Water in general is considered as a low risk, low involvement product. Despite the fact of being an ‘ever-since existing' product and fulfilling the primary need of survival, people's awareness of the importance of drinking water is a rather recent development. This has brought up various producers on the market, as previously people consumed more gratis tap water instead of bottled water. To avoid head-on-head competition and to make their product more distinct from competitors, marketers apply several marketing techniques, to project specific images which will appeal most to their selected consumer target. Lucozade Sport has been the UK's favourite sports drink, since its launch in 1990, sponsoring famous athletes of all levels, relying on its scientifically proven formulation. Lucozade Sport has since the developed an expanding product range tailored to meet the needs of athletes.
[...] IN order to achieve a successful positioning, marketers have to communicate their unique selling proposition and assure that the product attributes fit with the deeper needs of the customer. A conduced positioning greed shows Highland Spring's and Lucozade current position in the market place in comparison with other waters, where they have been evaluated according to their perceived brands image and their pricing strategy. Consumers purchasing choice is heavily affected by pricing considerations. At approximately pounds per litre Lucozade is pursuing a premium price strategy, which also underlines the price/quality relationship creating an image of higher value, but might imply that it is only purchased at special occasions. [...]
[...] Lucozade Sport Hydro Active water has been shown in company Magazine' and Highland Spring projected its advertisement in ‘Marie Claire'. However as these advertisements are not gender specific segmented they could also be displayed in any males' magazine. Both advertisements fulfil the criteria for effective targeting of market segments, as their segments are identifiable, sufficient in terms of size, stable and even growing and accessible in terms of media and cost. Both advertisements succeed in communicating the product's attribute with their selected target group underlining the desired needs. [...]
[...] While Highland Spring gives the image to be consumed at every occasion, Lucozade on the other hand seems to be a use- situation segmented product, as one only needs to consume it during exercising. Most marketers attempt to further categorize consumers according to a combination of the following variables: activities, interests and opinions, which refer to the pattern of consumption reflecting their choices of how and why he spends time and money. Lucozade concentrates on sportive consumers, as they can identify their active lifestyle with the product's attribute. [...]
[...] While, Lucozade tries to increase involvement by including verbal stimuli Highland Spring uses an oversimplified message of peripheral means to communicate the products benefits. Appendix Positioning greed Prices of water bottles in 1 litter: Highland Spring 0,50 pounds Lucozade 2,38 pounds Evian 0,61 pounds Volvic 0,64 pounds Cristaline 0?31 pounds Danone 1,64 pounds Total UK Bottled water market HS + Volvic + Evian Own Label + 19,4% Bibliography Books Lucozade sport Hydro Active Water : Company magazine, May 2004, p 195 Highland Spring Natural Mineral Water; Marie-Claire, May 2004, p 322 Michael R. [...]
[...] Highland Spring is a long-established and well known brand. Their Natural Mineral Water is considered to be in the maturity phase of the product-life- cycle, thus the ad attempts to act as a reminder and reinforce consumer's brand-loyalty to repeat their purchase. The increase in sports-bottles has been a rather recent development, Lucozade thus still being in the growth phase uses a more catchy advertisement to get consumers' attention in order to create awareness and increase their market share. Lucozade tries to communicate with their customers by creating a relationship between their product, the water and the desired attribute of thirst-relieving when doing sport. [...]
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