Marketing Case Presentation
- 1. BRITV IC
- 2. British Vitamin Products Company,1938 Britvic, 1971 Largest supplier of still drinks in United Kingdom £978.8 million of revenue in 2009
- 3. Introduction SWOT Recommendations 1938 James MacPherson & Co Ltd 1949 The Britvic was launched under the name of British Vitamin Products 1971 The British Vitamin Product Company formally changed its name to Britvic. 1982 Cola drinks had been introduced in the UK market. Britvic to acquire the UK license. 1986 - Acquired the Tango - Merged with Canada Dry Rawlings, brands included R Whites 1987 Awarded an exclusive 20-year bottling arrangement for Pepsi and 7UP in Great Britain. 1995 Acquisition of Robinsons brand 1998 Launched J20 2000 Launched Fruit Shoot 2004 PepsiCo arrangements renewed for a further 15 years to 2023. 2006 Launched Drench Water 2010 Acquires Fruite Enterprises
- 4. Product: - Energy Drinks/ Fresh juices Consumers’ increased health consciousness Promotion: - Advertising, partnership with prominent athletes Buzz marketing to capture market share Price: - Lower pricing than competitors like Coke Gain market share Place: - Retailers, Distributors (e.g. WalMart) Introduction SWOT Recommendations
- 5. Over 200,000 locations in 50 countries Introduction SWOT Recommendations
- 6. France United Kingdom & Ireland Norway, Denmark, Sweden Netherlands Belgium Introduction SWOT Recommendations
- 11. Introduction SWOT Recommendations 1902 Caleb Bradham’s Pharmacy 1921 Bankruptcy 1931 Great Depression 1950 Baby Boom 2000- Present
- 13. 24% 41% 12% 12% 8% 3% Market Share of different brands of carbonated drinks 2009 Pepsi-Cola Coke Mt. Dew Dr Pepper Sprit Fanta
- 14. • Established themselves in major markets around the world. E.g. USA, India, China • Adapting to seasonal changes around the world • Moving into new market segments. (Northern Europe) Introduction SWOT Recommendations
- 15. Introduction SWOT Recommendations • Change of color of Cola cans for The Summer Olympic Games in Beijing
- 16. Pepsi Advertising Tactics Creation of Theme Songs (e.g. Michael Jackson) Securing Sponsorship deals with North American sports leagues (e.g NFL) Coming up with Commercials Each Year Aggressive Commercials against its Rivals Advertising themselves with Major Sporting Events e.g. FIFA World Cup Celebrity Endorsement Introduction SWOT Recommendations
- 17. •The first to merge advertising efforts together with Pop songs •Market their products in such a way that was never seen before Introduction SWOT Recommendations
- 19. E.g. Sporting Icons like David Beckham, Frank Lampard Influentials Introduction SWOT Recommendations
- 20. • For humor purposes Introduction SWOT Recommendations
- 22. • Against rivals Introduction SWOT Recommendations
- 24. • Use of various forms of social media to increase brand awareness and heighten the “cool” factor. • Important as Pepsi focuses on the youth market Introduction SWOT Recommendations
- 25. • Pepsi Refresh Project Introduction SWOT Recommendations
- 26. Introduction SWOT Recommendations #1: Product differentiation ? ?
- 27. Introduction SWOT Recommendations 2# Over-dependence on Wal- Mart and the U.S. market 3# Quality standards may drop due to a potential loss of control Outsourcing
- 29. • Changing trends in consumers’ tastes and preferences • Increasing focus on environmentalism • Demographical opportunities Introduction SWOT Recommendations
- 30. #1: Changing trends in consumers’ tastes and preferences • Increased health consciousness • Increased value placed on the concept of “convenience” Introduction SWOT Recommendations
- 32. #2: Increasing focus on environmentalism Introduction SWOT Recommendations
- 33. Dream Machine Introduction SWOT Recommendations
- 35. #3: Demographical Opportunities Introduction SWOT Recommendations
- 36. Introduction SWOT Recommendations • Intense competition in the carbonated beverages industry Saturation of the industry • Changing trends in consumers’ tastes and preferences • Government regulations
- 37. #1: Intense competition in the carbonated beverages industry Introduction SWOT Recommendations
- 39. Saturation of the carbonated beverages industry Introduction SWOT Recommendations
- 40. #2: Changing trends in consumers’ tastes and preferences • Shift in consumers’ tastes and preferences toward more healthy products Introduction SWOT Recommendations
- 41. #3: Government regulations • Manufacturing, marketing and distribution of food products may be altered as a result of state, federal or local dictates Introduction SWOT Recommendations
- 42. Introduction SWOT Recommendations #1 Largely intensify marketing efforts Promoting Pepsi as a LIFESTYLE New product to target Sports market #2 Venture into the pharmaceutical market New health-related products
- 44. Introduction SWOT Recommendations Current Situation - Makes use of influentials to promote brand awareness and brand credibility
- 45. People are inherently inclined towards social recognition. MICRO More advertisements on people with the “cool” quotient going about daily life Studying Dating Working Hanging out with friends Introduction SWOT Recommendations MACRO Penetrate emerging markets with same tactics but fits local context
- 47. Watch football? Drink Pepsi Play football? Drink Pepsi For everyone engaged in sports Introduction SWOT Recommendations THE NEW PEPSOTONIC
- 49. Introduction SWOT Recommendations Nice taste Vitamin C Pepsi pepCAntioxidants Tissue Repair Decreased Asthma Deposits Calcium Cool factor