The Successful Repositioning of Lucozade Essay -- GCSE Business Manage

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...