Brritvic Marketing Concept Analysis

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1. Key characteristics of the marketing concept.

Marketing concept is a business philosophy that guides the marketing activities of a company. This concept has three main characteristics as follows.

• Identifying the needs and wants of target customer segment.
Companies can find out customer needs through market research by interviewing the customers, giving them questionnaires. Here, Britvic identified the customer’s need for an affordable source of vitamin C which enabled it to further progress in its use of the marketing concept.

• Integrating marketing activities
A firm will combine the marketing mix elements such as product, price, place and promotion in order to meet the identified customer needs. This characteristic is evident in …show more content…

This allows Britvic to have its product in locations that are convenient to the customer and thereby to fulfil his or her need. Further, Britvic’s use of promotional methods like sponsoring British pantomimes lets the company address a target segment like children effectively. The combination of all these marketing mix elements means , proving the target customer like a child who needs a drink , with a soft drinks ( product ) , at the right place ( like leisure park) , at a reasonable price and let them know about it and promote it to them in a suited manner as by sports sponsorships.

• Making Profits through customer satisfaction
The third main characteristic of the marketing concept is making profits by satisfying the customer, which is done by addressing their needs by integrated marketing. This is meeting customer’s expectations of the product at a profit. £89.7m (use an example that shows Britvic customers are satisfied )
(how company makes profit through customer satisfaction, how much profit Britvic has made in 2014 for eg. By satisfying customer needs/ by providing a needed juice to the customer )

2. Micro and Macro Environment of …show more content…

For instance, Britvic can collect data about the customers by interviewing them, giving them questionnaires. This information collected is very important to the company as it is what will be analysed to identify customer needs and wants, and therefore to develop products to satisfy those needs. When developing new products like Tango clear for older customer, it is necessary to do research and find out what older customers need. It is this information that can be used to introducing a product like sugar free Tango clear that will satisfy the targeted older customers and thereby help gain profit to the

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