Introduction
I shall be look intoing the athleticss drinks market in the UK. concentrating on the overall market and establishing a new merchandise. The UK athleticss drinks market is estimated at ?1. 2 billion in 2012 with a growing in gross revenues of more than 60 % by 2012 ( Mintel. 2012 ) demoing what a quickly turning market this is. I will analyze how a prima drinks industry can spread out into this market and establish a new athleticss drink utilizing Usain Bolt in publicity.

THE Market
The market portion for athleticss drinks grew by 10. 7 % last twelvemonth with an norm of around 8 % growing year-on-year ( Mintel. 2012 ) . The athleticss drinks market in the UK is a extremely competitory market with market leaders GlaxoSmithKline ( GSK ) taking 27 % of the market portion in 2011 with Lucozade energy and 12 % with Lucozade athletics ( Mintel. 2012 ) . hence being the clear rival. The market is segmented through socio-economic groups with a higher norm of gross revenues with those gaining the highest incomes ( BDSA. 2012 ) . Sports drinks have besides been well biased to the 16-24s ( BDSA. 2012 ) go forthing a spread in the market to broaden the entreaty.

THE EXTERNAL ENVIRONMENT
A cardinal external factor that influences the popularity and growing of the athleticss drinks market is the increasing popularity of fittingness life styles. The UKs fittingness industry is at the highest it has been. with more consumers desiring to better wellness through exercising. 11. 9 % of the UK population are registered members of a wellness and fittingness nine ( The Leisure Database Company. 2011 ) . This affects the demand for athleticss drinks as the more people that maintain a fittingness life style should intend a higher demand for athleticss drinks. A 2nd external factor is the UK economic system. With the ruin in the economic system it means that consumer outgo remains weak. This can take to weak consumer assurance. with people wary of disbursement. If athleticss drinks are expensive it may take to lower demand. therefore they need to be careful of their pricing scheme.

THE Target Market
The athleticss drinks market in the UK has been chiefly focused on the younger class. as they are taking up the majority of the gross revenues with higher than mean ingestion by 25-34 twelvemonth olds ( Campaign. 2012 ) . They are besides expected to go on growing from 12. 5 million people in 2010 to 13. 5 million by 2035 ( Daily Mail. 2011 ) . The under 30 class is really focused on the monetary value of the merchandises they buy as the mean pay is lower than an older class. therefore the merchandise must be aimed at fulfilling these demands. Another cardinal characteristic of this mark market is that many under 30s are members of fitness nines ; therefore the athleticss drinks market can take their merchandises at them. With a turning younger population it is clear to state they must first suppress the nucleus consumer group. therefore the merchandise should be aimed at the consumer group of 15-34 twelvemonth olds.

THE PRODUCT
Establishing a new merchandise into the athleticss drinks market is disputing as there are already good known merchandises. To maintain in line with the being a athleticss drink it must incorporate isotonic/hypotonic and purpose at refilling foods. With around 57 % of consumers desiring to see a greater scope of spirits ( Mintel. 2012 ) it suggests that a new merchandise should utilize more interesting spirit. A new spirit such as Orange and Cranberry would let consumers to hold a new return on the popular orange spirit. With both orange and cranberry being beginnings of vitamin C it addresses the more health-conscious consumers. They may besides ramify out to present zero-calorie versions. as 20 % of consumers ( Mintel. 2012 ) do non utilize athleticss drinks because they are calorific.

Distribution
The purpose of distribution is to do the merchandise available in the right topographic point for their mark market. As this is already a taking drinks maker it should be easy to supply intensive distribution. hence selling to major shops such as Tesco. This would be a good manner of marketing competitively. They would besides be able to sell to non merely their mark market but besides others shopping at that place excessively. With the most successful athleticss drinks going more mainstream they are viing with the soft drinks market overall. therefore to let this new merchandise to be successful it must besides vie in the mainstream market.

Promotion
The promotional mix consists of advertisement. gross revenues publicities etc. The purpose is to do certain consumers are cognizant of the merchandise and persuade consumers to purchase it. Advertising is a cardinal manner of acquiring a message to the audience. therefore utilizing Usain Bolt would be superb in this publicity as many people look up to him and being a good known athleticss figure it provides a positive image of the merchandise. Many trade names use good known figures such as Lucozade athletics utilizing Mo Farah and with the taking market portion it shows it works. Using above the line publicity would assist sell the merchandise to both the mark and wider audience.

Monetary value
The athleticss drink market aims most of their merchandises at a younger audience. hence holding to let pricing to profit that age group. Around 50 % of non-users say that the merchandises are expensive for what they are ( Mintel. 2012 ) hence halting them from purchasing the merchandises and devouring other soft drinks alternatively. This suggests that a new merchandise should maintain away from being excessively expensive. With Lucozade being in a scope of ?1. 08 and ?1. 15 for 500ml at a scope of supermarkets. the new merchandise should take at being a steady monetary value of ?1. 00 for 500ml. This therefore undercuts the current prima trade name but should still maintain it at a high adequate monetary value to cover costs involved.

Decision
Overall establishing a new merchandise into a new market is disputing but by can be successful utilizing the right selling mix. A new merchandise must carry through the demands of the consumers and supply a difference to the other athleticss drinks available to supply competitory advantage. This new merchandise should make all these purposes and more.

Mentions

British Soft Drinks Association ( 2012 ) – ‘The 2012 UK Soft Drinks Report [ Online ] BSDA. Retrieved from: hypertext transfer protocol: //www. britishsoftdrinks. com/PDF/UK % 20soft % 20drinks % 20report % 202012. pdf
[ Accessed 22 October 2012 ] . Jane Bainbridge ( 2012 ) – ‘Sector Insight: athleticss and energy drinks’ [ Online ] Campaign. Rertieved from: hypertext transfer protocol: //www. campaignlive. co. uk/analysis/1154040/Sector-Insight-sports-energy-drinks/ ? HAYILC=RELATED [ Accessed 23 October 2012 ] The Leisure Database Company ( 2011 ) – ‘Fitness Industry Stands Strong Despite Downward Economic Trend’ [ Online ] Fitness Industry Association. Retrieved from: hypertext transfer protocol: //www. theleisuredatabase. com/news. /news-archive/fitness-industry-stands-strong-despite-downward-economic-trend [ Accessed 22 October 2012 ] Mintel ( 2012 ) – ‘Sports and Energy Drinks’ . Mintel study – UK – August Mintel ( 2011 ) – ‘Sports and Energy Drinks’ . Mintel study – UK – September Steve Doughty ( 2011 ) – ‘UK grows by 500. 000 every year’ [ Online ] Daily Mail. Retrieved from: hypertext transfer protocol: //www. dailymail. co. uk/news/article-2053652/UK-population-hit-70m-2027. hypertext markup language [ Accessed 22 October 2012 ]