1. Explain marketing theory in relation to the 4 P’s. Explain the factors that would affect how Britvic might decide on their choice of each of these items. b. Product Mix and individual products
c. Distribution channels
d. Pricing methods
e. Promotional methods
Product - When Britvic introduces a product into a market they must ask themselves a number of questions, who is the product aimed at, what benefit will customers expect, how do they plan to position the product within the market? And what differential advantage will the product offer over their competitors. The product aspects of marketing deal with the specifications of the actual goods or services, plus how it relates to the end users needs and wants. As Britvic have a wide variety of drinks they target a variety of markets and are very successful at growing and bringing out new products and making them popular. Distribution - refers to how the product gets to the buyer; for instance, point-of-sale assignment or retailing. This refers to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which division (young adults, families, business citizens), etc. also referring to how the surroundings in which the product is sold in can influence sales. Britvic is sold over a large geographical area and is sold too many different industries including pubs, restaurant, shops, supermarkets and many more. Also they are aiming at many different divisions such as young children (fizzy pop) and to an older division by selling vitamin drinks and still drinks. When thinking about distribution Britvic should make sure they have the right: • wholesalers
Price requires marketers to determine the amount of money that they will ask in exchange for their products. Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all...