Whether on the gym or field or track the Lucozade sport aims to deliver right kind of fuel before exercise, during exercise and also after exercise. The Lucozade sport is proven to enhance the physical endurance and thus has been scientifically developed to contain carbohydrates, glucose, electrolytes, fluid which helps to fuel muscles and also maintain hydration. The Lucozade sport is therefore marketed to people who aim to pursue an active lifestyle and therefore has become the choice for footballers, athletes, runners and for people who loves sports, exercise and physical activity. Lucozade has been regarded as drink of choice for many people since its launch as unique isotonic sports drink. The product chosen is Lucozade Sport which is particular made for people who tends to maintain the same level of performance during exercise. It has been founded that just with 2% decrease in the body weight due to sweating can eventually lead to drop in the performance of athletes. The electrolytes in Lucozade sport thus replaces mineral and salt which gets lost during sweating and plays an essential role in the process of maintaining fluid balance. Lucozade is owned and controlled by GSK which is leading healthcare and pharmaceutical companies (Lucozade, 2011). Market analysis According to reports by Markets and Markets, there seems to be demand for sports as well as energy beverages as it is predicted to grow at a yearly growth rate of 10% till 2016. This growth is fuelled by increasing health awareness among consumers who are eager to combat fatigue with energy bossing drinks. The industry players are also diversifying the product portfolio with products such as diet drinks and also sugar free drinks targeting the female segment along with the health conscious consumers (ReportLinker, 2013). Customer Analysis As per data provided in Morgan database, the non alcoholic beverages market in New Zealand has undergone serious changes where the total consumption of non alcoholic consumption amounted to about 95% and has varied in minor percentage such as total non-alcoholic consumption in 2011 showed 93.90% as compared to 95% in 2008 and 2010. Women are the largest customer for non alcoholic beverages as compared to men where total consumption of female was 6919 in 2010 and men amounted to 4201 in the same year. Further it was founded that the age group of 35 to 49 were the highest consumers of non alcoholic beverages followed by the age group of 50-64 with 2943 un weighted consumption. In the year 2011, the picture remained the same with women dominating the non alcoholic beverage market and highest consumption being in the age group of
The paper talks about the marketing plan of sports drink category and the brand chosen to discus in the marketing plan is Lucozade and the product is Lucozade Sport. An overview of the product is discussed along with the current market trends in the sport drink sector. …
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