Abstract
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.
