Comparative Analysis: Lucozade and Red Bull Marketing Mix

This individual report conducts a comparative analysis of the marketing mix strategies of Lucozade and Red Bull, focusing on the 4Ps: product, price, place, and promotion. The report begins with an executive summary and introduction, followed by a comparison of their target markets. The main body of the report delves into a detailed examination of each element of the marketing mix for both brands, highlighting their product offerings, pricing strategies, distribution networks, and promotional techniques. The analysis is based on secondary research and observations. The report concludes by identifying effective marketing mix implementations by Red Bull and suggesting improvements for Lucozade, such as market expansion and enhanced customer engagement. The references section provides a list of sources used in the report.

Individual report: The
4Ps/marketing mix

Executive Summary
The importance of 4P's of marketing mix is discussed in this present report. The
marketing mix leads towards accomplishment of goals and objectives of the company. This
report has been prepared to analyse or make the comparative analysis of marketing mix of
Lucozade and Red Bull. The report is based on secondary research and observation research.
After making the comparative analysis it has been identified that the managers of Red Bull make
the effective implementation of 4P's of marketing mix. As, it helps in attracting more customers
by innovative and unique promotional tools, charge effective prices as per the quality of products
,and follows effective distribution system so that products reach to consumers and retail outlets
on time. Lastly it can be concluded that Lucozade must focus on expansion in the beverage
industry except the energy drink industry. Also, to attract and retain customers Red bull should
emphasis on the various promotional tools to attract more customers and must focus on
maximising customer satisfaction.

Table of Contents
Executive Summary ........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY .................................................................................................................................1
1.Comparison of Target Market..................................................................................................1
2.Marketing Mix of Red Bull and Lucozade .............................................................................2
CONCLUSION ..............................................................................................................................5
REFERENCES ...............................................................................................................................6

INTRODUCTION
The term marketing mix was given by E. Jerome McCarthy in the year 1960. this refers
to the set of tactics by the managers of business organisations which help in promotion and
selling of products and services in the market. The components of marketing mix are product,
price, place, promotion, physical evidence, process, and people (Ahmed and Rahman, 2015).
This report is based on Lucozade Drink and Red Bull drink. The lucozade is the Japanese
multinational soft drink ranging in sports and energy drink whereas, Red Bull is Austrian
company founded in year 1987, by Red Bull GmbH dealing in energy drinks. In the present
report it has been discussed about the marketing mix of both the companies and comparison of
target market.
MAIN BODY
1.Comparison of Target Market
The target market is known as group of customers within the segment of available market
with the objective of capturing huge market share. It is subset of the overall market for the
products and service. This market consist of that customer's exhibiting similar characteristics
such as income, lifestyle ,age etc. The target market is chosen on the judgements of marketing
manager after carrying out marketing research. Red bull targets specific group from the
population to sell its energy drinks. The target customer segment of red bull comprises of busy
individuals who invest their time in performing personal and professional lives and are
mesmerized by extreme sports. The company offers various variants such as energy drink, sugar
free drink, zero calories, cranberry, lime, blueberry drinks and cola flavoured drinks. The
marketing manager target the customers at both international and domestic level between the age
group of 16 to 40 years comprising of bachelors, newly married couples, and sportsperson.
Whereas, the target customers for Lucozade are young adults and teenagers which emphasis on
sport activities like sports and fitness (Al-Azzam 2016). The products offered by Lucozade
Energy are in different flavours such as orange, apple blast, pink lemonade, wild cherry,
Brazilian mango and mandarin. The drinks of Lucozade contains lot of carbohydrates and
sodium which helps body to stay active for the longer period of time. This drink provides
benefits as it leads to increase the energy level of the target customer's.
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2.Marketing Mix of Red Bull and Lucozade
Elements of Marketing Mix Lucozade Red Bull
PRODUCT This is the glucose carbonated
drink. The company frequently
works hard for the new
product development. The
products offered by the
company are lucozade,
lucozade energy, lucozade
sport and lucozade alert. This
drink boost the energy level
for physically active people. It
is available in many flavours
such as original, orange,
lemon, tropical, cherry, and
apple. This product contains
around 40-50 calories in its
different variants. These are
made available to the
customers in the form of
bottles, cans and tablets so that
they are feasible and
accessible (Baker, 2016).
This idea for red bull is similar
to that of Krating Daeng which
is non-carbonated energy
drink. The product mix of Red
Bull comprises of red bull
energy drink which contains
vitamin B, taurine, caffeine,
glucose and sucrose which is
mainly preferred by sports
people, workaholics and
youngsters who party at night.
Another variant is red bull
sugar free which includes
aspartame and acesulfame
rather than sucrose and glucose
which is majorly youngsters.
This drink is available in
market in tall blue-silver can
including two red bulls on the
front face of the bottle. These
product variants are available
worldwide and produced in
different countries as it is very
much popular drink
(Comeforo, 2017).
PRICE The term price refers to the
value of products in monetary
Their are ample number of
competitors for Red Bull
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terms and how the products
perceived by customer's. For
effective pricing strategy their
should be proper
understanding of consumers
psychology as it further helps
to achieve desired results.
Lucozade adopts premium
pricing strategy which is
higher than the average market
but it assist company to build
good image in the market. The
100ml bottle of Lucozade is
offered at £0.78 to the
customers (Fan, Lau and Zhao,
2015).
which are Tzinga, Cloud 9,
Gatorade, Monster and
Rockstar but still it is the
leader in the competitive
market. Red Bull charges
premium price for its products
because of good quality and
dominant position in the
market. Despite all this
customers accept the price
because of brand loyalty.
Buying red bull in bulk is
cheaper than buying a one
single can so, customers prefer
to buy in bulk which in turn
increases sale for the company.
PLACE This element of marketing mix
is concerned with accessibility
of products to the ultimate
consumer. Lucozade has
become very popular across
the world. This product is
available at retail outlets such
as hypermarkets,
supermarkets, shopping malls
and various other outlets. So,
its products are easily
available to the customers. The
managers of Lucozade adopts
efficient distribution system
Red bull has wide distribution
of network which is spread
worldwide. The drinks of red
bull are easily available at
convenient locations such as
retail stores, night clubs, bars,
casinos, supermarket and
convenience stores. Also, to
attract more customer's red
bull is stored in the
refrigerators of Red bull at the
grocery shop or bar (Gilchrist,
2015). Red bull is available at
online stores either in bulk or
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which helps in maintaining the
customers satisfaction with the
brand and its offerings.
single packs to make it easier
for customers to buy the drink
in bulk. The objective behind
selling this drink in night clubs
because it helps the customers
to stay up late and party with
friends.
PROMOTION The promotion techniques and
strategies of Lucozade are very
unique and innovative. The
drinks of Lucozade is
promoted by different use of
advertisements, direct selling
and promotional campaigns
(Lovelock and Patterson,
2015). The advertisements is
also conducted on social media
platforms in order to be more
effective among the
youngsters. Also, for
promotion of the products of
Lucozade famous personalities
play effective role in
promotion of its drinks. On the
other hand, Lucozade sponsors
famous teams and players to
enrich the position in the
market.
Red bull makes huge
investment in millions of
dollars for promotion of their
products and create strong
position in the minds of
customer's. The managers of
Red bull adopts proper mix of
above the line, below the line
and digital media platforms for
promotions and creating
awareness for its offerings in
drinks. Also, adopts content
marketing which helps to
attain great heights and
maintain the customer's
loyalty. Along with this,
different events and
programmes are sponsored by
the marketing managers of Red
Bull (Mohammad, 2015). The
marketing team of Red Bull
publish awesome content and
attracts customer's with the
slogan “ RED BULL GIVES
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YOU WINGS”.
CONCLUSION
From the above report, it has been concluded that marketing mix is very essential tool for
success and growth of every business organisation. It has been analysed that the managers of
both the companies Lucozade and Red bull have applied the 4Ps of marketing mix in effective
and efficient manner (Stead and Hastings, 2018). Implementation of marketing mix has been
done at Lucozade and Red bull as it will assist the managers towards accomplishment of goals,
customer satisfaction, attract and retain more and more customers. On the basis of above
evaluation it has been analysed that there is proper and efficacious application of marketing mix
by the managers of Red Bull. It is best leading energy drink multinational company in almost all
parts of the world. Also, the company is able to attract more and more customers which will lead
to increase in customer's base (Wongleedee, 2015). The marketing mix of Lucozade can be
improved by expanding its market in the whole beverage rather than focusing on only one single
drink market which will boost the market for Lucozade. Whereas, red bull is the dominant and
leading energy drink in the overall market so, now managers of the company must focus on how
to attract customer's and maintain the brand loyalty among the customer's.
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REFERENCES
Books and Journals
Ahmed, S. and Rahman, M., 2015. The effects of marketing mix on consumer satisfaction: A
literature review from Islamic perspective. Turkish Journal of Islamic Economics.2(1).
pp.17-30.
Al-Azzam, A. F. M., 2016. A study of the impact of marketing mix for attracting medical
tourism in Jordan. International Journal of Marketing Studies.8(1). pp.139-149.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Comeforo, K., 2017. Making Sense of Red Bull's Marriage Equality Discourse on
Facebook. Advertising & Society Quarterly.18(2).
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research.2(1).pp.28-32.
Gilchrist, P., 2015. Relationship marketing in the FMCG: the forgotten consumer.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Mohammad, H. I., 2015. 7PS marketing mix and retail bank customer satisfaction in northeast
Nigeria. British journal of marketing studies.3(3). pp.71-88.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Wongleedee, K., 2015. Marketing mix and purchasing behavior for community products at
traditional markets. Procedia-Social and Behavioral Sciences.197. pp.2080-2085.
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