Comparative Marketing Mix Analysis of Red Bull and Lucozade Drinks

This report provides a comprehensive comparison of the marketing mix strategies employed by Red Bull and Lucozade, two prominent brands in the energy drink market. The analysis delves into each element of the marketing mix, including product, price, place (distribution), and promotion. The product section examines the different flavors and product variations offered by both brands, as well as the ingredients and target audience. The pricing strategies of Red Bull (premium pricing) and Lucozade (competitive pricing) are compared, considering factors like brand value and market conditions. The report also explores the distribution channels used by each brand, highlighting their global reach and accessibility through various retail outlets and online platforms. Furthermore, it analyzes the promotional activities of Red Bull and Lucozade, including advertising, sponsorships, and digital marketing efforts. The report concludes by summarizing the key findings and emphasizing the importance of the marketing mix in achieving competitive advantage and brand success.

Marketing Mix

Table of Contents
INTRODUCTION-.....................................................................................................................................2
Main Body...................................................................................................................................................3
Compare and Contrast marketing mix of chosen brands..........................................................................3
Product-...................................................................................................................................................3
Price-.......................................................................................................................................................4
Place-.......................................................................................................................................................4
Promotion-...............................................................................................................................................5
CONCLUSION-..........................................................................................................................................6
REFRENCES..............................................................................................................................................7

INTRODUCTION-
Marketing is a process to exchange goods, services with customers for a predefined price.
It is a function to promote products as well as services at wide level. Marketing mix is a strategy
that is used to increase in number of customers and sustain at market place for a longer period of
time (Baker and Hart, 2016). There are two prominent beverages brand like Red bull and
Lucozade have taken into consideration. Red bull is a renowned energy drink brand that
originated in Austria and now has expanded its business in nearly 171 countries over the globe.
Whereas Lucozade is also from same segment and primarily manufactured for sick people. It is
owned by one of the Japanese Company named as Suntory. The report comprises a detailed
comparison between marketing mix elements such as product, price, place and promotion of
above stated brands.
Main Body
Compare and Contrast marketing mix of chosen brands
Marketing mix is tool of marketing that is used to promote and advertise the product and
services being offered by an organization. It combines various elements such as product, price,
place, promotion. This framework helps to formulate effective strategies in order to attain
competitive advantage. It is mixture of various different factors that are vital to create a
difference (Dileep and Mathew, 2017). This tool makes a company enable to provide effective
goods as well as services to customers at right time. With this, entities are able to meet with the
needs of customers in an efficient manner. It helps to promote product at wider level thus
enhance the brand value of entity. Price is an important component in marketing. This method
assists managers to adopt most suitable pricing strategy to attract more number of audiences.
Thus, it not only enhances the market share of organization but also sales and profitability. There
is also a new concept of expanded marketing mix that is useful for service industry. It comprises
some additional elements like people, physical equipment and process to provide effective
services to customers. It is an essential method of marketing that helps to prepare lucrative
strategies and marketing plans to enhance brand equity of business entity. A comparison between

marketing mix of Red bull and Lucozade energy drink along with its significant factors is
elaborated below:
Product-It refers to goods that are offered by company in order to satisfy the needs of
target segments. It comprises a numbers of variants, flavors, ingredients to meet with demand of
customers. In case of services marketing product is not visible. Nowadays, companies focus to
offer a wide range of product mix to cater the needs of different segments. Red bull provides a
number of beverages with different flavors in order to meet with to meet with the needs of
different customers. For the youngsters, it also provides sugar free products (Jermsittiparsert,
2019). It is an energy drink that contains vitamin, sucrose, glucose that helps to boost the energy
level of people. The drink comes in blue silver cane and popular among the customers
worldwide. Whereas Lucozade offers energy drinks to those people who wish to boost power,
physical strength. In addition it also provides tablets, glucose, gels that are useful to increase the
energy level of customers.
Price- Price is the amount that is paid by customers for a product or service. It is one of
the significant components of marketing mix under which an appropriate price is determined for
goods (Fraser-Arnott, 2020). There are ample of pricing strategies present at market place such

as price skimming, penetration and many more. There are several factors like competitors
strategy, current market condition, purchasing power of customers and many more that affect
pricing strategies of company. It put a great impact on the sales and profitability of product thus
need to be determined after due consideration. If the product is available in large quantity at
market place then its price tends to be low and vice-versa. In context of red bull, company
undertakes premium price strategy due to its higher brand value at market place. Being first in
energy drink’s category consumers has trust on brand that gives it competitive edge. Red bull is
market leader and provides products with higher quality thus customers are ready to pay some
extra amount for this. There are a lot of rivalries of company such as Tzinga, Gatorade and many
more. On the other side Lucozade adopts competitive pricing strategy to grab the attention of
buyers. It analyzes the pricing technique of rival firms in an efficient manner in order to
determine the price of its offerings. This approach provides competitive edge to entity thus helps
to sustain at market place for a longer period of time. However, customers who purchase energy
drink are tend to look for quality products. Although Price is not a concern for them but the
current recession has been changed the trend. Now, buyers are looking for affordable as well as
cheaper products.
Place- This element refers to the place from which company offers products to its target
segment. It helps them to meet with the needs of buyers in an efficient manner. It comprises
activities related to warehouse, inventory and distribution management in order to ensure timely
availability of goods to its end users. Consumers are tend to give preference those products
which can be access easily. There are a lot retail stores, supermarkets, convenient stores are
present at different locations to provide goods to consumers at right time ( Fuad, Tamtomo and
Sulaiman, 2019). Now buyers are able to purchase goods from virtual stores as well in addition
of physical stores. If buyers are not able to visit stores, companies make product available at their
doorsteps through virtual shops. Red bull is serving global audience and has efficient supply
chain management system. It makes company enable to offer products to customers at their
convenient place. It has presence in nearly 171 countries worldwide. Red bull is easily available
at grocery stores, night clubs, retail and discounts stores. Effective logistic management and
retail chain is also a significant reason behind the success of organization. In addition, it is also
available online that helps to increase in sales as well as profitability of entity. With this,
company is able to meet with needs of customers in an efficient manner. Whereas Lucozade is

available at supermarkets, retail stores at global level. It is a global brand with remarkable
logistic services. It has a strong network of retailers in different countries that make sure easy
accessibility products to customers. The energy drink can be purchase from shopping markets,
outlets etc. Besides this, the brand also has partnership with some universities to keep the energy
drink in their cafeteria (Jahnke, 2018). So, customers do not need put more efforts to buy energy
drink as it is easily available at their nearby stores. Thus, both the brands have effective
distribution management that makes them enable to provide products to potential customers at
right time.
Promotion-It is one of the most crucial variables of marketing mix that helps to promote
the product or service at wide level. There are a lot way of ways to advertise a product such as
newspapers and T.V. advertisements, billboards, celebrity endorsement, direct selling and many
more. Nowadays, some new as well as advance techniques of marketing such as digital
marketing has been introduced. It helps to advertise products among target segment in cost
effective manner. Promotion is a crucial activity that helps to driven higher sales and profit
margins for company through increase in number of customers. It is a significant technique that
is undertakes to make customers aware about the products and services being offered by entity. It
is also essential to enhance brand value in market place (Hanaysha, 2017). Red bull is effectively
promoting its product to create strong brand image among target audience. As the target
audience of Red bull is youth thus they are rely on digital platforms such as social media, content
marketing to promote its product. In addition it adopts effective story telling approach, slogan,
tagline like “Red bull gives you wings” to grab the attention of customers. Apart from this it also
carries outs sponsorship of various events such as mountain biking, surfing and many more to
enhance the presence of brand at market place. Company also uses sports person, athletes to
endorse its products. These all promotional activities help Red bull not only to attract new buyers
but also retain existing ones. While Lucozade uses a mix of traditional as well as online
marketing to promote products. It uses offline methods such as newspaper, magazines, and T. V.
commercials to advertise goods in target segment. Direct selling is also used by entity to inflate
sales and profitability. The brand has also extensive presence over social media platforms. It has
alliance with Spotify to promote its energy drink among youngsters. Further, Lucozade also
demonstrates celebrities or well known personalities to promote its brand in market.

CONCLUSION-
With above stated report it is analyzed that marketing mix is a significant tool to make
effective strategies to promote products and services at wide level. It comprises several tools that
distinct a company from its competitors. It can be concluded that these elements are essential to
get competitive edge and sustain at market place.

REFRENCES
Books and Journals
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Fraser-Arnott, M., 2020. The Marketing Mix in Parliamentary Library Websites. Journal of
Library Administration, pp.1-14.
Fuad, L., Tamtomo, D. and Sulaiman, E.S., 2019. Multilevel analysis on the effect of marketing
mix strategy toward patient satisfaction in Magelang, Central Java. Journal of health
policy and management, 4(1), pp.39-46.
Hanaysha, J., 2017. An empirical examination of marketing mix elements and customer
perceived value in retail industry. Journal of Entrepreneurship and Business, 5(2), pp.1-
10.
Jahnke, M., 2018. Influencer Marketing. Springer Fachmedien Wiesbaden.
Jermsittiparsert, K., 2019, September. Service marketing mix and service value: a way to
increase customer satisfaction. In Proceedings of the 3rd International Conference on
Business and Information Management (pp. 52-58).