MG412: Evaluating the 4Ps Marketing Mix of Lucozade & Red Bull

This report provides a comparative analysis of the marketing mix (4Ps) employed by Lucozade Energy and Red Bull, two prominent energy drink brands. It examines their target markets, highlighting the focus on young adults, athletes, and active individuals. The report delves into each element of the marketing mix: product (varied flavors and product lines), price (premium vs. cost-effective strategies), place (distribution channels and availability), and promotion (advertising campaigns and sponsorships). The analysis reveals Red Bull's global presence and extensive marketing investments, contrasted with Lucozade's regional focus and diverse product portfolio. The conclusion summarizes the competitive landscape and offers recommendations for both brands to enhance their market positions. Desklib provides access to similar assignments and resources for students.

Running Head: Lucozade Enerrgy/ Red Bull 0
Lucozade Energy/ Red Bull

Lucozade Enerrgy/ Red Bull 1
Executive summary
The main aim of the report is to enable the reader to get to know the target market of Red Bull and
Lucozade. The report is divided into section so that it will become easy for the reader to better
understand the concepts. Red Bull as well Lucozade are the energy drinks that are made for the
specific customers. These are mainly for boosting the energy of people when they are gyming, doing
exercise. The marketing mix in the task has included the Product, Price, Place and Promotion. It has
also included the conclusion and recommendation.

Lucozade Enerrgy/ Red Bull 2
Contents
Introduction...........................................................................................................................................4
Marketing mix of Lucozade Energy/ Red Bull........................................................................................5
Conclusion and Recommendations.......................................................................................................7

Lucozade Enerrgy/ Red Bull 3
Introduction
Red Bull is an Australian company of energy drink created in 1987. It solds the 6.302 billion cans all
over the world in 2017. At the end of year 2017, it employed around 11,886 people over the 171
countries of the world. As compare to the year 2016, employment level has increased. It has created
tagline “Red Bull gives you wings” is helping the company in increasing its customer base all over the
world (Red Bull, 2017). In spite of focusing on traditional approach of marketing, it has generated
the awareness. On the other hand, Lucozade is manufactured by the Suntory, a Japanese company.”
It was created as Glucozade in UK in the year 1927. In recent time, Lucozade is planning for its
largest product launch. Through this launch, it will shake the “bottled water industry” by targeting
the fitness-addicted people (Roderick, 2017). However, in the recent year, Lucozade has lost the title
of biggest energy drinks of Britain. In the report, discussion is carries on the marketing mix and
target market of Red Bull and Lucozade.

Lucozade Enerrgy/ Red Bull 4
Target market of Lucozade Energy and Red Bull
Lucozade energy drink is a brand that is engrossed and has great market presence. Through its
product, it has targeted the young men between the age of 18 and 30. The brand has attempted the
wider audience besides the sports market such as manual workers that consumes the Lucozade as
the soft drink rather than taking it as sport energy drink. This is also the focus of its strategy. It has
also targeted the university student by contacting with various universities. Due to this target
market, it has budgeted the £2.2 million out of £5.5 million budget for the outdoor presence (Akgun,
Keskin, Ayar, and Etlioglu, 2017). It has done this because target audience is highly mobile addicted
as well as TV viewing. Mostly it has targeted the sports person, athletes or gym lovers who need
such type of drinks to gain some energy. The schedule on TV has programmed for the 16 to 34 year
audiences. Therefore, its main target is to boost the energy of younger generation people in order to
achieve their daily goals by taking energy drink.
As compare to Lucozade Energy, Red Bull has targeted the people between the age of 16 and 30
years. These contain the major customer base of the company. Besides this, it has also targeted the
middle age and elder people by serving zero calorie drink (Roderick, 2017). Therefore, it has mainly
targeted the male but females are also targeted. Usually those people afford the band that has good
disposable income. Overall, working professions, students, athletes, and sports persons are targeted.
Based on lifestyle segmentation, it targeted the working class people, business class, and students.
In terms of personality and occasion, it targeted those who are open to experiences and can use the
product regularly as well as on special occasion (Lin, Swarna and Bruning, 2017). hrough its tagline, it
is clear that it wanted to give the wings to customer by using its energy drink. In various countries
and parts of the world, it serves its product. Red Bull is one of the biggest energy drink seller in the
world by its existence in 171 countries. For targeting all these, it uses various promotional strategies
by taking sponsorship of inspired personalities, music events, and sports person with the high media
coverage. Among all the strategies, marketing strategy is its core strategy
Marketing mix of Lucozade Energy/ Red Bull
1. Product- Being the market leader, Red Bull has kept its product mix too simple. In order to
bring some changes, it has added various flavours that suit the varied customers taste and
needs. In this way, it has adopted the product mix strategy. As per Levitt’s model, it has four
steps. The flavours of Red Bull are Coconut, Blueberry, Tropical fruits, Cranberry and Kiwi. In

Lucozade Enerrgy/ Red Bull 5
today’s time, sugar free drinks are continuously becoming the need of customers (Richter,
2013). Therefore, to meet their needs, it also comes up with sugar free drinks. Besides this, it
also has drink mixers by adding the non-alcoholic ingredients in cocktails and mixed drinks.
As compare to Red Bull, Lucozade Energy has four product lines including Lucozade energy,
Lucozade Alert, Lucozade, and Lucozade sport. It was launched to give the energy boost to
the people. As per Levitt’s model, it has six flavours of Apple, Orange, Lemon, Original,
Tropical, and Cherry. It is specially designed for gym goers and exercisers. All the product
line of Lucozade Energy serves the different purpose. As Lucozade Alert is made to sharpen
the metal level of people and it is of low calorie. Lucozade Sport was designed to meet the
needs of football player, athletes, as well as sports lover.
2. Price- Red Bull has various competitors like Tzinga, Rockstar, Cloud 9, Monster, Gatorade,
and KS. By giving its best service, it is market leader. Due to its dominant position in market
and high quality, it charges premium prices for many of its products (Fairchild, Broughton
and Morgan, 2017). East access to customers, high quality and massive awareness of brand,
it charges premium price for its products. Even though it charges premium prices for its
products, customers are ready to pay for them. Due to loyalty also, customers are willing to
pay higher prices for its products. As compare to Red Bull, Lucozade Energy also gained the
various experience about reducing the cost of its products. Therefore, it has adopted the low
cost pricing strategy as compare to Red Bull. However, the prices of Lucozade Energy are
somewhat high as compare to market average. It has helped the brand in getting high
quality image. It has also faced many disadvantages after the global recession due to its
pricing strategy. At this time, many customers went for getting cheaper products due to the
diminishing purchasing power. When the growth of economy continues to recover, it has
also restored the growth patterns.
3. Place- Red Bull is serving it products in various parts of the country. It has market presence
over 171 countries. From a report, it is founded that Red Bull is able to sell about 60 billion
cans by the year 2018 (Red Bull, 2017). Due to its easy availability in nightclubs,
supermarkets and grocery stores, it is successful going in the market. In addition, Red Bull
has special refrigerators that attracts the customer to buy its energy drinks when they go in
bar as well as grocery. It products also available online where customers can buy its product
in single piece or in bulk. As compare to Red Bull, Lucozade Energy started from UK has over
15 countries approach. It is getting recognized as household name in various parts of the
world. To ensure the supply on time, it has active team to serve its products in
hypermarkets, shopping malls, supermarkets and other outlets. It has also link with several

Lucozade Enerrgy/ Red Bull 6
universities to stock its product in their canteens. In this way, customers are not required to
go extra miles in order to consume its product. Besides this, Lucozade Energy also has
effective distribution system that helps in satisfying its customers for its brand.
4. Promotion- In order to promote its products, Red Bull spends huge amount of money. For
creating it top most brands in the mind of customers, it spends millions of dollars. Foe this, it
uses mix of BTl, ATl as well as digital channels for crating the awareness among customers all
over the world. The Red Bull that helps it in communicating with customers successfully
cracked the art of storytelling (Lin, Swarna and Bruning, 2017). The marketing campaign of
Red Channel with tagline “Red Bull gives you Wings” helps it in successfully getting into the
mind of customers. It has given the best example how a better content marketing can help
to achieve the greater heights. In comparison with Red Bull, Lucozade uses various
components of marketing process. It believes that market needs to be firstly aware its
product. For ensuring this, it promotes its product through promotional campaigns,
advertisements, and direct selling. All the advertisement is done through newspapers,
televisions, and magazines (Mullin, 2018). It also do the advertisement on social media sites
in order to target the younger generation.an initiative taken by Spotify and Lucozade is best
example of this that is popular among the youth.

Lucozade Enerrgy/ Red Bull 7
Conclusion and Recommendations
In the limelight of above discussion, it can be concluded that Red Bull is one of the biggest energy
Drink Company all over the world. In recent time, both the companies are growing well due to
increasing fitness concern of people. In terms of Red Bull, Lucozade is serving its products in the
fewer countries. Therefore, it is recommended to Lucozade to increase its market base by initiating
its several strategies. Besides this, Red Bull has grown well in the year 2017. Therefore, it can also
adopt add various products in its product line for gaining more competitive advantage for its
products.

Lucozade Enerrgy/ Red Bull 8
Appendices
(Richter, 2013).

Lucozade Enerrgy/ Red Bull 9
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Fairchild, R.M., Broughton, D. and Morgan, M.Z. (2017) Knowledge of and attitudes to sports drinks of
adolescents living in South Wales, UK. British dental journal, 222(12), p.931.
Lin, H.C., Swarna, H. and Bruning, P.F. (2017) Taking a global view on brand post popularity: Six
social media brand post practices for global markets. Business Horizons, 60(5), pp.621-633.
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social media brand post practices for global markets. Business Horizons, 60(5), pp.621-633.
Mullin, R. (2018) Promotional marketing. United Kingdom: Routledge.
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Red Bull. (2017) Wings when you need them. [online] Available from: [accessed 5/12/18].
Richter, F. (2013) Red Bull is the No. 1 Brand on YouTube. [online] Available from: [accessed
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Roderick, L. (2017) Lucozade plots biggest ever product launch as it enters water market. [online]
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