Detailed Marketing Mix Analysis of Redbull and Lv Cozade Energy Drinks

This report provides a comprehensive analysis of the marketing strategies employed by two leading energy drink brands: Redbull and Lv Cozade. It begins with an introduction to the marketing mix, encompassing product, place, price, and promotion. The report defines the target markets for each brand, differentiating their approaches based on consumer demographics and preferences. It then applies Levitt's model to analyze the product characteristics, structure, and technology used by each company. Furthermore, the report investigates the pricing strategies, channel management, and promotional methods adopted by Redbull and Lv Cozade. The analysis includes a comparison of market prices, distribution channels, and communication strategies. The report concludes with a comparative evaluation, highlighting the strengths and weaknesses of each brand's marketing efforts and identifying which brand is more successful. The report leverages research methods such as surveys and interviews to gather data and support its conclusions, emphasizing the importance of marketing in driving company growth and customer satisfaction.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Q.1 Definition of target market and the manner it use in different brands ? ..............................1
Q3. On the basis of research determine the market price of both brands ?.................................3
Q4. Analyse and explain the channel management of product of both brands?..........................3
Q5. Choose the best method of communication to build their respective brands?......................4
REFERENCE...................................................................................................................................5
Books and Journals......................................................................................................................5

EXECUTIVE SUMMARY: The main aim of the report is to done marketing mix to
increase the demand of product and satisfy the customers by fulfilling their demand and need.
Various methods of research is to be perform so that company can easily capture large market
area. Survey, experiment, interview data analysis, observations are some example of research
method. After following all the process both company increase the demand of their product in
the market so it is to be concluded that It is necessary to do marketing by using different modes
to increase sale of product by using different modes of advertising. As it is concluded that
marketing helps in company's growth most.

INTRODUCTION
Marketing mix refers to the combination of four basic elements such as product, place,
price, promotion (Brassington, 2005). It is also known as marketing tools that is used by the
company to promote their brand and to achieve the objectives of marketing in target market. In
this different product line are also used by the company. The two brands that were choose in this
report are Redbull energy and the other one is Lv cozade energy drink. Redbull energy is an
Austrian company incorporated in 1987. It has highest market share in world. It use different
slogan to promote their brand like “Red Bull gives you wings”. They deal in various products
like Redbull sugarfree, Redbull cola, Redebull energy shot, Redbull total zero etc. It sale their
product in 27 member states of europeon union and more than 167 countries around the whole
world. Their market share are around 2.89 billion. Volume of sale is 120.9 million litre in
Redbull energy.The market size grow at 7.20% CAGR. Lv cozade energy drink is a leading
global softdrink company. It has its headquarter in Japan. Their market size is CAGR 6.1% , the
distribution channel used by company are direct selling, off and on trade. The market is in the
US market and their share is around 3.45 billion. Their sales volume is around 124.6 million
litres.
Q.1 Definition of target market and the manner it use in different brands ?
Target Market is an association of person who are interested to buy product and services
of particular company (Lilien, G. L., Rangaswamy, 2013). It divide the market into different
segments and for each part strategies are to be done after doing planning to capture the large
share of market. The product is modified by the company to attract specific part of market.
Various activities such as product conceptualization, requirement of the product, studying about
its target audience etc. are done to create target market. The two brands Redbull energy drink and
Lv cozade energy adopt different methods to promote their product. Redbull energy drink create
the market for the customers ageing between 4 to 15 years for both the gender. As this brand are
made for middle class people as it make available their items at affordable prices. With the help
of different taglines or statements the brand educate large number of customers. This brand is
generally made for school going small childrens. As it help to give energy to children who plays
different sports. Whereas Lv cozade energy develop their target market for the consumer having
age between 15 to 60 years for both male as well as for female. It is made for high class society

because the prices are quiet high so it is not available for normal people. This brand is made for
gym going persons who requires more energy to do exercise. It also beneficial for sports person
to get increase their power of energy.
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Q.2 By using Levitt”s model analyse both the brands ?
Product refers to anything that is offer to public for sale. It may be physical object,
service or an idea (Sherlekar, 2010). As it deals with decision making concerning varieties,
quality, features,packaging, size, brand. Different models are use by organisation to promote
their product. Leavitt Model are also known as diamond model. It applies in every company on
the basis of four main components like People, task, structure and technology. Redbull make
their product in small size rectangular pack or in alluminium cans with orange colour packaging.
For transportation cartoon box are used by the organisation to make their product safe. Where as
Lv cozade energy make medium and large size product having packaging in bottles with blue
colour cover in bottles (Shaw, 2011). They use thin plastic wrap that can be reuse again. Red bull
implement wall to wall production at the place of producing goods. They can transport their
goods by ships and trains. By making emotional touch with consumers they promote their
business. Lv cozade energy operate in high profile leadership role. Redbull trying new and crazy
stunts to increase the brand value. $11.1 B is the brand value of Redbull energy drink. Value of
Lv cozade energy drink is $ 47.2 B. Aakers different dimentions of personality brand are
competence, sincerity, excitement, rudeness and sophistication. Redbull adopt competence
personality whereas Lv cozde energy drink use sincerity as their personality. Structure of Levitt
model are describe as follows.
People: These are workers of the company. By using this approach the skill, knowledge,
productivity and efficiency of employees are look. If the company plan to change the task ,there
is need to train and educate employees so that they become familiar to the new product. Job roles
are also change due to change in the structure. Job responsibilities and duties are also learn by
the employees (Kolassa, 2002). Extensive training are require if the organisation shift to a new
technology so that employees use the new technology efficiently.
Task: If there is change in the manpower, modification in the goals and task are to be
done to get maximum use of their knowledge and skills. The focus must be made on the
qualitative aspects rather than actual goal and task.
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Structure: The model include communication pattern, coordination and relationship
between different level of department, management, employees (Gbadamosi, A., 2013). The way
the responsibility and authority flow in the company.
Technology: It is that component of the company that help the people to perform the
task. LAN lines, computer, barcode readers, equipment and software application are example of
component used as technology. If any modification are made, there is need to change technology
too.
Q3. On the basis of research determine the market price of both brands ?
Price: The term price refers to exchange value of product expressed in terms of money
It is crucial importance to business product (Lovelock, 2001). It is necessary to fix the price in
careful manner. On the basis of three factors prices are determine these are Cost of product,
demand for production, competitors price.
Market price of Redbull energy drink:
Packaging type Minimum price Maximum price
Cartons 100 pound per carton 250 pound/ carton
Lv cozade energy drink marketing price:
Packaging type Minimum price Maximum price
Cartons 300 pound per carton 550 pound/ carton
To fix the price of product various different pricing strategies are followed in the
company. Pricing strategy of Redbull is that of market leaders but it based on price of
competitors (Diamond, 1972). To remain in the top position they charge premium for item and
customers interested to buy their product due to high standard of quality. Lv cozade energy drink
adopts marketing mix strategies as they provide energy drink of different flavours like lemon,
orange, mango etc.
Q4. Analyse and explain the channel management of product of both brands?
Place: It refers to the activity that are involved in transferring ownership to the product and make
the product available at the right time and at appropriate place. Redbull energy sale their product
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in Mexico, US, Canada, Germany, UK, China, India, Japan, Thailand, Brazil and Middle East
and Africa (Richardson, 2000). Lv cozade energy drink sale products in U.K.
Q5. Choose the best method of communication to build their respective brands?
Promotion: The past method of communication used by redbull energy are advertisent
on social media like twitter and facebook, Tie up with big corporate houses. Advertising and
sponsership at the time of cricket tournament such as IPL, World cup. On the other hand Lv
cozade energy drink promote their product by giving chance to their consumer to win gadgets if
they purchase their brand (Jobber, 2012). Offline marketing and T.v advertising are used by the
company to increase their sales after creating a good image in the minds of consumers. Redbull
energy create good position by offering high quality product with different variety of healthy
drinks in the minds of target audience. Lv cozade are in good position but can not affort by
middle class persons. As it is in stable and consistant position in market of U.K.. It provide
healthy energy drinks for sports persons.
CONCLUSION
Simple product mix is used by RedBull as it has launched different flavours to satisfy
customers of different taste. Blueberry, coconut, cranberry, kiwi, tropical fruit are some popular
flavour offer by the company. They make their product more sweeter. As it has many
competitors but they use premium price for their quality. It sale 61 billions cans all over the
world. To promote their items they use digital channel, ATL, BTL etc. as it help to create
awareness. Lv cozade energy drink promote their product through personal selling, sponsership,
sales promotion, advertising, direct marketing, Market skimming and penetration are the pricng
strategy that is adopt by company. Product mix are adopted by this organisation also as it also
offers different varities of energy drink. According to the analysis we conclude that Redbull
energy is the more successful brand. By doing deep analysis and survey in different location
both the brands improve the use of their 4 p's.
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REFERENCE
Books and Journals
Brassington, F. and Petitt, S., 2005. Principles of marketing. London, NY: FT Prentice Hall.
Diamond, J. and Pintel, G., 1972. Principles of marketing. FT Press.
Gbadamosi, A., 2013. Principles of marketing: A value-based approach. Macmillan International
Higher Education.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kolassa, E. M., Perkins, J. G. and Siecker, B. R., 2002. Pharmaceutical marketing: principles,
environment, and practice. CRC Press.
Lilien, G. L., Rangaswamy, A. and De Bruyn, A., 2013. Principles of marketing engineering.
DecisionPro.
Lovelock, C. and Wright, L., 2001. Principles of service marketing and management. Prentice
Hall.
Richardson, P., 2000. Internet marketing: readings and online resources. McGraw-Hill Higher
Education.
Shaw, S., 2011. Airline marketing and management. Ashgate Publishing, Ltd..
Sherlekar, S. A., Prasad, K. N. and Victor, S. S., 2010. Principles of marketing (Vol. 13, No. 2).
Himalaya Publishing House.
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