Marketing Management Assignment- Irn-Bru

Running head: MARKETING MANAGEMENT
Marketing Management
Assignment 2
Student’s name:
Name of the university:
Author’s name:

1MARKETING MANAGEMENT
Table of Contents
1. Introduction..................................................................................................................................2
2. Context map.................................................................................................................................2
3. Segmentation analysis.................................................................................................................3
4. Customer Persona........................................................................................................................6
5. Value proposition.........................................................................................................................7
6. Customer journey map...............................................................................................................11
7. Summary map of the value analysis in the market....................................................................12
Reference list.................................................................................................................................14
Appendix........................................................................................................................................16

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1. Introduction
Value analysis is an approach to develop the value of a product by understanding its
components and their costs. Value analysis approach tries to seek improvements to the elements
by decreasing their costs or increasing the functions of the value (Covin et al. 2015). In a market,
the value of is analysed through the ratio between customer satisfaction and cost of that function.
In this study, Irn-Bru is the product that has been chosen for this study to analyse the value of the
product in the Scotland market. The aim of the study is to analyse the value of Irn-Bru in the
existing market of Scotland. Irn-Bru has its own impact on the Scotland market as the customers
of the Scotland cannot think their lives without the Irn-Bru. Irn-Bru is the carbonated soft drink
that stands number one in Scotland market. In the UK market, it is ranked as third after Coca-
Cola and PepsiCo. A.G. Barr is the manufacturer of the products and Irn-Bru is manufactured in
five different factories in Russia and it has a license to make the products in USA, Canada and
Norway also apart from Scotland (Irn-Bru.co.uk 2017). In value analysis, the marketers of the
product can make orientation in manufactured items and it provides services to give its complete
customer services.
2. Context map
In this study, the value analysis of Irn-Bru is going to be done based on certain
segregation. In the first part of the study, segmentation analysis will be done with targeting one
customer segment of Irn-Bru. After that, the analysis of selected target market will be explained
from the perspectives of Irn-Bru in the Scotland market. In the following chapter, customer
persona will be described based on Irn-Bru as this can be referred to as marketing personas of an
organisation. In this section, the customer persona of Irn-Bru will be explained with the help of

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marketing, products, services and by using this, internalise of ideal customers of an organisation
can be identified. In the following section, the value proposition of the product Irn-Bru will be
explained as the value proposition is the promised value to be delivered to the customers. In the
last section, a summary of the overall value analysis of Irn-Bru will be conceptualised.
Figure 1: Context map
(Source: Self-developed)