Lucozade Case Study

4397 Words18 Pages
Advertising is attempting to influence the buying behaviour of customers and clients by providing a persuasive selling massage of the products and services. Technically, advertising is only one way of promoting business and it has to be sure that whatever form of advertising is chosen; it has to fit the business marketing plan and marketing strategy. On the other hand, promotion includes all the ways available to make a product or service known to and purchased by customers and clients. Promotion is communicating with the public in an attempt to influence them towards buying the products and services.

Task 1
Researching the company website and other relevant websites as identified through search engines such as Google
…show more content…
With creative and innovative idea, Lucozade started to give promotional offers to their customers. Like, during the Lions tour in Australia between Britain and Ireland, Lucozade offered a chance to win a trip to Australia on-pack promotional bottles. On the bottles there was the tagline ‘Catch the Lions in Oz’. They also managed the shops and the supermarkets to support them by signage or point of sale materials designed to attract the customers. They also developed their advertising and promotions campaigns by distributing free samples of their products and highly visible street merchandising.
Though, Lucozade have had long and painful as well as less significant years in its life but it is now one of the popular drink in the UK and also the largest selling energy drink in both UK and Ireland. This is how Lucozade have dramatically developed in its advertising and promotions campaigns.
1.2 Marketing communication Strategy behind Lucozade success
Marketing Communication is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Maignan, 2005). Marketing communication is all about delivering the benefits of the products to the customers in order to generate sales and profits. In Business, total marketing communication programme is called ‘Communication/Promotional Mix’
Get Access