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Case Presentation on Britvic PLC
1. TEAM ONE
Hoo Xin Yi
Vong Sin Yee
Annabel Tang
Ong Crystal
Wong Xun Min
2. 1)Overview of issue
2)Rationale for choosing drench
3)Analysis of drench using 4Ps
4)Recommended course of actions
5)Evaluation of recommendations
6)Conclusion
3. • Second largest company in UK’s soft drink industry
• Manufactures home brands
• Signing bottling deals
5. • Bottling deals – Pepsi & Gatorade
Over-
reliance
• Few know the name Britvic
Low Brand
Awareness
• Consumer preferences – increase in
health consciousness and demand for
traditional drinks
Changing
trends
• The Coca Cola company, CabanaCompetitors
6. Bottling deals (Pepsi & Gatorade)
• Continually renewing bottling rights with PepsiCo
which may lead to overdependence
•May lead to complacency in the long run
7. • Britvic?? Oh, you mean PEPSI, 7UP, DRENCH, GATORADE!
• IT DOESNT MATTER!
VS.
8. • More health conscious
Don’t want sugary
carbonates, hence a need
to shift marketing focus
to healthier options
10. • Main competitor : The Coca-Cola Company
• Others: GlaxoSmithKline, Silver Spring Mineral
Water Company, Boost, Fentimans
11. 1. Reduce over reliance
on bottling deals
2. Accommodate
changing consumer
trends for a healthier
and greener product
3. Easily out do
competitors.
Choose to increase sales
for a certain brand
manufactured by Britvic,
that is both healthy and
green and able to easily
out do competitors.
12.
13.
14. • In 2013, the United Kingdom bottled water
market is forecast to have a value of $4.6
billion, an increase of 39% since 2008.
Groupe
Danone
(30.8%)
Nestle S.A.
(18.8 %),
18.80%
Highland Spring
(8.6%), 8.60%
Others
(41.7%)
15.
16. Over-reliance on star products
• Bottling deals Eg. Pepsi Co
• Growth will ultimately slow down
Solution: Invest more in question marks
• Drench is worth nurturing; it has potential
• Sales increased by 107% following the 2008
campaign
17. Year Production
(million litres)
UK waters
consumed in UK
(million litres)
2004 1578 1543
2005 1638 1598
2006 1729 1687
2007 1704 1649
2008 1658 1598
2009 1682 1626
Source: Zenith International
18. Increasing Market Volume
•The UK bottled water market
grew by 6.5% in 2008
•In 2013, the UK bottled water
market is forecast to have a
volume of 3.7 billion liters, an
increase of 38.9% since 2008.
19. Increasing health awareness among
consumers
• “We drink 200 times as much bottled water today
as we did back then (1970s) and the market in
Britain is worth close to £2 billion.” (BBC news)
• “More consumers are increasing their daily intake
of water ...... Consumers also see it as a lifestyle
choice, forsaking caffeine and carbonates in
favour of water, which is innocent of any type of
‘health-crime” (Mintel)
21. Cheaper alternative for consumers
•UK bottled water sales grew by 1.4%,
according to drinks consultancy Zenith
International.
•UK sales for soft drinks fell by 2%.
24. • variety of sizes for every purpose
500 ml 750 ml 1500 ml 2000 ml
25. • Pop top cap that allows easy drinking on the go
• Cap can similarly be unscrewed like the common cap for
greater water consumption
• Slick svelte body with indenture to allow easy grip
• Transparent body to enable drinkers to know how much
they have drunk
• Three pronged round base to provide sturdy support
26. • Bottle has a nice effect and rather
unique as compared to other bottles’
design.
• Fresh, crisp and hydrating taste
27. • Bottles contain 10% rPET (recycled
polyethylene terephthalate) which can be
recycled to make into new drench
bottles.
28. •Describes its water’s purpose very
adequately.
•Easy to Remember,
Pronounce,
Recognise.
• Extendable.
Spring water
OUR BRAIN IS 75% WATER!
Fruit
Juices
29. Drench comes
straight from the
pristine brooks of
their native land,
Yorkshire.
1.Conscience free
2.Psychological
factor of
patriotism
31. Drench is currently sold in various supermarkets, namely
Tesco, Asda, Morrison’s, Somerfield and Waitrose.
Britvic has been working with two supply chain specialists
to create a rail freight delivery solution, replacing daily
road journeys with the result that up to 50 lorry loads will
be taken off the road each day. This will reduce CO2
emissions by 3,285 tonnes per year.
37. Raise the brand awareness of
Drench
Reduce Britvic’s dependence
on the soft drink market
Increase Britvic’s market share
in the bottled water industry.
38. Understanding the marketplace and
customer needs and wants
Designing a customer-driven
marketing strategy
Construct an integrated marketing
program that delivers superior value
40. Understanding the marketplace and
customer needs and wants
Designing a customer-driven
marketing strategy
Construct an integrated marketing
program that delivers superior value
44. Understanding the marketplace and
customer needs and wants
Designing a customer-driven
marketing strategy
Construct an integrated marketing
program that delivers superior value
52. • Convince consumers that bottled water is
worth buying
• Competition may increase in the bottled water
market
53. • Increasing environmentalism
• Sustainable marketing concept:
– Present needs of consumers and Britvic
– Future needs of consumers and Britvic
“Producing and delivering a litre of bottled water emits
hundreds of times as much greenhouse gas as a litre of tap
water. Then you've got the plastic, only one quarter of which is
recycled or the glass that eats so much energy to make and re-
use.”
Tom Heap, BBC Panorama
•Increasing environmentalism
•Sustainable marketing concept:
•Present needs of consumers
and Britvic
•Future needs of consumers
and Britvic
54. • Biodegradable plastic
• Britvic bottle recycling points at shopping
malls
• Water coolers at shopping malls, school
canteens
55. • Campaign can be expanded in future to
market Juicy Drench as well
– Flavoured waters as an alternative to other soft
drinks.
56. • Tap into a emerging market
• Diversify
• Sustainable
