Principles of Marketing: Red Bull Zero Soft Drink Report

This report provides a comprehensive marketing analysis for Red Bull Zero, a new sugar-free soft drink, focusing on the UK market. The report begins with an introduction to marketing principles and the beverage industry, followed by a PESTLE analysis of Red Bull Zero, evaluating political, economic, socio-cultural, technological, legal, and environmental factors. The report identifies key competitors and discusses the marketing mix (product, price, place, promotion) and how it can be applied to Red Bull Zero. It then delves into segmentation, targeting, and positioning strategies, with a focus on B2C and B2B markets. The report concludes by emphasizing the importance of these marketing concepts in launching and promoting the new beverage effectively, considering the health-conscious consumer segment. The report also makes recommendations to improve the brand image of Red Bull Zero in the market.

Principles of marketing

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
SECTION 1......................................................................................................................................3
SECTION 2 ...................................................................................................................................6
SECTION 3......................................................................................................................................7
CONCLUSION..................................................................................................................................10
REFERENCES ..................................................................................................................................11

INTRODUCTION
The term marketing is referred to a activity, set of institutions and various process that are
used to create, communicate, deliver and exchange the offerings that have value for the customers,
clients and partners as well. Marketing refers to the activities a company does to promote its
product or services to the targeted customers. Marketing is important for an organisation or a
business as it helps them to sell and promote the products and services so that the customers get
aware and informed about them. This report will include about the various marketing objectives of
Beverage company, Red bull zero.
MAIN BODY
SECTION 1
The beverage industry is also known as the drink industry is the manufacturer of drinks and
ready-to-drink products. Example bottled water, soft drinks, energy drinks, milk products, coffee
and tea-based products, nutritional beverages, and alcohol. Beverage production differ mainly
depending on the product that is being made. The beverage industry is traditionally a market with
special high demands regarding sanitariness and its affiliated technologies(Guo, Wu, and
Gui,2021).The beverage industry consists of two types, i.e. Alcoholic beverage industry which
includes sparkling wine, cider, and production and the second one is, Non-alcoholic beverage
industry, which consists of soft drink or soft beverage industry or syrup manufacture, soft drink
and fruit juices bottling, canning, coffee industry.
Red Bull Zero is a beverage which has been introduced by red bull as a new sugar free drink which
is quite healthy and its does not contain any added preservatives unlike other drinks. It allows
consumers to choose between our first Energy Drink and a product without sugars. The beverage
contains ingredients such as – caffeine, taurine and some B-group vitamins. The five major
Branches of Beverage industry are as follows.
 Chemical Beverages
These Beverages includes the certain amount of chemicals in itself such as, pigments, colourants,
carbohydrate and sweeteners, acids and various other chemicals which can effect the health in a bad
way.
 Non chemical
These beverages does not include any type of chemicals and are not considered as harmful for
the health as they do not include any oxidants and any other harmful chemical which can effect the
health in a bad way.
 Industrial

These type of beverages are manufactured in a dedicated industry which is responsible for majority
production such as alcoholic drinks.
 Non Industrial
This branch of the beverage industry deal;s with non alcoholic drink which can be mass produced
without a need of a dedicated industry. For e.g. water.
 Complex
These industries produce specific types of drinks which are healthy and highly demanded by they
customers. For e.g. Lettuce organic Tea, LALA breakfast licuados(Johnson, Redlbacher and
Schaltegger, 2018).
The term PESTLE Analysis includes the analysis of various external factors which can effect the
organisation in many ways. These factors include the various components that influences an
organisation. In this report, the PESTLE analysis is been done on Red bull zero, which is a type of
beverage being introduced in the market having zero sugar level within it.
 POLITICAL
The brand Red bull zero is a global brand which is extremely focused on the health and various
other concerns which are related with the tastes ad preponderances of the customers. The political
factors are considered as an important component of any business and organisation. As the product
is being launched in UK , The beverage company should pay attention towards the political factors
UK does not have a political stability, thus it is more important for the business and the organisation
so as to flourish in the market (Kerns,and Whiteside, 2020).
 ECONOMIC
The energy drinks industry has already been affected up to a great extent by the Covid-19
pandemic because all the fitness centres and gyms were closed for long periods all across the world.
Energy drinks have a very big market amongst fitness booster who need that encouragement before
working out. The company should be careful about the various investments and cost involvement in
promoting its goods and services on social media as the previous campaign has costed a lot of
expense to the Beverage company. The Red bull zero should consider the appropriate costs and
amount for promotion.
 SOCIO CULTURAL
The Brand Red bull is a well reputed brand which has its value clear to the customers. It is also an
active participant in various social media activities which helped in engaging customers as well as
building the communication wit its customers. The new brand Red bull zero should also consider
the social values and should maintain the good relationship with society as well as their
customers(Lahtinen, Dietrich, and Rundle-Thiele, 2020).
 TECHNOLOGICAL

As the technological advancements is increasing day by day, being upgraded and dynamic in terms
of opting new technologies is a relevant term nowadays. The technological factors are the most
effective factors in this analysis which can effect the company in many ways As the Red bull zero
is the new launch in the market of London, it should opt for various new technologies which are
friendly for people as well as they are easy and convenient to use. Along with that it can also
increase efficiency amount the various departments and operations of the beverage industry.
 LEGAL
The company would make sure that all the legal norms are being fulfilled and also the rules good
brand image of itself among the customers(Mukai,2018).
 ENVIRONMENTAL
The Red Bull zero is a privately owned company, which is well focused about its purpose and other
relevant objectives which they want to fulfil so as to maintain a well known position in the market.
The brand is health oriented and also cautious about minimising the effect on environment by
promoting various health oriented and sustainability steps. The company will also follow the policy
of recycling and they will also produce the aluminium canes which are 100 percent recyclable. So
that the environment can not be effected in a bad way and sustainability can be promoted.
In order to maintain a marketing plan for Red bull Zero, The various competitors of the beverage
industry should be known, so as to know about the challenges.
Diageo PLC is a major producer of alcohol beverages in UK specially, beer it is also considered as
one of the world's largest distillers its brands also include Smirnoff, Johnnie walker. The company is
headquartered in London and the pre-tax profits of the company is almost around 3 billion per year.
The Associated British foods is a well known British company operating in five different segments
which are sugar, agriculture, retail, grocery and the ingredients. The company was established
in1935, its headquarters are situated in London, united kingdom. The company has a lot of variety
in foods and beverages. It also focuses on providing the best of its product and service value to the
customers so that the bond between the company and the customers should be effective.
The term Marketing mix is referred as the set of tools and actions which are used by the company
and the organisation so as to promote a brand and a product to the various customers. The
marketing mix is considered as an effective tool by which the organisation can add more value to its
products. The marketing mix is an important tool for any type of industry, As the new brand, Red
bull zero is launching in the market of UK, marketing mix can help the company so as to catch the
attention of the various customers. The Red bull zero should need to up their game to sustain in the
highly competitive market of UK(Rajendran and Vaidyanathan, 2020). The marketing strategies and
marketing mix will help the company to strengthen their product by luring the customers to

purchase the new drink which is health conscious. The company can be benefited by the use of
marketing mix and its components of Product, price place and promotion as it will add more value
to its product which is necessary to gain the competitive advantage in the market of UK.
SECTION 2
The term segmentation is the process of dividing the company's target market into various
groups of customers having similar needs and behaviours. Segmentation is the process of dividing
large number of customers various segments and groups so as to make it more clear and
understandable for the business and the organisation so as to make it more clear to take which
segment into consideration while providing the goods and services. The B2C or business to
customer segmentation is the market which is based on various characteristics of the customers,
which includes but not limited to the race, ethnicity, age, religious etc. The B2B Market focuses on
the behavioural data including the browsing of the products, brand loyalty and social media
interactions etc. Geographical data in which the marketers focuses on the targeted customers
according to their location to send the personalised offers and deals. The Third includes the
psychographic data consisting the lifestyle, personality and social class as well. data, which has
various forms of trade show interactions, sales meetings etc. The last component which is
considered by this segment is Demographic data, which focuses on age, religion and education.
according to this segment, there should be a direct interaction with the customers so as to promote
the efficient relationship. The red Bull zero should consider the B2C segment so as to encourage
equal quality of goods and services in all segments of UK market.
The B2B segment or Business to Business market focuses on finding unique audience segments by
analysing the communal characteristics. By understanding similar attributes , needs and behaviours.
marketing can be better in connecting with potential customers. The B2B segment includes the
demographics data such as job title, function, seniority skills etc. Intent data in which the marketers
focuses on the companies which are in the market category of product or service consisting the
company's level of buying aspects and consumption as well(Rust,2020).
. And the third including the engagement data, which has various forms of trade show interactions,
sales meetings etc. This segment focuses and allows the most important segments of the market.
The Red bull zero can encourage this form of market segment by which the full and potential focus
will be on paying attention towards the most relevant segments of the market so as to increase the
market segment.
The B2B and B2C are two different segments of market which are considered as an Important
market form so as to divide the section and the path to purchase.

b) The term targeting in the Business to customer market is referred as the marketing strategy that
vantage the consumer data. This method also presents prospective buyers with relevant promotional
activities and advertisements based on their interests. There are various types of targeting
marketing methods can be used by the B2C market of Red bull zero such as, connecting with the
prospects on a human level, initiating communication with them so as to know more about the
tastes and preferences of the customers, creating various membership programmes, using social
media as a tool to promote the product to the Mass customers. The primary target of Red bull zero
is the young aged groups, ads they are more health conscious and also the beverage is no sugar
drink which can benefit them in many ways so that their health and immunity can be boosted
(Salamat, Hadavifar,and Rezaei,2019). Along with that, in this fast moving world, The youth can
also consider this drink as it is a most healthy and easy way to have energy drink
c) The term positioning refereed to the promotion of brand among the various customers and users
so that the brand image can be maintained. It also refers to the place which is occupied by the
product and the service in the mind of its targeted customers (Singh,and Chandra, 2022). The red
bull should position its product in such a way, which evaluates its quality about having no sugar
which can benefit the people in many ways without even effecting their health. The main aim of the
marketing plan is to position this product Red bull zero in such a way that it becomes a sugar free
soft drink alternative which can be consumed by all age groups without even effecting their health.
SECTION 3
Elements of marketing mix Red bull zero
Product The term product is refereed to that commodity
for which the consumer pays and in return he /
she gets the product according to their needs and
wants. The Product Red Bull zero is an energy
drink sold by Red bull GmbH. This is a zero
sugar drink which contains no added
preservatives or any harmful chemical and
which promotes the health of the people in a
form of energy drink(Singhand Haritash,2022).
The product can be beneficial to every age group
as It is promoting health.
Price The term price is refereed to the amount which
is paid by the customers in order to purchase the

goods and service so as to satisfy the wants and
needs of themselves. The product, Red bull
should offer such a suitable price for their
energy drink so that it can be purchased by every
segment of the market and it will also benefit the
company by increasing the making it available
at a large scale segmented customers having a
different of pricing policy.
Place The term place is refereed as the way in which a
product will be placed or delivered to the
customers. The red bull zero is a product which
will be launching in the market of UK and the
various modes of selling will include the online
and offline channels of selling as well as the
omni channel retailing which is a combined
method of providing the advantages of in store
shopping including the qualities and features of
online shopping as well. This is the wide used
method of retailing which is preferred by the
customers nowadays so as to make it more easy
and convenient .
Promotion The term promotion is refereed to the activities
which are used by the business and the
organisation to promote the product so that the
people are quite aware regarding the features of
the products. Promotion is considered as an
important and effective tool to increase the
brand imager and other qualities which can help
the company and the organisation such as red
bull zero to increase the brand image ad other
relevant features which can encourage its

business of beverages to a good level.
People
The term people are considered as an important
part of the business or an organisation. The
employees and workers are refereed as the most
important tool of the company(Rėklaitis and
Pilelienė, 2019). The Red bull zero should
provide the best of it to its employees and
appreciate them in the best possible manner so
that they can retain the performance of its
employees and the workers so that the
productivity and the functional ability should be
maintained.
Physical evidence The red bull should promote the assets and
effective market of their business and the
organisation quite well. So as to attract the
customer and this will also increase the brand
personality and physical evidence by
considering good furniture, fitting, various
equipments and other things too.
Process The term process is effective and efficient use of
business technologies as well as the other things
so that the business process and other operations
which should be considered so as to maintain the
well reputed position I the marketing and which
can also promote the effectiveness in the
organisation. Red bull zero should focus on the
best process which can help the company to

achieve the targeted objective.
CONCLUSION
The above report went into detail with various complex topics such as marketing and its
importance in various markets and different segments too. Further more, The Red bull zero
company is described, which is launching a no sugar drink in the UK so as to promote the health
and various benefits to the users. Along with that, the PESTLE analysis is also been done on the
company so as to know about the external factors which can effect the environment of the business
of red build zero. The marketing mix and its benefits in terms of the ebnergy7 drink is also being
discussed above, Including the segmentation, targetting and positioning if various Segments such as
B2C and B2B as well as the 7p's of marketing also.

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