Topics: Soft drink, GlaxoSmithKline, Energy drink Pages: 5 (1615 words) Published: December 8, 2013


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 Owen, a chemist from Newcastlewho experimented for several years to provide a source of energy for those who were sick with common illnesses, like the common cold or influenza. It became available throughout Britain for use in hospitals under the name Glucozade. This was changed to Lucozade in 1929, and Beecham's acquired the product in 1938. By the early 1950s, Lucozade was the source of half of the company's profits. In 1953, a factory for the production of Lucozade products was opened in Brentford, England, which, until 2004, had an iconic sign seen on the side of the M4 motorway (now in Gunnersbury Park Museum). Local people were reportedly upset when the sign was removed. A new and identical sign replaced the old sign in 2010.(The History of Lucozade | The Fact Site 2013) Building on the reputation of the internationally successful Lucozade brand, Lucozade Sport was launched in 1990 to meet the particular energy needs of athletes competing at the highest level. Since then, Lucozade Sport has become Ireland and the UK’s favourite sports drink, catering for athletes’ needs during sport and training. In addition, the brand has been extended to include a wider range of products, such as sports carbohydrate gels, recovery drinks and energy bars, which address more serious or professional athletes’ needs before and after training. Scientific research enabled GSK to identify an opportunity. Lucozade Sport was launched in 1991 effectively creating the sports drink category as the first major isotonic drink in Ireland and the UK.The launch of a product is the final stage in the new product development process and must be accompanied by different forms of advertising and sales promotion tools to make the consumers aware that the product is available.

b. Mission Statement
Every year hundreds of products are launched to the market, all vying for shelf space and consumers’ attention. However, successfully launching a product is not just bringing it to the market, but involves asignificant amount of research before any launch activity can takeplace.This ensures product success in the long term. The all-Ireland soft drinks market lost value between 2006 and 2010, mainly due to the impact of the recession on RoI, where consumers have traded down to higher volume, lower value purchasing; for example, buying less cans and more 2-litre bottles. Dominated by international drinks groups, the Irish soft drinks market has benefited from strong innovation and marketing support with a focus on healthier – including diet and functional – lines. This report uses marketing mix as a tool to analyse the marketing strategy used by Lucozade to understand how the company promote its products. After that, by analysing the market share and the performance, the brand’s position including establishing the target market, creating a strong awareness once the product has been launched and ensuring its viability and long term success.

Part II: Marketing Audit/Situation Analysis and Swot Analysis a. Market Analysis
Political Analysis

Economic Analysis

Social Analysis

Technological Analysis


b. Product Review
Lucozade is a glucose carbonated drink. The drink is a highly concentrated source of energy which is quickly assimilated into the bloodstream. It is easily digested. The company always works hard on new product development since it is launched....
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