Company Case Bitvic: Creating New Flavor

In: Business and Management

Submitted By HMSulte
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COMPANY CASE
BRITIVIC: CREATING A BRAND FLAVOUR
Part I: Brief Background History of Britvic
- Mid 19thC Chelmsford a chemist begins creating homemade soft drinks
- 1986 Tango acquired
- 1987 Pepsi - first 20 years bottling arrangement agreed in the UK
- 1995 Robinsons acquired
- 2000 Orchid Drinks acquired, inc. Amé/Purdeys
- 2004 Ben Shaws acquired, inc. Pennine Water
- 2006 drench launched and The Really Wild Drinks Company is established
- 2007 Robinsons Smooth and Fruit Shoot 100% launched
- 2008 PepsiCo awards Britvic a 15 year bottling agreement for V Water
- 2008 PepsiCo awards Britvic a 7 year bottling agreement for Gatorade
- 2009 PepsiCo awards Britvic a 4 year bottling agreement for Lipton Ice Tea

Part II: Marketing Mix Strategies a. Market
Britvic’s soft drinks become most popular drink in summer among adults and children. Major supermarkets, local shops, restaurant, pubs, hotels and cinemas are among its customer.

b. Product
Britvic products have a wide range variety of products in terms of their drinks. From juice drinks, energy drink, kids drink up to sports drink and etc. Britvic has it Britvic doesn’t stop from producing a quality drinks for their consumers, their design really caught the attention of every individual that sees it. Also, Britvic sees to it that each of their products is nutritional to every consumer they have, and give its customer a healthy living lifestyle. The soft-drinks market is structured into two main categories, carbonates and stills, within these there are a number of sub-categories. Britvic has a major presence in the scale categories of cola, fruit carbonates, lemonade, squash, water plus and juice drinks. c. Price

d. Place * 200,000 Locations on 50 Countries. e. Promotion * TV Advertisement * Social Networking Promotion ( ex. Facebook and Youtube ) * Celebrity…...

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