Marketing Principles: Analysis of Lucozade's Strategies and Decisions

This report analyzes the marketing decisions of the Lucozade company, focusing on the influence of micro and macro environmental factors. It examines the impact of customers, employees, and suppliers (micro factors) along with political, technological, and economic factors (macro factors) on marketing strategies. The report further explores market segmentation strategies, including demographic and psychographic segmentation, and how differentiated marketing is used to target different consumer segments. It discusses the importance of understanding buyer behavior and how it affects marketing activities. Finally, the report addresses product positioning, market research, and setting prices when entering new markets. The analysis suggests targeting Asian countries to increase market share, specifically highlighting India, China, and Bangladesh due to their large consumer bases. The report references several marketing principles and studies to support its findings.

MARKETING
PRINCIPLES

2.1
Marketing decisions of the Lucozade company are influenced
by various macro and micro environmental factors.It is
essential that impact of these should be evaluated and analysed
properly so that a appropriate marketing decision can be taken
for business.
The micro environmental factors that affects the marketing
decision are as follows :
Customers : They come in the category of micro factors that
impact the decision making process of the Lucozade company.
Products of the company that includes sports drink and energy
drinks are consumed by its buyers. Identification of their needs
aid in making improvements in the commodities as per the
requirements of the consumers.

Employees : workforce of the enterprise put their
efforts for accomplishing desired goals of the business.
Suppliers : Raw material for making energy and sports
drink comes through various suppliers of the firm.
Quality of the material provided by them needs to be of
superior quality for ensuring better end products.
MACRO FACTORS
Political factors : Changes in political situations
influences the overall marketing decisions of the
business.

Technological factors : New innovations and advancements in
technology affect the production process. New machineries
comes in the market that provide effective and faster methods
for making energy drinks. Company needs to adopt new
technology for ensuring competitive advantage.
Economical factors : changes in the economic conditions
affect the purchasing parity of consumers and financial
revenues of the enterprise also gets affected by it.

Segmentation of markets for energy and sport drink products of the
Lucozade company can be done for dividing the target market area
of the company in specific divisions.
Demographic segmentation : consumers of the company can be
targeted on the basis of age groups. Energy and sports drink of the
enterprise are consumed by school going kids and youngsters.
Marketing strategies of the enterprise can be developed for targeting
these specific clients.
Psychographic segmentation : Consumers can be targeted on the
basis of lifestyle and identification of personnel activities of the
buyer needs to be done for taking marketing decisions.
2.2

2.3
Differentiated marketing strategies aid in targeting and
attracting consumers of Lucozade from different market
segments.
Energy and sports drink product of the company can be sold to
large number of consumers by adopting this strategy.
Client base for the business can be built in an effective way and
loyalty of the consumers can be achieved by using this
technique.
Targeted consumers can be informed about features and
attributes of the product by making proper promotional and
advertising strategies.

It is a cost effective method for selling the
products of the enterprise in market areas by
targeting specific group of consumers.
Ideal clients of the business can be identified and
potential consumer base for the corporation can
also be accessed by making use of this
methodology.
2.3

Buyer's behaviour affect marketing activities in different
buying situations and and functioning of Lucozade is
also get influenced by it.
Cultural and social background of the purchaser also
influence the marketing decisions of the company.
Preferences and interest shown by the purchaser affects
the product purchasing activities of the corporation.
Good promotions and advertising done by the company
aids in creating brand awareness of the products and sell
is also enhanced due to it.
Buyer's loyalty can be achieved by rendering them
superior quality products at reasonable price.
2.4

2.5
Lucozade can get involve in product positioning process for gaining
attention of consumers towards products of the company.
It is essential that segmentation of the markets and consumers should
be done for doing product positioning for Lucozade firm.
Market research can be conducted for identifying and evaluating
existing market conditions and it will support in selling products in
new market areas.
Prices of the commodities needs to be set properly while entering
into a new market area for positioning a product.
Targeted markets need to be define properly and goods of the
enterprise needs to be positions properly for accomplishing desired
objectives.

2.5
Company can target Asian countries for
injcreasing their market share.
India, China and Bangladesh are highly populated
nations and offeres large consumer base for
selling products of the enterprise.

REFERENCES
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assessing the extent of social marketing principle use
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Consumers. 16(2). pp.141-158.
Cătoiu, I., Vrânceanu, D. M. and Filip, A., 2010. Setting
fair prices–fundamental principle of sustainable
marketing. Amfiteatru Economic. 12(27). pp.115-128.
Kotler, P., 2008. Principles of marketing. Pearson
Education India.
Rosenbloom, B., 2012. Marketing channels. Cengage
Learning.