MG412 Principles of Marketing CW2 Report (Graded A+)

Module: MG412 Principles of Marketing CW2 Brand Extension Report Student's name: Student ID: Bucks: Teacher's name:   Executive Summary The purpose of this study is to examine and contrast two popular brands of energy drinks: Red Bull and Lucozade. There are many more well-known names in the energy drink market besides “Monster and Rockstar and NOS and Burn and Zevia and Oronamin C and XYIENCE”, but this research will examine just these two. Red Bull has the largest percentage of the global energy drink market, with Lucozade coming in at number six. As for the origins of their respective energy drinks, Red Bull is situated in Austria, whereas Lucozade is British. The study has compared and contrasted the two companies' promotional techniques, as well as examined the products' designs, in an effort to determine which is more effective. Data has been picked from original sources like business publications due to time restrictions Mintel reports. Preliminary data analysis shows that both firms use comparable promotional strategies and are committed to providing their customers with high-quality goods. The brands' pricing tactics and intended consumers vary greatly. Unlike Lucozade, Red Bull is not sold in convenience stores.   Table of Contents Executive Summary 2 Introduction 4 Findings 5 Comparison of the Target Market 5 Place 5 Pricing 6 Promotion 7 Product 9 Recommendation and Conclusion 11 References 13 Appendix 14   Module: MG412 Principles of Marketing