Marketing Mix Analysis: Comparing Red Bull and Lucozade Energy Drinks

This report provides a comprehensive analysis of the 4Ps marketing mix (Product, Price, Place, and Promotion) as applied by Red Bull and Lucozade energy drinks. It begins with an introduction to marketing strategies and then delves into a detailed comparison of the two brands across the four Ps. Th...Read More

INDIVIDUAL REPORT THE
4PSMARKETING MIX

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing mix comparison..........................................................................................................3
Comparison of target markets......................................................................................................6
RECOMMENDATION...................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
There are different strategies which are present in marketing mix so that the company
will be able to have an efficient and effective working in the market which is going to be good
for a long run. The report is going to discuss the four categories like price, place, promotion and
product strategies which businesses can use to be able to compare and gain competitive
advantage in the market. There are going to be right customers as well which are going to get
attracted in the company. There is a comparison in the report of red bull and Lucozade energy
drinks which the company is providing in the market for the customers.
MAIN BODY
Marketing mix comparison
Marketing technique is going to have a lot of influence because of the products and
services which are present in the company. Price, promotions, products and place are going to be
discussed in the further report so that there is going to be effective working which is going to be
present for the company to have higher profits.
Product
The demands and needs of the customers are increasing in the market which needs to be
matched by the company so that there is going to be higher satisfaction of the customers which
would be present. There is a tough competition for both the organizations in the market which
has to be improved so that there would be higher functioning which is going to be present
(Finchum, 2017).
Red bull Lucozade Energy
Red bull is providing the customers with the
best of energy drink so that the customers will
be more satisfied which is a very important
factor. Red bull is going to make the
performance of the organization be higher and
Lucozade energy is one of the leading
companies in United Kingdom which is a good
factor for the products of the company so that
there is going to be better functioning (Chen,
2018).

the reputation of the company will be higher as
well.
To make the customers have a better
experience the company has come up with
varieties in the products like sugar free red bull
which is going to be good for the health of the
customers.
There are different flavours which the
organization has got in the energy drink which
is lemon, orange, etc so that the satisfaction
and loyalty of the customers can be maintained
in the organization.
Price
The company will have to place and price their products effectively in the market
according to the competition and customers so that the organization will be able to have higher
functioning.
Red bull Lucozade Energy
Red bull has got a very friendly environment
and kids friendly as well which is a great
factor. The company is having a good profit
margin in the market which is a great factor for
the company to have in the market.
Lucozade energy is on competitive pricing
only which is going to make the functioning.
Quality of the products are well maintained in
the company so that there is going to be higher
brand value which is going to be present of the
organization in the market (Whiteley and et.al.,
2020).
Red bull has priced their products according to
the clients and as well as the competition so
that the company will be able to have higher
sales than the competitors and take the loyalty
of the customers as well.
There are a lot of products and services which
the company is having in the market which is
going to be very good for the customers. The
company is trying to produce small version of
drinks so that the sales can improve.
Place
Except the products and purchasing, the businesses also need to focus on positioning the
products and services in the market so that there are going to be more customers. The customers

play a very important role in the market which is going to make the market base strong for the
organization (SOFICĂ and Cosma, 2018).
Red bull Lucozade Energy
The company is focused on online platforms as
well so that the customers can find it easier to
be able to approach the company on time
which is good for the sales.
The competition online is high but Lucozade
has observed a higher sales when the company
can online therefore the organization is also
focusing on this factor to be able to compete
effectively in the market.
There are a lot of discounts, offers, which red
bull is having on their products and that is also
going to catch a lot of attention of the
customers which is going to be present
(Saliani, Lagzian and Maghool, 2017).
The organization has collaborated with other
businesses in the market so that they can have
a strong base for themselves in the market
which is going to be good for the reputation of
the organization.
Red bull is dependent on the retailers for the
sales which is why there is a lot of limitations
on the company but they have a strong network
in the market which is a great factor for the
organization to have in the market.
The company is found online easier and
simpler methods are being used by the
company which is going to make the
organization have higher sales.
Promotions
There are a lot of tools which are present in the market for the businesses to follow so
that the company can deal their products and services effectively in the market. There are
promotional strategies like digital marketing, advertisements which can be used so that the
company can get more customers and make the sales increasing making the profit margins of
both the organization increase and the market share is going to be larger.
Red bull Lucozade Energy
The slogans of red bull are very strong and
making a huge impact on the customers and the
There are a lot of posters and other
promotional methods which are being effective

sales and brand base has increased in the
market.
for Lucozade energy to make sure that the
company is being able to operate effectively in
the market.
The company is using television
advertisements to make customers get attracted
in the company which is going to make the
sales and customer base of the organization
higher which is a great factor for the company
to have in the market.
Free goodies, T-shirt, discount coupons and etc
are being used by the company in order to be
able to capture the attention of the company so
that there is going to be higher functioning
(Cerrato, 2018).
There are a lot of policies which red bull has
established for them in the market which is
going to make the customers get attracted.
Brand image of the organization is going to
increase which is good for the quality and
reputation of the organization which is going to
make the functioning higher (Mahajan and
Golahit, 2019).
The company is having sources in the market
to make sure that the customers are satisfied
which is by discounts and coupons which the
company is providing to the customers.
Comparison of target markets
The company will have to target the right customers in the organization so that there is
going to be higher functioning. The demands and needs of the customers have to be fulfilled
which is going to be good for the reputation of the organization and the brand value of the
company is going to be increase as well.
Red bull
This organization is very focused on the quality and standards of the organization
therefore they target for the class which requires these products. This is a great factor for the
company because they have a strong brand name for themselves as well which is going to make
the company be able to compete effectively in the market (Lahtinen, 2018).
Lucozade Energy

The company has gained the trust of the customers but in limited countries in which the
products of the company are expanded into. The company will have to make sure that they come
in the competition of the world so that the company will be able to compete in the market
effectively which is going to be very good for the development of the company (Petrović, Denda
and Vujko, 2018).
RECOMMENDATION
 Lucozade will have to work on their pricing strategy so that the company will be able to
get in more customers and that is going to be good for the brand value and more sales are
going to be present in the market.
 Red bull will have to get in more varieties in the market so that they would be able to
make the market share of the organization increase which is going to be very good for the
development.
 Both the organizations must analyse the market effectively with the help of 4P’s so that
they would be able to compete in the market which is going to be good for the
profitability and sales.
CONCLUSION
From the above report it can be concluded that the company will have to analyse the
market effectively in order to make sure that they are making the right measures and strategies
for themselves which is going to be very good for the overall development. The decisions and
planning of the company has to be according to the internal and external factors so that the
company will be able to operate effectively in the market.

REFERENCES
Books and Journals
Cerrato, C., 2018. The influence of digitalisation over the international marketing mix strategy.
A case study in the footwear industry.
Chen, H.J., 2018. What drives consumers’ mobile shopping? 4Ps or shopping preferences?. Asia
Pacific Journal of Marketing and Logistics.
Finchum, A., 2017. Marketing Missions–A Case Study For The Social Marketing Mix. Global
Journal of Business Pedagogy. 1(1). p.11.
Lahtinen, V.V., 2018. Assessing the effectiveness of the marketing mix in social
marketing (Doctoral dissertation, Department of Marketing Social Marketing@ Griffith
Griffith Business School Griffith University Griffith Business School and Population &
Social Health Research Program, Griffith Health Institute).
Mahajan, P. and Golahit, S., 2019. Service marketing mix as input and output of higher and
technical education. Journal of Applied Research in Higher Education.
Petrović, M.D., Denda, S. and Vujko, A., 2018. The analysis of main elements of marketing mix
in Serbian agritourism. In Book of proceedings of VI International scientific-practical
conference" Sustainable development of tourism market: International practices and
Russian experience (pp. 116-122). Stavropol: Stavropol State Agrarian University-
Faculty of Social and Cultural Service and Tourism.
Saliani, S., Lagzian, M. and Maghool, A., 2017. The effect of electronic marketing mix on the
willingness of customers to buy online (Case study: Universities of
Mashhad). International Journal of Advanced Studies in Humanities and Social
Science. 6(3). pp.227-233.
SOFICĂ, A. and Cosma, S., 2018. Extended Marketing Mix (7Ps) and HRM Recruiting. How to
Sell a Job. Studia Universitatis Babes-Bolyai, Negotia. 63(3).
Whiteley, J.A and et.al., 2020. Application of social marketing to recruitment for a digital weight
management intervention for young adults. Translational Behavioral Medicine.