SCHWEPPES

• Introduction– Brands and product line.• Marketing Strategy• Positioning• Target• Marketing Mix• Overall Analysis• Competitors• Company Situation and Business Solution• Questions

Introduction

• Started by Johaan Jacob Schweppe.

• Developed method to charge water with Carbon Dioxide Gas.

• Patented methodology in 1783.

• Factory in London’s Drury Lane in 1790.

Products of Schweppes in Adult Soft drink Industry

RASSBERRY GINGER ALE

MARKETING STRATEGY Segmentation for SRGA

• Geographic Segmentation

Introduced Nationally in the US.

• Demographic Segmentation

Schweppes had a diffused Preference or Natural Market.

Positioned the Product in the Center of the basic Market

Preference hoping to appeal to all group of people.

POSITIONING

• Cadbury Schweppes Public Limited company was one of the largest British owned confectionary & soft drink.

• SRGA had position itself in the consumer mind either as a mixer or as a soft drink for special occasions.

• Adult soft drink in the mind of Consumer• Used as mixer to the alcohol at adult gathering.• Unique Selling Proposition [USP] Main Stream soft drink.

Target

• Introduced nationally in the United States

• Targeted all Class and Age of People

Marketing Mix

• Product . +. Rasberry Ginger Ale• Price. +. 1.79 US $ for 1litre pet bottle• Promotion. +. United States Market with $ 1 million Spent on advertising• Place. +. US was the Target where the major players play.

Marketing Mix Strategy Of SRGA

CadburySchweppes

Dr. Pepper.

ConcentrateRasberry

Ginger Ale

Sale Promotion

Advertising

Public Relation

Sales Force

Bottler

Drug Store

Super Mkt

Retail Chain

Target Market

Dist. Channel Retailer

ConsumerConsumer

Promotional MixOffering Mix

Overall Analysis [SWOT]Internal Analysis

Strength

Strong Brand Name.

Operation

Less Competition.

Unique Selling

Proposition.

Weakness

Brand Awareness

Selective Consumer & Product.

Current Position

Product Display

Brand Image

Overall EvaluationExternal

Opportunity

• Age no bar• 95% of consumer

consume as soft drink & 5% as mixture

• Products in regular and Diet varieties

Threats

• Competitors like Hot & Cold Beverages

• Major bottleling agreement with leading companies

• Common Distribution

Percentage Of Schweppes Raspberry Ginger Ale Sales Sourced From Various

Competing Brand

Adult Soft Drink Schweppes Canada Dry Other Other Competitors Total

Colas

- - - 22 22

Lemon Line - - - 10 10

Peppers - - - 1 1

Root Beer

Orange

All other Flavors

Total

-

4

4

-

23

23

- 5 5

3 11 14

21 48

3 70 100

Ginger Ales

Tonic water

3

1

23

0

10 36

0 1

Competitors

Primary

Secondary

Company Situation

• No Brand Image

• No Product Image

Solution for the re-positioning

• Targeting all age & class of consumers

• Using as a great mixer with Cocktails & Mocktails

• Advertising as an universal energy drink with 0% sugar Content

Any Questions????

Have a Madjical

day!!!!!!!!!