Lucozade
1: Introduction
This report will critically be discussing the marketing strategy, position and the marketing mix employed by LUCOZADE and the use of some principles. Therefore, the analysis will help to identify how brand is positioned in the energy drinks market and how company promotes its product. After analysing existing marketing strategies, recommended future strategies will be given to advice companies of where the brands are leading to and how they will get there.
1.1 Company Introduction
LUCOZADE
A pharmacist in Newcastle formulated Lucozade in 1927. He formulated an easily digestible glucose drink that could help recovery from sickness by providing them with energy when they did not feel like eating food.
In 1938 the brand was bought by Beecham and was distributed nationwide, soon becoming renowned across the country as a trusted symbol of recovery.
However, by the 1970s there was a decreasing role for Lucozade in people’s lives as the general population began to grow healthier as the incidence of illness became less frequent. As a result, sales of Lucozade began to drop. An initial brand repositioning, which remained rooted in health and recovery, sought to position Lucozade as a healthy provider of energy to help people recover from the natural daily lulls in energy they might suffer during the day.
It was in 1982 that the most significant and successful re-positioning took place.
‘Aids recovery’ was removed from the bottle and was replaced with ‘Replaces lost energy’. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential.
In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to ‘get to your thirst, fast’.
More recently, Lucozade Sport Hydro Active was launched in 2003.
1.2 Report Summary
The objectives of this report for
This report will critically be discussing the marketing strategy, position and the marketing mix employed by LUCOZADE and the use of some principles. Therefore, the analysis will help to identify how brand is positioned in the energy drinks market and how company promotes its product. After analysing existing marketing strategies, recommended future strategies will be given to advice companies of where the brands are leading to and how they will get there.
1.1 Company Introduction
LUCOZADE
A pharmacist in Newcastle formulated Lucozade in 1927. He formulated an easily digestible glucose drink that could help recovery from sickness by providing them with energy when they did not feel like eating food.
In 1938 the brand was bought by Beecham and was distributed nationwide, soon becoming renowned across the country as a trusted symbol of recovery.
However, by the 1970s there was a decreasing role for Lucozade in people’s lives as the general population began to grow healthier as the incidence of illness became less frequent. As a result, sales of Lucozade began to drop. An initial brand repositioning, which remained rooted in health and recovery, sought to position Lucozade as a healthy provider of energy to help people recover from the natural daily lulls in energy they might suffer during the day.
It was in 1982 that the most significant and successful re-positioning took place.
‘Aids recovery’ was removed from the bottle and was replaced with ‘Replaces lost energy’. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential.
In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to ‘get to your thirst, fast’.
More recently, Lucozade Sport Hydro Active was launched in 2003.
1.2 Report Summary
The objectives of this report for