Marketing Research Britvic Soft Drinks Essay Example

the customer.

Two definitions of marketing are presented in the source material. According to Wikipedia, marketing is defined as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Another definition mentioned in a book and presented in a PowerPoint presentation (PPT) states that marketing involves selling products to customers at a profit, satisfying shareholders, and addressing the needs of other stakeholders.

According to the definition provided in a PowerPoint (2006), marketing is the process of individuals and groups obtaining their needs and wants by creating and exchanging products and value with others. Based on this, marketing can be seen as an activity that involves selling strategies to make satisfying products available for customers and generate profits. The goal of marketing is to achieve customer satisfaction and profitability through transactions.

Three Key Characteristics of the Market Concept

The company must identify and define customer needs, wants, and expectations. All goods and services produced by the company must meet customer demands.

Ensuring employee satisfaction with their salary is crucial for guaranteeing repeat customer visits and additional purchases. Collaboration among all departments, divisions, and teams within the company is necessary to achieve the organization's primary objectives.

Ensuring employees have favorable working conditions and receive equitable compensation is vital for maintaining their motivation and productivity. Similarly, it is essential to adhere to governmental regulations and accurately fulfill tax obligations. The marketing concept asserts that profitability can solely be achieved through customer satisfaction.

Both customers and companies have rights that must be respected for a successful business. Customers deserve reasonable products at reasonable prices, while companies also have the right to

make a reasonable profit to sustain their operations.

Britvic’s Micro And Macro Environment The term "industry" refers to a group of companies that have similar tasks or provide similar services. These companies operate within an environment that affects both the industry as a whole and the individual organizations within it.

The micro environment is made up of factors in close proximity to a company, including the company itself, that directly impact its ability to serve customers.

The entities involved include providers, selling mediators, client markets, and rivals.

"The macro environment refers to all forces that are part of the larger society and impact the microenvironment. It includes concepts such as human ecology, economic system, and natural forces."

Engineering, political relations, and civilization.

Plague Analysis

The analysis of the plague encompasses both political and economic factors.

Sociocultural, technological, and political factors refer to authorities interfering in the economic system. When there are changes in policy holding, the market must make the corresponding alteration.

Various aspects such as economic growth, interest rates, exchange rates, and inflation rate fall under the category of economic factors. These factors can significantly influence business performance. For example, import and export of goods can be affected by fluctuations in exchange rates.

Social factors encompass cultural aspects such as wellness consciousness, population growth rate, age distribution, career attitudes, and emphasis on safety. These factors can inform businesses on how to operate and meet the societal demands of their operations.

Technological factors encompass aspects such as R&D activity, mechanization, engineering incentives, and the pace of technological change. These factors can impact the cost of production and the operational dynamics of a business.

These environmental factors are relevant to Britvic.

There are recent regulations concerning the advertising

of food and beverages to children under the age of 16, which have prompted the use of non-television campaigns.

Immature consumers are reduced, as Britvic's advertising strategy fails in 2008. Soft drink sales decrease due to the economic downturn, as consumers at that time are looking for value for money. Therefore, it is proven that soft drinks have an elastic demand.

Britvic is not able to escape the pressures of the economic crisis. However, they can capitalize on new opportunities by selling cold drinks in summer and hot drinks in winter, thus expanding their presence in the beverage market. In particular, Britvic recognizes the importance of package engineering and has adopted the use of bottled containers instead of glass bottles to make transportation more convenient.

Soft drink packaging has become increasingly innovative to meet customer demands and reduce costs. Market research is crucial for understanding and gathering important data for marketing goals. This involves assessing the market to determine how a specific product or service is received, particularly among different demographic groups.

Market research is utilized for identifying the specific demographic that purchases a product, taking into account variables such as age, gender, location, income level, and other factors. This research aids companies in acquiring a more comprehensive comprehension of previous consumer behavior.

Current and potential clients, along with their individual preferences and dislikes, hold great significance.

The Significance of Information

To successfully manage their business operations, companies require information concerning client needs, the sales environment, and competitors.

Selling directors require improved information, rather than more information.

Market Research Types

Market research types encompass defining the problem and research objectives; developing the research plan for gathering data; implementing

the research plan by collecting and analyzing data; interpreting and reporting the findings. Market research includes exploratory research, descriptive research, and causal/predictive research. There are two main sources of marketing research data: Secondary research and Primary research.

Secondary research, also known as 'desk' research, involves using information collected for another purpose and now being utilized as a second source. Primary research, on the other hand, refers to research conducted to discover original information.

To create an original research program, one must develop a comprehensive plan that includes gathering information, inputting data, and producing and analyzing the resulting outcomes.

Research can often be costly to continue due to its sometimes lengthy duration. However, the originality of the research ensures that the collected results will be more tailored to the client's needs.

"Type of Information The assemblage information includes Secondary information and Primary information. 'Primary information is information that has been obtained first manus. or is original. Primary information is the exact antonym of secondary information. Primary ; original. first manus."

According to the rule, primary information can be obtained through various means, such as conducting studies or interviews.

Primary information refers to original, unfiltered data that has not been processed through reading or evaluation by a second party. It is the raw information that individuals seek in order to make decisions based on statistical analysis. Additionally, primary information can also be compiled or generated by computers.

Secondary information can be deleted and regenerated at any time. It is information that is derived from other information and may have no value after a second use.

The Research in Britvic

Britvic can conduct research on

its customers to identify the main consumer groups. They can issue a questionnaire to each individual who purchases their products to ensure the product meets the customers' needs.

Then the main consumer group for Britvic is teenagers. Therefore, Britvic has developed a Tango variant called Tango Clear, which has no added sugar, in order to attract older consumers. This marketing strategy aims to improve their current market conditions and maintain a loyal customer base.

The company can also pursue new projects to better meet customer demands. Its primary research strengths lie in addressing problems very accurately. However, a weakness is that it is time-consuming. Britvic can obtain the original information, but it will require a significant amount of time and expense.

However, the outcome of research aligns more with client demand. The strengths of secondary research lie in its speed and ease of acquisition. Failings are gathered for other purposes. Britvic can easily obtain an unrefined response, but it is also easily obtainable.

I recommend that Britvic conducts market research before developing Tango Clear. This research will help them determine the right selling mix and understand what customers want. By conducting this research, they can avoid market failure and unnecessary loss.

Marketing Research Information Aggregation Technique
Britvic is innovating a new product called Tango Clear, which is sugar-free and designed to appeal to older consumers.

Britvic can conduct a study, such as a questionnaire, before developing this merchandise. This study helps Britvic understand consumers' taste preferences. Through the study, the company can determine the preferred taste of older clients and use this information to develop the new merchandise. Tango currently offers two popular spirit products.

Both products are currently on sale, which has

resulted in a significant impact. The sale of one product specifically managed to change the perception of it among older customers, who had previously viewed it as exclusively designed for children. Consequently, this shift in opinion will lead to an increase in sales for said product. Moreover, this accomplishment contributed to fostering a powerful sense of brand loyalty. To achieve these outcomes, a combination of qualitative and quantitative research techniques were employed as the primary methods of investigation.

Qualitative research aims to understand people's opinions and perspectives, while quantitative research focuses on gathering statistical data. If Britvic were to utilize in-depth interviews, they would be able to obtain detailed and specific information. However, this method is expensive and time-consuming, so we do not recommend Britvic using it.

If Britvic utilized postal surveys, it would be highly convenient for the company, but it would also require a significant amount of time to receive responses. Alternatively, Britvic can utilize qualitative research techniques such as focus groups. Furthermore, Britvic needs to promote the new product to older customers.

So they can simply observe a study from an older client.

Market Segmentation And Targeting

Market Segmentation
"Market segmentation is a marketing term referring to the grouping of potential buyers into segments that have common needs and will respond similarly to a marketing action. Market segmentation allows companies to target different classes of consumers who perceive the full value of certain products and services differently from one another." Levels of market segmentation can divide markets into smaller segments. It can be achieved more efficiently and effectively with products and services that match their unique needs.

Market cleavage is a strategy that aims to improve a company's targeting

accuracy. It involves various approaches: Mass selling, which refers to offering the same product to all consumers; Segment selling, which involves offering different products to one or more segments; Niche selling, which offers different products to subgroups within segments; Micromarketing, which tailors products to suit the preferences of individuals and locations.

And Micromarketing encompasses Local marketing, which involves targeting brands/publicities to local customer groups, as well as Individual marketing, which involves customizing merchandise and plans to meet the needs of individual clients. The standards for segmentation include age, lifestyle, and manner.

The market is segmented based on age and lifestyle. Red Devin, an athletic energy drink, primarily targets young people who consume it for physical strength.

Behavioral segmentation is determined by factors such as the rate at which clients use a product or service, the benefits they seek from it, their loyalty to a specific company, and their user status.

Occasions and preparedness to purchase etc.

Market Aiming

Target market refers to a group of buyers who share common needs or characteristics that a company chooses to serve. Aiming, on the other hand, is the process of selecting potential customers to whom a business wants to sell its products and services. Successful marketing relies on targeting specific audiences. Businesses establish targets based on their market research, which involves segmenting the market, determining the suitable market segment, and identifying the product to be offered in each segment.

The Procedure Of Marketing Segmentation And Targeting

The initial step in the segmentation procedure is to establish the market and target consumers. The second step is often referred to as market positioning and involves organizing

the entire marketing processes based on the requirements of the mentioned market. The third step heavily relies on consumers as their demands and feedback are primarily considered, surveyed, and frequently implemented. This step is crucial in catering to their needs and preferences.

The existing section starts to shape up as similar consumers with the same demands are grouped together and analyzed as a collective. This situation is seen when introducing either an analog or a completely new product. The final step is catering to the needs of existing consumers and discovering new markets. 6.

4 benefits of market segmentation and targeting are as follows:

• Lower selling expenses by targeting specific segments, which is particularly beneficial for small budget companies.
• Increase production and marketing efficiency and effectiveness.
• Improved effectiveness in marketing campaigns designed to attract those specific segments.
• Improve profitability and enhance market share.
• Tailoring product offerings to specific market segments improves customer satisfaction.

Britvic utilizes various forms of market segmentation and employs them for targeting. Consequently, they are reaping numerous benefits. They acknowledged that the Great Depression in the UK resulted in the need for an affordable source of Vitamin C for the poorest customers. As a solution, they created a small glass bottle of juice, which became successful through the use of Geo-Demographic Segmentation.

Marketing Mix in Relation to Britvic

The marketing mix is a crucial tool in the field of marketing. It is commonly used when determining the

offering of a product or brand, and it is often associated with the four elements: price, product, place, and promotion.

Publicity and topographic point are key elements in a product line. A product line consists of a group of products that share similar functions, a specific target audience, a distribution channel, and price ranges.

For example, Britvic is involved in the creation of various kinds of drinks. The length of a merchandise line is determined by the number of products it contains. For example.

In one line of Britvic merchandise, there are various types of soft drinks including lemonades, mineral waters, and quinine waters. The length of the merchandise includes all products from the assortment of goods.

The text below has beenand unified, while keeping the and their contents:

For demonstration purposes, Britvic has two primary products: soft drinks and stills. They have a diverse range of product lines. Britvic, as a brand, continuously develops new products and adapts to different groups of customers by regularly changing their merchandise.

Launching a new merchandise at the wrong time, such as Britvic introducing a new soft drink during the winter, can impact trade name loyalty and the success of the launch. Various factors influence the successful introduction of a new product into the market.

The incorrect clip is that during winter, when it is very cold, there are very few people who purchase soft drinks. As a result, this merchandise cannot be successful.

Distribution Channel

The distribution channel is one component of the marketing mix that involves making a product or service available for use or consumption by consumers or business users. This can be done through direct methods or

through intermediaries. The conventional distribution model is Manufacturing.

Wholesaler and retailer mediators can save time by reducing conformity costs, freeing you up to focus on what's important - building your business. Britvic's products are available in supermarkets.

Film, hotel, eating house, and bar. Britvic provides a wide range of products to approximately 200.

There are 000 mercantile establishments spread out across the state, providing extended gross revenues channels. However, utilizing these channels may result in a small waste and decreased distribution for businesses. Mediators can consider setting up peddling machines in areas with concentrated populations to overcome this challenge.

The most important element of the marketing mix is the monetary value. It is crucial for the monetary value to be appropriate - high enough to generate a good profit and cover costs, while also being low enough to attract customers' attention. Companies often utilize pricing strategies like price skimming.

Monetary value incursion and competitive price planning both involve setting prices strategically. Price planning entails setting a high price prior to competitors entering the market, usually for a new product with little competition. On the other hand, price incursion is a pricing method that sets a relatively low initial entry price, typically lower than the intended established price, in order to attract new customers.

Influence the factors of the pricing strategy. Competitiveness: Strong competition in a market leads to the same monetary value for different merchandise, regardless of their quality. Advertising is a form of communication used to promote and persuade an audience (viewers, readers, or listeners; sometimes a specific group) to take new actions.

"Advertisement typically includes various types of media channels such as newspapers, magazines, television commercials, radio advertisements, outdoor advertisements,

or direct mail. It can also encompass new forms of media like blogs, websites, or text messages."

Despite print and film being appealing to consumers, these methods are costly. However, television provides a viable and accessible alternative, as it can be viewed by anyone. It is also worth noting that most products have a lifecycle, exemplifying the need to adapt marketing strategies accordingly.

During the summer, the demand for soft drink advertisements tends to decrease due to the hot weather. People crave refreshing drinks like Cool coke to cool down in the summer heat. Even without advertisements, customers still remember this product. However, large-scale advertising is not permitted by the government. Therefore, the company may need to modify its marketing strategy.

They display the exhibits on magazine covers and promote their products through the introduction of wireless technology. "Direct selling is a form of advertising that allows businesses and non-profit organizations to communicate directly with the customer, using advertising techniques such as cell phone text messaging and email."

Synergistic consumer web sites, online show ads, flyers, catalog distribution, promotional letters, and outdoor advertisement.

Marketing Mix From the Perspective of Services

Tangible goods often come with additional services, such as precise delivery, fast service, and after-sales support.

Wellness concerns, client services hotline, and other attached services can all help the company improve goodwill, enhance customer satisfaction, and foster brand loyalty. This process is important.

Service delivery refers to the actions taken by a business to provide a quality service to its customers in order to achieve success. For example, Britvic juices were packaged in small glass bottles for convenient transportation.

This procedure provides convenience for clients, which is a good service for Britvic.

The individuals serving clients are crucial in a service. People are the most important component in any type of service, so the regulation of staff is highly important in influencing a customer's perception of service quality. Front-line staff who interact with clients must be highly trained and possess good knowledge about their product.

The company needs to develop its staff's ability to communicate their accomplishments. For example, Ralph Chapman, the owner of British, understands the significance of a good physical environment for any type of business. This is an integral part of the company's marketing strategy and helps satisfy customers through effective advertising of both tangible products and services.

The selling strategy should effectively communicate the satisfaction of potential customers because services are intangible. Customers desire comfort from the physical environment. For example, if the manufacturing environment is excellent.

Britvic aims to meet the needs of its clients by providing them with the best advertisement. Additionally, it also focuses on ensuring the comfort of both clients and staff members. As part of its marketing strategy, Britvic should explore opportunities in online selling, as it has become a popular method of shopping in today's society.

Recommendations

One recommendation for Britvic is to distribute its products to various supermarkets in order to reach a wider audience.

Local stores, eating houses, saloons, hotels, and film were available if they wanted to.

They can expand the distribution of their products to a larger audience by offering exclusive deals to wholesalers and conducting door-to-door marketing. Britvic is a highly accomplished brand and company.

So they have the ability to use various promotional methods, such as Wimbledon and Pantomimes, which provide significant promotion for the brand. However, advertising is

not limited to television, as it can also be released in magazines.

The paper and subway advertisement will increase awareness of this brand, leading to more consumers recognizing it. The patron can organize various marketing activities to help consumers understand the Britvic brand better. With a long and rich history, Britvic has established a strong image in people's hearts. Its pricing must fall within a range that satisfies the public.

Additionally, it can also offer a budget-friendly product, allowing people to enjoy an affordable option from a well-established brand. This tactic is believed to increase product sales.

Summary and Conclusion

The poor summer weather has negatively affected Britvic's sales, while the growing health consciousness among consumers has driven demand.

Furthermore, in addition to influencing soft drink sales, Britvic can also introduce new products that align with each season. For example, during the cold winter months, they can focus on developing a hot beverage. It is crucial for Britvic to ensure their marketing objectives are met.

It is aimed at attracting older customers who are interested in the large numbers of young people. Britvic can cater to the tastes of older customers to create new products.

Mention

1. hypertext transfer protocol: //en.wikipedia.org/wiki/Marketing
2. hypertext transfer protocol: //en.wikipedia.org/wiki/Market_environment
3. hypertext transfer protocol: //en.wikipedia.org/wiki/Market_environment
4. hypertext transfer protocol: //www.wisegeek.com/what-is-market-research.htm
5. hypertext transfer protocol: //www.

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marketresearchworld.net/index.php?option=com_content&task=view&id=802 hypertext

com/Q/What_is_primary_information

asp # ixzz2Cx7YQZWq hypertext transfer protocol:

org/wiki/Advertising

hypertext transfer protocol: //en. wikipedia. org/wiki/Direct_marketing