Marketing: Britvic Case Study

QUESTION 1

Choose one of the Britvic's brands. What are the core, actual, and augmented product benefits of the brand?

From the passage, we can see that the Britvic Soft Drink has developed truly global operations. Britvic offers different brands on 200,000 locations in 50 countries (page 278, para 3, line 4) ranging from carbonated to non-carbonated soft drinks. These include Pepsi, 7Up, Tango, Robinsons, Purdeys, Fruit Shoot, J20, Gatorade, Ame, R Whites, drench, Idris, and Pennine Spring.

In this case, the Britvic's Brand chosen is J2O. J2O is a noncarbonated beverage. The J2O brand initially came in three flavours.It is now availaible in six different varieties.The product was originally developed for sale in restaurants and pubs,but it has since been rolled out into supermarkets and other retails outlets.Seven bottles of J2O are sold every second,and it is the best selling packaged drink in U.K pubs and bars.

In planning its market offering, J2O needs to address 3 levels. Each level adds more customer value. The three levels are the core benefit, the actual product and the augmented product.

The most basic level is the core benefit which addresses the question "What is the buyer really buying?". J2O must define what the core benefits the product will provide the customer. For the core benefits,J20 is selling more than a noncarbonated water in theirs can or bottle of J2O. Sold with the can or bottle are the aspects of refreshment, enjoyment and entertainment, as well as being thirst quenching. J2O have satisfied the most basic level of Maslow's hierarchy of needs which is physiological needs by quenching the thirst of drinkers. J2O is also a drink of refreshment without alcohol.

The second level of product and service is actual product. Actual product refers to the tangible product that serves as the medium for receiving core product benefit. J2O needs to develop product and service features, design, a quality level, a brand name and packaging.

Brand name is a term, design, symbol or any other feature that identifies one seller's good or service as distinct from another. J2O has successfully done to highlight its brand name and build a brand image by launching several effective marketing strategies such as the sponsorship of extreme sports and celebrity endorsement in local markets. Secondly, product features include combinations of product attributes. The J2O brand is anchored in