Description
SWOT ANALYSIS OF LUCOZADE
‘Lucozade’
Parent Company
GSK CH
Category
Healthcare
Sector
FMCG
Tagline/ Slogan
‘Lucozade is fuel for body and soul/Lucozade replaces lost energy’
A scientifically formulated drink backed by years of research as well as approved by independent authorities such as World Anti-Doping USP Agency that further establishes its credibility
STP
Segment
Sports drinks
Target Group
Youth
Positioning
Sports based positioning
SWOT Analysis
1. A well established sports drink in UK with a presence in several other international markets 2. It enjoys the strong distribution network of GSK 3. Expanded to a range of products to cater to specific needs of different consumers 4. A dedicated website provides a stronger online presence with Strength engaging content for its target group
1. Not much advertising in print media and TV. Weakness 2. Brand recall and awareness is not very high
Opportunity
1. Demographic trends like increasing population and purchasing
power favor the consumer healthcare market, thus opportunities for growth. 2. Increasing penetration in rural markets 3. Sports drink is a nascent but fast growing category in India.
1. Aggressive marketing and promotion by competition 2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better Threats margins
Competition
1. Gatorade Competitors 2. Powerade
doc_903503431.docx
SWOT ANALYSIS OF LUCOZADE
‘Lucozade’
Parent Company
GSK CH
Category
Healthcare
Sector
FMCG
Tagline/ Slogan
‘Lucozade is fuel for body and soul/Lucozade replaces lost energy’
A scientifically formulated drink backed by years of research as well as approved by independent authorities such as World Anti-Doping USP Agency that further establishes its credibility
STP
Segment
Sports drinks
Target Group
Youth
Positioning
Sports based positioning
SWOT Analysis
1. A well established sports drink in UK with a presence in several other international markets 2. It enjoys the strong distribution network of GSK 3. Expanded to a range of products to cater to specific needs of different consumers 4. A dedicated website provides a stronger online presence with Strength engaging content for its target group
1. Not much advertising in print media and TV. Weakness 2. Brand recall and awareness is not very high
Opportunity
1. Demographic trends like increasing population and purchasing
power favor the consumer healthcare market, thus opportunities for growth. 2. Increasing penetration in rural markets 3. Sports drink is a nascent but fast growing category in India.
1. Aggressive marketing and promotion by competition 2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better Threats margins
Competition
1. Gatorade Competitors 2. Powerade
doc_903503431.docx