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Britvic Case Study

Marketing Case Study
by

Shannon Wong

on 22 August 2010

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Transcript of Britvic Case Study

Question 1:
What are the core, actual and augmented product benefits of the chosen brand? Britvic: Creating a Brand Flavour
(case study) by: Shannon Wong and Wail Osama Abdelmoniem
What is Britvic? An European soft drinks company Robinsons, J2O, Fruit Shoot, Tango and exclusive bottling agreements with PepsiCo in the UK Core:
Young and sporty male
Football
Low calorie
Sugar free

Actual:
Can
Bottle Augmented:
Win prizes : equivalent of $1700 every 90 minutes
meet your football hero (David Beckham, Thierry Henry) Question 2:
Sources of brand equity:
Product attributes:
low calorie, sugar free soda
healthy soda
Benefits:
cool
sporty
chance to win prizes
Belief:
Football = Pepsi Max
For true male enjoyment
Question 3:
Recommended market targeting and positioning for a selected brand. Target :
Males: 15-30
Sporty, young crowd
Positioning:
Extreme sports
Football
"Maximum taste, no sugar" and "Don't worry, there's no sugar."

Reasons:
Most diet cola’s targeted at women, new target at men.
Football and sports are popular among young men
Full transcript