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Marketing Report

River Link Ltd.

Introduction

River Link Ltd. (RLL) is a manufacturing company, producing hot drinks such as tea or coffee for big retailers. Our task is construct an appropriate marketing plan for entering on food beverages market.

Analysis of Interview

6 Interviews were conducted to investigate attitudes towards hot drinks and habits. Summary of respondents’ answers is presented below. | Chocolate consumers | Non-chocolate consumers | | Female/male | Female/Male | | <24 (female) | 25-54 (male) | >54 (female) | All | Q2 | indulgence | indulgence | Relaxing | Coffee - gives power | | | | | Tea - refreshing, tasty | Q3 | supermarket | supermarket | corner shop | Coffee - little coffee shop | | | | | Tea - local health shop, corner shop, supermarket | Q4 | chocolate: thick and flavour with smooth texture | Trying new flavours and brands | personal taste and being loyal to favourite brand | Coffee - good aromaTea - personal taste |

Participants were divided into 2 groups based on response to the first question (Do you drink hot beverages?) to separate chocolate consumers from those who prefer other beverages (tea or coffee). Main reason of buying and drinking food beverages (FB) like chocolate was indulgence. Furthermore, older people are likely to drink in the evening to relax before sleep. Answers to Q3 (Where do you shop for your hot beverages?) lets us assume that participants buy chocolate during their usual shopping in supermarkets so it is necessary for RLL’s brand to develop good positioning in shelves so their products will attract the eyes of customers and they will buy RLL’s chocolate out of hand. As it goes to reason behind buying, situation is complicated because all of the respondents gave different answers. Based on the interviews we can draw conclusions that females value taste and quality and are loyal to their favourite brand. On the other hand, males are likely to change


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