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Lucozade Marketing Strategy

1540 Words7 Pages

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 the …show more content…

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 is 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 …show more content…

This drink is for health purpose, it can seek more potential customer, such as children, parents.
For the packaging, it will have been a new redesign packaging. It will be more colorful, insert some cartoon picture, and the shape color design is for younger audience.
Lucozade could apply the PlantBottle* packaging, it is a fully recyclable material which can make plastic bottle with up to 30% of its material derived from plants. Compared with to traditional plastic bottles, the new material of PlantBottle* packaging could be minimizing the dependence on fossil fuels and give a great help for reduce environmental impact.
It could be eco-friendly and it could improve our company image between the public.

(PlantBottle* is a material for using the recyclable plastic for packaging)
Marketing Mix Programs
Place:
Increase more selling platform, join the partnership to some bakery, such as Sthonore, Maxims.etc. In this way, Lucozade could develop more selling channel and selling location.
Increase the selling method through the vending machine. This method is really common on selling some soft

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