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TEAM ONE
Hoo Xin YiVong Sin YeeAnnabel TangOng CrystalWong Xun Min
1)Overview of issue2)Rationale for choosing drench3)Analysis of drench using 4Ps4)Recommended course of actions5)Evaluation of recommendations6)Conclusion
CONTENT PAGE
ABOUT BRITVIC• Second largest company in UK’s soft drink industry• Manufactures home brands• Signing bottling deals
TIMELINE
CHALLENGES BRITVIC FACES
Bottling deals (Pepsi & Gatorade)
• Continually renewing bottling rights with PepsiCo which may lead to overdependence•May lead to complacency in the long run
CHALLENGES – OVER RELIANCE
CHALLENGES – LOW BRAND AWARENESS
• Britvic?? Oh, you mean PEPSI, 7UP, DRENCH, GATORADE!• IT DOESNT MATTER!
VS.
CHALLENGES – CHANGING CONSUMER TRENDS
• More health consciousDon’t want sugary carbonates, hence a need to shift marketing focus to healthier options
CHALLENGES – CHANGING CONSUMER TRENDS
• More environmentally consciousConcerned whether the following are “green”1. Product2. Packaging3. Manufacturing process
CHALLENGES – COMPETITORS
• Main competitor : The Coca-Cola Company• Others: GlaxoSmithKline, Silver Spring Mineral
Water Company, Boost, Fentimans
SOLUTION1. 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.
WHY DRENCH?
WHY DRENCH?• 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%)
WHY DRENCH?
WHY DRENCH?
WHY DRENCH?Year Production
(million litres)UK watersconsumed 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
WHY DRENCH?
WHY DRENCH?
WHY DRENCH?
Still flavored (11.9%); 11.90%
Still unflavored (47.3%), 47.30%
Sparkling flavored (4.8%); 4.80%
Sparkling un-flavored (36%),
36%
Profitable
WHY DRENCH?
ANALYSIS USING 4PS
4P MODEL
• variety of sizes for every purpose
PRODUCT - VARIETY
500 ml 750 ml 1500 ml 2000 ml
• 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
PRODUCT - DESIGN
PRODUCT - FEATURES
• Bottle has a nice effect and rather unique as compared to other bottles’ design.
• Fresh, crisp and hydrating taste
• Bottles contain 10% rPET (recycled
polyethylene terephthalate) which can be recycled to make into new drench bottles.
PRODUCT - PACKAGING
•Describes its water’s purpose very adequately.•Easy to Remember, Pronounce, Recognise.• Extendable. Spring water
OUR BRAIN IS 75% WATER!
PRODUCT – BRAND NAME
Fruit Juices
PRODUCT - QUALITYDrench comes straight from the pristine brooks of their native land, Yorkshire.
1.Conscience free 2.Psychological
factor of patriotism
4P MODEL
PLACE
4PS - PROMOTION
ADVERTISING
RECOMMENDEDCOURSE OF
ACTION
DRENCH
MARKETING STRATEGY
UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS AND WANTS
MARKETING STRATEGY
DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY
SEGMENTATION& TARGETING
For the Masses
MARKETING STRATEGY
CONSTRUCT AN INTEGRATED
MARKETING PROGRAM THAT DELIVERS
SUPERIOR VALUE
PRODUCT
Lunchbox series!
Survival series!
MEGA series!
PRODUCT
PROMOTION
PROMOTION
PROMOTION
EVALUATION OFRECOMMENDATIONS
• Convince consumers that bottled water is worth buying
• Competition may increase in the bottled water market
CHALLENGES
• 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
SUSTAINABILITY
•Increasing environmentalism
•Sustainable marketing concept:• Present needs of consumers
and Britvic• Future needs of consumers
and Britvic
SUSTAINABILITY• Biodegradable plastic• Britvic bottle recycling points at shopping
malls • Water coolers at shopping malls, school
canteens
SUSTAINABILITY• Campaign can be expanded in future to
market Juicy Drench as well– Flavoured waters as an alternative to other soft
drinks.
CONCLUSION• Tap into a emerging market• Diversify• Sustainable
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