Principles of Marketing: Health Carbo Soft Drink Case Study

Principles of marketing

Table of Content
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Section 1:.....................................................................................................................................1
Components of marketing planning process and importance of adopting a marketing
orientation in context for health carbo soft drink .............................................................1
Components of marketing planning process are:...............................................................1
Importance of adopting a marketing orientation...............................................................2
PESTLE Analysis for health carbo soft drink and micro environmental factors in industry.2
Importance of extended marketing mix 7Ps in effective marketing planning...................3
Section 2:.....................................................................................................................................4
How health carbo soft drink product market can be segmented for consumer (B2C) and
business (B2B) markets and difference between B2C and B2B segmentation.................4
Targeting methods that can be used for B2C market and primary targeting new products in
terms of features including demographics, benefits, behaviour and customer lifestyle ...5
Meaning of positioning and suggestion on how the new soft drink products can be
positioned in minds of target market.................................................................................6
Section 3:.....................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Principles of marketing are used by organisations for promotion of product strategies.
Basic principles of marketing are product, price, place and promotion together referred as 4Ps or
4Ps of marketing Matrix. The 4P concept was first originated in early 1940. In 1980s, the
principles extended to 7Ps which are, people, packaging, physical evidence and process (Al-
Shamali, 2022). The report is based on health carbo, the company have headquarters in
Cumbernauld, United Kingdom. The company have annual sales of more than 1.5 billion and
provide employment to about 4300 employers. The report describes the case scenario of new soft
drink, “Health carbo soft drink”. The soft drink is have 0% sugar content as sugar is replaced
with stevia. The scenario describes about the focus of people on their health and sugar content
and responsibility of marketing managers in regards to the new drink product segmentation into
market. The report includes marketing environment and planing processes. In addition, the report
involves PESTLE analysis, competitor analysis and marketing mix analysis for health carbo soft
drink.
MAIN BODY
Section 1:
Components of marketing planning process and importance of adopting a marketing orientation
in context for health carbo soft drink
Marketing planning process is a process of developing and planning objectives and
strategies for businesses and implementing them for successive growth of the business. The
purpose of marketing planning process is to find the requirement and necessity of customers to
gain a profitable revenue by planning according to it.
Components of marketing planning process are: Market Research: Market research is the first component of marketing planning process,
which identifies the need of customers, current market trends and possible future trends
of market. For such purpose a research is performed and the results are compared,
interpreted and evaluated. Barr Britvic Soft Drinks have its own research and
development team for market research, they perform a research survey to generate the
necessary data.
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 Identify the target market: The next component of marketing planning is identification of
targeted audience. The whole population of people are divided into distinct segmentations
according to their preferences. Health carbo was developed with focus on teenagers and
young generations.
 About the product: The product, soft drink in the current scenario should have relevance
with market trends. The health carbo was launched with respect to the enhanced health
concern of youngsters (Gbadamosi, 2019).
 Competition tolerance: The company should focus on competition as substitutes are
available in market with varieties. So businesses should focus on uniqueness as well as
quality of product to withstand the competition. The health carbo was designed with
uniqueness in its sugar content.
Importance of adopting a marketing orientation
Generating revenues: Marketing research identifies the consumer's need before making
the product. This planning is essential for generating the revenues for company.
Increased market share: Market share of company is linked with large base of customers.
A large population of customer is developed by quality of services.
Loyalty to Brand: Marketing research focuses on the loyalty of customer, which is linked
with satisfaction of customers. Increase in customer satisfaction promotes loyalty of them
towards the brand.
PESTLE Analysis for health carbo soft drink and micro environmental factors in industry
Pestle analysis is used for attaining a circumstantial information about the direction of the
business and also about the possible risks for the business by analysing the macro environment
of the business. Health carbo is the new product launched to be an healthy alternative to soft
drinks. Its pestle analysis reveals the following aspects:
 Political factors: Health carbo being a company dealing in food and beverage items and
want to reach to many parts of the world, this makes it subjective to different types of
political environments. Therefore, to tackle with the diverse political environments and
the risks linked with it the company needs to analyse the situation closely and formulate
strategies accordingly (Jiang, Rosati, Chai and Feng, 2020).
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