Lucozade: What Is Marketing Successful?

The term ‘marketing’ is familiar to most people, and, for certain, most of society has heard about the word. However, despite the common use of the word, people may not realize what marketing involves. Some will say marketing relates to promotion, whereas in fact, marketing is more than this. Many major international companies are successful because of their effective marketing, and brands such as Coca-Cola, McDonalds and Apple are known throughout the world. Kotler (1999) has stated, “The good news is that marketing takes an hour to learn. The bad news is that it takes a lifetime to master.” So, what is marketing?

According to the American Marketing Association (as cited in Kotler, Burton, Deans, Brown, Armstrong. 2013). “Marketing

Marketing build images and raise awareness of products and companies by promotion. The best quality products and better quality companies do not always get the reward they deserve. In fact, recognition is important to companies’ success. How do people obtain goods and trust companies if customers do not understand the benefits of the product? Through marketing, companies and their products are promoted. Marketing informs people about the benefit of buying their products, a well-known example is Lucozade, a drink that originated in Britain. According to Gabbott, (2004), Lucozade ‘began its life as a cure for poor health’. It is now being promoted as an energy drink, this product was not very well known and sold poorly until marketing changed the image of this brand and raised awareness of it. Consumers now identify this product as an energy drink. Clearly, marketing is important because it raises awareness and change products’ image to the public by

Price is the amount of money that consumers will give to obtain goods. Price is one of the important factors in companies’ success, yet marketing contributes in determining price for companies’ products. Companies might set the price without marketing but they will likely to set inappropriate prices for customers, which can be expensive or cheap price. On one hand, when the price is too cheap companies surely will lose profit, on the other hand when it set to higher price companies will lose customers. In this case Marketing plays its role. According to Ashe-Edmunds (2016), marketing’s role in price is to determine what the price should be to maximize sales, when sales increase, the companies are likely to gain profit. This statement proves that marketing involvement is necessary as marketing contribution has an impact to companies’ profit. That is why marketing is so important as it contributes in determining price to ensure the profitability of companies. Without marketing business will find it difficult to determine prices. As a result, marketing is important because it helps to determine price. In other words, marketing helps to put the right price to maximize