Irn Bru Marketing
Contents
Executive Summary
Introduction
The Company
Sales and Profit Trend
Market Share
Business Sector
Project Focus
The Market Environment
The Geographical Market
What Business Are They In?
Pest-G Analysis
Swot Analysis
Five Forces
The Competition
Sales & Profit Trend
Market Share
Target Market
Company Marketing Strategy
Segmentation
Targeting
Positioning
Differentiation
Growth Strategy
The Marketing Mix
Evaluation of Company strategies and Tactics
Evaluation of Company’s Current Position
Evidence of Company’s Success
Prospects for Future Growth
Conclusion
Appendices
Executive Summary
Irn Bru is one of the biggest companies in the UK for carbonated soft drinks. Throughout this report you will see what the company is about, what different marketing strategies and tactics it uses to succeed. I will be analysing the company’s current position and how things look for it in the future, and what its future prospects are.
You will see how the company is progressing through the SWOT analysis which states the company’s strengths, weaknesses, opportunities and threats; Pest-G analysis which will look at the Political, Economical, Social, Technological and Geo-Physical aspects of the company. The marketing mix will outline the specific strategies in the companies target market such as advertising and promotion.
1. Introduction
Irn Bru is a popular carbonated soft drink which originated in Scotland by a company called AG Barr. The product is available throughout the UK, Canada, South Africa, Russia, Republic of Ireland, parts of Europe and in some parts of Singapore and Australia. AG Barr is the producer of several soft drink products, one called Irn Bru as you already know, and others named Tizer, Dandelion & Burdock, Orangina and many others. I will be mainly analysing the companies marketing and competitive strategy with regards to Irn Bru.
The Company AG Barr was founded in 1875 by Robert
Executive Summary
Introduction
The Company
Sales and Profit Trend
Market Share
Business Sector
Project Focus
The Market Environment
The Geographical Market
What Business Are They In?
Pest-G Analysis
Swot Analysis
Five Forces
The Competition
Sales & Profit Trend
Market Share
Target Market
Company Marketing Strategy
Segmentation
Targeting
Positioning
Differentiation
Growth Strategy
The Marketing Mix
Evaluation of Company strategies and Tactics
Evaluation of Company’s Current Position
Evidence of Company’s Success
Prospects for Future Growth
Conclusion
Appendices
Executive Summary
Irn Bru is one of the biggest companies in the UK for carbonated soft drinks. Throughout this report you will see what the company is about, what different marketing strategies and tactics it uses to succeed. I will be analysing the company’s current position and how things look for it in the future, and what its future prospects are.
You will see how the company is progressing through the SWOT analysis which states the company’s strengths, weaknesses, opportunities and threats; Pest-G analysis which will look at the Political, Economical, Social, Technological and Geo-Physical aspects of the company. The marketing mix will outline the specific strategies in the companies target market such as advertising and promotion.
1. Introduction
Irn Bru is a popular carbonated soft drink which originated in Scotland by a company called AG Barr. The product is available throughout the UK, Canada, South Africa, Russia, Republic of Ireland, parts of Europe and in some parts of Singapore and Australia. AG Barr is the producer of several soft drink products, one called Irn Bru as you already know, and others named Tizer, Dandelion & Burdock, Orangina and many others. I will be mainly analysing the companies marketing and competitive strategy with regards to Irn Bru.
The Company AG Barr was founded in 1875 by Robert