Lucozade SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3128
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SWOT Analysis of Lucozade with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Lucozade’

Parent Company

GSK CH

Category

Healthcare

Sector

FMCG

Tagline/ Slogan

‘Lucozade is fuel for body and soul/Lucozade replaces lost energy’

USP

A scientifically formulated drink backed by years of research as well as approved by independent authorities such as World Anti-Doping Agency that further establishes its credibility

STP

Segment

Sports drinks

Target Group

Youth

Positioning

Sports based positioning

SWOT Analysis

Strengths

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 engaging content for its target group

Weaknesses

1. Not much advertising in print media and TV.

2. Brand recall and awareness is not very high

Opportunities

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.

Threats

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 margins

Competition

Competitors

1. Gatorade

2. Powerade



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