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Marketing Analysis of Red Bull and Lucozade Report Compiled by: Cara Traboulsi: 04093188 Andros Kannas: Josephine Tang: Gong Yi Han: Nicolas: 4MBS501 Principles of Marketing Date: Wednesday 24th December, 2004 Module Leader: Marianne Hough Seminar Tutor: Lorna Word Count: 4987 Executive Summary Table of Contents 1. INTRODUCTION..............................................................2 1.1 Project Brief............................................................... 1.2 Brand Overview......................................................... 2. ANALYSIS..................................................................... 2.1 Market/Industry Analysis.............................................. 2.1.1 PEST Analysis....................................................... 2.2 Company Analysis....................................................... 2.2.1 SWOT Analysis..................................................... 2.2.2 Market needs ........................................................ 3. MARKETING STRATEGY................................................. 3.1 Market Strategy........................................................... 3.1.1 Marketing Objectives ............................................... 3.1.2 Market Segmentation and Targeting ............................... 3.1.3 Market Positioning ................................................... 4. MARKETING ACTION PLAN............................................... 4.1 Product........................................................................ 5. CRITICAL ANALYSIS OF MARKETING STRATEGY............... 6. RECOMMENDATIIONS FOR THE FUTURE........................... 7. REFERENCES..................................................................... 8. APPENDICES Introduction Project Brief: We are a group of analysts employed by the Marketing Department of Functional Drinks. The purpose of this report is to analyse the different marketing strategies employed by the energy drink giants "Red Bull" and "Lucozade", both of which are leading brands in energy drinks and such products, in over 100 countries across the world. The rapid growth of the energy drink, sports foods market has led to an increase...

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