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1、Analysis Report on Britvic: Creating a Brand FlavorBy 黄标贤 何雪芳 李栋梁Britvic, founded in the middle of the 19th century in Great Britain, is one of Europes leading soft drinks companies, with an enviable portfolio of market leading brands, such as Robinsons, J2O, Fruit Shoot, Tango and drench. It also h
2、as exclusive bottling agreements with PepsiCo in the UK and Ireland for global brands such as Pepsi and 7Up. It sells about 1.9 billion liters of soft drinks each year. Its goal is not simply to retain market share but to increase it, as well as grow consumer awareness of its brands.To present you t
3、he success of Britvic, our group would like to share our opinion about the following three questions one by one.1. Choose one of the Britvics brands: What are the core, actual and augmented product benefits of the brand?Our group would like to choose J2O brand to show its product benefits. J2O is a
4、luscious fruit juice drink for adults. It is a combination of two delicious fruits that create a full on fruity, rich and velvety taste. It is now available in 6 different varieties. Seven bottles of J2O are sold every second, and it is the best selling packaged drink in U.K. Whether you are in the
5、pub, caf, restaurant, entertaining at home or on the go, there is a J2O for any occasion. Core Product BenefitsAs a kind of soft drink, definitely it can quench peoples thirst. Launched in 1998, it was designed to provide an alternative solution for people who were going out to bars and clubs but we
6、rent drinking. Now J2O has proved to be a successful alternative for those who are not alcohol-drinkers.Actual Product Benefits:Features：It has a range of flavors ( such as Orange & Passion fruit, Apple & Mango and Apple & Melonto) to suit all tastes and occasions, and this competition is about gett
7、ing consumers involved with the range and challenging them to come up with their own limited edition flavor.Quality level：J2O is a healthy and nutrient soft drink.Each bottle is made up of juice concentrate (50%), water, sugar, preservatives, stabiliser and antioxidants.Nutritionally, 100ml provides
8、 48 kcal, 0.1g protein, 11g sugar, 0.1g fat - doesnt look too bad until you remember that the bottle contains 275ml and not 100ml. So multiply these figures by 2.75 and you get a whopping 29g sugar per bottle - and thats on top of whatever is in the fruit already. On the plus side though, there are
9、no additional E numbers which can potentially have unexpected reactions in some people.Brand name：The name J2O is a pun on the chemical formula for water, H2O, chosen due to the drinks 50% fruit juice content. It shows its content vividly, and its also easy for consumers to remember it.Design：All fl
10、avors of Britvics J20 bottles are particularly sweet, but have nice flavors. The drinks are brightly colored.Packaging：The trend with all of the J20 range is to keep the same general colors - Orange and Green. This gives a sense of an environmentally friendly material and a rich enjoyable taste.The
11、J20 bottle is as you would expect, circular in shape with filleting just before the neck. The main body is approximately 60mm in diameter, lofting to 27mm at the fluid extraction point. The manufacturing process of blow moulding shapes the bottom, causing a slight indent to allow quick removal of th
12、e bottle when the shape is formed. With many bottles of this type, a grip section is integrated to the top of the main body. This is done by making two wider parts within the glass ensuring easy functional ability and use. Augmented Product BenefitBritvic has offered some additional benefits to J2O
13、customers to gain customer satisfaction. For example, on 2 August 2006, Britvic announced a promotional campaign designed to coincide with the Little Britain live tour. The campaign, named J2O is in for a laugh allows buyers to enter a competition to win one of 96 VIP tickets to see the Little Brita
14、in show.In addition, it provides customers with chances to design their own favorite tastes. Therefore, customers get a sense of being a designer for J2O. It has introduced its J2O on-pack promotion in pubs as part of its plan to engage with consumers and drive soft drink sales in the on trade. The
15、Mix Up A Mouthful promotion will also be available on 4-pack in grocery and asks consumers to create their own J2O flavor to be in with a chance of seeing their winning entry turned into a limited edition flavor next year and win 20,000.2. What are the sources of brand equity for any given Britvic b
16、rand?As we have learned that a powerful brand forms the basis for building strong and profitable customer relationships. The fundamental asset underlying brand equity is customer equitythe value of the customer relationships that the brand creates.For Britvic Soft Drinks, they have put it into pract
17、ice and form deep connections with customers. They make full use of promotion means to occupy more market share, maintain the loyal customers and develop the new customer. As what Davidson said, they dont simply want to retain their market share, they want to increase it and make the consumers know
18、more about their product. Advertising is one of their main sources of brand equity, people gained knowledge or brand awareness through their adverts. In order to maximize the brand equity, they do not hesitate to pour money into a huge advertising campaign. For example, In 2008 the brand run its ann
19、ual Wimbledon on-pack promotion by paying trip for lucky customers to see their favorite tennis stars at the tournament, which were also supported by TV ads. The cartoon characters design can delight both children and adults. Another example is that Britvic invested $13million as prizes by promoting
20、 Pepsi Max kicks, which helped Pepsi to achieve its highest market share for 5 years at 24% and remain the fast growing Cola in the take-home channel. Britvic realized that allowing consumers to link up with their favorite sport stars is one of a number of exciting and unique campaigns. In addition
21、to advertising campaign, they also allowed consumers to determine the look of the advertisements and the activities of the footballers in the adverts, which, to great extent, could enhance to customer interaction.Apart from that, in response to consumer demands for more natural products, new formula
22、tions of drinks were being launched continuously. In this way, the brand equity was maximized. 3. What marketing targeting and positioning would you recommend for a selected Britvic brand?After consideration, our group decided to choose Gatorade, which is a brand of energy drinks, currently manufact
23、ured by PepsiCo and distributed in over 80 countriesWe recommend Gatorade position itself as a kind of sports-themed beverage product and we choose the youth (13-24 years old) and heath-conscious people as our target market.There are three main reasons for that.1. Health-conscious customers are cutt
24、ing back on their purchases of fizzy drinks. In response to consumer demands for more natural products which are made of no sweetness, preservatives, or artificial colors, Britvic can position their new Gatorade as a kind of healthy drinks for it provide purely natural product in customers mind.2. T
25、he youth, especially those love sports, needs to be secured before and after activity. They drink it because it can help to quench thirst and avoid dehydration. In addition, there are several kinds of flavor for them to choose which are all luscious. Gatorade is available in all convenient stores. A
26、s for brand, it is endorsed by Michael Jordan and Dwayne Wade, who are most of the youths favorite superstars. After they drink Gatorade, not only it will help them quench thirst, but also make them feel rehydrated, more active and energized. Thus, they remain youthful and athletic.3. Though Gatorad
27、e has several competitors in soft drinks market, it is still the best choices for customers. The direct competitors are Pocari Sweat and Powerade. The indirect ones are Energy Drinks (Cobra, RedBull, Samurai), instant energy drink (Joss), tea (C2, Real Leaf) and water (Viva, Absolute). Through compa
28、rison with these competitors, we found that Gatorade is the only sports drink that is thirst quenching and for the youth who leads an active and energetic lifestyle while others focus on complete with electrolytes and positively charged ions.After the study of Britvic Case, we know there are some in
29、dispensable attributions to its growth and success. Britvic attaches great importance to the brand building and customer feedback or customer needs. The drinks not only cater to the customers tastes, but also succeed to be innovative and unique which cannot be copied by other companies. We think this is what we should consider when doing business.