Schweppes 2

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Schweppes 2

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

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