Ribena Marketing Essay
Ribena
Table of Contents
1. Introduction
2. Product
3. Promotion
4. Price
5. Place
6. Bibliography
Introduction
Ribena was first made in 1936 when HW Carter, a Bristol based food and drink manufacturer, started making pure fruit syrups to use in making milkshakes. This was when it was discovered that the blackcurrant syrup contained very high levels of vitamin C. People saw how valuable it would be as a nutritional drink and it went on sale in hospitals and nursing homes. The name Ribena was not used during this period but after the War, Ribena went on sale all across the UK and Ireland.
The word Ribena was based on the Latin name for blackcurrant “Ribes Negrum”. The name is very important to the product, it needs to be easy to remember, easy to spell and easy to say especially if the target audience is children. Ribena also has the added advantage that the name has an international ring to it.
Ribena has established a strong brand name over the years and it has maintained its position in the market. In recent years Ribena have introduced new flavours to the market such as Strawberry, Raspberry, Apple, Orange, Raspberry and Pomegranate.
Product
A product is defined as anything that can be offered to satisfy a need or want. To help its product sell in greater quantities, a business must give consideration to the packaging and brand name it uses.
Ribena is available in lots of different flavours these include Blackcurrant, Strawberry, Orange, Raspberry, Raspberry and Pomegranate. The blackcurrant flavour is available in original and really light (low calorie).
Ribena’s target market is every child and every parent. Ribena is a brand that children love and that mothers prefer to buy for their family because it is rich in Vitamin C and has a unique blackcurrant taste. Mothers are satisfied that they are giving their children a nutritional drink; full of vitamin C. Mothers will be more likely to
Table of Contents
1. Introduction
2. Product
3. Promotion
4. Price
5. Place
6. Bibliography
Introduction
Ribena was first made in 1936 when HW Carter, a Bristol based food and drink manufacturer, started making pure fruit syrups to use in making milkshakes. This was when it was discovered that the blackcurrant syrup contained very high levels of vitamin C. People saw how valuable it would be as a nutritional drink and it went on sale in hospitals and nursing homes. The name Ribena was not used during this period but after the War, Ribena went on sale all across the UK and Ireland.
The word Ribena was based on the Latin name for blackcurrant “Ribes Negrum”. The name is very important to the product, it needs to be easy to remember, easy to spell and easy to say especially if the target audience is children. Ribena also has the added advantage that the name has an international ring to it.
Ribena has established a strong brand name over the years and it has maintained its position in the market. In recent years Ribena have introduced new flavours to the market such as Strawberry, Raspberry, Apple, Orange, Raspberry and Pomegranate.
Product
A product is defined as anything that can be offered to satisfy a need or want. To help its product sell in greater quantities, a business must give consideration to the packaging and brand name it uses.
Ribena is available in lots of different flavours these include Blackcurrant, Strawberry, Orange, Raspberry, Raspberry and Pomegranate. The blackcurrant flavour is available in original and really light (low calorie).
Ribena’s target market is every child and every parent. Ribena is a brand that children love and that mothers prefer to buy for their family because it is rich in Vitamin C and has a unique blackcurrant taste. Mothers are satisfied that they are giving their children a nutritional drink; full of vitamin C. Mothers will be more likely to
Bibliography: http://www.ribena.co.uk/summer-soundtrack/ http://www.facebook.com/#!/RibenaUK http://www.youtube.com/watch?v=mxf6OPoaXCA http://theodmgroup.com/2011/06/03/gift-with-purchase-promotion-ribena-drinks/ http://www.brandrepublic.com/news/899422/Ribena-launches-range-promotional-activity-2009/ http://www.promomarketing.info/ribena-offers-a-summer-of-festival-fun/P004419/