This report provides a comparative analysis of the marketing strategies employed by Lucozade Energy and Red Bull, two prominent energy drink companies. It examines their target markets, product differentiation, pricing strategies, distribution channels, and promotional activities using the marketing mix framework (4Ps). The report highlights the segmentation, targeting, and positioning (STP) strategies of both brands, noting Red Bull's focus on sports enthusiasts and Lucozade's broader appeal. It also assesses the product mix, pricing approaches, and promotional tactics, concluding that both companies should enhance their promotional efforts to attract and retain customers effectively. The analysis utilizes models like Aaker's Brand Personality to understand brand perception and Levitt's model to assess market coverage, offering insights into the competitive landscape and strategic recommendations for both Lucozade and Red Bull to maintain and expand their market presence.