cccdsaxx
International Education College
Shanghai University of Finance and Economics
Marketing
(Outcome 1，2)
R W
Your Name: Cui Xiaoyu
Student ID: 2011665016
Class: FS1
Submission Date: 2012.11.23
Table of content
1.0 Introduction 3
2.0 Key characteristics of the marketing concept 3
3.0 Britvic’s micro and macro environment 4
4.0 Important of market research and important gathered 5
5.0 Marketing research information collection technique 6
6.0 Market segmentation and targeting 6
7.0 Marketing mix in relation to Britvic 8
8.0 Marketing mix from perspective of service 9
9.0 Recommendations 10
10.0 Summary and conclusion 10
11.0 Reference 11 1.0 Introduction
Britvic Soft Drinks has a long and rich history. At first this company was then little more than a home business run from a chemist's shop. Soon the company was producing all kinds of originally concocted soft drinks. It was only in 1949 that the Britvic brand was formally launched into the marketplace. Following the Second World War, Britvic went from strength to strength. In 1971, the British Vitamin Product Company formally changed its name to Britvic. Now, Britvic has two branded soft drink business which supplies wide range of products. But Britvic has taken a hit, they improve position. Through marketing campaigns and drench brains campaign, including TV adverts and establish. It gives brand a great support and fit with the personality of the brand. Britvic increases market share and grow consumer awareness of its brands. Via fast moving and use different campaigns in various market.
But Britvic also have some negative, for example the main consumer groups are young people. The old man Pay more attention to health. So Britvic need in keep original strength, for more consumer groups make action.
Britvic places strong emphasis on brands and creating brand loyalty. They plan to launch a Tango, designed to attract older consumers. To expand consumption
Shanghai University of Finance and Economics
Marketing
(Outcome 1，2)
R W
Your Name: Cui Xiaoyu
Student ID: 2011665016
Class: FS1
Submission Date: 2012.11.23
Table of content
1.0 Introduction 3
2.0 Key characteristics of the marketing concept 3
3.0 Britvic’s micro and macro environment 4
4.0 Important of market research and important gathered 5
5.0 Marketing research information collection technique 6
6.0 Market segmentation and targeting 6
7.0 Marketing mix in relation to Britvic 8
8.0 Marketing mix from perspective of service 9
9.0 Recommendations 10
10.0 Summary and conclusion 10
11.0 Reference 11 1.0 Introduction
Britvic Soft Drinks has a long and rich history. At first this company was then little more than a home business run from a chemist's shop. Soon the company was producing all kinds of originally concocted soft drinks. It was only in 1949 that the Britvic brand was formally launched into the marketplace. Following the Second World War, Britvic went from strength to strength. In 1971, the British Vitamin Product Company formally changed its name to Britvic. Now, Britvic has two branded soft drink business which supplies wide range of products. But Britvic has taken a hit, they improve position. Through marketing campaigns and drench brains campaign, including TV adverts and establish. It gives brand a great support and fit with the personality of the brand. Britvic increases market share and grow consumer awareness of its brands. Via fast moving and use different campaigns in various market.
But Britvic also have some negative, for example the main consumer groups are young people. The old man Pay more attention to health. So Britvic need in keep original strength, for more consumer groups make action.
Britvic places strong emphasis on brands and creating brand loyalty. They plan to launch a Tango, designed to attract older consumers. To expand consumption