The (Re)branding Of Lucozade

Who is the drink targeted at?

Everyone who is looking for a regenerating drink.

What is the purpose of the drink?

The drink serves different purposes, e.g.

– regeneration

– iumprove performance/health

-generate revenue

Why is it sold in such a big bottle?

It’s a bottle for the whole family. Buy and share

What is the end slogan?

Lucozade is for you too

 

Mid 80s

Has the target market changed?

The market changed and so did the advertisement. The ad is now directed towards a younger more active target group.

What image does Lucozade now want?

They try to advertise the product as a cool, young, active lifestyle product.

Why has the bottle shrunk?

Easier to carry the bottle. Maybe less drink for the same money (price increase).

How and why has the end slogan changed?

“The original solution” The slogan needed to change to fit with the changed target group.

 

Late 80s

Who is the drink now marketed at?

Athletes

What adjective is used to describe the drink and why?

„Refreshing“ recovery from an exhausting workout.

Why does the ingredient ‚glucose‘ get mentioned?

Because glucose delivers energy to the athlete and maybe to make it sound „professional“

 

90s

Why are Lucozade introducing words like ‚isotonic‘?

It spunds more sophisticated. It’s advertised as a „new thing“ you need to improve your results….

What do you notice about the packaging?

The material changed from glass to aluminum cans and the words „sport“ and „isotonic“ are placed prominantly on the product.

Why do you think Lucozade now use cans?

Maybe it became a trend or demand among the target group. Maybe the production is cheaper / more efficient than before…

 

2012

How different is it from the first advert?

The advertised benefits changed completely. From a health benefiting claim to an performance increasing product for athletes.

Was the rebranding of Lucozade a success?

Although i have never heard of the product before i think it was a success because it is still a quite large sponsor in the british sports world.

Quiksilver Pro Gold Coast 2015

In my opinion the Quiksilver Pro Gold Coast 2015 can be seen as a very good example of showing how dependent some sports contests are on the environment.

Several people and I tried to watch the competition on two occasions – first with a group of Bond university sports marketing students on Thursday – and a second time the following Saturday.

Both times the contest was delayed at first and canceled after the conditions did not improve to provide a suitable environment for the contest.

Out of a marketing perspective, I saw several merchandising stalls mainly from the main sponsor quicksilver and some places to get beverages. But because of the early hour of my visit there was not much to see and only few people walked around the location.

Durham County Cricket

What challenges did Durham County Cricket Club have to meet in promoting Twenty20 cricket to the sports-loving North East of England?

• Focus on entertainment rather than a new form of cricket.
• Develop a marketing strategy to promote the sport

• Local advertising: Radio, Print, Internet
• Direct mailings within the community

 

 

Identify the range of communications techniques used and describe the degree of integration that was evident in the execution of Durham’s SIMC strategy.

Durham used a broad range of methods of the communication mix.

• Advertising: local radio & press
• Historic data: used consumer database of the members for direct mailings
• PR: promote the intangible qualities:

• Pick nick with family after the game
• Atmosphere before, during and after the game
• Unique feeling
• 20/20 is more entertaining than traditional cricket

Do you think that this approach could work with other sports? Give your reasons.

The approach could be successful with a sport or event that is momentarily struggling to attract spectators, generate revenue or in finding young talented players/ participants.

It all relies on the communication capabilities of the promoting organization and maybe a transfer from previous knowledge or excitement about a (popular) sport or event to the changed/ new sport or event.

20/20 Cricket

Why do you think 20/20 cricket has been successful?

In my opinion these are the main reasons for the success.

1. It was the first tournament with the new/ changed set of rules.
2. The game was shorter and because of that better/ easier to follow.
3. The tournament attracted lots of local people in Australia.

How would you use segmentation to better understand its success?

I would try to identify my (core) target group through research in the following areas:

1. Demographic: Who is interested in 20/20 Cricket? Older, younger, male, female
2. Psychographic: What is my identified target group interested in? Entertainment focus vs. traditional focus etc….
3. Geographic: Where is my audience located? Rural vs. urban / Cost or hinterland

 

What are the implications of this repositioning strategy for the development of other elements of the marketing mix?

Target audience seams younger with a higher focus on entertainment than before thus the marketing strategy should be changed.

The “traditional” audience can be seen as a group refusing to adapt to the new version of the game with a high appreciation on traditional values and rules.

Within the new customer group there is a competition with other entertainment options like movies, bars or other sports. Therefore the cost of attending a game should be carefully chosen.

It is important to advertise and explain the advantages of the new 20/20 game.

What are the potential drawbacks of this repositioning strategy?

There is a possibility that the cricket prone audience may be divided in two groups which leads to a more segmented market with (potentially) less revenue opportunities.

Sex in sports

What examples can you identify of how sex is used to promote or sell sport?

• Implementation of rules for new “uniforms” by the International Beach Volleyball Federation regulation the size of the outfit.
• Promo girls in boxing, ufc…

–          Cheerleaders

Do you think it is appropriate to use sex to sell sport? (is it OK in some sports not in others?

It depends on the target group whether it is appropriate to use sex to sell/ advertise sports. If the target market consists of under aged persons then it should not be used.

Would you use sex to promote or sell your sport?

As stated before, it would depend on the target group.

Is professional sport more about “looks” than ability eg Anna Kournikova?

I don’t think that sport is more about “looks” than ability. I think the ability to perform a sport on a certain level is the prerequisite to become a professional athlete. In some cases – for example marketing of underwear – the right “looks” are certainly an advantage and makes it easier to become a celebrity endorser for (sports) brands.

Do these images alienate segments of the market place?

It could be an influence on certain areas in the market place. But the zeitgeist also plays a role on the imagery used in print, TV and internet.

Have we become immune over time to the use of sex to sell sport? How? Why?

Maybe we got more used to the use of sex to sell sport but we are not immune to it. There are also differences in the degree to which we are immune depending – among other things – on the country we live in.

How? Because if the increased use of a certain imagery.

Why? I think because the (marketing) research – and actual business figures – showed that it is the most effective way to sell the product.

VALS Type

Week 5 – Developing and extending sports brands

1. Which of the 4 components of brand equity is more important for the success of a sports brand? Why?

Most important for the success is brand loyalty. Because the “brand” is able to sell out the tickets for their games and the media coverage is guaranteed (with presumably a positive perspective). Example: Bayern Munich in Germany (Hoeneß,Ribery, Breno)

2. Select a sport organization and provide specific examples for each of Keller´s three steps on building brand equity

Bayern Munich

1. Elements of the brand: Logo with Bavarian colors, Unique slogan “Mia sin Mia”
2. Marketing Program: Merchandise stores in shopping districts (expanding to more cities), reasonably prices tickets, cooperation with other companies (e.g. Credit Card with HVB)
3. Exploiting relationships: Strong ties of former players with the media )Beckenbauer – Axel Springer)

3. Adapt Gladden et. al.´s brand equity framework to a professional sport league. What are the antecedents of brand equity? What are the consequences? What are the areas that the league should work on in order to create strong brand equity and a favorable marketplace perception?

Bundesliga

1. perceived quality; Germany (very)high, Outside high
2. brand awareness: Germany (very) high, Europe medium – high, Overseas low – medium
3. brand association: Germany emotional, Outside depending on 2
4. brand loyalty: Germany (very) high, Outside depending on 2

Antecedents: history, international success (Bayern, Gladbach in the 70´s), Infrastructure, fan support, family friendly, low prices to attend the games

Consequences: High quality, awareness, association, loyalty in Germany à high ticket sales, atmosphere due to sold out stadiums, medium-high revenues

Room of improvement: International recognition & brand awareness

4. Do you agree with Kellers view that introducing brand extensions is imperative for the growth of a brand? Should sport organizations spend resources in designing and implementing extension strategies? Justify your response.

In order to generate more revenue it is important to extend ones brand. But the managers have to carefully choose what to implement and the way they do it. For example, Chelsea Football Club shouldn´t open a merchandise store at Anfield Road Liverpool.

5. Choose a sport organization and identify at least 5 line/brand extensions that you think could be successful. Who would be the target audience for each of your 5 proposed extensions? What are some possible benefits for the organization?

FC Bayern Munich

Line extension: Offering Financial Services such as credit cards or special car leases for Audi.

Kickers Offenbach Boxing – embedding of fans – increased brand loyalty and probably some awareness due to media coverage.
Line extension: Establish a health/ fitness club chain in Bavaria advertising the benefits of state of the art knowledge in training, recovery and nutrition.

Brand extension: FC Bayern Fair – as a season opening. Generating goodwill.

Brand extension: FC Bayern restaurants.

Brand extension: FC Bayern Hotel. Generate revenue and profit by hosting club supporters and special guests such as VIP´s or media employees.

Marketing words – a short definition of:

Intangibility = is used in marketing to describe the inability to assess the value gained from engaging in an activity using any tangible evidence.

Inseparability = is used in marketing to describe a key quality of services as distinct from goods. Inseparability is the characteristic that a service has which renders it impossible to divorce the supply or production of the service from its consumption.

Perishability = is used in marketing to describe the way in which service capacity cannot be stored for sale in the future.

Heterogeneity = Fundamental characteristic of services which results in variation from one service to another, or variation in the same service from day-to-day or from customer-to-customer. Heterogeneity makes it hard for a firm to standardize the quality of its services. Opposite of homogeneity.

Week 5 – Managing sport products and services

1. From a perspective of a fan, describe how you would define a sport product, such as watching a game of football, ice hockey or cricket.

A sport product such as watching a game is the act of satisfying the need/ want of entertainment.

2. How does the fans´ perspective of what a sports activity is differ from the supplying organization’s perspective?

Suppliers’ perspective: Supply of an entertainment product/ service to a range of customers with the ultimate goal to generate revenues and profit.

Fans perspective: Depending on the involvement of oneself the sports activity can satisfy diversified needs. E.g. need/ want for entertainment, spending a day with family/ friends etc…

Slackington

THE sport for acrobats and circus artists. Playing Badminton upon a slackline! Including flips, high jumps and more. It´s not only a spectators sport in public areas but also a mediagenic sport up for broadcasting!

Week 4

1. Why would two sport organizations, one quasi-governmental, the other private, be influenced in different ways by the political environment?

Quasi-governmental organizations rely (in many cases) on funding provided by the government. To obtain this funding these organizations must accomplish certain goals expected by the government, such as developing an engaging sports program in rural areas.

Private organizations on the other hand don’t rely on government funding but they are affected by the political decisions made by the government or even local politicians. (Green-field projects may need some local government support – e.g. Olympic games in western countries. Tax reductions for sports clubs in some countries)

2. What implications are there for sport marketers if the global economic environment took a downturn?

Because consumers are more concerned with saving money, keeping their jobs and are generally more focused on work they tend to spend less money on “want” products (including sports products). This consumer behavior leads (many of) the marketers/ companies to cut back on their marketing budget. This may lead to less brand awareness by the customer and eventually to fewer sales (maybe even during an economic upturn).

Case study Anna Kournikova

1. Main lessons from this successful promotion?

A well-known athlete attracts (potentially) a wide range of spectators.

2. Potential short- and long-term limitations of such a approach?

Short term: Once the leading figure drops out of the tournament the mass appeal will (most likely) drop.

Long term: Spectators expect prominent athletes at the tournament which will give those players more bargaining power and thus lead to higher signing fees for those athletes.

3. Mechanisms by which NZ club tennis could leverage this promotion?

Because tennis gets a higher perception especially by young players they could leverage by an uptake of memberships.

4. Consumer behavior in this case?

The target group got attracted by external factors (hype of the players – which is influenced by the contemporary culture). Which lead to the purchase of tickets for this temporal event.

In this particular case: “theatre goers”/”spectacle whores”

5. Advantages and disadvantages of celebrity endorsement for brand managers and tournament organizers?

Advantage: Guaranteed interest received from fans/ spectators.

Disadvantage: Shift focus from product/ service to celebrity.

Both: Image transfer.

Table for Handball

Phase
1.       Foundation	Developed during the 19th and 20th century combining different “ball sports”
2.       Codification	The modern set of rules was published in 1917 in Germany.
3.       Stratification	Developed a broad fan base in central Europe. Played at the 1936 olympic games
4.       Professionalisation	The International Handball Federation was formed in 1946,
5.       Post-professionalisation	As of 2013 the IHF has 174 member federations worldwide
6.       Commercialisation	First TV rights sold during 1972 Olympics. First time to present itself to a broad public
7.       Post-commercialisation	No limit yet. Only the emerge of new trends like beach handball

Question 2 and 3 – What sports (within your country) fit into each classification?

Phase
1.       Foundation	Cross-golf, bike polo etc.
2.       Codification	Slacklining is offered by many sports clubs nowadays.
3.       Stratification	Beach volleyball is gaining popularity in Germany. Including the opening of more and more indoor places. (winter)
4.       Professionalisation	Boulder (climbing)
5.       Post-professionalisation	Handball in Germany reached the stage.
6.       Commercialisation	Basketball is gaining momentum including TV coverage and increased sponsoring efforts.
7.       Post-commercialisation	Soccer. But with the possibility of steadily increasing revenues overseas.