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1、AnalysisReportonBritvic:CreatingaBrandFlavorBy黄标贤何雪芳李栋梁Britvic,foundedinthemiddleofthe19thcenturyinGreatBritain,isoneofEurope'sleadingsoftdrinkscompanies,withanenviableportfolioofmarketleadingbrands,suchasRobinsons,J2O,FruitShoot,Tangoanddrench.Italsohasexclusivebottlingagreem
2、entswithPepsiCointheUKandIrelandforglobalbrandssuchasPepsiand7Up.Itsellsabout1.9billionlitersofsoftdrinkseachyear.Itsgoalisnotsimplytoretainmarketsharebuttoincreaseit,aswellasgrowconsumerawarenessofitsbrands.TopresentyouthesuccessofBritvic,ourgroupwouldliketoshareouropinionabo
3、utthefollowingthreequestionsonebyone.1.ChooseoneoftheBritvic’sbrands:Whatarethecore,actualandaugmentedproductbenefitsofthebrand?OurgroupwouldliketochooseJ2Obrandtoshowitsproductbenefits.J2Oisalusciousfruitjuicedrinkforadults.Itisacombinationoftwodeliciousfruitsthatcreateafullo
4、nfruity,richandvelvetytaste.Itisnowavailablein6differentvarieties.SevenbottlesofJ2Oaresoldeverysecond,anditisthebestsellingpackageddrinkinU.K.Whetheryouareinthepub,café,restaurant,entertainingathomeoronthego,thereisaJ2Oforanyoccasion.⑴CoreProductBenefitsAsakindofsoftdrink,defi
5、nitelyitcanquenchpeople’sthirst.Launchedin1998,itwasdesignedtoprovideanalternativesolutionforpeoplewhoweregoingouttobarsandclubsbutweren'tdrinking.NowJ2Ohasprovedtobeasuccessfulalternativeforthosewhoarenotalcohol-drinkers.⑵ActualProductBenefits:①Features：Ithasarangeofflavors(s
6、uchasOrange&Passionfruit,Apple&MangoandApple&Melonto)tosuitalltastesandoccasions,andthiscompetitionisaboutgettingconsumersinvolvedwiththerangeandchallengingthemtocomeupwiththeirownlimitededitionflavor.②Qualitylevel：J2Oisahealthyandnutrientsoftdrink.Eachbottleismadeupofjuicecon
7、centrate(50%),water,sugar,preservatives,stabiliserandantioxidants.Nutritionally,100mlprovides48kcal,0.1gprotein,11gsugar,0.1gfat-doesn'tlooktoobaduntilyourememberthatthebottlecontains275mlandnot100ml.Somultiplythesefiguresby2.75andyougetawhopping29gsugarperbottle-andthat'sonto
8、pofwhateverisinthefruitalready.Ontheplussidethough,thereareno
