Strategic brand building road-map for GSK's Lucozade sports drink

1. Lucozade
Sukesh Chandra Gain

2. Drink
Market
Soft or
Carbonated
Drink
Healthy Drink Mixed Drink
Alcoholic
Beverages
Market Overview
Market Segments
Segments
Growth Drivers
Increase in disposable income
Increased awareness for health
Young population
Adoption of western culture
Increase in sports marketing
Energy drink
market-500 Cr
Sports drink
market – 150 Cr
Domestic Market
growth ~ 50%
Energy Drink
Market Analysis
Feeling product
Athletes and sportsperson
Busy professional
“Men at work”
Age: 16-60 years
Students
Income: Middle and upper income

3. Current
Trends
Blossoming of
the ‘health
conscious’
man Young
generation-
Prime market
Entry of
international
players
Flavour-
Important
Factor
Smart energy
drinks-The In
Thing
Penetration in
tier II and tier
III cities
100%
Respond
ents
Total
47%
Yes
53%
No
Familiarity
with sport
drink
24%
Yes
Heard
about
Lucozade
76%
No
Current Market Trends
Market Research
Survey Results
58%28%
14%
Red Bull Gatorade Others
Choice of Energy Drink
12%
Yes
Drink
Lucozade
88%
No
Location: Delhi
Sample size: 138
College students
Age group: 17 – 25 years

4. Strengths
Strong brand with high level of consumer
acceptance around the world
Among the leaders in sports and energy drinks
Sold over 117 countries
Good reputation as a result of the medicine
manufacturer
Opportunities
Growth in sales of sports and energy
drinks
Cross generational targeting of youth
middle and old age
 Increasing sports marketing
Target groups with growth potential and
disposable income
Creating new demand for the product in
places such as Bars and Clubs
Strong financial position
Threats
•Entry of new Global and Local players in the
energy drink segment
•Perception of being for ailments
•Core competency?
• Strong possitioning by Red Bull
Weaknesses
Lucozade in some places is still considered
as a medical drink (to make you feel better)
Lucozade is not considered suitable for
mixture with alcohol
Awareness among Indian consumers
S W
TO
Swot analysis
SWOT Analysis

5. Future Marketing Mix Strategies
Sports and energy drink
Orange flavour
Lemon flavour
Launching Lucozade Alert
Plus to counter Red Bull
Product
Premium pricing
500 ml – Rs. 40
300 ml – Rs. 25
200 ml – Rs. 16
Price
Modern retail outlets
Gymnasiums
Super market
Select traditional retail
stores
Place
Sports magazine
Celebrity endorsement
Social media
BTL activities
Sales promotion
Promotion
Strategies
Y1
5 Metros
Y2
5 Mini
metros
Y3
33 Tier 1
Surat,
Vadodra,
Faridabad
Y4
28 Tier 2
Noida, Gurgaon,
Mangalore
Y5
152 Tier 2
104 Tier 4
Haldia,
Panchkula
Push Strategy - First 3 years Push & Pull Strategy- Next 2 years

6. Targeted at influencing
buying decisions at the
point of purchase
Posters, signs and other
promotional materials
 Targeting wholesalers,
retailers and the end
consumer
Free samples,
bonanzas, contests,
quantity discount,
coupons and souvenirs
Promotion
Strategies
Point-of-
purchase
Sales
promotion
Night Club,
Bar
Sponsorship
marketing
Durga Puja,
Onam,Ganes
h Chaturthi
Sponsoring different
clubs or tie up with
organizing committee
during Durga Puja in
Bengal, Onam in South,
Ganesh Chaturthi in
Mumbai
Energy drinks at bars,
restaurants, and
nightclubs
Designing marketing
promotions in nightclubs
in large cities, such as
Excalibur
Promotion & Advertising
Year 1&2
Strategies & Recommendations

7. • Advertise on Yahoo
India, Rediff & MSN
homepage
• Advertising on social
networking sites like
Facebook & Twitter
• Tie-up with Zynga games
to develop a game
• Online contests such as
quizzes based on brand
history & recognition
• Sales and field service
within the military resale
channel
Promotion
Strategies
Internet &
Social
Media
Indian
Army, Navy
Military
Mass media
Tie-ups:
Corporate
House
Gym
•Tie- Ups with big
Corporate Houses and
provide fitness tips for
employees
• Tie-Ups with
International and reputed
gyms in metros
frequented by men from
SEC A, B
• Sponsorship &
Advertisement during
popular cricket
tournaments such as
Cricket World Cup & IPL
• Advertising during
Indian Football League
• Product placement in
reality shows such as
MTV Roadies, Colour TV
- Khatron Ke Khiladi
Promotion & Advertising
Year 3,4&5
Strategies & Recommendations

8. Building relationship
with Engg, Medical,
MBA colleges
Lucozade Rock Band
Competition
Open quiz for all: 5-10
First Track watch, tie up
with First Track
Getting entry into
college canteen
Viral marketing using
social maedia
Promotion
Strategies
Relationship
Building
with
colleges
(>1000 )
Viral
Marketing
BTL
Activities
Sports
Activities
Mumbai Marathon,
Delhi Marathon,
Hyderbad Marathon
Sponsor little lesser
known athletes like Saina
Nehal, Vijendar Singh,
Baichung Bhutia
East Bengal, Mohan
Bagan
Organizing Football and
Cricket tournaments on
regional basis
Promotion & Advertising
Strategies & Recommendations

9. Packaging
Colour:
Dark blue, OrangeShape:
Slim can, Bottle
Label:
Identifiable, attractive graphics
Logo : Tag
Fresh look
Ingredient Branding
Energy-26 Kcal
Sodium – 50 mg
Highlight ‘Reason to Buy’
Packaging Strategy
Packaging