Schweppes 2
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Transcript of Schweppes 2
SCHWEPPES
• Introduction– Brands and product line.• Marketing Strategy• Positioning• Target• Marketing Mix• Overall Analysis• Competitors• Company Situation and Business Solution• Questions
Introduction
• Started by Johaan Jacob Schweppe.
• Developed method to charge water with Carbon Dioxide Gas.
• Patented methodology in 1783.
• Factory in London’s Drury Lane in 1790.
Products of Schweppes in Adult Soft drink Industry
RASSBERRY GINGER ALE
MARKETING STRATEGY Segmentation for SRGA
• Geographic Segmentation
Introduced Nationally in the US.
• Demographic Segmentation
Schweppes had a diffused Preference or Natural Market.
Positioned the Product in the Center of the basic Market
Preference hoping to appeal to all group of people.
POSITIONING
• Cadbury Schweppes Public Limited company was one of the largest British owned confectionary & soft drink.
• SRGA had position itself in the consumer mind either as a mixer or as a soft drink for special occasions.
• Adult soft drink in the mind of Consumer• Used as mixer to the alcohol at adult gathering.• Unique Selling Proposition [USP] Main Stream soft drink.
Target
• Introduced nationally in the United States
• Targeted all Class and Age of People
Marketing Mix
• Product . +. Rasberry Ginger Ale• Price. +. 1.79 US $ for 1litre pet bottle• Promotion. +. United States Market with $ 1 million Spent on advertising• Place. +. US was the Target where the major players play.
Marketing Mix Strategy Of SRGA
CadburySchweppes
Dr. Pepper.
ConcentrateRasberry
Ginger Ale
Sale Promotion
Advertising
Public Relation
Sales Force
Bottler
Drug Store
Super Mkt
Retail Chain
Target Market
Dist. Channel Retailer
ConsumerConsumer
Promotional MixOffering Mix
Overall Analysis [SWOT]Internal Analysis
Strength
Strong Brand Name.
Operation
Less Competition.
Unique Selling
Proposition.
Weakness
Brand Awareness
Selective Consumer & Product.
Current Position
Product Display
Brand Image
Overall EvaluationExternal
Opportunity
• Age no bar• 95% of consumer
consume as soft drink & 5% as mixture
• Products in regular and Diet varieties
Threats
• Competitors like Hot & Cold Beverages
• Major bottleling agreement with leading companies
• Common Distribution
Percentage Of Schweppes Raspberry Ginger Ale Sales Sourced From Various
Competing Brand
Adult Soft Drink Schweppes Canada Dry Other Other Competitors Total
Colas
- - - 22 22
Lemon Line - - - 10 10
Peppers - - - 1 1
Root Beer
Orange
All other Flavors
Total
-
4
4
-
23
23
- 5 5
3 11 14
21 48
3 70 100
Ginger Ales
Tonic water
3
1
23
0
10 36
0 1
Competitors
Primary
Secondary
Company Situation
• No Brand Image
• No Product Image
Solution for the re-positioning
• Targeting all age & class of consumers
• Using as a great mixer with Cocktails & Mocktails
• Advertising as an universal energy drink with 0% sugar Content
Any Questions????
Have a Madjical
day!!!!!!!!!