Comparative Analysis of 4Ps: Red Bull and Lucozade Energy Drinks

This report provides a comprehensive analysis of the marketing strategies employed by Red Bull and Lucozade, focusing on the effectiveness of their marketing mix. It begins with an introduction to the concept of the marketing mix and its application. The report then delves into a comparative analysis of Red Bull and Lucozade, examining the application of the 4Ps (product, price, place, and promotion) for each brand. It also explores the STP (Segmentation, Targeting, and Positioning) strategies of both companies, highlighting how they identify and cater to their target markets. The analysis includes an evaluation of product offerings, pricing strategies, distribution channels, and promotional activities. The report concludes with a summary of the findings, assessing the relative strengths and weaknesses of each brand's marketing approach and drawing conclusions about the overall effectiveness of their strategies in the competitive energy drink market. The report also includes references to support the analysis.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Effectiveness of marketing mix in the company.........................................................................3
STP (Segmentation, targeting and positioning)...........................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................1

·INTRODUCTION
Marketing mix is the process through which the seller use to find the current demand of
certain commodity, services. Lucozade is a manufacturer of soft drink, produce single variety of
product help in enhance performance. Red bull having maximum share in there market. The
ingerdients improve the energy. this report will evaluate the target market and 4ps of market
mix.
l壱Effectiveness of marketing mix in the company
The role of selection of target market is stressed every company board members because
they have to maintain there good and service not able to attractive due to deviation among the
organisation at different levels it lead to requirement of dividing the customers to there public
wants.
Red bull has there market in north Asia that show the people aged around 16-30 who live
an active manner to live the life so there Red bull has reach there target market and by this the
revenue and the profit of the company has increase rapidly. Red bull has attract the customer of
whole the Asia with the good performance in the target market.
Lucozade energy have create the target market to great Britain. They use to serve whole
the UK. There use to produce only single variety of product to focus there target market by this
target market they achieve a good share in the market, there brand effort to take in the customers
on the far side of the athletics performance. They also serve the hospitalised seek customer who
can not eat normally, can recover fastly (Lilien, Rangaswamy and De Bruyn, 2017).
The four Ps of marketing mix
Product the product can be any things which is offered in the selective market and have the
ability to full fill the need of the buyer. Same as other beverage organisation Red bull has kept
there product mix utmost simple so, now the company has lunched different flavours of the
general taste variate that can satisfy the consumer want and the taste. The packaging of the
product of Red bull is very plan and different from other in the market. The shape is normal as
other and mostly copied from the shape of others, they have focus on size of the product. The
Red bull provide an expected and potential product in the market as the levitt's model.
Whereas the Lucozade energy produce products focusing on the colour of the product
they inspect the preference of the customer and the colour they want commonly. The company

dimension are both tangible and intangible. Lucozade check the safety of consumption. Work
hard on there fresh products colour, shape and method of packaging.
Price is the value of the good and the service get by the different calculation, researches and the
brand risky taking inability. The price are fixed in respect of buyer and the rivals in the market.
Organisations follow Different strategy are:
Premium pricing : Red bull use the strategy of price to stand apart in the market from the
competitors. These type of strategy are good where a powerful rival benefit exist for the
organisation. By following this strategy the Red bull have less rival of there price segment and
they cover large market.
Skimming pricing : Lucozade energy use this pricing strategy in this mostly company charge a
high price of the product till the time when the rival products price dropped. This method focus
on the profit that the company is gaining with the high price in the market. For ex., if the price
of rival product will drop after sometime then the buyer change there preference.
Place this is very fast and dynamic field of marketing. Red bull is having the store in almost 170
nations and more, they have supply about 60-61 billion products in the year of 2017-2018. the
less efforts any maximum sell makes the Red bull so success. There product is store in cool
place attract the buyers to buy them they are available in whole world online it make the selling
easy in bulk.
Lucozade energy place is providing there customers there access, the company manage to
sell there product in mostly in whole globe in every store as well as online. The use to
check there channel of distribution. They covers a large variety of interesting product that can
attract the buyer well (Bonaparte, 2019).
Promotion refers to the elements that used in communicate with the market like advertisement,
PR, direct-indirect marketing and sales promotion. Red bull company invest millions of money
every year on promotion techniques so, that the customer get recall all the product of the Red
bull and motivate to buy the product. Red bull using the specific combination of ATL and BTL
to aware the existing buyer and new buyers of the organisation, Red bull generally use story
telling in there advertisement and there slogan is “Red bull gives you wings” motivate the youth
to buyer more of the products the company have three important and planned target that will
attract the customer :

Sponsoring : Red bull have prove there marketing skills with taking their commodity and relate
to thing which buyer likes by the way of sponsoring (Eastman, 2017).
Publishing calm : the content of Red bull company is create is on common stage from the
audience to consume that.
Lucozade energy generally use different method of promoting there product in the
market mainly the preference is :
Bill board advertisement : this way of promotion and advertisement saves the money as
compared to other advertisement techniques. This technique of promotion is good to build the
Lucozade company recognition in market. Lucozade use to lunch different fresh product now a
day so, these advertisement is good in promoting the new arrivals also. By this advertisement
lucozade is getting there customers well. Extremely bright to catch the audience eye. The
existing customers have to drive by past your bill board ad on daily change they have to name of
product which they want to grab.
TV advertisement : lucozade energy is soft drink brand had disclose the different phase of plan
to serve the country, with the help of TV advertisement highlight and establish the doctrine in
the work. Lucozade build immediate faith in customer and audience mind for there product.
This advertisement is make with the view that audience watch TV very much so the product can
be seen by lot of audience in the market. The TV advertising let Lucozade to broadcast in
different opinions. TV also help to build a personality that matches the brand text (Palmatier and
Crecelius, 2019).
l壱STP (Segmentation, targeting and positioning)
This is great point in the education and application of marketing mix. STP is used in every
successful organisation without this the company can not efficiently compete in the market
against the rivals. This process include segmentation first than time to target a particular market
than turn to implementation of the positioning (Tontu?, 2018).
Red bull use to state specific people are reference in respect to sell there energy drinks
through segments these include divisional people in the group. In the process of segmentation
the people are further divided into sub division. The Red bull use mono- segmentation position
type in this type Red bull appeal to needs and want of customer segment.
Lucozade energy is using the segmentation,targeting and positioning. STP help the
Lucozade to do there work efficiently with any wastage of resources and by these they standout

in the compitition STP Lucozade have to choice the market they consider and the segmentation
of that market
Models of segmentation,training and positioning
There are two models to understand the process of STP
Introductory model : in this approach they explain normally the STP (segmentation, training
and positioning). Red bull and lucozade companies use this model in there work to do effectively
without wastage of resources (Porral and Stanton, 2017).
Basic model : this approach is good start-up to understand the process, this include various lots
of small steps to follow by which the company can understand the method very clearly the
whole process of segmentation, training the people and positioning in effective controls. Red
bull and lucozade use this model to enhance there way of controlling the organisation in
effectively as well as efficient manner.
·CONCLUSION
With the help of above report this has been concluded that marketing mix is the way by which
the producer get to know the present demand of any commodity or services. Red bull has applied
the target market and 4Ps in very effective manner to increase the profit. Lucozade has a
favourable target market and there marketing mix in a way that there sell is maximum and
efficiency in there work. Red bull and lucozade use the marketing mix to enhance there business
and gain maximum profit with limited resources, Red bull has most successful in using the 4Ps
of marketing mix. Red bull has improve there uses of 4Ps by experience. Lucozade has improve
there 4Ps with implementation of right techniques in marketing.

·REFERENCES
Books and journals
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles
of marketing course. Journal of Global Scholars of Marketing Science. 29(1). pp.7-14.
Eastman, M.L., 2017. The Brand Project: Reinvention of a Principles of Marketing Course for
the Digital Age. Journal of Higher Education Theory and Practice. 17(6).
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering and
Analytics. DecisionPro.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review. 9(1-2). pp.5-26.
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
Tontu?, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing
of health services. Journal of Multidisciplinary Academic Tourism. 3(1). pp.67-88.

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