The Successful Repositioning of Lucozade

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The Successful Repositioning of Lucozade

Lucozade has successfully repositioned itself in the market. Describe

and analyse the marketing strategy used by the business to increase

profit?

A recent report on the UK Market for sports and energy drinks showed

that the category has continued to grow at an explosive rate with more

than 20 launches and relaunches in that market alone last year.

Probably one of the most successful relaunches of the 1990s was the

repositioning of Lucozade from a health drink to a sports drink.

Lucozade is now one of the most widely recognized brands in Britain,

but it has taken a long time to get, so we have to ask ourselves – How

did this happen?

Lucozade has been around since the 1920s and was originally sold as

glocozade glucose based energy drink for sick children. Later it was

rebranded as lucozade and again marketed as a health drink, something

you would drink when your energy levels needed boosting such as when

you were sick or visiting someone in hospital who was sick; again you

would take them a bottle of lucozade. However from the 1990s lucozade

rebranded and also extended their brand name Lucozade sport and later

Lucozade energy, this rebrand happened for a reason and was part of a

strategic marketing campaign to coincide with changes in people’s

perception of work, sport and general social attitudes.

More often than not, it is social changes, technology and science

that push a product in a certain direction...

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