Lucluade: Current Marketing Plan For Lucozade
BUS3011 Marketing Essentials
Group Project
Group members:
Yeung Yiu Man 160441776
Chan Kwan Shing 160289645
Ko Yan Chun 160151423
Tam Ha Yan 160567871
Austin George .W 160575220
The Marketing Plan for Lucozade
Current marketing situation
Company Information:
Lucozade is a series of energy drinks and sports drinks. The brand has been Originating in 1927 as the culmination of Newcastle chemist William Owen's efforts to create a source of energy for those who were sick with common illnesses.
The product was acquired by Beecham's in 1938, and the Lucozade name has since moved to several other companies in successive mergers and acquisitions. On 9 September 2013, Lucozade® were acquired from GlaxoSmithKline by
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People may not know this brand or even never heard of this brand
The company are lack of public image, people are not familiar in the brand/product, it will be a barrier develop the market or increase the sales among the energy/sports drink’s market
The product of Lucozade haven’t create a memorable slogan. Public are lack of awareness to remember our product. If Lucozade has a memorable slogan or some episode. When the people hear the sentence, or the phrase of slogan, people will remember our product immediately.
Many competitors in the energy drinks and sports drink’s market, and Lucozade do not own a favorable advantageous to against with them. Those brand such as pocari sweat, RedBull. And the feature of these drink are very sillier, which is also able to rapid recovery of physical strength.
People criticize that Lucozade drink has too much sugar, even more than a can of coke (Lucozade has 62 grams of sugar in a 500ml, and the Coca-Cola has 50 grams of sugar in a 500ml)
Negative claim, Lucozade has been offering a product with alcohol that is tarnishing the image of sport energy
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Also, Lucozade could offer some “promotion price” discount to the customers in order to attract the potential customer. At the same time, Lucozade could launch a discount packaging (which include 2 original Lucozade and 2 Lucozade juice) for a family packs, and sell with a lower price, in order to attract the customer
It is a good idea to Lucozade to hold some sports event, such as extreme sports or hold some concerts , to let more people to familiar their brand.
Lucozade could donate charity/sponsor drinks to charity organization to improve company’s image
It might be a good idea to create a memorable mascot—such as an animals, make it looks energetic, to bring a new image to the public.
It would great for Lucozade to advertise through commercial breaks in big events/well known/popular events e.g. NFL Super Bowl, NBA Finals championship, Formula 1 competition etc.
It is strongly suggested that Lucozade should cooperate with the supermarket and convenience store, place the Lucozade drink on the shelf-talkers and label the shelf barkers on the
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