As mentioned above the electrolyte absorption is very important, specifically sodium because you lose a lot of sodium through sweating. Water contains 6mg of sodium per litre.

Sport Lite drink from Lucozade - The Caterer

Don’t worry, you’re not going to collapse on the pitch, convulse and transform into a big green monster. Let our experts explain the science. “The glucose in sports drinks increases blood sugar levels, which provides fuel for your working muscles and the sodium helps with the absorption of the fluid,” explains Ranchordas. Watts adds: “Your energy stores will deplete as your body uses energy so if you continue to exercise you will need to replace the energy you burn. A sports drink can help with this.”

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In 2010, Lucozade is the leader in United Kingdom for its market share in United Kingdom and Ireland is 90%(Bihua Ye,2010,p.19).The second pie chart shows the market share in Ireland. Lucozade still dominates the market with 75% value share (Begleys,nd). This report uses marketing mix as a tool to analyse the marketing strategy used by Lucozade to understand how the company promote its products. After that, by analysising the market share and the performance, the brand’s position in competition is identified. Then, through comparing with Lucozade’s rival- Red Bull, strength and weakness are showed. SWOT analysis is used in this part. Next, the recommendations will be given to the company after the analysis to increase sales and expand market share. Lucozade was the first energy, however, in the market of the energy drinks today, many Lucozade’s competitors have raised, the main and the most powerful competitor Lucozade has to face is Red Bull Lucozade Ambassador and world 5,000m champion Mo Farah uses Lucozade Sport Lite to succeed, "Like me, you may want to get the most out of your training and competition so it's important that you replace the fluids lost through sweat to help you keep going. I drink Lucozade Sport Lite to help me as it has the salts and electrolytes my body needs to get me through to the finish line." said Mo.

Lucozade Marketing Strategy - UK Essays Lucozade Marketing Strategy - UK Essays

If it’s good enough for footballers at the top level, it’s good enough for Sunday League shovel footers. “Our players drink Lucozade Sport Lite as we want to limit the amount of calories they’re consuming,” says Watts. “We offer our players Lucozade Sport during high intensity training sessions. It’s also available during matchdays.” Ranchordas adds: “Most players have Lucozade at half-time and sometimes during and after the warm up.” This promotion is open to UK residents only, 18 or above, excluding employees and their immediate families of GlaxoSmithKline, their subsidiaries or anyone professionally connected with this promotion. There are many types of Lucozade, supposedly for different situations, fizzy Lucozade energy, Lucozade lite and Lucozade sport. Three winners will be chosen at random from all valid entries received by the closing date. The representatives' decision will be final and no correspondence will be entered into. Being a historical company, Lucozade has gained more experiences on how to reduce the cost of producing, hence, it is cheaper, compared with Red Bull.

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The company has good reputation. Lucozade was established in 1927,which means it was the first energy drink product, the longer history means the company has longer time to build the brand into success.