Britvic案例分析市场营销精品

1、analysis report on britvic: creating a brand flavorby 黄标贤 何雪芳 李栋梁britvic, founded in the middle of the 19th century in great britain, is one of europe's leading soft drinks companies, with an enviable portfolio of market leading brands, such as robinsons, j2o, fruit shoot, tango and drench. it a

2、lso has exclusive bottling agreements with pepsico in the uk and ireland for global brands such as pepsi and 7up. it sells about 1.9 billion liters of soft drinks each year. its goal is not simply to retain market share but to increase it, as well as grow consumer awareness of its brands.to present

3、you the success of britvic, our group would like to share our opinion about the following three questions one by one.1. choose one of the britvics brands: what are the core, actual and augmented product benefits of the brand?our group would like to choose j2o brand to show its product benefits. j2o

4、is a luscious fruit juice drink for adults. it is a combination of two delicious fruits that create a full on fruity, rich and velvety taste. it is now available in 6 different varieties. seven bottles of j2o are sold every second, and it is the best selling packaged drink in u.k. whether you are in

5、 the pub, café, restaurant, entertaining at home or on the go, there is a j2o for any occasion. core product benefitsas a kind of soft drink, definitely it can quench peoples thirst. launched in 1998, it was designed to provide an alternative solution for people who were going out to bars and c

6、lubs but weren't drinking. now j2o has proved to be a successful alternative for those who are not alcohol-drinkers.actual product benefits:features：it has a range of flavors ( such as orange & passion fruit, apple & mango and apple & melonto) to suit all tastes and occasions, and th

7、is competition is about getting consumers involved with the range and challenging them to come up with their own limited edition flavor.quality level：j2o is a healthy and nutrient soft drink.each bottle is made up of juice concentrate (50%), water, sugar, preservatives, stabiliser and antioxidants.n

8、utritionally, 100ml provides 48 kcal, 0.1g protein, 11g sugar, 0.1g fat - doesn't look too bad until you remember that the bottle contains 275ml and not 100ml. so multiply these figures by 2.75 and you get a whopping 29g sugar per bottle - and that's on top of whatever is in the fruit alread

9、y. on the plus side though, there are no additional "e" numbers which can potentially have unexpected reactions in some people.brand name：the name j2o is a pun on the chemical formula for water, h2o, chosen due to the drink's 50% fruit juice content. it shows its content vividly, and i

10、ts also easy for consumers to remember it.design：all flavors of britvic's j20 bottles are particularly sweet, but have nice flavors. the drinks are brightly colored.packaging：the trend with all of the j20 range is to keep the same general colors - orange and green. this gives a sense of an envir

11、onmentally friendly material and a rich enjoyable taste.the j20 bottle is as you would expect, circular in shape with filleting just before the neck. the main body is approximately 60mm in diameter, lofting to 27mm at the fluid extraction point. the manufacturing process of blow moulding shapes the

12、bottom, causing a slight indent to allow quick removal of the bottle when the shape is formed. with many bottles of this type, a grip section is integrated to the top of the main body. this is done by making two wider parts within the glass ensuring easy functional ability and use. augmented product

13、 benefitbritvic has offered some additional benefits to j2o customers to gain customer satisfaction. for example, on 2 august 2006, britvic announced a promotional campaign designed to coincide with the little britain live tour. the campaign, named "j2o is in for a laugh" allows buyers to

14、enter a competition to win one of 96 vip tickets to see the little britain show.in addition, it provides customers with chances to design their own favorite tastes. therefore, customers get a sense of being a designer for j2o. it has introduced its j2o on-pack promotion in pubs as part of its plan t

15、o engage with consumers and drive soft drink sales in the on trade. the mix up a mouthful promotion will also be available on 4-pack in grocery and asks consumers to create their own j2o flavor to be in with a chance of seeing their winning entry turned into a limited edition flavor next year and wi

16、n £20,000.2. what are the sources of brand equity for any given britvic brand?as we have learned that a powerful brand forms the basis for building strong and profitable customer relationships. the fundamental asset underlying brand equity is customer equitythe value of the customer relationshi

17、ps that the brand creates.for britvic soft drinks, they have put it into practice and form deep connections with customers. they make full use of promotion means to occupy more market share, maintain the loyal customers and develop the new customer. as what davidson said, they don't simply want

18、to retain their market share, they want to increase it and make the consumers know more about their product. advertising is one of their main sources of brand equity, people gained knowledge or brand awareness through their adverts. in order to maximize the brand equity, they do not hesitate to pour

19、 money into a huge advertising campaign. for example, in 2008 the brand run its annual wimbledon on-pack promotion by paying trip for lucky customers to see their favorite tennis stars at the tournament, which were also supported by tv ads. the cartoon characters design can delight both children and

20、 adults. another example is that britvic invested $13million as prizes by promoting pepsi max kicks, which helped pepsi to achieve its highest market share for 5 years at 24% and remain the fast growing cola in the take-home channel. britvic realized that allowing consumers to link up with their fav

21、orite sport stars is one of a number of exciting and unique campaigns. in addition to advertising campaign, they also allowed consumers to determine the look of the advertisements and the activities of the footballers in the adverts, which, to great extent, could enhance to customer interaction.apar

22、t from that, in response to consumer demands for more natural products, new formulations of drinks were being launched continuously. in this way, the brand equity was maximized. 3. what marketing targeting and positioning would you recommend for a selected britvic brand?after consideration, our grou

23、p decided to choose gatorade, which is a brand of energy drinks, currently manufactured by pepsico and distributed in over 80 countrieswe recommend gatorade position itself as a kind of sports-themed beverage product and we choose the youth (13-24 years old) and heath-conscious people as our target

24、market.there are three main reasons for that.1. health-conscious customers are cutting back on their purchases of fizzy drinks. in response to consumer demands for more natural products which are made of no sweetness, preservatives, or artificial colors, britvic can position their new gatorade as a

25、kind of healthy drinks for it provide purely natural product in customer's mind.2. the youth, especially those love sports, needs to be secured before and after activity. they drink it because it can help to quench thirst and avoid dehydration. in addition, there are several kinds of flavor for

26、them to choose which are all luscious. gatorade is available in all convenient stores. as for brand, it is endorsed by michael jordan and dwayne wade, who are most of the youths favorite superstars. after they drink gatorade, not only it will help them quench thirst, but also make them feel rehydrated, more active and energized. thus, they remain youthful and athletic.3. though gatorade has several competitors in soft drinks market, it is still the b