The Successful Repositioning of Lucozade Essay -- GCSE Business Manage

The Successful Repositioning of LucozadeLucozade has palmyly repositioned itself in the market. Describeand analyse the selling strategy used by the business to increaseprofit?A recent report on the UK Market for sports and efficacy drinks showedthat the category has proceed to grow at an explosive 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 straight off one of the most widely recognized brands in Britain,but it has interpreted a long time to get, so we have to ask ourselves Howdid this expire?Lucozade has been around since the 1920s and was originally sold asglocozade glucose based energy drink for unappeasable children. Later it wasrebranded as lucozade and again 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 across-the-board their brand name Lucozade sport and laterLucozade energy, this rebrand happened for a reason and was lift off of astrategic marketing campaign to coincide with changes in heapsperception of work, sport and general social attitudes.More much than not, it is social changes, technology and sciencethat push a product in a certain direction...