...Case Study — Britvic Background Founded as the British Vitamin Products Company in the mid-nineteenth century in the market town of Chelmsford in Essex, the company changed its name to Britvic in 1971. The company began as little more than a home business run from a chemist’s shop. Soon the company was producing all kinds of soft drinks, including lemonades, mineral waters, tonics and non-alcoholic ales. It wasn’t until 1938 that the Britvic range of juices that we know today were first produced — thanks to Ralph Chapman, owner of the British Vitamin Products Company. Recognising that the Great Depression in the UK meant that many of his poorest customers needed an affordable source of Vitamin C, he found a way to bottle fruit juices so that they stayed fresh for longer without the addition of preservatives. His juices were sold in small glass bottles which ensured easy transportation. The idea was immediately successful but it was only in 1949 that the Britvic brand was formally launched into the marketplace. In the years following the Second World War, Britvic went from strength to strength, building a modern factory in its hometown of Chelmsford. In 1971, the British Vitamin Product Company formally changed its name to Britvic in recognition of its leading brand’s appeal. In 1986, Canada Dry Rawlings came together with Britvic to form Britvic Soft Drinks. The company went on to buy the Tango brand from Beechams and acquire the UK franchises of Pepsi and 7UP...
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...Company Profile Britvic plc, through its subsidiaries, engages in the production and distribution of soft drinks primarily in the United Kingdom and Republic of Ireland. The company offers stills and carbonates under the brand names 7UP, Ame, Britvic, Britvic, J20, Drench, Gatorade, Idris, Pennine Spring, Pepsi, Purdey's, Really Wild Drinks, Red Devil, Robinsons, Fruit Shoot, Fruit Spring, R Whites, Shandy Bass, and Tango. Britvic through a relationship with PepsiCo, Inc. holds the right to distribute the Pepsi and 7UP brands in Great Britain and Ireland, as well as access to all new carbonated drinks developed by PepsiCo for distribution. In addition, it supplies water-coolers and bottled water. The company sells its products primarily to supermarkets, shops, restaurants, pubs, cinemas, and hotels. Britvic also exports its products to approximately 50 countries worldwide. It was formerly known as British Vitamin Product Company and changed its name to Britvic Plc in 1971. The company is headquartered in Chelmsford, the United Kingdom. Historical Background Britvic Soft Drinks has a long and illustrious history in the world of brands. The company that makes the juices was founded in the middle of 19th century in Great Britain. The firm’s juices were first produced in 1938.It was the main source of vitamin C during the Great Depression. By 1949, the Britvic brand had been fully launched, and the company continued to grow. The Company owns a number of leading brands in...
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...Marketing Britvic Case Study – Assessment 1 1. Characteristics of the marketing concept. The Selling Concept – This concept doesn’t primarily focus on new consumer wants or desires but focuses on the selling and promotion of a particular already existing product in order to achieve the highest sales they possibly can. This technique is suited to companies who sell products which are in high demand and whose customers/consumers tastes are unlikely to change and lessen demand. The Production Concept – Companies focusing on this concept will primarily focus on achieving high production efficiency at low costs and mass distribution as they believe the consumers are primarily interested in widely available products at low prices. This concept makes sense when the consumers are more interested in obtaining the product than features. The Product Concept – Companies will study a product concept before they market the product to their customers are a lot of time and money is spent on research to ensure they reach their target market, in order to do this they must fully understand and know the product to ensure they can present the products best qualities and features. 2. Britvic’s micro and macro environment. The micro environment of Britvic consists of factors that affect their business which they have some control over. Some of these factors are suppliers, customers and stakeholders. The micro environment can mostly be considered the local environment where...
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...BRITVIC - ASSESSMENT 1. Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. There are five competing concepts under which organisations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. Shown below are three of the key characteristics of the marketing concept: * The Product Concept - is the understanding of the dynamics of the product in order to showcase the best qualities of the product. Marketers spend a lot of time and research in order to target their attended audience. Marketers will look into a product concept before marketing a product towards their customers. * The Production Concept - This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. * The selling Concept - A firm using a sales orientation focuses primarily on the selling/promotion of a particular...
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...Market research – The owner of Britvic, Ralph Chapman realised that during the great depression period many of his poorest customers needed an affordable source of vitamin C. He found a way of bottling fruit juices so that they stayed fresher for a longer amount of time. The idea became an immediate success as it identified the customers’ needs and wants and made them the sole focus of the business. Needs of the customer – Britvic is priced affordably so that anyone can buy and drink their products. The company target younger people with things like packaging and advertisements and target adults and older people with products that have no added sugar and provide them with vitamins and other healthy ingredients. This meets the needs of a wide variety of consumers. Product Quality – Britvic has a constant flow of new and improved products. For example Britvic plan to launch a new Tango product which has no added sugar. It will be called Tango Clear and is designed to attract older consumers due to the new packaging and the all-round healthiness of the product. Improving quality of products attracts new consumers into buying the product as it may offer them something the need or want that the previous item did not offer. Question 2 Britvic’s micro environment has the factors surrounding its organisation as a whole. The company has huge control of these factors because they include things such as suppliers, customers and competitor brands. Britvic has purchased many competitor...
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...Breaking Down the Chain: A Guide to the soft drink industry aCknowleDgments this report was developed to provide a detailed understanding of how the soft drink industry works, outlining the steps involved in producing, distributing, and marketing soft drinks and exploring how the industry has responded to recent efforts to impose taxes on sugar-sweetened beverages in particular. the report was prepared by sierra services, inc., in collaboration with the supply Chain Management Center (sCMC) at rutgers university – newark and new Brunswick. the authors wish to thank kristen Condrat for her outstanding support in all phases of preparing this report, including literature review and identifying source documents, writing, data analysis, editing, and final review. special thanks also goes to susanne Viscarra, who provided copyediting services. Christine fry, Carrie spector, kim Arroyo Williamson, and Ayela Mujeeb of ChangeLab solutions prepared the report for publication. ChangeLab solutions would like to thank roberta friedman of the yale rudd Center for food Policy and obesity for expert review. for questions or comments regarding this report, please contact the supervising professors: Jerome D. Williams, PhD Prudential Chair in Business and research director – the Center for urban entrepreneurship & economic development (Cueed), rutgers Business school – newark and new Brunswick, Management and Global Business department 1 Washington Park – room 1040 newark, nJ 07102 Phone: 973-353-3682...
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...1. Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. There are five competing concepts under which organisations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. Shown below are three of the key characteristics of the marketing concept: * The Product Concept - is the understanding of the dynamics of the product in order to showcase the best qualities of the product. Marketers spend a lot of time and research in order to target their attended audience. Marketers will look into a product concept before marketing a product towards their customers. * The Production Concept - This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. * The selling Concept - A firm using a sales orientation focuses primarily on the selling/promotion of a particular product, and not...
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...3) Market research for a business is the process of gathering, recording and analysing information to help a company determine the current opportunities and possible threats to a business. It will also show the consumers behaviour and attitude towards a product or service and it will also show the effectiveness of how well the business is promoting its products towards it customers. The main goals of market research is to help an organisation identify potential markets both new and old and to create satisfied customers through finding out what the customer’s needs and wants and then creating an effective marketing mix by using the four P’s. Market research is necessary for a company since there is uncertainty around most of the decisions which a business will make so it will provide a large quantity of reliable information and this reduces a lot of risk. Market research tries to provide answers to the ‘Who’, ‘When’, ‘How’, and ‘Why’ of the consumer and industrial buying behaviour of the current business climate. There are two main sources of market research for a business and they are primary and secondary. Primary Primary research can also be known as field research and it consists of gathering information that previously did not exist. It is used by a business when specific information is needed about the organisations products or services and customer satisfaction. Primary research is conducted first hand so all the information that you collect is factual evidence. Some...
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...Marketing Assessment Outcome 1 & 2 Britvic Case Study Question 1 The three key characteristics of marketing concept are: * Customer Orientation – this means that the company is focused on the customers, they know what the customers want and expect and satisfy those wants and needs. By being customer focused Britvic make all their marketing decisions based on their customers’ wants and expectations and the customer is then fully satisfied. For example, Britvic focuses on their brand loyalty and therefore create new products and tastes with different contents to suit all their customers. This will increase brand loyalty and image, which is very important for any business. * Marketing Research – in marketing concept: knowing and understanding customer’s needs, wants and expectations is the most important thing. Marketing research can help and identify those on a regular basis to help improve customer satisfaction. This way Britvic knows what the customers want, who are they, what their expectations are, and what the best method of communication with them is. This helps Britvic know what products they need to improve, what new things they could come up with and when to launch. * Marketing Planning – this is a goal-oriented approach to marketing. The main goal of Britvic is to sell their products and satisfy their customers. This is the aim that Britvic has set for themselves. To get there they need definite policies to help them achieve that goal, this is to ensure...
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...supply this. Supplying the right product at the right price in the right place with the right promotional information is key to a company running a profitable business. The company will work together applying a systematic managerial function or philosophy to achieve this. 2. Explain Britvic’s micro and macro environment. The Microenvironment - forces that make a direct impact on an organisation. These include forces that deal directly or indirectly with the company. The public, organisations, employees, suppliers, customers, marketing intermediaries and competitors are all grouped under microenvironment. The organisation have some control over these forces. Britvic microenvironment- Name change in 1971 Merged with Canada Dry Rawlings in 1986 Buying the Tango brand and acquiring UK Pepsi and 7up franchises 1995 – 2004 Britvic went from strength to strength buying other competitors brands and rights to energy drink brands both here and in Ireland. Owning 7 manufacturing plants and employing around 2700 staff Distributing to approximately 200,000 outlets across the UK Lead suppliers of still drinks and soft drinks suppliers to licensed premises in the UK Licensed to produce PepsiCo brands Sponsorship and association with main events The Macro environment – all the factors that can influence a company, but are outside the organisations control. PEST which can be broken down into 4 broad groups: Political – employment law, taxation and legislation. Economic – interest rates, unemployment...
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...COMPANY CASE BRITIVIC: CREATING A BRAND FLAVOUR Part I: Brief Background History of Britvic - Mid 19thC Chelmsford a chemist begins creating homemade soft drinks - 1986 Tango acquired - 1987 Pepsi - first 20 years bottling arrangement agreed in the UK - 1995 Robinsons acquired - 2000 Orchid Drinks acquired, inc. Amé/Purdeys - 2004 Ben Shaws acquired, inc. Pennine Water - 2006 drench launched and The Really Wild Drinks Company is established - 2007 Robinsons Smooth and Fruit Shoot 100% launched - 2008 PepsiCo awards Britvic a 15 year bottling agreement for V Water - 2008 PepsiCo awards Britvic a 7 year bottling agreement for Gatorade - 2009 PepsiCo awards Britvic a 4 year bottling agreement for Lipton Ice Tea Part II: Marketing Mix Strategies a. Market Britvic’s soft drinks become most popular drink in summer among adults and children. Major supermarkets, local shops, restaurant, pubs, hotels and cinemas are among its customer. b. Product Britvic products have a wide range variety of products in terms of their drinks. From juice drinks, energy drink, kids drink up to sports drink and etc. Britvic has it Britvic doesn’t stop from producing a quality drinks for their consumers, their design really caught the attention of every individual that sees it. Also, Britvic sees to it that each of their products is nutritional to every consumer they have, and give its customer a healthy living lifestyle. The soft-drinks market is structured into two main categories...
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...8. Reference Lists Just-drinks 2008, ‘UK: Britvic extends distribution deal with Wincanton’, Just-drinks, 8 August, viewed 10 October 2014, GeneralOnefile. <http://go.galegroup.com/ps/i.do?id=GALE%7CA182471464&v=2.1&u=rmit&it=r&p=ITOF&sw=w&asid=4432255caa685e829a38451d9220afcc> Logistics Manager 2008, ‘Wincanton quenches thirst with Britvic deal’, Logistics Manager, 4 September, p.11, viewed 18 October 2014, AcademicOnefile. <http://go.galegroup.com.ezproxy.lib.rmit.edu.au/ps/retrieve.do?sgHitCountType=None&sort=RELEVANCE&inPS=true&prodId=AONE&userGroupName=rmit&tabID=T003&searchId=R12&resultListType=RESULT_LIST&contentSegment=&searchType=AdvancedSearchForm¤tPosition=4&contentSet=GALE%7CA184582541&&docId=GALE|A184582541&docType=GALE&role=> Emma, L 2011, PINE CONE SYSTEMS: Pine Cone Systems is a data warehouse tonic for Britvic Soft Drinks, viewed 14 October 2014, Proquest Central. <http://search.proquest.com.ezproxy.lib.rmit.edu.au/docview/444007119/70FA8507C1304D26PQ/2?accountid=13552> Unique Package Combines 'Freekee' Design with Functional Benefits; Constar and Britvic Partner to Create New Freekee Soda Beverage Packaging, viewed 15 October 2014, <http://go.galegroup.com.ezproxy.lib.rmit.edu.au/ps/retrieve.do?sgHitCountType=None&sort=RELEVANCE&inPS=true&prodId=ITOF&userGroupName=rmit&tabID=T004&searchId=R8&resultListType...
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...Market research and the information gathered are important to Britvic to establish the products that are most likely to be successful in the market place. The research can also be used to identify the need for new product development corresponding to the change of trend in demand for customers. In the case study we can see that Britvic created Tango clear, to launch this product Britvic would have carried out market research to establish the target consumer, the price to sell at, the packaging, where to sell it and which flavors would be most appealing. This would all affect the decision to introduce the new product to the market place. The main reason for any business to carry out market research is to determine if there will be a demand for your product or service. Market research can either be primary or secondary. Primary research is new research carried out to answer specific issues or questions. It can involve questionnaires, surveys or interviews with individuals or small groups. Secondary research or desk research makes use of research previously collected for other purposes and is publically available. This includes published research reports, surveys or the Internet. To obtain and analyze this information, a business can use two techniques: Qualitative research, quantitative research or a mixture of both. Qualitative research is based on opinions, attitudes, beliefs and intentions. Qualitative research aims to understand why customers behave in a certain way or how...
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...is satisfied. The marketing concept also tries to offer the right marketing mix by ensuring that the product is the right product for the customer, at the right price, available in the right place, and when advertising/promoting, that the information is right. This differs from the Sales Orientation as sales doesn’t focus on customer needs and wants but rather producing a product and selling it. Question 2 BRITVICS MACRO ENVIRONMENT The macro environment factors that can affect Britvic (or a business) are Social, Political, Economic and Technological. The Company has no control over the macro environment. Social Factors had a big impact on sales as young people were drinking more cold drinks than hot drinks which, in turn, is boosting their sales. Diet and Health have became big factors as Britvic bring in a new range of drinks which included no added sugar and/or Vitamin C. Political Factors such as new rules on television advertising meant that Britvic had to come up with another way of advertising. Economic Factors again had a big impact on sales, although Britvic weren’t benefitting from it. The great depression in the UK meant that many customers would need an affordable source of Vitamin C and the packaging was changed for the product to last longer. 2008 saw a decline in soft drinks due to economic downturn and poor summer weather also had an impact. Technological Factors came into place when...
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... 2. Explain the importance of different types of marketing research | Contents 1. Identify three key characteristics of the marketing concept (150 words) 2. Explain Britvic’s micro and macro environment (100 words) 3. Explain why market research and the information gathered are important to an organisation like Britvic (150 words) 4. Explain how Britvic might collect and use market research information. Include one quantitative and one qualitative research technique in your response (150 words) 5. Explain the process of market segmentation and targeting and the benefits of segmentation and targeting to Britvic (150 words) 6. Explain marketing theory in relation to each of the 4 P’s. Explain the factors that would affect how Britvic might decide on their choice of each of these items (600 words) a. Product mix and individual products b. Distribution channels c. Pricing methods d. Promotional methods 7. In marketing a service, explain the importance of: (300 words) a. Process b. People c. Physical environment 8. Explain how Britvic might adapt their marketing mix in response to three possible changes in market conditions. (300 words) 1. Identify three key characteristics of the marketing concept (150 words) Marketing is about producing what meets people’s needs and want to buy and not to sell what we like making and...
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