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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.Italsohasexclusivebottlingagree
2、mentswithPepsiCointheUKandIrelandforglobalbrandssuchasPepsiand7Up.Itsellsabout1.9billionlitersofsoftdrinkseachyear.Itsgoalisnotsimplytoretainmarketsharebuttoincreaseit,aswellasgrowconsumerawarenessofitsbrands.TopresentyouthesuccessofBritvic,ourgroupwouldliketoshareouropiniona
3、boutthefollowingthreequestionsonebyone.1.ChooseoneoftheBritvic’sbrands:Whatarethecore,actualandaugmentedproductbenefitsofthebrand?OurgroupwouldliketochooseJ2Obrandtoshowitsproductbenefits.J2Oisalusciousfruitjuicedrinkforadults.Itisacombinationoftwodeliciousfruitsthatcreateafu
4、llonfruity,richandvelvetytaste.Itisnowavailablein6differentvarieties.SevenbottlesofJ2Oaresoldeverysecond,anditisthebestsellingpackageddrinkinU.K.Whetheryouareinthepub,café,restaurant,entertainingathomeoronthego,thereisaJ2Oforanyoccasion.⑴CoreProductBenefitsAsakindofsoftdrink,
5、definitelyitcanquenchpeople’sthirst.Launchedin1998,itwasdesignedtoprovideanalternativesolutionforpeoplewhoweregoingouttobarsandclubsbutweren'tdrinking.NowJ2Ohasprovedtobeasuccessfulalternativeforthosewhoarenotalcohol-drinkers.⑵ActualProductBenefits:①Features：Ithasarangeofflav
6、ors(suchasOrange&Passionfruit,Apple&MangoandApple&Melonto)tosuitalltastesandoccasions,andthiscompetitionisaboutgettingconsumersinvolvedwiththerangeandchallengingthemtocomeupwiththeirownlimitededitionflavor.②Qualitylevel：J2Oisahealthyandnutrientsoftdrink.Eachbottleismadeupofju
7、iceconcentrate(50%),water,sugar,preservatives,stabiliserandantioxidants.Nutritionally,100mlprovides48kcal,0.1gprotein,11gsugar,0.1gfat-doesn'tlooktoobaduntilyourememberthatthebottlecontains275mlandnot100ml.Somultiplythesefiguresby2.75andyougetawhopping29gsugarperbottle-andtha
8、t'sontopofwhateverisinthefruitalready.Ontheplussidethough,thereareno
