Assignment 4 – Marketing Strategies

Introduction

The main purpose of this work is to identify the marketing strategy used by Lucozade to increase the demand for its products.

Lucozade is an energy drink which contains glucose syrup and caffeine. This energy drink was produced by GlaxoSmithKline plc.

The first Lucozade energy drink was manufactured in 1927 by a chemist in Newcastle. The chemist produced the drink with intent of giving energy to people who are sick.

The strategy

To increase the demand of its products, Lucozade had to change the packaging of its bottles, the large glass bottles with yellow a cellophane wrap, was discontinued.

Lucozade was repositioned in 1985 with a motive of providing an every day energy replacement drink to its consumers. The reposition was very successful due to celebrity endorsement

In 1999 Lucozade re-launched Lucozade energy, the marketing was very successful because it was represented by Lara Croft (an imaginary character who you can find in movies, cartoons and video games.).

The idea was to attract people who are fans of Lara Croft to drink and to purchase Lucozade because the catch phrase ‘’ your brain your weapon’’. This technique would make consumers believe that the drink will give them energy when they are in a tough situation or when they playing sports and get tired, the drink will give them energy.

Lucozade has also launched Lucozade Sport which is aimed at people who like sports such as Football, Athletes, Tennis and other sports.

Lucozade is now the UK’s number 1 sport drink because almost every athletes drink. The marketing strategy of this drink was very popular because the campaign was represented by so many different athletes.

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How did Lucozade increase the demand of its products?

Lucozade aims, is to provide a complete product range to address the nutrition needs of athletes of all abilities, for performance, preparation and recovery within sport. The company’s research team believe that the right diet is a key factor to improve sporting performance and that’s why the Lucozade sport was launched.

The Lucozade Sport team has also approved that drinking Lucozade Sport drinks before, during, and after physical activity improves performance and endurance, increases hydration, reduces fatigue and aids recovery.  

How did it work?

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