1. Marketing

1. Company Introduction

2. PEST Analysis

3. SWOT Analysis

2. Objective

3. Marketing Mix and action plan

3.1 Product

3.2 Price

3.3 Place

3.4 Promotion

4. Realisation and Control

5. Bibliography

1. Marketing Analysis

1.1 Company Introduction

The Irish Cantrell & Cochrane Group plc is a manufacturer, marketer and distributor of beverages founded in 1850 operating in cider, spirits and liqueurs but also soft drinks.
The structure of C&C’s brands is shown in the following Boston Matrix

Cider Spirits & Liqueures Market Growth

Soft Drinks

Market share Source: Extracted from C&C annual report 2007

Since Cider is C&C’s major branch I want to concentrate on that.

The major markets for C&C cider are Northern Ireland and Great Britain but also the Unites States and Continental Europe belong to the sales market.
Due to the fact that the company Scottish & Newcastle’s sells a similar product with the same name in England, C&C markets its premium cider as Magners outside Ireland to avoid confusions.

1.2 PEST Analysis

To examine the Cider market I want to cover the some relevant points of a PEST analysis.
First of all there are some political issues that are relevant. The political environment in the countries where C&C delivers its beverages is politically stable. The government could affect the drink market either by taxation, by passing laws regulating binge drinking or by rising the legal drinking age in pubs. The smoking ban also contributes to a decline in sales.

In 2004 the cider market began to transform from a mature market into an innovative segment. In 2005 the market grew by 8% in value from 2004. In 2006 Magners created the ‘over ice’ effect and launched a marketing