MARKETING PLAN OF LUCOZADE

Marketing Plan of Lucozade



Marketing Plan of Lucozade

Introduction

Energy drinks have growing rapidly in the Indian market, and due to the sports market the market share has increased which has led to the restructuring of the other brands to make a new demand for energy drinks. There has been very new and creative ideas for advertisement for these products where the all the products look very similar. This report discuses the targeting of Lucozade in the Indian market. It is a fact that the largest consumers of these drinks are young or the adults group. Nearly 65% of consumers of energy drinks aged 35 and under (Yeomans, 2009, 241-9).Discussion and Analysis

The market analysis section will determine how different brands positioned in the market for energy drinks and how companies promote their products. After the analysis, we will recommend further strategies, which will help Lucozade penetrate the Indian market.Mark Review

Lucozade developed by a pharmacist in Newcastle formulated in 1927. The drink formulated as a glucose drink, which was easy to digest, and that could help recovery from illness, giving them the power of better digestive ability (Smit, 2006, 287-97). Although in all countries where commercializing are marketed within the relevant food laws, there some differences of descriptions, framing and particular labeling.

The unique ingredient

The main ingredient used was Tourine and an amino acid which found naturally in the body, especially in the muscle tissue. The company recommended that this ingredient was essential for the drink also that this is a key substance that helps the body during times of stress or exertion. Since early 2004, the sugar-free version is available. It admired as a mixer, especially vodka. (Scholey, 2004, 320-3) In the year, 1938, Lucozade brand bought by Beecham, who circulated it throughout the country using their vast distribution channel, this helped in its image and it soon became known throughout the country as a symbol of trust recovery. The unique brand substitute, which remained fixed in the health and recovery, sought to position Lucozade as a health care supplier of energy drinks to help people to reinstate the usual pauses of the daily energy that may endure during the day (O'Brien, 2008, 453-60).Market / Industry Analysis

India's total cold drinks market marks a serious competition, and many powerful and respected competitors with enormous marketing budgets found competing for share in the market. As a result, the market may be developing test for the brand that wishes to carry on growing in the class, which is currently flourishing. In the chilled beverage market, the augment in the grouping of soft drinks has reduced. However, the boost was due to the energy drinks sector, which costs around Rs. 940 million in 2003 and has grown 26% since 2001. The concept of energy is larger than it appears only the caloric value contributed by carbohydrate. The energy given by the calories provides the body with vitality that your other components through various actions, especially in situations of physical wear and / or mental, experienced in a ...