This document summarizes Britvic, a British company that is the largest supplier of still drinks in the United Kingdom. It was founded in 1938 as the British Vitamin Products Company and renamed Britvic in 1971. It generates over £978 million in annual revenue and has a presence in over 50 countries worldwide. The document then outlines Britvic's strengths such as experience, market segmentation, cultural adaptation, marketing strategies, sponsorships, and social media use. It also discusses weaknesses, opportunities, and threats facing the company. Recommendations include intensifying marketing around lifestyle and venturing into new product categories like health-related beverages.

1. BRITVIC

2. British Vitamin Products Company,1938Britvic, 1971Largest supplier of still drinks in United Kingdom£978.8 million of revenue in 2009

5. Over 200,000 locations in 50 countries

6. Norway, Denmark, SwedenUnited Kingdom & IrelandNetherlandsBelgiumFrance

11. StrengthsExperience and Knowledge

12. Strengths

14. StrengthsSegmentation of MarketEstablished themselves in major markets around the world. E.g. USA, India, ChinaAdapting to seasonal changes around the worldMoving into new market segments. (Northern Europe)

15. StrengthsAdapting to local culturesChange of color of Cola cans for The Summer Olympic Games in Beijing

16. Strengths

17. StrengthsCreation of Theme SongsThe first to merge advertising efforts together with Pop songs

18. Market their products in such a way that was never seen beforeStrengthsSecuring Sponsorships withNorth American Sports Leagues

19. StrengthsCelebrity EndorsementE.g. Sporting Icons like David Beckham, Frank Lampard Influentials

20. StrengthsUse of CommercialsFor humor purposes

21. StrengthsUse of CommercialsAgainst rivals

22. StrengthsUse of Social MediasUse of various forms of social media to increase brand awareness and heighten the “cool” factor. Important as Pepsi focuses on the youth market

23. StrengthsSponsorship of public projectsPepsi Refresh ProjectWeaknesses#1: Product differentiation

24. Weaknesses#2 Over-dependence on Wal-Mart and the U.S. market#3 Quality standards may drop due to a potential loss of controlOutsourcingWeaknesses#4

25. OpportunitiesChanging trends in consumers’ tastes and preferencesIncreasing focus on environmentalismDemographical opportunities

26. Opportunities#1: Changing trends in consumers’ tastes and preferencesIncreased health consciousness

27. Increased value placed on the concept of “convenience”

28. Opportunities#2: Increasing focus on environmentalism

29. Dream Machine

31. Opportunities#3: Demographical Opportunities

32. ThreatsIntense competition in the carbonated beverages industrySaturation of the industryChanging trends in consumers’ tastes and preferencesGovernment regulations

33. Threats#1: Intense competition in the carbonated beverages industry

35. Saturation of the carbonated beverages industry

36. Threats#2: Changing trends in consumers’ tastes and preferencesShift in consumers’ tastes and preferences toward more healthy productsThreats#3: Government regulationsManufacturing, marketing and distribution of food products may be altered as a result of state, federal or local dictatesRECOMMENDATIONS#1 Largely intensify marketing efforts Promoting Pepsi as a LIFESTYLE New product to target Sports market#2 Venture into the pharmaceutical market New health-related products

37. Lifestyle

38. Current Situation- Makes use of influentials to promote brand awareness and brand credibility

39. People are inherently inclined towards social recognition.MICRO More advertisements on people with the “cool” quotient going about daily lifeStudyingDatingWorking Hanging out with friendsMACROPenetrate emerging markets with same tactics but fits local context

41. THE NEW PEPSOTONICWatch football? Drink PepsiPlay football?Drink Pepsi For everyoneengaged in sports

43. CpepAntioxidantsTissue RepairNice tasteDecreased AsthmaVitamin CPepsiDeposits CalciumCool factor