Analyzing Lucozade and Red Bull Through Marketing Principles

This essay provides a comparative analysis of Lucozade and Red Bull, examining their marketing strategies through the lens of the core principles of marketing, particularly the 4Ps (Product, Price, Place, Promotion). It delves into each company's target market, product offerings, pricing strategies, distribution channels, and promotional activities. The essay highlights how both companies target young consumers, create attractive product designs, employ competitive pricing, utilize various distribution channels, and implement diverse promotional campaigns to build brand awareness and drive sales. Ultimately, the essay concludes that adhering to marketing principles is crucial for organizational growth and profitability.

PRINCIPLES OF MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TARGET MARKET-.............................................................................................................1
PRODUCT- ..........................................................................................................................2
PRICE- ..................................................................................................................................3
PLACE- .................................................................................................................................3
PROMOTION- ......................................................................................................................3
CONCLUSION ...............................................................................................................................4
REFERENCE...................................................................................................................................5

INTRODUCTION
Principle of marketing defined as a agreed upon marketing ideas companies use for an
effective marketing tactics. They have principles which are build product promotion strategies.
The companies use the marketing principles as a effective promotion of either goods and
services. There are various companies which may follow the 4Ps of marketing. The 4Ps termed
as product, place, price and promotion in marketing. Some of them are refer this as a marketing
matrix. Whereas marketing is defined as the activity, set of action that have for customer, client,
partners and many more. The set of four activities are stated creativity which defined the process
of combining with supplier and customer to create that have value. Communicating which
implies that describing offers as well as learning from customer. Delivering stand providing to
the customer in way to optimizes the value of the firm. And, exchanging means original value for
those offering. There are many way to viewing the elements of marketing, the traditional way is
4Ps (Agu, A.G., 2018).
As per this, Two organisation one is Lucozade energy which is soft drink manufacturing
industry and other one is Red bull which is also a soft drink company in which a brief analysis is
taken through the principles of marketing. What type of strategies are followed by both the
organisation to gain maximum profit.
MAIN BODY
TARGET MARKET-
Lucozade is one of the most quality based soft drink manufacturing company which deals
with soft drink from far many of years. The selected firm have their own marketing principles
which helps to promote the product and generate the maximum profit to company. In which the
target market is responsible for this, it stated which category of people is selected for the product.
The age, gender and class of living is matter when it comes to target market. The organisation
target young men aged between 16 to 30, company is brand bids its audience beyond the sports
performance market. Because of this the huge budget has been dedicated to make and outdoor
presence because, while the target audience is characterised by its high level of TV ads and for
those who is highly available in mobiles. While the Redbull follow the same strategies to make
the market, the firm directly targeted young urban male that live on the edge or aspire to do.
Company target those who passionate towards the extreme sports and challenging recreational
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activities. The young are always ready to explore new product which flies them to make connect
wit their passion so Redbull and Lucozade follow he strategies to focus in young. They full on
joy and passion and the both organisation clutch the prospect of young and with their ads they
promote the believe that the firm is also support the passion and product gives a start to do so
(Susanti, S. and Gunawan, W., 2019).
PRODUCT-
The product is major thing for a company. The product must have special factor to
influence the customer to buy or create a good structure to built the attraction form the customer
side. The firm have their own chance of output to create the new design to make the market close
for the product and changing in flavours also attract the customer to buy their own flavours, as
per the above context the Lucozade and Red bull targeting the young audience and they need to
prepare their product shape which make the consumer as a sporty look and cool to make them
buy and aspire to drink for a reason. The attraction must implies by the colour and shape of the
product, the product target young, then they must go in the way to cool colour and shape to
create a attraction within the target audience. Redbull follow the same strategies for product they
create the product in different flavours to target the customer (Farris and et. al., 2016).
Lucozade Redbull
Lucozade Original.
Lucozade Orange.
Lucozade Pink Lemonade
Lucozade Caribbean Crush
Lucozade The Brazilian
Lucozade Wild Cherry
Lucozade Apple Blast
Lucozade Pineapple Punch
The Red Bull Red Edition
The Red Bull Pear Edition
The Red Bull Peach Edition
The Red Bull Coconut Edition
The Red Bull Blue Edition
The Red Bull Green Edition
The Red Bull Orange Edition
These are the product of both the organisation which have different form and edition to
make young inspired to take the soft drink.
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PRICE-
The pricing strategies defined the quality of product in which the a company have
number of product with different pricing. Every product have their own quality and specification
so companies follow number of price for their different product. The both organisation have
number of product and they follow the competitive pricing. In which they lower the cost for
some product and higher the cost of some product. Lucozade started with base price in market
and after creating a huge consumer they changed the pricing strategies, as with new product a
new price is tagged. Red bull also goes through this agenda, they have different price for the
product, they launched product with higher cost after a time while they reduce the cost
(Gardiner, S. and Scott, N., 2018).
PLACE-
Place is the most abundant factor because it create a set of action like where all these
product are available or a define place where the product is available. So market is the place
where all product are ready to take. So they have fixed store, shop and other in which the desired
product is available. The Lucozade and Red bull have their own channels of distribution, they
have fixed supplier and retailer who take the product and sells out. So red bull started with urban
and now due to supplier and distribution channel they reached in rural area and create their own
shop. Lucozade have right now don't have enough customer as compare to red bull, Lucozade
have fixed number of shops and store in which they supplied out. They have limited number of
reach in different regions but Red bull expand their reach with the production (Clapp and et. al.,
2019).
PROMOTION-
Promotion is called the set of activities in which the companies promote their product in
market by many tools like advertisement, TV ads, poster, heading, and discount vouchers. The
promotional tools just helps to create a brand awareness and product sale output due to price off
and discount. This formulate a strategies to make everyone believe about the product that its a
higher costed but due to occasion and some reason company decided to sells their product in
lower cost range. As per the context, Lucozade promote their product in many various way
which range form the use of advertisement, they used promotional campaigns and direct selling.
The other approach are advertisement through the mass media such as TV ads, newspaper, and
magazines. Red bull also follow some kind of strategies like they started with the tag line, “ red
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bull gives you wings”. In which they focuses on the idea that their product provide people to
wings or energy that they need to do whatever they want do. So both the organisation with their
innovative try to gather the market and collect more customer for the product (Stocchi, L. and
Fuller, R., 2017).
CONCLUSION
As per the above, the principle of marketing is essential for the growth of the company.
The major concern of the principles is to create a strategies for the organisation to built the
profitable margins by producing and promoting the sale of the product. The company follow the
marketing tools to get the proper advantage in the growth of the organisation. The principle of
marketing defines how the place promotion price and product is basic element to run the
company and these four are the major component to drive the organisation. The basic principles
of marketing are applied in Lucozade and red bull company which directly proportional to the
profit and they fixed their strategies with situation, further the growth of the company is
examined and comparison is performed.
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REFERENCE
Books and journals
Agu, A.G., 2018. Quality of Marketing Education and the Performance of Marketing Graduates
in Nigeria. Journal of Economics and Management Sciences, 1(1), pp.p237-p237.
Susanti, S. and Gunawan, W., 2019. Integrated Marketing Communication Using Social Media
in Promoting Embroidery Craft of Tasikmalaya. International Journal of Psychosocial
Rehabilitation, 23(2).
Farris and et. al., 2016. Red Bull (a). Red Bull (a)(April 14, 2016). Darden Case No. UVA-M-
0663.
Gardiner, S. and Scott, N., 2018. Destination Innovation Matrix: A framework for new tourism
experience and market development. Journal of Destination Marketing & Management,
10, pp.122-131.
Clapp and et. al., 2019. The top five selling UK energy drinks: implications for dental and
general health. British dental journal, 226(7), pp.493-497.
Stocchi, L. and Fuller, R., 2017. A comparison of brand equity strength across consumer
segments and markets. Journal of Product & Brand Management.
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