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
Words: 883 - Pages: 4
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
Words: 320 - Pages: 2
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
Words: 1499 - Pages: 6
the marketing concept. Marketing concept is when an organisation should try to provide products and services that satisfy customer’s needs. Customers should be at the centre of all the organisations activities. Putting the customers first allows Britvic to be one of the biggest branded soft drink businesses in UK. * Needs, wants and demands * Value, satisfaction & quality * Exchange, transactions & relationships 2. Explain Britvic’s micro and macro environment. External
Words: 882 - Pages: 4
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
Words: 2951 - Pages: 12
market research. 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
Words: 2253 - Pages: 10
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
Words: 40786 - Pages: 164
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
Words: 287 - Pages: 2
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
Words: 562 - Pages: 3
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
Words: 2574 - Pages: 11
