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Lucozade SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: September 05, 2023Read time:

Here is a detailed SWOT analysis of Lucozade covering strengths, weaknesses, opportunities and threats.

Lucozade 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

Above are the strengths in the SWOT Analysis of Lucozade. The strengths of Lucozade looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Lucozade Weaknesses

  1. Not much advertising in print media and TV.
  2. Brand recall and awareness is not very high

These were the weaknesses in the Lucozade SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Lucozade 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.

Above we covered the opportunities in Lucozade SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Lucozade 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

The threats in the SWOT Analysis of Lucozade are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Lucozade SWOT analysis.

Read Similar SWOT analysis

About Lucozade

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Lucozade Overview
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

Sports drinks

Target Market



Sports based positioning

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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