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SodaStream: Advertising and Sales Promotion

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SodaStream: Advertising and Sales Promotion
SodaStream: Set the Bubbles Free

(www.sodastream.com)

Tomas Hocko hockotomas@gmail.com MK 390 Advertising & Sales Promotion
Ivan Zary
Promotional Analysis
April 13, 2013 SodaStream is the largest manufacturer and distributor of home carbonation products officially invented in 1903 by Guy Gilbey in the world (www.sodastream.com, n.d.).The company’s long history and its experiences are reason why company is one of the largest beverage companies in the world selling in 43 countries and more than 55, 000 retail stores all around the world. With its revenue growth of 25% (436.3 million USD) and net income in 2012 of 43.9 million USD and more than 600 million liters of carbonated beverages providing to households has the company to do something right. Is it really the product itself that makes the company so profitable or is it a mix of right used marketing and advertising tools and mediums that attracts many consumers? We will look at this in this analysis. Firstly, lets look in shortcut what the company actually offers and why their products are so special that their attract customers and make them buy it. The price range of its products differs depending on what extra features does customer require. The cheapest SodaStream maker it is possible to buy from 59 Euros up to 199 which is the most expensive one (www.sodastream.sk, n.d.) Every time, one gets out of Syrup it is possible to buy for 7,5 Euros. You can and possible have to after some time buy additional bottles, SodaCaps and Carbonators as long as they have certain lifetime as well. People from company’s marketing department point out in their campaigns on benefits that these products offer; to those belong that consumers do not have to carry heavy bottles from shelves and shops to home, save space, save money in comparison when buying pre-packed beverages, and last but not least are eco friendly. Also they demonstrate that their products encourage healthy lifestyle (using less sugar and


References: Burns, W. (2013, January 31).CBS Bans SodaStream Ad. Where’s The Outrage? Forbes. Retrieved from http://www.forbes.com/sites/willburns/2013/01/31/cbs-bans-sodastream-ad-wheres-the-outrage/ Oak, M Parr, S. (2003, Februar 4).The Sodastream Ad You Didn’t See During The Super Bowl. Retrieved April 13, 2013, from Fast Company website: http://www.fastcompany.com /3005420/sodastream-ad-you-didnt-see-duringsuper-bowl SodaStream Bowl SodaStream (2012, June 7) SodaStream (2011, June 3). SodaStream vasa domáca sodovka [Your own SodaStream] [Video File]. Retrieved from http://medialne.blog.etrend.sk/reklamy/2011/06/03/ sodastream-vasa-domaca-sodovka/ SodaStream (2012, November 8). The SodaStream Effect [Video File]. Retrieved from https://www.youtube.com/watch?v=tE9U4mMqKP4&feature=player_embedded
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