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Britvic "creating a Brand Flavor"

Essay by   •  October 10, 2011  •  Essay  •  1,515 Words (7 Pages)  •  3,817 Views

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I. Business Name

BRITVIC

"Creating a Brand Flavor"

II. Business Operation

Britvic is a business that manufactures markets and sells soft-drinks. Britvic products are always sold in small bottles to enable their easy transportation. As this, business fully launched the company continued to grow and later purchase several other soft-drinks business.

Britvic's Primary operations are in 3 countries namely; Great Britain, Ireland and France. Also they've had a number of key export markets: the Netherlands, Sweden, Finland, Denmark and Norway where these brands are actively marketed. In addition, we export to over 50 countries globally and have brand franchised in Malta and USA.

III. Market

Britvic is one of the two leading soft-drinks businesses in the United Kingdom, producing over 1.4 billion liters annually. Their markets includes all major supermarkets and tens of thousands of small local shop an "on-premise" which covers such venue as restaurants, pubs, hotels and cinemas. In addition they provide fully serviced vending machines for appropriate locations, in the public sectors. Britvic supplies a wide range of products approximately 200,000 outlets across the country making them one of the top two soft-drink businesses in take-home and the leading soft-drink supplier to the licensed on-trade.

Britvic market growth of 2-3 % they have they Expandability by meeting consumer needs in the future there is a significant opportunity to increase consumption they also have Cohorting where younger people consume more and take their habits with them as they grow older its Population is the UK population is expected to reach 71.6M by 2033, an increase of 10.2M

IV. Marketing Mix

* 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, carbonates and stills, within these there are a number of sub-categories. Britvic has a major presence in the scale categories of cola, fruit carbonates, lemonade, squash, water plus and juice drinks. We have a growing presence in the key categories of water and sports.

Britvic has a manufacturing base both in the UK and Ireland, producing carbonates, stills and plain water in both countries. A well-invested production base is at the heart of our strategy to be the supplier of choice. We aim to manufacture soft drinks to the highest standards and to take a leading role in within the industry. Quality is a basic business principle for Britvic, we will consistently provide their external and internal customers with products and services which fully meet their expectations of Quality, Safety and compliance with Legislation. They achieve Quality through the continuous development of our people, procedures and systems.

* Price

Britvic marketing mix for price is their result is they have 1.5 million extra households bought every product of Britvic resulting in 5 percent increase in value growth for the whole category. Britvic gives a good list of prices to their customers. They also have discounts for every purchased drinks from their company. Britvic's average realized PRICING increase of 1% per annum. Britvic's pricing is growing the category value through price management. Also it maximizes the effectiveness of promotional activity.

* Place

Britvic marketing mix of place has around 4,000 customers in 200,000 locations in 50 countries, namely Great Britain, Ireland and France. Also they've had a number of key export markets: the Netherlands, Sweden, Finland, Denmark and Norway where these brands are actively marketed. More soft-drink brands in its portfolio than any other British manufacturer. Major supermarkets, local shops, restaurants, pubs, hotels, and cinemas are among its customers. In addition they provide fully serviced vending machines for appropriate locations, in the public sectors.

* Promotion

Britvic's marketing mix for promotion is that they have advertisements, personal selling, sales promotion, public relations. In terms, of their advertisements they've contracted European's advertising company for each of their product, also they have their own websites where every consumers or customers have the access to visit the page, Britvic also have its sales promotion they includes discounts on their manufactured goods or products. They also have this public relations where press releases, sponsorship on a sport events and also they have their web pages. As this are the promotion mixes they have uses in their promotion.

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