LUCOZADE

Lucozade Energy Drink

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Lucozade Energy Drink.

Task 1

Lucozade is one of the sports and energy drinks brands produced by one of the world's top pharmaceutical companies GlaxoSmithKline. The origin of the Lucozade energy drink dates back to 1927 when William Owen a chemist created a medicinal drink for the sick to get the required energy to perform day to day tasks. It is now one of the highest selling energy and sport drink brand in the UK with sales going as far as 259 million pounds sterling according to a 2011 study for its Lucozade energy drink brand, whereas the Lucozade sport brand's sales going as far as 119.7 million pounds sterling ranked third just after red bull in 2011 (Explosion at Lucozade. 2003). With recent developments and advancements in the energy drink market as well as emerging trends such as 2012 London Olympics, the company has increased its marketing, advertising, and promotion expenses, just to grab the attention of all of sports world and general public. Moreover, in order to compete closely in the UK market, with world leader in energy drink sector i.e. red bull, Lucozade needs to boost and enhance its advertising campaign in order to increase its sales and revenues, and stay as the leader within the UK in energy drink sector. For this purpose, Lucozade first needs to come up with a strong positioning statement, so that its brand image gets enhanced within the eyes of the consumers, as well as its competitors. Consequently, the best positioning statement for Lucozade during the year 2011-2012 would be 'drink like a champion'. This would not only target the sports personalities participating in the London Olympics but would also cater to the enthusiasm of the local market during the Olympics. Since, Olympics is one of the biggest sporting events that can take place within a country, it is highly important that Lucozade targets its advertising, marketing, and promotion campaigns, keeping in mind the London Olympics.

With the Olympics closing in, every sector associated with the sports industry is looking to target the Olympics with all of their driving forces. Companies have sped up their marketing and advertising campaigns, and developed in such ways so as to specifically target the Olympics. In order to that, Lucozade needs to become one of the official sponsors of the London Olympics. This would not only give them a chance to advertise their products more from the front but will also engage the general public within the campaign. Moreover, the brand should also focus on making them the official energy drink of the whole sporting event. This would give them a chance to introduce their drink to a wider international market and their athletes and sports personalities. Furthermore, the advertisement campaign should also look to become the official sponsors of the British Olympic squad; this would boost the patriotism within the people about the drink since it's a national brand that would be sponsoring the national squad.

Although, this would be quite ...