Application of Marketing Principles for Britvic's New Product Launch

This report analyzes the application of marketing principles for Britvic's launch of a new energy drink, "Stereo." It begins with a product description, highlighting its health benefits and target audience appeal. The report then outlines a market analysis, examining market trends in the UK beverage industry, identifying key competitors like Red Bull, and analyzing current customer behaviors, particularly the shift towards health-conscious choices. The core of the report focuses on segmentation, targeting, and positioning, defining the target market as health-conscious individuals aged 18-30. Finally, it details the marketing mix, including product features (no preservatives, hygienic production), pricing strategy, promotional tactics (social media, free samples), and distribution plans. The report concludes by emphasizing the opportunities for Britvic to capitalize on the growing demand for healthy beverages and the potential to attract the younger generation.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
PRODUCT AND SERVICE DESCRIPTION ...............................................................................3
a) – Brief description ..................................................................................................................3
OUTLINE MARKET ANALYSIS .................................................................................................4
b)- Brief analysis of the market ..................................................................................................4
c- Key market trends ...................................................................................................................4
d- Key competitors and their positioning ....................................................................................5
e- Current customer behaviours...................................................................................................6
f – Main issues and Opportunities ..............................................................................................6
SEGMENTATION,TARGETING AND POSITIONING .............................................................7
G- Segmentation..........................................................................................................................7
h)- Profile and persona of target market......................................................................................7
i)– Statement identifying target market to buy ..........................................................................8
MARKETING MIX.........................................................................................................................8
j)- Product ...................................................................................................................................8
k)- Pricing strategy ......................................................................................................................9
l) Promotional strategy- ..............................................................................................................9
m) Distribution strategy-............................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to the activity of showing down and advertising the products and
services of the company in the best possible way. It regards with reaching to the end customer
more effectively and efficiently (Deepak, Jeyakumar, 2019.). It refers to the activities being
undertaken by the company to promote its selling and buying of products and services. Britvic is
purpose driven company with clear set of values and vision and which is multinational company
which is being based out of UK that provides wide variety of beverage product and
services(Britvic ,2019) . Present report will be based on application various marketing principles
for launching new product by Britvic in the marketplace. it provides an account of account to
highlight the market analysis with brief into what is the company segmentation, targeting and
positioning and lastly will highlight with recommended marketing mix of the company by taking
into consideration various product, pricing and other strategies.
MAIN BODY
PRODUCT AND SERVICE DESCRIPTION
a) – Brief description
The company account to launch new product that is Stereo energy drinks. It is a health
drink which adapts to meet the needs of customers to stay fit and accounts to get stamina and
fight against the Pandemic Covid -19.

The products is so well designed which takes into consideration to the prices which are
being affordable for all segments of the customers where it account to target with the message
which is by the use of the product the customers will account to boost up there immunity. It is
being highly attractive as its packaging is being done in the way which is simple and deliver the
message of what company wants to.
The energy product of the company adapts with no added preservatives with accounting
with pure and hygienic form of producing its drinks as a result build the trust of its target
audience and helps the company to increase sales and positive word of mouth. The energy drink
products of the company is being promoted through various social media activities on Facebook,
Instagram and others which helps in reaching to the end customers more effectively and
efficiently and let in knowing what is being new to the company and how it can turn out the
benefit for the customers.
The taste of the drink is also good where the product was being initially offered as free
sample to the target customers.
It as a result account to launch the stereo drinks in different marketplace and customer
segments which serves as the means of being hygienic to customers.
OUTLINE MARKET ANALYSIS
b)- Brief analysis of the market
The brief analysis of the market for UK in food and beverages account with revenues in
same is projected to reach with euro 69,65,214 euro in 2020 which helps the organisation sknow
that the market for the beverage industry is being growing on a constant pace. It as a result
might help the company in serving with needs and wants of target customers in UK more
prominently, which will account with huge sales revenue and high margins of profitability.
The revenue is being expected to account with annual growth rate that is (CAGR2020-
2025) of 5.2% resulting in expected market value and volume of euro 75,64,000 euro by 2025.
It accounts with the average revenue by per user in beverages to grow up by
approximately to 259 euro which guides with the disposable income of the individual to be high
in the marketplace (Food & Beverages, 2019).

c- Key market trends
There are various key growth market trends where the beverage market is being highly
focused with not adding with preservatives and accounting with natural manufacturing of energy
drinks which accounts to building positive brand image.
It also accounts with less sugar as it accounts with low future health problems where the
customers are moving towards the low sugar products and alternative sweeteners which accounts
with healthy drinks to the customers and account to boost up the market share of the energy
drink product of the company (Kassem, Succar, 2017).
It accounts with the trend where the customer are now being highly focused on getting
healthy beverages where the company focus with its products to be designed in a manner which
helps the individual to fight against various health problems and accounts to stay fit and fine .
The trend account with health and wellness whereby it is being focused on the
manufacturing of drinks by the company that helps in boosting up with the immunity of
individuals and accounts with the stamina to carry and maintain a healthy lifestyle.
d- Key competitors and their positioning
The key competitors for Britvic energy drinks are Red bull, Real fruit juice, Tropicano
and various others where they are being positioned by delivering high quality drinks at the price
which are affordable for the target customers. These companies have positioned themselves
whereby there products and services with the needs and wants of the target audiences which
helps them to position themselves in the marketplace.
The companies has account to position itself by organising various events, contest and
others which helps in building brand awareness and accounts to letting its target customers know
what are the products and services being offered by the company where it serves with the nest
means of positioning in highly competitive environment (Potrymay, 2017).
The companies have positioned themselves by effective marketing tactics whereby they
account with offering huge discounts on its soft drinks which helps in building the image of the
companies and accounts to positioning in the marketplace by organising contest, lucky draws
that enables with offering with free samples as a result accounts with building positive brand
images.

The company competitors Red bull have positioned itself by product attributes and
benefit strategy whereby it associates its brand and produced with certain beneficial value and
various characteristics.
Whereas real fruit juice have positioned itself product pricing and quality whereby it
associates with competitive pricing and the brand and product with high quality.
e- Current customer behaviours
Since the pandemic Covid 19 has spread widely the customers are more inclined toward
healthy lifestyle and are more focused with what they eat and drink. . The current customer
behaviour is being highly health conscious. It is being also focused on the behaviour that they
will only purchase the drinks which helps in boosting up with there immunity and stamina and
make them fit and ready to fight against the Virus
It is also being focused on the behaviour where the consumer purchases the products if
they are being affordable and if not will account to look for another alternatives whereby they
compare and contrast different alternatives and then make the purchasing decisions (Rambocas,
Pacheco, 2018).
f – Main issues and Opportunities
The main issues that can be assessed are the following:
 Increased cost of raw material- is the company accounting to produce soft drinks
without adding preservatives which leads to increase in the cost of raw material as a
result lead to increase in the cost of energy drink.
 Increased competition-It also accounts with the issue that encounters with huge market
share of competitors where it will hard for the company to establish its newly launched
energy drinks.
Opportunities
 Increased demand for immunity boosters- whereby the opportunity lies where in
earlier time it was being not focused on the delivering healthy benefits, but after COVID
it lead with increased demands for immunity boosters. The company can take advantage
of the same and can develop the energy drink which caters and satisfy the needs and
wants of target customers

 Attract young generation – it lies with targeting young generation as they are being
nowadays being highly health conscious whereby the company can take advantage of the
same to convert the opportunities in success of the company.
SEGMENTATION,TARGETING AND POSITIONING
G- Segmentation
The segmentation of the company accounts with considering with the demographic
means whereby the market is being divided into various groups on the basis of variables such as
age, income, gender, education, occupation and others which are being so popular that helps with
meeting and catering needs of the target customers of the company whereby the main age group
accounts with 15- 45 years as they will account with major share of the base of the customer for
the company where for the old age it will account to have zero calories and special edition to
boost up with there immunity.
In gender they target both males and females but majorly to males who are being
involved in physical fitness, go to gym, sports enthusiast and others. The income segmentation
relates as the company has good brand image. It caters to the target customers of decent income
level and above that which serves as there energy drinks to be affordable. The occupation
accounts with student, working professionals and others (Singh, Jaiswal, 2019 ).
The company geographic segmentation accounts with serving to the majority of
metropolitan cities all across the globe as they are more often aware of the benefits of the energy
drink and from where the company accounts with earning high margins of profitability.
The pyschographic segmentation accounts with lifestyle that is being working
professionals, business class, where the benefit is being in terms of quality to individuals and
attitude towards the energy drink is enthusiast with the medium loyalty status of individual.
h)- Profile and persona of target market
The company account to majorly target the audience between the age group of 18-30
whereby it account to target individuals who are highly health conscious such as ones who go
daily to gym, body builder where it can also account to individuals who are on liquid diet can
find the energy product of the company more precise. It also accounts with customers who are

highly involved in physical activities such as gym going individuals, sports enthusiast which
accounts to boost up the energy.
It accounts with target segment that represents busy individuals and working individuals
who are being overall active in both professionals and personal lives for which the company
energy drinks are being highly preferable that ensures smooth flow of their day-to-day
functioning. It accounts with young urban males and females that live on the edge and aspire to
do so with high enthusiasm. This are generally individuals who are being interested in
challenging activities that are highly recreational and challenging (Wuryandani, Ismoyowati,
Nugrahini, 2018).
It leads with individuals who are being old age and whose immunity and stamina is low
as compared to that of young individuals. It helps by using the energy drink product of the
company will develop their body accordingly to fight against various diseases as it accounts with
low sugar and no preservative and use of natural things which will not harm their body. It
identifies to target individuals who have high disposable income and customer who can account
to afford the same.
i)– Statement identifying target market to buy
the reasons behind the target market buying this energy product relates to the benefits of
using the same whereby it accounts individual with fresh start and to take challenging tasks more
often which helps in fastening the brain and accounts with increased ability to think more and
more. It also helps in removing the laziness and tiredness of the individual.
The product has a number of benefits. The ingredients in the drinks are so well executed
which are naturally pure and accounts with health concerns. It accounts producing feelings of
productivity, wakefulness and alertness. As the energy drink of the company is being served as
cold and carbonated, it accounts to have refreshing effect on the target consumers (Sukma, D.,
Lubis, Utami, 2019). And it serves as various flavours which can be highly costlier as compared
to that of its competitors.
This accounts to solve problem for those who are highly lazy and those which have high
health issues where this is being so well designed which helps in removing stress to individual
and accounts to solve immunity and problems related to stamina at all stages.

MARKETING MIX
j)- Product
It accounts with the branding strategy which will be adopted by the company for its
energy products. It refers to company creating a name, design or symbol which is being easily
identifiable as the belongingness of the company, where the company will adopt with individual
branding strategy for energy drink.
The product will be given the brand name that are being newly created and are generally
being not connected to names of the brands which are existing and are being offered by the same
(Thabit, Raewf, 2018).
It will help in establishing the recognition for the individuals which as a result will help
in building positive brand image of the product of the company and will account with
segregation whereby the audience will be target more effectively and will helps in knowing what
is the product of the company all about and will help in building recognition and loyalty of the
potential customers
The packaging strategy determines systems and resources which are being used to meet
the long term objectives.The product packaging will adapt with full display of information of
ingredients, proper design, colours , various authentic marks and other which will serve as the
means of making purchase decision.
k)- Pricing strategy
The pricing strategy will be adopted by the company for energy drink will be the
competitive pricing strategy that accounts with setting the price which is being based upon the
charges of the competitors. It helps in better positioning of the business whereby it allows the
company to regulate the competition by preventing loss of the customers which will account of
company charges differential prices and accounts with improved positioning of price and
accounting maximising profits and stable customer base for the newly launched energy drink
products(Blut, Teller, Floh, 2018)
l) Promotional strategy-
There are various things on the end of promoting the energy products of the company
where it will be adopting various digital media platforms such as What's app, Facebook,
Instagram and others which will help in reaching to the end customers more easily with little
efforts in terms of saving lot of time and saving lot of cost (Pogorelova, 2016).

This accounts with removing hurdles of traditional promotion which is being hard and
which leads to converting the leads more effectively. It will serve as the means of high attraction
for individuals that provide with the valuable information and helps in letting its customers know
what will be the benefits which can be derived by using the products which attracts large
audiences.
m) Distribution strategy-
There are various distribution strategy which will be adopted by the company to make it
energy products available to the end customers whereby key of this helps in generating customer
loyalty and helps in boosting sales revenue of the company. It accounts with distribution through
various suppliers which will helps in facilitating effective flow of goods to the target
customers .
The company can accounts to have intensive distribution strategy where company can
account to open as many retail location as possible which will help in serving to the large
customer base and will account to identify needs and wants of the target customers and catering
the same by making improvement in the same as and when required (Išoraitė,2016). It will
account to make good available to large number of global location and will helps in increasing
the sales revenues for energy drink and beverages.
CONCLUSION
From the above report it is being understood that the company needs to account to take
several steps in facilitating to reach to the end customers and launch its Stereo energy drinks
more effectively and efficiently as a result of marketing where it needs to critically scrutiny
every aspect of the same which helps the company in building positive brand image of the
company and helps with positioning of the company products and services. The report has given
brief introduction of the new products and services being launched by the company and
accounted with the market analysis where it account with various market trends and other and
laid to the understanding of STP analysis with various recommendation to marketing mix
including, product, pricing and other strategy.

REFERENCES
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Online
Food & Beverages. 2019. [Online] . Available
through<https://www.statista.com/outlook/253/156/food-beverages/united-kingdom>.
[Accessed on... 28th /12/2020}
Britvic,2019[Online]. Available through<https://www.britvic.com/>