Marketing Mix: A Comparative Analysis of Lucozade Energy and Red Bull

This report provides a detailed analysis of the marketing mix strategies employed by Lucozade Energy and Red Bull. It begins with an introduction to marketing principles and the four Ps (product, price, place, and promotion). The main body of the report differentiates the marketing mix of the two companies, examining their target markets based on Mintel reports, product designs using Levitt's Model, pricing strategies, distribution channels, and promotional activities. The report compares the product offerings, pricing approaches (penetration pricing), and distribution methods of Lucozade and Red Bull. It also explores their brand personalities using Aaker's Brand Personality model, which includes sincerity, excitement, competence, and sophistication. The report concludes by summarizing the key findings and emphasizes the importance of marketing principles for business success, highlighting the differences in how each company approaches its marketing efforts to reach its specific target audience.

Principle
of
Marketing

Executive Summary
This report is provides the interpretation and different analysis of marketing factors on
the basis Four Ps of marketing mix and profitability. By considering secondary analysis in
which required data is collected and interpreted from acknowledged sources. Overall findings are
analysed reflect that following in marketing mix there are some advantages optimised for
company as it support to comparison between their product with other competitive brand.
Through the comparison process can provide errors that can be improved for attaining growth,
Factor of disadvantage is about to product reliability related it must be stronger from different
brand. As in this report would be summarised that marketing principles is necessity for business
as in order to fulfil the need of marketplace.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Differentiate in detail about the marketing mix on the basis of selective company. ................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the framework of selling, distributing, advertising, production of products
and services (Camilleri., 2018). The objective of marketing is to creating awareness about brand
to customer as well as market. Principle of marketing is assorted by leader to build the business
strategies to accomplish competitive advantages through four P's product, price, place and
promotion.
In this report two organisation is selected taken Lucozade Energy as it is Japanese based
company manufacturer and it was acquired by the British pharmaceutical venture (Chernev.,
2019). In other hand, Red Bull based on Austrian company within highest market share of
energy drink within 7.5 billion can sold in a year 2019. In this report the first phase is covered
the marketing mix to explain with Four Ps.
MAIN BODY.
Differentiate in detail about the marketing mix on the basis of selective company.
The term marketing mix is refers about collective actions or tactics of company which
utilises for promoting brand or product in market (Detela and Lodge., 2019). To further explains
about the concept is through four Ps which is product, price, place and promotion. Apart from it,
marketing mix is uses to pursue for attaining marketing objectives in target market. The
explantation of four Ps are given below: Product: This refers about the company representation of their brand. Price: To reflect the value of particular product. Place: It provide the information related for product distribution in different places.
 Promotion: For select the medium for promoting and creating awareness about the
product.
Target market: A Target market defines about the group of customers within the business's
related services which available market in which business usually aims its marketing efforts and
resources. A target market is a subset of overall market for product and services (Fine and Rush.,
2018). Similarly, by selecting two companies Lucozade Energy and Red Bull which would
describes about their nature of product and behaviour in terms of targeted customers. To further
explantation that there is assortment to describes of target market through Mintel report.
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Mintel Report: According to this report it provides the analysation of various consumer market
and industry related, For example: Lucozade Energy and Red Bull company are both beverages
venture where they commonly provides soft drinks. There is proper comparison between
Lucozade Energy and Red Bull target market in given below:
Target Market Lucozade Energy Red Bull
Customer Lucozade Energy company has
targeted their customers like
youngsters and adult of age between
15-30 group. Even though this drink
is usually used by sports person.
The company Red Bull as they
determine their target customer of
age between 18-35 above it because
they provides hard drinks which is
highly involvement of anti
oxidination.
Income basis As per price of Lucozade Energy
product drinks is moderate range in
which it easily affordable by middle
class people.
The formation of price of Red bull
drinks product is quite expensive
through which it utilise through high
income based customers (Homburg,
Theel and Hohenberg, 2020).
Medium of
Promotion
The way of promoting a products of
Lucozade Energy to promotes through
digital platform such as television,
radio and newspapers.
For Red Bull promotion manner is
online and digital marketing through
connect with more networking
services.
Product: By the supporting of Levitt Model it would comprise overall shape, packaging, colour
scheme of Lucozade Energy and Red Bull company.
Actual Product:
Levitt's Model Lucozade Energy Red Bull
Design The product of Lucozade Energy
soft drinks bottles are simply
designed with brand name.
To make bulls design as well as red
and blue colour incurred in Red
Bull drink Cans.
Packaging They prefer plastic bottles as well By implement of packaging is
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as packaging they implement with
their own label rappers along with
the authorisation of company
label.
perfectly protected the brand which
is forms by their experienced
manufacturer.
Quality level The manufacturer ensure that they
inputs of the raw material must be
safe and authentic (Hua, 2019).
And there is no extra chemical
involved.
The quality of Red Bull is been
success through the endorsement as
it is an innovative through first kind
of fear to break down the other
brand
The functional level of both brands as it quite different where Lucozade Energy produce
their soft drinks bottles by procuring raw material from suppliers and after production they sent
their product to laboratory for final evaluation. Similarly, for Red Bull their manufacturer
focuses towards the high level of anti oxidation flavour which involves in Cans of Red Bulls
because they only manufacture this kind of high energy drinks to target youth customers
(Kapferer and Valette-Florence., 2018). The brand value of Lucozade Energy is derives that the
soft drinks would provide natural energy to people and Red Bull brand value portray the thrill
and more energy generates.
By using of Aaker's Brand Personality for Lucozade Energy and Red Bull are:
 Sincerity: The sincerity of brand value Lucozade Energy and Red Bull are genuine and
loyal service driven towards their customer.
 Excitement: It defines level of excitement is higher of Red bull which is more than
Lucozade Energy in terms of thrill and uniqueness (Kotabe and Helsen., 2020). As
Lucozade Energy soft drinks as simple in nature and less enthusiastic among people.
 Competence: The Red Bull Cans Drinks are more influence and high competitor of
Lucozade Energy soft Drinks as in context of more reliable, confident and having long
term stability in the competitive market.
 Sophistication: The personality of brand means the luxurious and glamorous in which
Red Bull brand has ability to overtakes the market attention in terms of pricing, taste and
production. As Lucozade Energy products are less promoted as well as not much in
demanded.
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Price:
As many companies uses their own pricing strategies which helps to assort for selling the
product in the marketplace where they can attain profits from them. There is comparison
between of Lucozade Energy and Red Bull of their pricing strategy:
Basic Lucozade Energy Red Bull
Pricing strategy This company has adopted the
Penetration pricing strategy to sell
their product.
Red Bull having their fixed of
Premium pricing strategy to
deliver their brands to the
customer.
Conclusion Lucozade Energy allows Penetration
pricing strategy is for providing the
soft drinks to customer in affordable
price where other competitors are
implies more high price (Mikheev and
et. al., 2019).
There is reason that Red Bull is
deliver their drinks product to
market as well as customer in
high price because their target
customer are those who have
high income (Olkhovska. and
Malyi., 2018). In fact, the quality
of Red Bull enhance optimum
trait quality.
Place: The product distribution of Lucozade Energy opted to available the products in super
marts, near stores as well as online platform. In Japanese market, there is a huge demand of
Lucozade Energy softy drinks and the manufacturer their only consideration that customer could
easily purchase.
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For Red Bull product distribution their marketing team approach have opted for super
mart to easily connect with the customer. As the Red Bull is considered for premium type where
the objective is to approach product to more customer.
Promotion: As per the previous brand promotion of Lucozade Energy opts for news paper and
Street holding banner for promoting their product in market. But after few decades, marketing
team of Lucozade Energy utilise the medium of communication to promote their product in
digital platform such Television and digital Banner (Stubb., Nyström and Colliander., 2019). By
approach some high influencer personality who endorse the product effectively.
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Illustratio
n 1: Lucozade Energy Drinks in Mall, 2018.
Source: Lucozade Energy Drinks in Mall, 2018.
Illu
stration 2: Red Bull Shelved Rack, 2019
Source: Red Bull Shelved Rack, 2019.

Red Bull marketing promotional team were used radio communication medium to
promote their products after some demand company has started to advertise product in
Television and Social Media platform such as You Tube, Instagram and Twitter.
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CONCLUSION
From above report of principle of marketing is come to conclude that there is
explantation of different stages of marketing mix by selecting two companies from similar
industry. By describing of target market in terms of each company perspective such nature of
product, behaviour of customer, design and other specification has mentioned by using Mintel
Report. The consideration of Four Ps marketing mix derives about product, price, place and
promotion with detailed explantation involves on the basis of company. Apart from it, there is
some models framework is highlight such as Levitt's model which elaborates design, income and
other factors which related to the product formation. Aaker's Brand Personality model is explains
about overall product's style, durability, quality, perception and capable enough to compete with
other brands.
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REFERENCES
Books and Journals
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Chernev, A., 2019. Strategic Marketing Management-The Framework. Cerebellum Press.
Detela, G. and Lodge, A., 2019. EU regulatory pathways for ATMPs: standard, accelerated and
adaptive pathways to marketing authorisation. Molecular Therapy-Methods & Clinical
Development. 13. pp.205-232.
Fine, C. and Rush, E., 2018. “Why does all the girls have to buy pink stuff?” The ethics and
science of the gendered toy marketing debate. Journal of Business Ethics. 149(4).
pp.769-784.
Homburg, C., Theel, M. and Hohenberg, S., 2020. Marketing Excellence: Nature, Measurement,
and Investor Valuations. Journal of Marketing. p.0022242920925517.
Hua, H., 2019. Mobile marketing management: Case studies from successful practices. CRC
Press.
Kapferer, J.N. and Valette-Florence, P., 2018. The impact of brand penetration and awareness on
luxury brand desirability:: A cross country analysis of the relevance of the rarity
principle. Journal of Business Research. 83. pp.38-50.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Mikheev and et. al., 2019. Economic and marketing adaptation of business processes in the
modern Russian real estate market. Revista inclusiones. 6(S2-5). pp.119-124.
Olkhovska, A.B. and Malyi, V.V., 2018. The scientific and theoretical substantiation for
directions of the marketing communication activity development of the pharmaceutical
market subjects in the context of the concept of the social and ethical promotion. Social
Pharmacy in Health Care. 4(4). pp.66-75.
Stubb, C., Nyström, A.G. and Colliander, J., 2019. Influencer marketing. Journal of
Communication Management.
Thorpe, A.S. and Roper, S., 2019. The ethics of gamification in a marketing context. Journal of
business ethics. 155(2). pp.597-609.
Online
DIMENSIONS OF BRAND PERSONALITY. 2019 [Online] Available Through:
<https://nativesgroup.com/marketing/explaining-the-five-dimensions-of-brand-personality/>./
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