Ribena Marketing Essay

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Ribena

Table of Contents

1. Introduction

2. Product

3. Promotion

4. Price

5. Place

6. Bibliography

Introduction

Ribena was first made in 1936 when HW Carter, a Bristol based food and drink manufacturer, started making pure fruit syrups to use in making milkshakes. This was when it was discovered that the blackcurrant syrup contained very high levels of vitamin C.

People saw how valuable it would be as a nutritional drink and it went on sale in hospitals and nursing homes. The name Ribena was not used during this period but after the War, Ribena went on sale all across the UK and Ireland.

The word Ribena was based on the Latin name for blackcurrant “Ribes Negrum”. The name is very important to the product, it needs to be easy to remember, easy to spell and easy to say especially if the target audience is children. Ribena also has the added advantage that the name has an international ring to it.

Ribena has established a strong brand name over the years and it has maintained its position in the market. In recent years Ribena have introduced new flavours to the market such as Strawberry, Raspberry, Apple, Orange, Raspberry and Pomegranate.

Product

A product is defined as anything that can be offered to satisfy a need or want. To help its product sell in greater quantities, a business must give consideration to the packaging and brand name it uses.

Ribena is available in lots of different flavours these include Blackcurrant, Strawberry, Orange, Raspberry, Raspberry and Pomegranate. The blackcurrant flavour is available in original and really light (low calorie).

Ribena’s target market is every child and every parent. Ribena is a brand that children love and that mothers prefer to buy for their family because it is rich in Vitamin C and has a unique blackcurrant taste. Mothers are satisfied that they are giving their children a nutritional drink; full of vitamin C. Mothers will be more likely to give their children Ribena to bring to school with them as a drink for their lunch rather than a bottle of coke because of the nutritional value in Ribena. Ribena’s iconic slogan uses their nutritional value to attract customers “The blackcurrants in Ribena contain four times the Vitamin C of oranges”.

Another key aspect of the product is the packaging. The packaging needs to attractive and bright in colour in order to attract the child’s attention. It must attract the consumers’ attention enough to make them want to buy Ribena ahead of all the other brands like Robinson’s, Mi Wadi, Kia Ora…

Ribena is packaged in glass bottles, plastic bottles and cartons. The glass bottles only come in 600ml, 1 litre and 2 litres. The plastic bottles range in size from 330ml, 500ml, 1litre and 2 litres. The single carton comes in 288ml.The cartons also come in a multi pack; 4 cartons of 200ml and 10 cartons of 200ml.

In 2000 Ribena launched “Ribena Pouch Pack”. It was developed for older children who want the great taste of Ribena but in a more grown up and trendy pack. The Ribena Pouch is still very strongly linked to Ribena’s key messages which are that Ribena is full of vitamin C, very nutritional and it has a unique blackcurrant taste. The target market for the Ribena pouch is the children themselves especially older children who are buying their own drinks. It is very up to date with an emphasis on a key point about Ribena that it is purple. The packaging for the Ribena pouch pack is portable, light to carry and re-sealable so can be used again. The colour distinguishes it from its competitors like Robinson’s, Mi Wadi and Kia Ora. Since its launch in March 2000, sales have been very good, with more and more consumers buying into this new trendy packaging.

Promotion

Promotion involves communicating with customers to let them know about the product and to persuade them to buy it. The four main ways to promote a product are advertising, sales promotions, public...
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