MG412 Marketing Mix Analysis: Lucozade Energy vs Red Bull

This report provides a comprehensive comparison of the marketing mix strategies employed by Lucozade and Red Bull, focusing on the 4Ps: product, price, place, and promotion. The introduction outlines the context of the study, highlighting the nature of both drinks and the importance of marketing. The task section delves into a detailed analysis of each element of the marketing mix for both brands. It examines Lucozade and Red Bull's target markets, product offerings, pricing strategies, distribution channels, and promotional activities. The analysis includes market prices, online prices, and competitive pricing strategies. The report further explores brand positioning, advertising campaigns, and the use of social media marketing. The conclusion summarizes the key findings, contrasting the approaches of both companies and highlighting the strategies they use to gain a competitive advantage. References include books and journals that support the analysis.

Principles of Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Marketing mix Comparison between Lucozade and Red Bull ..................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Lucozade is soft drink manufactured by the Japanese company called Suntory. First time
it was introduced in 1927 and right now they are one of the most selling drinks in UK while red
bull is an energy drink sold by GMBH. Origin of this drink was in Austria but sold in all around
the world.
Marketing is the process of advertising goods and services to the customers so companies
can earn revenue. Marketing team aware people about the product by communicating thorough
the marketing channels like social media, Tv, magazines etc.
This report will compare Lucozade and red bull on the basis of Marketing mix. The
marketing mix of both the company will help to identify product place, promotion and price
comparison.
TASK
Marketing mix Comparison between Lucozade and Red Bull
Marketing mix
Target market
Lucozade is the selling drink in the market and most of their energy drink used by the
porst person and before they were selling for the Pharmacy purpose and it was drink by people
who were sick. Right now they are selling energy drink to the sport person or connected to any
kind of sports and Lucozade target audience are between 18 and 30. their drink is available on
their website www.lucozade.com. They are also having contract with the third party applications
Brtishonlinesupermarket.com etc (Filbert and Anthony., 2018). Their dirk suitable for the both
male and female and their target audience is sport's people, so they also run advertisement
campaign on the sport channels.
On the other side Red Bull's target market can be identified as young urban males that
live on the edge or aspire to do so. They're also generally interested in extreme sports and
challenging recreational activities. The main target audience of this company is between the age
group of 18 to 30 and 30 to 35. Red bull is having their own well-established website
www.redbull.com where people can order drink in bulk or contract company. Red bull also
having contract with the third party shopping platform, and they advertise their rink on the both

sports and move channels because most of their target audience watch this kind of move
channels.
Product brand
The Levitt model is based in the idea of a product as their satisfaction level. Each of the
upper level in this model contains the previous ones. There are five level in this model according
to the satisfaction level of the customers. Lucozade company drinks are able to provide core
benefits to their customers because it gives them energy to play their sports. The product of this
company are according to the expectation of the customers they are selling drinks with various
various. On the functional level their product are made up with the varies of ingredient and on
the emotional level It helps people to happy and energetic (Fraser-Arnott., 2020). Lucozade
company want to create brand value in the UK market, and they want to become top sports drink
seller within the UK market. 10 drinks of the Lucozade are available on the UK, 7 dirks are Zero
energy products a and only two product Lucozade original and Lucozade Orange are available
within the Australia.
On the other side Red bull provide are also provide core value to the customers because
drink made buy company provide huge amount of every as expected by the customers and their
product also have potential (Red Bull Marketing Mix (4Ps) Strategy (2020)). Red bull on the
functional level include ingredient with the higher level of the energy. Red bull wants to sell
their product in the all over the world and this will help them to increase their brand value
(Koojaroenprasit., 2018). Red bull is having three products called Red bull energy shot, Red
bull sugar free and it’s specially for the people who are having diabetes and Red bull Total Zero.
Price
Red bull and Lucozade are having various product and their prices are totally different
from each other. Market prices and online prices of both companies are different.
Lucozade on- store price and off- store price
Product Offline (Pound) Online (Pound)
Lucozade sports original (1 l) 25.29 26.19
Lucozade sport orange (750
ml)
2.64 2.7
₹
2
,
4
8
6
.
₹
2
,
4
8
6
.
0
0
.

Lucozade Sports Raspberry
(750 ml )
2.75 2.76
Lucozade Sports light Lemon
& lime
4.64 5.02
Lucozade’s prices vary depending on the seller etc. but a bottle of Lucozade varies
between £1.50/£2.50. Water Bottles cost around £10. This company is using competitive pricing
strategy to show their presence in the market (Mac-Kingsley and Pokubo., 2019). Their product
prices are affordable for the customers, and they can easily satisfy their needs and their demand.
Most of the energy drinks within the markets are with the higher prices and customers are not
able to satisfy but Lucozade provide quality drink in the affordable prices and online and
offline stores does not have that much difference so customers can easily but the products and
satisfy their needs.
Red bull on- store price and off- store price
Product Online (Pound) Offline (pound)
Red bull energy shot ( pack of
24 )
29.08 25.92
Red bull sugar Free (pack of
24)
29.08 28.45
Red bull Total zero (9 pack ) 50.89 47.41
Red bull is using premium pricing strategy due to their higher quality and higher position
in the markets. Prices of their product are Higher as compare to the Lucozade energy drink
prices. The massive brand awareness, easy reach to the customers and higher quality make this
company follow this premium pricing strategy and customers and stupefied with the prices
tagged by the RED bull (Putulowski and Crosby., 2020). They buy their product without having
any problems and satisfy the need and their demand by drinking Red bull.
Place

Lucozade is becoming a household name in the mostly part in global with most of the
retail outlets stocking the products of this company. The company has an progressive team that
help them to ensures that the products are stocked in their retail stores such as supermarkets,
shopping malls, and other outlets. Lucozade company has expanded their market within the Uk
market, and they one of the Top most selling drink. The company also enters into business with
learning institutions such as universities around the globe to stock the products in their canteens.
The same applies to the primal sports clubs and recreational facilities in all over the world.
Lucozade is therefore quiet and it is easy to find and anyone wishes to consume the product
would not strain in their quest to find the product.
On the other side Red bull is easily available in the local supermarkets, grocery stores,
night clubs etc. this company was successfully managed to sell their energy drinks around 5.9
billion canes in year 2015 owning its vast distribution across all over the world (Salman, Tawfik,
Samy and Artal-Tur., 2017). Their products are premium but people but it is easily available in
the market and people can but from nearby the stores. Red bull often stored in the red bull
exclusive refrigerators to attracting customers when they go to the grocery shopping or to bar.
Red bull sell their drinks in the bulk for the retailer and retailer can sell this on the single basis.
Red bull is an luxury brand but their distribution management reach to the all every local shops
and available easily.
Promotion
Lucozade is promoting their product by using the various methods such as
advertisement, promotional campaigns and the manifest marketing techniques. The
advertisement for the Lucozade drinks are done with the help of Mass media such as
Newspaper, Tv advertisement and product ad on the magazines (Koojaroenprasit., 2018). These
were previous methods used by this company but recently they are more focused on the Social
media marketing in order to attract young generation people and the Sport's person.
On the other side Red bull mostly target the sports people and their tag-line is “ Red bull
gives wing”. They are mostly known by organizing the events and sponsoring the events, some
of their events include Red bull sports, Moto GP, Red bull Cap fear etc. beside the sports
events, this company also has house of the art where they encourage artist to display their art in
3 month of period. They also advertise their product thorough the social media marketing and

Tv advertisement. They are positioning themselves I the mind of target audience by creating
their advertisement more effective.
CONCLUSION
As per the report has been compare Lucozade and Red bull energy drinks on the basis of
the marketing mix. This report has been provided information about both companies target
market, Products, prices, place and promotion and explain how they are different from each other
and what strategies they are using to take competitive advantages within the market.

REFERENCES
Books and journals
Akhtar, S. and Bhattacharjee, M., The Marketing Mix Elements for Social Cause: A Rational
Approach to derive the new 4ps.
Filbert, A. and Anthony, W., 2018. The Impact of Marketing Mix of 4Ps (Product, Price, Place,
and Promotion) towards Repurchase Intention with Customer Satisfaction as the mediator:
In the Case of Uniqlo. iBuss Management.6(2).
Fraser-Arnott, M., 2020. The Marketing Mix in Parliamentary Library Websites. Journal of
Library Administration. pp.1-14.
Koojaroenprasit, S., 2018. Services Marketing Mix of Starbucks Coffee in Bangkok,
Thailand. Asian Social Science.14(9).
Mac-Kingsley, I. and Pokubo, I. M., 2019. Marketing Mix Strategies Performance: A Study of in
SMEs in Rivers State of Nigeria. World Journal of Entrepreneurial Development
Studies.3(1). pp.32-39.
Putulowski, J. and Crosby, R., 2020. Marketing a Mental Health Specialization: The 4 P’s of
Play Therapy. Technium Social Sciences Journal.11. pp.325-338.
Salman, D., Tawfik, Y., Samy, M. and Artal-Tur, A., 2017. A new marketing mix model to
rescue the hospitality industry: Evidence from Egypt after the Arab Spring. Future
Business Journal.3(1). pp.47-69.
Sangkaningrat, F. and Iskandar, B. P., CUSTOMER INSIGHT TOWARDS START-UP
BUSINESS OF THE EARLY THREE MONTHS PERIOD WITH SWOT AND
MARKETING MIX OF 4PS TOOLS: A CASE STUDY OF PIPPI PETITE COMPANY.
Online
[Online].
Red Bull Marketing Mix (4Ps) Strategy (2020). Available through:
<https://www.mbaskool.com/marketing-mix/products/16734-red-bull.html>