Britvic案例分析市场营销精品.doc

Analysis Report on Britvic: Creating a Brand Flavor By 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 has 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 the success of Britvic, our group would like to share our opinion about the following three questions one by one. 1. Choose one of the Britvic’s 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 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 pub, café, restaurant, entertaining at home or on the go, there is a J2O for any occasion. ⑴Core Product Benefits As a kind of soft drink, definitely it can quench people’s thirst. Launched in 1998, it was designed to provide an alternative solution for people who were going out to bars and clubs but werent drinking. Now J2O has proved to be a successful alternative for those who are not alcohol-drinkers. ⑵Actual Product Benefits: ①Features： 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 getting consumers involved with the range and challenging them to come up with their own limited edition flavor. ②Quality level： J2O is a healthy and nutrient soft drink. Each bottle is made