Marketing Assessment Britvic Case Stu
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 Concept – Companies focusing on this concept will primarily focus on achieving high production efficiency at low costs and mass distribution as they believe the consumers are primarily interested in widely available products at low prices. This concept makes sense when the consumers are more interested in obtaining the product than features.
The Product Concept – Companies will study a product concept before they market the product to their customers are a lot of time and money is spent on research to ensure they reach their target market, in order to do this they must fully understand and know the product to ensure they can present the products best qualities and features.
2. Britvic’s micro and macro environment.
The micro environment of Britvic consists of factors that affect their business which they have some control over. Some of these factors are suppliers, customers and stakeholders. The micro environment can mostly be considered the local environment where the business operates so therefore the business owner is likely to be somewhat aware of the impacts that they are faced with. For example the case study tells us that in 1971 after recognising the company’s leading brand appeal, the British Vitamin Product Company then officially changed its name to Britvic to make it more appealing to consumers. The company then went on to buy over their competitors making them the number two branded soft drinks company in the UK today, supplying a huge range of products to
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 Concept – Companies focusing on this concept will primarily focus on achieving high production efficiency at low costs and mass distribution as they believe the consumers are primarily interested in widely available products at low prices. This concept makes sense when the consumers are more interested in obtaining the product than features.
The Product Concept – Companies will study a product concept before they market the product to their customers are a lot of time and money is spent on research to ensure they reach their target market, in order to do this they must fully understand and know the product to ensure they can present the products best qualities and features.
2. Britvic’s micro and macro environment.
The micro environment of Britvic consists of factors that affect their business which they have some control over. Some of these factors are suppliers, customers and stakeholders. The micro environment can mostly be considered the local environment where the business operates so therefore the business owner is likely to be somewhat aware of the impacts that they are faced with. For example the case study tells us that in 1971 after recognising the company’s leading brand appeal, the British Vitamin Product Company then officially changed its name to Britvic to make it more appealing to consumers. The company then went on to buy over their competitors making them the number two branded soft drinks company in the UK today, supplying a huge range of products to