Lucozade Sport Marketing Project
Table of Contents
1. Executive Summary
2. Product Description
3. Current Market Situation
4. Current Marketing Strategy
5. Critique of Marketing Strategy
6. Findings & Recommendations
7. Appendix
8. 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 as competitor activities and a swing to more health-orientated goods.
Lucozade Sport pursues an integrated marketing strategy in which it harmonises its use of the 4 P’s. Much of its success can be attributed to the quality of its promotional campaigns which have created unrivalled brand recognition and created a connection with the Irish market.
Due to the success of its current and previous marketing campaigns it would be unwise to suggest wholesale changes. There is potential for improvement however in sectors such as increased targeting of the female and children’s markets. Lucozade Sport’s campaigns are primarily targeted at males as there is a distinct lack of female sports stars endorsing the product, while its high sugar content detracts from its appeal to the children’s market. Section 2: Product Description
Lucozade Sport is a sports and energy isotonic drink. Its main target market is sports enthusiasts and people involved in regular exercise. its sports brand is made credible due to its unique scientific formulation; that is “it is proven to extend athletes sporting endurance by 33% longer than water”. (Woodgrange Ltd,2001)
GlaxoSmithKline PLC is the parent company of Lucozade Sport which was launched in 1991 as the first major isotonic drink in
1. Executive Summary
2. Product Description
3. Current Market Situation
4. Current Marketing Strategy
5. Critique of Marketing Strategy
6. Findings & Recommendations
7. Appendix
8. 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 as competitor activities and a swing to more health-orientated goods.
Lucozade Sport pursues an integrated marketing strategy in which it harmonises its use of the 4 P’s. Much of its success can be attributed to the quality of its promotional campaigns which have created unrivalled brand recognition and created a connection with the Irish market.
Due to the success of its current and previous marketing campaigns it would be unwise to suggest wholesale changes. There is potential for improvement however in sectors such as increased targeting of the female and children’s markets. Lucozade Sport’s campaigns are primarily targeted at males as there is a distinct lack of female sports stars endorsing the product, while its high sugar content detracts from its appeal to the children’s market. Section 2: Product Description
Lucozade Sport is a sports and energy isotonic drink. Its main target market is sports enthusiasts and people involved in regular exercise. its sports brand is made credible due to its unique scientific formulation; that is “it is proven to extend athletes sporting endurance by 33% longer than water”. (Woodgrange Ltd,2001)
GlaxoSmithKline PLC is the parent company of Lucozade Sport which was launched in 1991 as the first major isotonic drink in
Bibliography: Euromonitor International, 2011. Functional Drinks – Ireland. Available at: http://0-www.portal.euromonitor.com.library.ucc.ie/Portal/DocumentView.aspx [Accessed: 10 March 2011] Fuel TV, 2011 GlaxoSmithKline, 2011. Our Company. [online] Available at: http://www.gsk.com/about/company.htm [Accessed: 29 March 2011] IPC Advertising, 2008 Lepper, J., 2005. Lucozade Sport drink criticised for overstating health benefits. Available at: http://www.brandrepublic.com/news/469225/Lucozade-Sport-drink-criticised-overstating-health-benefits/ [Accessed: 23 February 2011]. Lucozade, 2010. New Product Development, 2010. Available at: http://www.lucozade.com/sport/sport-science/new-product-development/Default.aspx [Accessed: 22 February 2011] Lucozade, 2011 Lucozade, 2011. Lucozadeshop.com. [online] Available at: < http://www.lucozadeshop.com/body-fuel-powder-tub-large/S03456.html> [Accessed 29 March 2011] Ogilvy & Mather, 2007 Thomas, P., 2009. Behind the Label. Available at: http://www.theecologist.org/green_green_living/behind_the_label/269575/behind_the_label_lucozade_sport_with_caffeine_boost.html [Accessed: 22 February 2011]