The Green Ict
International Education College
Shanghai University of Finance and Economics
Marketing
(Outcome covered 1 and 2)
Zhou Huanan
2011665171
BA2
3/12/2012
Contents
Introduction 3
1.0 Key characteristics of Marketing Concept 3
2.0 Micro environment and Macro environment in Relation to Britvic 4
3.0 Importance of Market Research and Information Gathering 5
4.0 Marketing Research Information Collection Techniques 7
5.0 Market Segmentation and Targeting 8
6.0 Market Mix in Relation to Britvic 9
a) Product Mix 9
b) Distribution Channel 9
c) Pricing Methods 10
d) Promotional Mix 11
7.0 Marketing Mix from Perspective of Services Element 11
a) Process 11
b) People 12
c) Physical environment 12
8.0 Marketing Mix in Response to Three Possible Changes in Market Conditions 13
Summary and Conclusion 13
Introduction
Britvic Soft Drinks has a long and rich history that extends back to Victorian England and further. The British Vitamin Products Company - from which Britvic takes its abbreviated name - was founded in the mid-nineteenth century in the market town of Chelmsford in Essex. The company was then little more than a home business run from a chemist's shop, not unusual for a soft drinks producer of the time. Britvic’s core superiority is that they have more soft drinks brands in its portfolio than any other UK manufacturer. Britvic’s other strengths is that they have the UK franchises of Pepsi and 7up. The soft-drinks market is structured into main categories-carbonates and stills. Britvic’s weakness is that soft drinks only are popular in summer and more and more people pay attention on health and consider that soft drinks are bad for health. Britvic should improve their sales to reduce costs and increase income and reduce expenditure. In marketing, positioning is the process by
Shanghai University of Finance and Economics
Marketing
(Outcome covered 1 and 2)
Zhou Huanan
2011665171
BA2
3/12/2012
Contents
Introduction 3
1.0 Key characteristics of Marketing Concept 3
2.0 Micro environment and Macro environment in Relation to Britvic 4
3.0 Importance of Market Research and Information Gathering 5
4.0 Marketing Research Information Collection Techniques 7
5.0 Market Segmentation and Targeting 8
6.0 Market Mix in Relation to Britvic 9
a) Product Mix 9
b) Distribution Channel 9
c) Pricing Methods 10
d) Promotional Mix 11
7.0 Marketing Mix from Perspective of Services Element 11
a) Process 11
b) People 12
c) Physical environment 12
8.0 Marketing Mix in Response to Three Possible Changes in Market Conditions 13
Summary and Conclusion 13
Introduction
Britvic Soft Drinks has a long and rich history that extends back to Victorian England and further. The British Vitamin Products Company - from which Britvic takes its abbreviated name - was founded in the mid-nineteenth century in the market town of Chelmsford in Essex. The company was then little more than a home business run from a chemist's shop, not unusual for a soft drinks producer of the time. Britvic’s core superiority is that they have more soft drinks brands in its portfolio than any other UK manufacturer. Britvic’s other strengths is that they have the UK franchises of Pepsi and 7up. The soft-drinks market is structured into main categories-carbonates and stills. Britvic’s weakness is that soft drinks only are popular in summer and more and more people pay attention on health and consider that soft drinks are bad for health. Britvic should improve their sales to reduce costs and increase income and reduce expenditure. In marketing, positioning is the process by