... new and exciting ways of advertising for these products in a market in which all products 'seem' very much the same. This report critically analyses and compares the marketing propositions of two similar brands - Red Bull and Lucozade. The analysis will help to identify how each brand is positioned in the energy drinks market and how each company promotes its product. After analysing existing marketing strategies, recommended future strategies will be given to advise companies of where the brands are leading to and how they will get there. Brand overview Red Bull In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed wide popularity in Asia. In 1984 he founded the company Red Bull GmbH. More than a billion cans of Red Bull are consumed each year. Red Bull was made for moments of increased physical and mental stress and improves endurance, alertness, concentration and reaction speed. It is very ...

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