• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Lucozade has successfully repositioned itself in the market. Describe and analyse the marketing strategy used by the business to increase profit

Extracts from this document...

Introduction

Task 4 Lucozade has successfully repositioned itself in the market. Describe and analyse the marketing strategy used by the business to increase profit? A recent report on the UK Market for sports and energy drinks showed that the category has continued to grow at an explosive rate with more than 20 launches and relaunches in that market alone last year. Probably one of the most successful relaunches of the 1990s was the repositioning of Lucozade from a health drink to a sports drink. Lucozade is now one of the most widely recognized brands in Britain, but it has taken along time to get, so we have to ask ourselves - How did this happen? ...read more.

Middle

In Lucozades case it was the social changes that took place in the 1980s. Britain's economy was booming, the so called 'yuppie' was invented and the whole ethos of the 1980s was 'work hard, play hard'. Therefore no doubt the marketing people at Lucozade saw an opening in the market, energy drinks were now not just about the sick or the elderly but could be for the successful business man who is at his desk by 7am at and at the Gym or squash club by 7pm. When lucozade began developing their marketing strategy, they would have been looking at the social changes happening in the UK and adapting their scientific research and formulation to prove and demonstrate that the new lucozade would improve for example an athletes performance. ...read more.

Conclusion

One of the last stages is advertising and sales promotions, probably the most effective way of creating brand awareness, which in turn ensures long term visibility and in locozade case growth in sales and market share. Lucozade used many different marketing ploys to achieve this, by advertising on TV using popular sports personalities and sponsorship campaigns involving various sports. In conclusion not all repositioning of a brand or even rebranding is successful, what made lucozade a success was its ability to once they had found out who their target audience was they could then seek to find out what those customers want and then through new product development produced and delivered those requirements more effectively than their competitors. Adam Amari ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    The problems with questionnaires are that sometimes not all of them are returned so can be very inconvenient, some are not completed or others don't answer the questions required. I will give out my questionnaires out to anyone I know.

  2. Omnicom case

    In the future the single greatest change will be the impact that technology has on business the messages, the media, the consumers, the research and the results. The media network is already composed of the internet, chat rooms, interactive TV, SMS messaging and iPods.

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    Guinness and the ad carries the idea that as a special consumer and a special person, the consumer should think for himself and not always follow the mass. The fact that this ad is displayed at the point of sale should influence the consumer at the moment of buying.

  2. Marketing Promotional Strategy - A Mobile Phone Network for Marks and Spencer

    Packaging in some instances may be as simple as customers carrying vegetables in paper bags. In most industrialised countries, however, the packaging of merchandise has become a major part of selling their products; marketers now specify exactly the types of packaging that will be most appealing to potential customers.

  1. Marketing Media and Audience Feedback

    This is similar for radio advertising as consideration needs to be made into time, network and date of advertising. On the other hand, retail outlets and the Internet are very effective means of advertising The Sun as they are relatively cheap and can target local, regional and national readers.

  2. The principles of marketing.

    I asked this question because I wanted to find out what quantity is bought the most so that it could then enable me to base my promotion on it. I wanted to find out what people buy. Amount of people pay varies from quantity of coke they purchase but they are mostly the same.

  1. Marketing Opportunities Business Report - A report for the directors of Venetian Ices Ltd.

    opportunities available to the company and those that would be most beneficial to the firm. In designing the questionnaire there were many factors that we had to take into account before producing actual questions. First we decided that all questions in our questionnaire must be clear, unambiguous and give simple results.

  2. Marketing Promotional Strategy.

    no one would believe me if I was to say its the cheapest, most reliable, popular phone as no one would take it seriously and the Marks and Spencer image of quality would be damaged. These are he two social grades that I will aim to target: B- (Approximately 11%).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work