The Successful Repositioning of Lucozade Essay -- GCSE Business Manage

The Successful Repositioning of LucozadeLucozade has successfully repositioned itself in the market. Describeand analyse the marketing strategy utilize by the business to increaseprofit?A recent report on the UK Market for sports and energy drinks showedthat the category has continued to grow at an fickle rate with morethan 20 launches and relaunches in that market alone last year.Probably one of the most successful relaunches of the 1990s was therepositioning 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 draw to ask ourselves Howdid this happen?Lucozade has been around since the 1920s and was originally sold asglocozade glucose based energy drink for sick children. Later it wasrebranded as lucozade and once more marketed as a health drink, somethingyou would drink when your energy levels needed boosting such as whenyou were sick or visiting someone in hospital who was sick again youwould take them a bottle of lucozade. However from the 1990s lucozaderebranded and also extended their brand name Lucozade sport and laterLucozade energy, this rebrand happened for a reason and was part of astrategic marketing campaign to coincide with changes in peoplesperception of work, sport and general social attitudes.More often than not, it is social changes, applied science and sciencethat push a product in a certain direction...