Premium Essay

Lucozade

In: Business and Management

Submitted By SUZIOSMAN
Words 688
Pages 3
Product
The Lucozade product “is an isotonic sports drink which provides carbohydrates and electrolytes to enhance hydration and help maintain performance during prolonged endurance exercise” (Lucozade 2014).
Lucozade’s healthy image was aided by the well-respected pharmaceutical institute, GlaxoSmithKline as one of their products, they have reduced the calorie and sugars content by 65% of the Lucozade Energy range sold in the UK & Ireland by 9% and 8%. (GSK 2013). The Lucozade brand produces drinks, bars, gels, tablets, and also powder form tablets. This product was originally targeted at patients who needed extra energy to get well. However, subsequent commercialisation has been done accompanied by well executed brand repositioning efforts that have transformed the products from being the ‘remedy’ to the sick children, to being the product of choice to every active individual in all ages (Manifested Marketing, 2011).
The product is especially common among the young adults, Lucazade has been in the market since the 1920s and has grown to be the leading brand in the energy drinks industry (Manifested Marketing, 2011). However, the product continues to face competition from other energy drinks produced by Coca Cola, Pepsi and other vitamin drinks available in various national markets. This is perhaps the reason why the company ensures vigilance in its implementation of the marketing mix that has seen Lucozade retain its position as the leading energy drink in the global markets

Research suggest that although energy drinks have a specific target market, they appeal to many different markets and are used widely in many different sectors.
Lucozade is a sports and vitality isotonic drink the primary target market is young active people, athletes and those who are serious about the athletic industry aged 18-35 this is evident as the sports drink has a scientific

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