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Lucozade SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Lucozade analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Lucozade SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Lucozade to benchmark its business & performance as compared to the competitors and industry. As of 2020, Lucozade is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Lucozade competitors and includes Lucozade target market, segmentation, positioning & Unique Selling Proposition (USP).

Lucozade SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Lucozade Brand Analysis
Parent Company






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 Agency that further establishes its credibility

Lucozade STP
Lucozade Segmentation

Sports drinks

Lucozade Target Market


Lucozade Positioning

Sports based positioning

Lucozade SWOT Analysis
Lucozade Strengths

Below are the Strengths in the SWOT Analysis of Lucozade:

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

Lucozade Weaknesses

Here are the weaknesses in the Lucozade SWOT Analysis:

1. Not much advertising in print media and TV.

2. Brand recall and awareness is not very high

Lucozade Opportunities

Following are the Opportunities in Lucozade SWOT Analysis:

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.

Lucozade Threats

The threats in the SWOT Analysis of Lucozade are as mentioned:

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

Lucozade Competition

Below are the top 2 Lucozade competitors:

1. Gatorade

2. Powerade

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Lucozade. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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