1.7 billion litres of cola drank were drunk globally in 2010 & now Lucozade (owned by GlaxoSmithKline) wants a slice of the action! with the launch of Lucozade Energy Cola. They already have a well-established position in the energy drinks market. Can they overcome possible consumer resistance to this product and brand extension?
Marketing Week reports something revealing about their point of sale strategy. Lucozade Energy Cola has already reached retailers ahead of the launch apparently with written guidelines for shopkeeprs asking for it to be stocked in the “energy drink section on the chiller”, but placed “next to the coke selection where possible.!
Maybe the new product will find a way into the secret stashes of this Manchester schoolboy entrepreneur? Click here for clip!
Good examples here, including characeristics of 'Contestable Markets' - Hit and Run, New Entry, similar products, little or no sunk costs and I'm sure there are others.
Possible questions for discussion:
How contestable is the market for Cola?
How contestable is the market for Retail Chocolate outlets?
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