PART I: COMPANY INTRODUCTION a. Introduction Lucozade is an umbrella name for a series of energy and sports drinks that until 2013 were produced by GlaxoSmithKline. On 9 September 2013‚ both Lucozade and Ribenawere acquired by the Japanese conglomerate Suntory for £1.35 billion. Lucozade (alongside Ribena) is currently being produced at the Royal Forest Factory in Coleford‚Gloucestershire‚ in the Forest of Dean‚ England. (The Guardian 2013) "Glucozade" was first manufactured in 1927 by William
Premium Soft drink Energy drink Lucozade
Bibliography Section 1: Executive Summary Lucozade sport is an isotonic sports drink aimed at the active and the health conscious‚ as well as athletes. Its unique selling point is its hydration qualities which are designed to increase the endurance of athletes. It has established itself as the clear market leader in the sports drink industry in Ireland over the past ten years. There are many factors affecting the current and potential future success of Lucozade Sport. These include external factors such
Premium Marketing Sports drink Energy drink
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
Premium Marketing
answer. Q10] Answer Upper middle B to Elite‚ LSM 6 to 10‚ has higher incidence. Q11] Using the data provided‚ identify the individual brands on the attached chart. Q12] Using the data provided‚ complete a Facebook target market profile for Lucozade Lite. Launching with a new Lemon Grass flavour. Available only through Clicks and Dischem. Q13] In no more than 300 words explain how the research data substantiates your target market profiling insights. Use the space provided overleaf.
Premium Energy drink Target market Drink
The main brands in the market right this moment is the Red Bull energy drink‚ Lucozade and the monster. The red bull is highly purchased by adults as Joris Verster and colleagues from Utrecht University concluded that Red Bull Energy Drink reduces driver sleepiness and enhances driving performance during prolonged highway driving so this energy drink helps the elders in many different ways. Whereas‚ the Lucozade energy drink is UK’s favourite sports drink catering for athletes’ needs during sport
Premium Energy drink Lucozade Caffeine
10.7% last year with an average of around 8% growth year-on-year (Mintel‚ 2012). The sports drinks market in the UK is a highly competitive market with market leaders GlaxoSmithKline (GSK) taking 27% of the market share in 2011 with Lucozade energy and 12% with Lucozade sport (Mintel‚ 2012)‚ therefore being the clear competitor. The market is segmented through socio-economic groups with a higher average of sales with those earning the highest incomes (BDSA‚ 2012). Sports drinks have also been considerably
Premium Marketing Soft drink Health club
Researching the company website and other relevant websites as identified through search engines such as Google and writing a brief account on the development of LUCOZADE advertising and promotions campaigns with the marketing communication strategy. Lucozade is a brand of a serious of energy and sports drinks. It is now widely known as Lucozade energy‚ which contains glucose syrup and is produced by GlaxoSmithKline plc in Gloucestershire. It was first manufactured in 1927 by a Newcastle chemist‚ who
Premium Marketing
| ASSESSMENT SHEET(to be completed by the examiner) | Student name: | | | | Course name: | | | | Subject name: | | | | Assessor/marker: | | | | COMMENTS | Principles used (for example‚ number and understanding of concepts referred to‚ their influence on the structure of this paper‚ number and correct citations of references‚ use of appropriate jargon) | | /4 | | | Application of those principles‚ that is‚ the analysis and evaluation of the example problem
Premium Marketing
Segmentation When entering a market‚ an organisation needs to identify its customers and what its customer needs are. A business can’t go into a market with a product and expect to sell it‚ because the demand for the product may not be there. It is important for the business to plan thoroughly before entering a market and understand the diverse nature of a market. For example‚ a market may have large range of consumers who have different tastes‚ preference and needs. So this is where the concept
Premium Marketing
usefulness through their advertisements and public relational events. Although Shark is still not very popular in Hong Kong‚ it should be a great potential threat for Red Bull in the future energy drink market. Besides the direct competitors‚ Lucozade‚ Essence of Chicken and different brands of coffee are the indirect competitors for Red Bull. These products provide the similar benefits with Red Bull and serve the similar types of consumers. To compete with other brands of energy drinks‚ Red
Premium Energy drink Caffeine