lucozade pricing strategy

You may want to combine this pricing strategy with another. (Note: It may be necessary to add one or more accounts to the trial balance.). However, to do this, you need to thoroughly understand your target market and your competitors pricing. Promotion In relation to the this objective, this report has selected Lucozade Energy and Red, Bull brands to compare and contrast how effectively they apply the 4Ps of marketing. According to the text, there has been a 6 per cent increase in the number of working women over the past two decades (from 52% in the 1990s to 58% today). Cost-plus pricing. The real benefits of dynamic pricing. This strategy can help you to increase your average order value (AOV) by cross-selling and upselling complementary products. The following trial balance of Watteau Co. does not balance. The Appendix has provided the background for, Target market has been defined as a set of buyers who have common characteristics and, needs, which would be served by a firm (Kotler and Armstrong, 2010). The art and science of choosing target markets and building profitable relationships with them is called ________. Nutrition and functionality "While the majority (85%) of US adults age 22+ drink alcohol, one in five drinkers has reduced their consumption in the past year, continuing a trend in moderation that stunts performance. Please Note: This is a sample report. 2023 | A2Z Pte.Ltd. \text{Cash}&&\text{\$\hspace{10pt}2,870}\\ For example, you may want to combine cost-plus pricing with psychological pricing. Frequent flyer programs offered by airlines are an example of a ________. This report, written by Emma Clifford, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers. Ultimately, the best pricing strategies in the world are still educated guesses. Heres the thing: If you price your offers too high, you wont land as many sales. Principles of Marketing Assignment Title: The 4Ps/Marketing Mix for Lucozade and Red Bull Page 2of 13 Executive Summary The primary objective of this report is to compare and contrast of two brands in relation to the effective application of marketing mix, which is also known as 4Ps (product, price, place, and promotion). \\\hline{\text{}}&\text{Debit }&\text{Credit}\\\hline Moreover, it has team of creative artist and accesses all media source to accomplish the goals. in all areas. For example, Shopifys pricing is very similar to its competitors pricing, but the platform provides many more features for the same price. In relation to distribution, Lucozade uses producer-retailers-consumers distribution channel, while Red Bull uses, producer-agents-wholesalers-retailers-consumers distribution channel. For example, you could combine project-based pricing with cost-plus pricing. Brands:PepsiCo, Monster Energy, Lucozade, Red Bull, Tenzing, Rockstar, Carabao, Powerade, Boost, Relentless, Mountain Dew, Purdeys (Britvic), Emerge, Virtue, Rubicon, Train Your Gut, Driftwell, Soulboost, Xite, SiS Turbo+. Which environment are you studying? \text{Equipment}&\text{3,800}\\ A payment of $65 for telephone charges was recorded as a debit to Office Expense for$65 and a debit to Cash for $65. This includes product sourcing, packaging, shipping, storage, marketing, overheads, and any other cost required to produce and sell the product or service. Welcome , we offer all our clients an individual approach and professional service Today's Price Lowest 1.25 Highest 1.70 1.70 Good to know 109 reviews from 3 shops 5 4 3 2 1 Just be careful not to join a race to the bottom this is when businesses keep undercutting each other in an attempt to win more business but inadvertently drive down profits for everyone. The actual collection was for$750. We are exporting the best and premium quality porcelain slab tiles, glazed porcelain tiles, ceramic floor tiles, ceramic wall tiles, 20mm outdoor tiles, wooden planks tiles, subway tiles, mosaics tiles, countertop to worldwide. This trend is an example of a(n) ________ change. A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: 'As we move forward during the 21st century, it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs.' A pricing strategy is a method used to identify the optimum price for a product or service. Sign in to view your account and previous purchases. Sydney: +61 2 8315 2110 Meanwhile, long-beloved unhealthy food and drinks could still preserve their market share by incorporating superfoods As a growing market, the juice category is led by consumers health consciousness and driven by advanced manufacturing and transportation techniques. Competitive pricing. Once youve determined the COGS, you would apply a fixed percentage to make a profit. Both the brands provide core and actual benefits and have, developed different brand personalities. The expected dramatic decline in global GDP and the strong correlation of GDP with gross written premiums (GWP) imperil the P&C insurance industrys financials (Exhibit 1). A pricing strategy is a method used to identify the optimum price for a product or service. Kotler and Armstrong (2010, p.76) defined marketing mix as the set of, controllable tactical marketing tools product, price, place, and promotion that the firm. b. This is why the cost-plus pricing model is often referred to as markup pricing.. \text{Retained Earnings}&&\text{3,000}\\ Leveraging the strategy is a matter of understanding where that phenomenon leaves your offering and leaning into how consumers perceive it. If possible contact me privately to assist. There are so many pricing models to choose from, too which one is best for your business? The difference between human needs and wants is that needs are not influenced by marketers, true or false? Set a price based on what the competition charges. Stay-at-home lifestyles stymied the need for an energising or performance-enhancing proposition, and there was a dramatic fall in impulse purchasing. Marketing Mix Assignment - Lucozade and Red Bull, Report has highlighted the marketing mix tactics of Lucozade and Red Bull. Competitive pricing also known as competition-based pricing follows the going market rate for a product or service. often use dynamic pricing, which is why the cost of a flight will change depending on the date. The market will enjoy a rapid rebound. Mintel Group Limited This market report provides in-depth analysis and insight supported by a range of data. The idea is to set a high price to increase the perceived value of a product or service. Water Bottles cost around 10. Click here to discover the be, We only have 24 hours in a day. Strikers FC Academy is focused on football development for players in Ghana and across Africa. You have been directed to study the factors close to the company that affect its ability to serve its customersdepartments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Access reports via your companies subscription. The cost-plus pricing strategy is mostly used by retailers selling many physical products. Demands are human wants that are backed up by buying power, true or false? Price Accounts Receivable was debited for $890 and Service Revenue was credited for$89. Instead of starting with a low price and increasing it over time, businesses sell products for a high price initially and then lower the price as the product loses market demand, relevance, or novelty. In relation to distribution, Lucozade uses producer-retailers-consumers When using this pricing strategy, you would research the prices offered by your closest competitors and price your offers similarly. Value-based pricing is simple in principle, but challenging in practice. Task 3 - Presentation of Research Findings In this section of the portfolio you must prepare a report that presents all of your research findings. Specific marketing tools designed to build and enhance customer relationships include club marketing programs and frequency programs, true or false? Figure 2: Total UK value sales of sports and energy drinks, 2016-26. A dividend of $575 was debited to Salaries and Wages Expense for$575 and credited to Cash for $575. WebLucozade differentiate their product style, price ischeaper than Red Bull, which helps people to choose buying it Lucozade product, rather than Red Bull, they have very effective Dusseldorf: +49 (0) 211 3399 7411 Chicago, IL 60606 Another psychological pricing tactic is called price anchoring. Freemium pricing is when businesses provide a basic version of their core offering for free to encourage people to use the product or service. Our company has made one of the best approaches towards customers that we supply premier quality products. Within the energy drinks sector, Mintel (2017), considered Lucozade Energy as a refreshment energy drink that provides physical energy, through glucose and a mixture of various sugars, while Red Bull is acknowledged as a, stimulant drink that fuels both mind and body through caffeine and taurine to enhance, endurance, reaction time, and concentration. c. Educational. Whenever you see a store with a large discount section, youre witnessing the high-low pricing strategy in action. If the copywriter were able to prove this value upfront, it would be reasonable for them to charge thousands or even tens of thousands of dollars for the sales page. 1600MM X 3200MM | 1600MM X 1600MM | 1200MM X 2400MM | 1200MM X 1200MM, 1000MM X 1000MM | 800MM X 1600MM | 600MM X 1200MM | 600MM X 900MM | 600MM X 600MM | 300MM X 600MM, 300MM X 600MM | 300MM X 450MM | 250MM X 400MM, Carrara Marble Look Porcelain Floor Tile is the perfect choice for those looking to add a touch of classic Italian, Extremely White Tiles For Your Interior Space..! \text{Common Stock}&&\text{6,000}\\ \textbf{TRIAL BALANCE}\\ \text{}&\underline{\underline{\$\hspace{5pt}\text{13,371}}}&\underline{\underline{\$\hspace{5pt}\text{16,916}}}\\ All of the following are accurate descriptions of modern marketing today, EXCEPT which one? WebThe creative strategy of Lucozade has potential to achieve the marketing segment by following the marketing planning. Start a business and design the life you want all in one place. Brands Premium fruit, nuts, and dairy drinks have gained popularity in the gifting food/drink industry. A company's marketing environment includes various ________ that are made up of groups that have an actual or potential interest in, or impact on, an organisation's ability to achieve its objectives. You may want to consider incorporating a geographical pricing strategy if you sell products in more than one country. Consumer research, product development, communication, distribution, pricing, and service are all most accurately described as core ________ activities. Shanghai: +86 (21) 6032 7300 According to PYMNTS, You may want to consider incorporating a geographical pricing strategy if you, Pricing strategies are used to determine the optimal price for a product or service to, The Secret to Pricing Your Products in Ecommerce, How To Start Charging 10x More For Your Services, How to Start a Shopify Store: The Ultimate Guide for 2021, 9 Marketing Strategies That'll Level Up Your Ecommerce Store. Read on to discover more details or take a look at all of our UK Drinks market research. Sick children were the intended consumers for the initial product. Eventually, Lucozade was rebranded and repositioned as a beverage for active persons, with athletes becoming the primary target market. It works by anchoring the price high and then offering a lower price to make the price seem like a good deal. For example, $100 NOW $75.. However, if you provide a quick, repeatable service, this pricing model can attract clients who would rather avoid committing to a large project-based fee. Both the companies have adopted different pricing strategies, promotional "- John Owen,Associate Director The shrinking child population and the growing issue of childhood obesity in China is pressuring brands and companies to help parents with premiumised food and drink which accentuates naturalness, nutrient-dense, and functionality in weight management. The laddish marketing messages perhaps still associated with this category, or the focus on a hardcore energising proposition, are likely to underpin this. Lucozade Sport has been designed to enhance the Germany, London: +44 (0)207 606 6000 A country with a(n) ________ economy has rich markets for many different kinds of goods. Unlike other drink types, however, sports and energy drinks did not enjoy a retail boost from switching from the on-trade. Face Impex is one of the Face group of companies that begin in 2006. Discuss the effects of pricing on the success of a company? We groom talented players with the right technical, tactical and mental skills to enable them to compete as professional players at the highest level in football anywhere. This strategy is used mostly by supermarkets, big box stores, and discount stores. So, make sure to test different prices to find out what works best for your product or service. WebLucozade 500ml Price Comparison 1.70 0.34 per 100ml 2 FOR 2.70 1.75 0.35 per 100ml The prices shown are available online and may not reflect in store. Though tea faces stiff competition from other beverages, and RTDs are under scrutiny due to their sugar content, tea is well suited to address the needs of todays consumers. Registered on the Mintel store? \text{Unearned Service Revenue}&\text{1,200}\\ CashAccountsReceivableSuppliesEquipmentAccountsPayableUnearnedServiceRevenueCommonStockRetainedEarningsServiceRevenueSalariesandWagesExpenseOfficeExpenseDebit$3,2318003,8001,2003,400940$13,371Credit$2,8702,6666,0003,0002,380$16,916. \text{Office Expense}&\text{\underline{\hspace{22pt}940}}&\text{\underline{\hspace{38pt}}}\\ Geographic pricing is when businesses price products or services differently depending on where theyre sold. A debit posting to Salaries and Wages Expense of $670 was omitted. To be successful at marketing, companies must effectively turn marketing planning into ________. Emma Clifford Unsurprisingly, premium pricing is most often used by luxury brands in the fashion and hospitality industries. 33% of sports and energy drink users are more likely than non-users (26%) to find the advertising for energy drinks off-putting. ________ is the process of developing and maintaining a strategic fit between the organisation's goals and capabilities and its changing market opportunities. Increasing consumption occasions or repeat purchase is critical for category growth. Pure juice chips away at juice drinks in share and indicates the direction of premiumisation. Or perhaps youd like to use project-based pricing and bundle pricing together. WebIn relation to pricing, Lucozade uses economy pricing, while Red Bull employs premium pricing strategy. a product's performance matches or exceeds customer expectations. Each of the listed accounts should have a normal balance per the general ledger. The PAF methods and procedures for a particular pricing situation allow a current pricing strategy to be compared systematically to the best pricing strategy This works because when people read from left to right, the number appears smaller. When you choose to make your prices more expensive than your competition, itll mean two things. Acme Innovations Pty Ltd has modified the production processes of its widgets and gadgets in order to tap into the developing Eastern European market. The purchase of a computer printer on account for $500 was recorded as a debit to Supplies for$500 and a credit to Accounts Payable for $500. Why? UK Sports & Energy Drinks Market Report 2021, [{"name":"Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks"},{"name":"Sports","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/sports"}]. . Suite 1100 In addition, traditional supermarkets face increasingly intense competition on several fronts, most notably value for the money and convenience. WebThe third section describes the main objectives behind pricing strategies. Most household income is used up in purchasing food, housing and transportation, true or false? And if you price them too low, youll make less money than you could. I need to choose a topic or subject and submit it for approval, can i be assisted on topic choices on this question and how to put it as a proposal? A high-low pricing strategy is the opposite of a penetration strategy. WATTEAUCO.TRIALBALANCEJUNE30,2017\begin{array}{c} Assignment Title: The 4Ps/Marketing Mix for Lucozade and Red, The primary objective of this report is to compare and contrast of two brands in relation to the, effective application of marketing mix, which is also known as 4Ps (product, price, place, and, promotion). It is likely following a ________ strategy. This pricing model works best in a saturated niche where consumers may choose one similar offer over another because of a slightly lower price. But what are pricing strategies exactly, and how do they work? Beyond offering consistently high value and satisfaction, marketers can use specific marketing tools to develop stronger bonds with consumers, true or false? Punjab University College Of Information Technology, Comparison between marketing mix of Lucozade and Red bull.docx, Comparison of marketing mix of Apple watch series 4 and Fitbit versa 2.docx, Institute of Business Administration, University of Dhaka, Iuliana Sofrone BUCKS MG412 Principles of Marketing CW1 R2111370243.docx, Week 9 Workshop questions and Solutions.docx, SUPPORT TEAM ASSIGNMENT HELP ,SEE REFERENCE NOTES.DOCX, KASB Institute of Technology, Karachi (Main Campus), Westminster International College, Malaysia, Marketing_Management___Strategy_-_Red_Bull_Case_Study, London School of Accountancy & Management, PR Assignment 02 - Sameera Wickramarathna - Student ID 8796495 - Copy.docx, 13 Responsibility for prior appraisal According to the SF reg 12601999 art 26, XVXDOO VKRUW WHUP WR EH SDLG RU UHFHLYHG RQ DQ REOLJDWLRQ EHJLQQLQJ DW D, In x and y be vector in a hilbert space the X is said to orthegonal to y if a, The basic assumption underlying the balanced scorecard is that people will take, Duration 15 seconds III Secondary Generalized Seizure Begins in one area of the, Stage 3 Children ages 9 or 10 now understand that death is personal universal, SUSTAINMENT Dedicated team of personnel to run social media accounts Should be a, Council predicted a slowdown in growth in GDP per capita of 033 055 percentage, Task 1 Create a Web App that uses a Docker container In this task you will, Galileo Galilei and Giordano Bruno and post your comments considering scientists.docx, You can review this topic area in Module 6 of the Study guide under the section, Stroke Volume and Cardiac Output Worksheet.docx, 12 What television shows theme was played at the commissioning of the first, In your own answer. A company wants to practice effective positioning. Both the brands belong to energy drinks sector, that particularly claims to give an energy or stimulant boost to enhance physical performance, and/or support mental alertness (Mintel, 2017). For example, although it may only take a copywriter one week to write a sales page for a client, the sales page could make the client hundreds of thousands of dollars. Final Thoughts: Get Strategic With Your Pricing, Whether youre a seasoned entrepreneur or a. , this guide will teach you about the most popular pricing strategies and how to use them. In relation to pricing, Lucozade uses economy. Course Hero is not sponsored or endorsed by any college or university. First, it may allow you to make more money than the competition. WebThere are three fundamentally different pricing strategies: Set the price above your competition. Whenever you offer two or more products for a single price, youre using a bundle pricing model. Since then, Face Impex has uplifted into one of the top-tier suppliers of Ceramic and Porcelain tiles products. The company now offers three plans that cost $9, $14, and $18. Both the companies, have adopted different pricing strategies, promotional strategies, product strategies. \textbf{JUNE 30, 2017} Products have many attributes from the colours, sizes and packaging. For instance, rural locations typically have a slower economy and lower average wages than big cities do. A firm has high customer equity when it has a high proportion of loyal, profitable customers. In relation to the this objective, this report has selected Lucozade Energy and Red Bull brands to compare and contrast how, effectively they apply the 4Ps of marketing. Netflix used this new product pricing strategy when it entered the market at just $7.99. WebLucozade Sport use their pricing to strategically position themselves above their competitors, retailing at 1.45 in Tesco, which is slightly higher than their main If you price your products higher than your competitors then you easily lose customers. 15 Types of Pricing Strategies There are many different types of pricing strategies each with its advantages and disadvantages. \text{Accounts Receivable}&\text{\$\hspace{10pt}3,231}\\ Chicago: +1 312 450 6004 In a SWOT analysis, which of the following would be considered a strength? WebThe beverage, Lucozade, was originally marketed as a nutrient rich beverage that was easily tolerated by a fragile or distressed digestive system. Lets take a closer look at each one so you can understand the differences. These businesses will then make money from selling other products at higher costs. Kaistrae 5, 40221 Dsseldorf WebExecutive Summary Report has highlighted the marketing mix tactics of Lucozade and Red Bull. Which of the following is this firm doing? This pricing strategy is mostly used by retailers with seasonal products, such as fashion and outdoors stores. These features are necessary as marketing tools of a product. Trusted by 2+ million users, 1000+ happy students everyday, You are reading a previewUpload your documents to download or Become a Desklib member to get accesss. but a bottle of Lucozade varies between 1.50/2.50. Mintels proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues. Lucozades prices vary depending on the seller etc. e. Rehabilitation. Pricing strategies are designed to maximize both sales and profits. All Rights Reserved Design & Developed By:: RINJAcom, For enquary We can help:: +233 (0) 24-611-9999. Then, if youre struggling to decide which pricing model to go with, consider using whichever pricing strategy is most popular for your type of product, service, or industry. A strategy focused on generating more sales from existing customers without changing a firm's products is ________. Digital technologies and platforms are disrupting B2B sales models and forcing players to fundamentally rethink their pricing strategies. Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value. This pricing strategy is mostly used by software-as-a-service (SaaS) businesses that offer free plans with limited features, allowing users to experience the software before committing. d. Industrial-organizational. Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell. \textbf{WATTEAU CO.}\\ Value-based pricing is a pricing model defined by a simple fact of capitalist life: A product costs as much as people are willing to pay for it. \text{Salaries and Wages Expense}&\text{3,400}\\ WebSuccessfully adopting this strategy would have a company gaining a competitive advantage, as the customer would then view the product as unique or superior. 4 Playhouse Yard The drive, which launched in June, aims to reposition the drink away from younger consumers and towards daily strivers. Also, dont forget that you can combine multiple strategies together to create the perfect pricing for your offer. In 1982, the manufacturer of carbonated drinks, the Coca Cola Group, acquired the feature film maker, Columbia Pictures, and retained control over it for almost a decade. Loss leader pricing is when businesses sell many products for a very low price sometimes below the COGS to attract customers. The academy is established to help players from Ghana and across Africa gain recognition and advance their football careers. Spotlight on health should support exercise. Consumer Lifestyle, Marketing & Promotion, The Future of Water, Sports and Energy Drinks: 2021, Patent insights: new directions in sports nutrition, UK Sports & Outdoor Fashion Market Report 2020, UK Attitudes towards Sports Nutrition Market Report 2020, Germany Sports Goods Retailing Market Report 2022, Attitudes Towards Gaming/Esports Thai Consumer 2022, US Sporting Goods Retail Market Report 2021, Sports Drinks in Japan (2021) Market Sizes, Sports Drinks in Brazil (2021) Market Sizes, The impact of COVID-19 on the sports and energy drinks market, Launch activity in 2020 and opportunities for 2021, Barriers for using sports and energy drinks, Factors prioritised when choosing sports and energy drinks, Consumer behaviours and attitudes towards sports and energy drinks, UK Sports and Energy Drinks market report, Impact of COVID-19 on sports and energy drinks, Figure 1: Short-, medium- and long-term impact of COVID-19 on sports and energy drinks, 2021, Robust growth over 2017-19; sales dropped 9% in 2020, Figure 2: Total UK value sales of sports and energy drinks, 2016-26, Spotlight on health should support exercise, The rise in working at home poses challenges, The ageing population remains a major challenge to the market, Red Bull and Monster buck the volume decline in energy drinks; sharp declines across the board in sports drinks, Figure 3: Leading brands value sales in the UK retail energy drinks market, 2018/19-2020/21, High levels of innovation centring on exciting flavours and naturalness; brands up the ante on sustainability, Adspend on energy drinks significantly drops in 2020, Figure 4: Attitudes towards and usage of selected brands, 2021, Penetration of sports and energy drinks at 39% and 31% respectively, Figure 5: Frequency of drinking sports drinks, energy drinks and energy shots, 2021, Figure 6: Types of sports and energy drinks drunk, 2021, A need to expand relevancy of sports drinks to attract new users, Figure 7: Reasons for not drinking sports drinks, 2021, A softer energising proposition could expand appeal of energy drinks, Figure 8: Reasons for not drinking energy drinks, 2021, Huge potential remains around naturalness; notable demand for new flavours, Figure 9: Factors prioritised when choosing sports/energy drinks, 2021, A need to assuage concerns over impact on sleep; innovation in added health benefits and mental focus would be timely, Figure 10: Behaviours relating to sports and energy drinks, 2021, Formats designed to be diluted appeal to two fifths of drinkers; advertising for energy drinks is off-putting for many, Figure 11: Attitudes towards sports and energy drinks, 2021, Innovation in added health benefits and mental performance would be timely, A need to assuage concerns over impact on sleep, Big potential in formats designed to be diluted before use, A need to explore new and more inclusive advertising angles, Spotlight on health should support exercise and increase demand for better-for-you products, The rise in working at home poses threats and opportunities, Figure 12: Short-, medium- and long-term impact of COVID-19 on sports and energy drinks, 2021, Figure 13: Market size for sports and energy drinks, 2016-2026, Lockdown and restrictions continue to hamper sales in 2021, Spotlight on health should support exercise; working at home poses challenges, Figure 14: Total UK value sales of sports and energy drinks, 2016-26, Figure 15: Total UK volume sales of sports and energy drinks, 2016-26, Figure 16: Key drivers affecting Mintels market forecast, 2015-2025 (prepared on 21 June 2021), Figure 17: Annual growth of sales of sports and energy drinks, by volume and value, 2008-12, COVID-19 hits sales of sports drinks the hardest, Figure 18: Total UK value and volume sales of sports and energy drinks, by segment, 2019-21, Energy drinks saw a more moderate decline in 2020, Physical activity levels had shown signs of improvement pre-COVID-19, Impressive sugar reduction achieved in response to Soft Drinks Industry Levy, Restrictions on volume promotions and ad ban confirmed, Delayed deposit return scheme penned for 2024 at the earliest, Impacts of Britains new trade relations will be limited for sports and energy drinks, A more inclusive message and added health benefits could help to attract older consumers, Figure 19: Trends in the age structure of the UK population, 2015-25, Red Bull and Monster buck the volume decline in energy drinks, Sharp declines across the board in sports drinks, Flavour innovation aims to peoples sense of adventure, Health and naturalness continue to be key NPD trends, Figure 20: Leading brands sales and shares in the UK retail energy drinks market, 2018/19-2020/21, Figure 21: Leading brands sales and shares in the UK retail sports drinks market, 2018/19-2020/21, Red Bull looks to watermelon and cactus fruit, Monster disrupts by taking inspiration from cocktails and nitro coffee, Figure 22: Selected launches of energy drinks featuring exciting flavours, 2021, Rockstar increases caffeine level in reformulated core drinks range, Purdeys rebrands and expands within the functional space, Figure 23: Purdeys rebrand and launch activity, 2021, Tenzing claims a first with its plant-based BCAA energy drink, Virtue launches Clean Energy drinks into supermarkets, Figure 24: Virtue Clean Energy Strawberry & Lime Flavoured Clean Energy Yerba Mate, UK, 2021, AG Barr launches Rubicon Raw Energy range, Lucozade targets the natural energy market, Healthy energy drink, Crave Drinks, launches in UK, Train Your Gut unveils worlds first probiotic sports drink, Grenade launches and expands Grenade Energy, Anti-energy drink Slow Cow Mind Cooler launched in UK after overseas success, Brands continue to look to alternative formats, Lucozade boosts the sustainability of its packaging, Figure 27: Total above-the line, online display and direct mail advertising expenditure on sports and energy drinks, 2019-june 2021, Lucozade Energy launches a 10 million Its On campaign, Raheem Sterling adorns new Lucozade Sport Always Believe drink, Lucozade Sport launches 2.5 million summer campaign in 2021, Tenzing unveils first national TV campaign, Boost Drinks launches Choose Now campaign, Rockstar launches Life is your Stage platform, Monster HydroSport announces partnership with England Rugby League, Grenade teams up with dance troupe Diversity, Figure 28: Attitudes towards and usage of selected brands, 2021, Figure 29: Key metrics for selected brands, 2021, Brand attitudes: Lucozade has a strong trusted, high quality and good value image, Brand personality: Red Bull, Lucozade and Monster score highly on the fun factor, Figure 31: Brand personality macro image, 2021, Lucozade seen as most refreshing, delicious and traditional, Figure 32: Brand personality micro image, 2021, Figure 33: User profile of Lucozade, 2021, Red Bull has the most fun image, but is also seen as the most overrated, Figure 34: User profile of Red Bull, 2021, Monster enjoys high brand satisfaction and frequent usage among its users, Figure 35: User profile of Monster Energy, 2021, Limited usage of Rockstar translates into a weak brand image, Figure 36: User profile of Rockstar, 2021, Huge potential remains around naturalness, Favourite flavour trumps a new flavour, but still notable demand for newness, Innovation in added health benefits and around mental focus would be timely, Formats designed to be diluted appeal to two fifths of drinkers, Advertising for energy drinks is off-putting for many, One in three adults make exercise a higher priority, Figure 38: Consumers who say doing exercise is a higher priority for them since the COVID-19 outbreak, by gender, 2021, Participation in exercise and frequency increases, however, a countertrend has also emerged, Figure 39: Exercise frequency, 2020 and 2021, COVID-19 forces people to get creative to keep fit, Figure 40: Taking part in more home workouts as a result of the COVID-19 outbreak, 2020, Public transport out; walking and cycling in, COVID-19 brings environment into further spotlight, Figure 41: Frequency of drinking sports drinks, energy drinks and energy shots, 2021, Overall usage is heavily skewed towards the younger generation, Figure 42: Overall usage of sports drinks, energy drinks and energy shots, by gender and age, 2021, Figure 43: Types of sports and energy drinks drunk, 2021, Figure 44: Reasons for not drinking sports drinks, 2021, Figure 45: Reasons for not drinking energy drinks, 2021, Flavoured energy waters could address concerns, Natural ingredients appeal to one in three, Spotlight plant ingredients to drive natural connotations, Figure 46: On-pack labelling on a multipack of Tenzing Natural Energy Drink, 2019, Figure 47: Factors prioritised when choosing sports/energy drinks, 2021, Figure 48: Behaviours relating to sports and energy drinks, 2021, Energy drinks brands can also move into the relaxation area, Figure 49: Launches of Driftwell and Soulboost brands, US, 2021, Innovation in added health benefits would be timely, Figure 50: Behaviours relating to sports and energy drinks, by usage of sports and energy drinks, 2021, A focus on mental performance offers big potential, Figure 51: Xite Nootropic Energy Drink, 2021, Scope to target the at-home exercise occasion, Figure 52: Science in Sports launch of the Turbo+ range for indoor training, 2021, Dilutable formats also offer potential around customisation, Figure 53: Attitudes towards sports and energy drinks, 2021, Figure 54: Attitudes towards sports and energy drinks, by usage of sports and energy drinks, 2021, Figure 55: UK value sales of sports and energy drinks, best- and worst-case forecast, 2021-26, Figure 56: UK volume sales of sports and energy drinks, best- and worst-case forecast, 2021-26.

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