Lucozade Energy vs. Red Bull
Marketi ng mix report
, Executive summary
The current paper explored the energy drink market in UK and conducts a comparative analysis of
the marketing strategies of its two main players – Red Bull and Lucozade. The paper is focused on
comparing the approaches of the brands regarding target market and marketing mix decisions. The
analysis has revealed that Lucozade’s strategy is more focused on addressing the healthier nutrition
of its products, as well as its price advantage, while Red Bull relies more on distinction, quality and
innovative promotion.
Marketi ng mix report
, Executive summary
The current paper explored the energy drink market in UK and conducts a comparative analysis of
the marketing strategies of its two main players – Red Bull and Lucozade. The paper is focused on
comparing the approaches of the brands regarding target market and marketing mix decisions. The
analysis has revealed that Lucozade’s strategy is more focused on addressing the healthier nutrition
of its products, as well as its price advantage, while Red Bull relies more on distinction, quality and
innovative promotion.
