changing scenario of customers can become
possible (What are Marketing Mix Elements? 2021). On the other side, Red bull GmbH
provides non-carbonated which contains caffeine, ta-urine, B vitamins, etc. that are usually
required by workaholic people red bull product focuses on giving attention on encouraging trend
of party in occur in younger segment (Thabit and Raewf, 2018). It is basically a sugar free
product that majorly concentrate on achieving higher ability to attract health conscious and
sports people. There are number of flavors that are offered by firm that includes cranberry,
coconut, tropical fruits, blueberry & kiwi. The company has given light on adopting trend of
declining trend of carbonated drinks.
Price
In order to get success in industry it becomes essential for the company to adopt effective
pricing strategy that can help in gaining higher profit margins, greater revenue, etc.
Lucozade Red bull

 Company keeps competitively pricing
strategy that is slightly higher than
other firms which has helped it to
attract customer with maintaining
relevant quality factor.
 The specific company can have good
brand image due to its quality of
products which aid it to apply
premium pricing strategy so that
higher profitability can be achieved.
Lucozade as being historical company largely contribute in investing those factors which can
help in gaining success. The specified firm has achieved economies of scale that has allowed
firm to focus on reducing cost in turn better ability to attract customers has been obtained by
company. The specified organization has given emphasis on understanding psychological factor
of customer purchasing decision which has helped company to pay attention on focusing high
value characteristics of offered drinks. For this purpose, company adopts specific pricing
strategy.
Red bull as being international player has many competitors that forces firm select
appropriate pricing strategy in turn achieving leading position can become possible. It adopts
competitor pricing strategy for having large number conversion rate. Buyers can get significant
deal while buying bulk quantity of products which is widely preferred that helps in increasing
revenue (Pomering, 2017). Its price considered to expensive than competitors but due to quality
preferences selected by customers.
Place

Lucozade is one of the successful organization that is available in larger number of retail outlets
across the world. From the evaluation it can be articulated that company as well entered into
partnership with universities that stock its products in its canteen. It aids in inclining revenue of
the company which is permitting to make its financial health strong. In addition to this, it can be
interpreted that firm has enough capabilities to meet market forces due to efficient supply chain.
This can contribute in making customers attracted towards products offered as effectual
marketing which is increasing brad image of company.
Red bull is available at convenient location like supermarket, retail outlets, etc that makes easy
customers to buy from any location. It is as well available online that is associated with
increasing profitability of firm. It has association with hotel, restaurants, bars, clubs, etc. in turn
better position in sector can be derived. The company has significant level of distribution
network build on international level by developing major contacts with subsidiaries. The
distribution system of the mentioned company is so efficient in turn becomes possible to cover
larger market share.
Promotion
There are number of strategies which can be used to communicate with customers in turn
information regarding new developments, etc can be provided to have larger market share.
Lucozade is one of the significant firm that largely concentrate on increasing brand image in turn
higher profitability & sustainability can be attained (Lim, 2021). It pays attention on spreading

information regarding its products to clients through executing number of communication
techniques in turn better outcomes can be achieved. Marketing is exerted by newspaper,
television, participating in campaigns, etc. for this purpose number of advertising is done by
contacting with famous personalities so that clients can be attracted. Red bull has famous tagline
of gives you wing which has been popular on TV that has aid in achieving higher profitability it
as well conduct promotion via channels like social media, email, direct marketing, etc. In its
advertising activities company uses athletes and celebrities to attract sports personalities based
customers to meet objectives of higher profitability, sustainability, etc.
CONCLUSION
From the above report it can be concluded that marketing strategy palsy significant role
In gaining success. The current report has given emphasis comparing market share of two
companies in turn depths insights regarding energy drink industry has been obtained. In addition
to this, current study has involved information regarding marketing mix of two mentioned
enterprise of similar industry. Marketing mix provides assistance in achieving enough
capabilities to develop relevant strategies that are capable of coordinating with changing
circumstances of sector. It has comprised comparison of each element of marketing mix like
product, price, place and promotion. From this it can be identified. Red bull has successful
market share due to its effective promotional & marketing activities.
Recommendations
 It is recommended to implement effective market analysis by utilizing different artificial
& business intelligence in turn higher information regarding changing consumer trend
can be derived (Mintz and et.al., 2021) The reason behind conducting these can be
beneficial in ascertaining relevant and accurate information so that effective decision of
targeting new market, innovating new practices, etc. can become possible.
 It is suggested to adopt effective pricing strategy as the targeted audience is youth. For
attracting larger number of customer companies need to pay attention on developing cost
effective & leadership strategies in turn better outcomes with maintaining qualities can
become possible.
 This is advised to the companies to pay attention on conducting effective brand
awareness campaign through executing marketing practices with help of digital platform
so that higher benefits can be explained to incline profitability.

REFERENCE
Books and journal
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Luo, J. and et.al., 2019. Identifying target audience on enterprise social network. Industrial
management & data systems.
Mintz, O. and et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing, 38(1), pp.32-49.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal, 25(2), pp.157-165.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Online
Market research. 2021. [Online]. Available though: <
http://ajda2mediastudies.blogspot.com/2012/02/market-research.html >
UNITED KINGDOM ENERGY DRINK MARKET - GROWTH, TRENDS, COVID-19 IMPACT,
AND FORECASTS. 2021. [Online]. Available though:
<HTTPS://WWW.MORDORINTELLIGENCE.COM/INDUSTRY-REPORTS/UNITE
D-KINGDOM-ENERGY-DRINK-MARKET>
What are Marketing Mix Elements? 2021. [Online]. Available though:
<https://www.mygreatlearning.com/blog/marketing-mix-elements/>

APPENDIX