Marketing Concept †Britvic Essay

movement 1 Identify three primordial characteristics of the trade concept. grocery storeing concept is a philosophy that an organisation should filtrate to provide products and services that satisfy guests needs with a coordinated set of activities that also allows the organisation to achieve its goals (Dibb, 201218). check to marketing concept customers should be at the centre of all the organisations activities. and then all departments of organisation atomic number 18 responsible for customer satisfaction and only if in that way organisation goals washbowl be achieved. gibe to Drucker, the commit of marketing is to make selling superfluous, is to know and understand the customer so well that the product or service fits him/her and sells itself. Marketing puts customers in fundamental of all affair activities, fetching out what customers wants, meeting customer needs, prep bedness them more efficiently and effectively and creating and maintaining profitable relatio nships. Putting the customer in the middle of all companys operation allows Britvic to be peerless and only(a) of the biggest branded soft drink clientelees in UK. Britvic provides fresh, bottled fruit juices with source of Vitamin C. capitulum 2 explicate Btitvics micro and macro purlieu.Marco forces of marketing environment washbasin affect all organisations operating in market. External marketing environment consists of six categories of forces political, economical, social, technological, environmental and legal (Dibb, 201276). Those forces are uncontrollable and lots called PEST or PESTEL. Generally, businesses can prepare for the unexpected by utilize PESTEL analysis. For example a new legislation of television advertising of nutriment and drink to children has led to the use of non television campaigns i.e. sponsorship and celebrity endorsement ilk Wimbledon or British pantomimes play an important role in Britvics marketing strategy. Micro environment factors are f actors close to a business that have a direct impact on its operations and success.These factors embarrass competitors, customers, distri furtherion channels, suppliers, employees, media, shareholders and the general public. Businesses cannot ceaselessly control micro environment factors but they should endeavour to manage them along with macro environment. Environmental forces are always dynamic and even though the future is not very predictable, marketers can estimate what will happen and modify their marketing strategies to the new environmental circumstances. Britvic try to minimize their competitors by supplying their products to 200,000 outlets across UK, possessing the licensed distributer of PepsiCo brands in country, and becoming the number two branded soft drinks business in the UK.Question 3 Explain why market research and the information gathered are important to an organisation analogous Britvic.According to American Marketing Association marketing research is the function that associate consumer, customer, and public to the marketer through information utilize to identify and secure marketing opportunities and problems, generate, refine, and evaluate marketing actions, monitor marketing performance, and improve judgment of marketing as a process (www.marketingpower.com). That information must be accurate, reliable, timely, relevant and affordable. There are five elemental steps of planning marketing research locating and defining problems or research issue, scheming the research, slanging data, analyzing and interpreting findings, and reporting research findings (Dibb, 2012264). Marketing research helps businesses like Britvic to identify consumers needs, competition, market segments and size of the market. They are also used to determinate company goals, pricing strategy or reduce riskiness of putting a new product onto the market.Question 4 Explain how Britvic might collect and use market research information.Britvic may collec t for its purpose secondary (information compiled inside or outside the company) or master(a) (information gathered first hand) data, or both. Primary research can be classified as either Quantitative or Qualitative. Quantitative methods are used to discover something that can be measured. They ask questions such as how many, where, when, what. These methods embroils survey (a method of questioning via post, Internet, telephone or personal interview), card and experimentation.Qualitative research looking for the answers to the questions why or how people live which is very difficult, if not impossible, to be found out through a survey or a questionnaire. This data is often called soft as it is often difficult to quantify statistically. Methods include in-depth interviews or focus groups. For Britvic purpose, which is to find out about customers preferences, thoughts and feelings with regards to the new product (Tango uninfected), more sufficient would be a personal interview (q uantitative method) and a focus group (qualitative method).Question 5 Explain the process of market segmentation and targeting and benefits of segmentation and targeting to Britvic.Market segmentation is the process of grouping customers into smaller, more similar or homogenized segments. It is the identification of target customer groups in which customers are formed into groups with similar requirements and buying characteristics (Dibb, 2012212). Thus market segmentation is the process by which customers with antithetical requirements can be grouped into smaller, more similar segments. One of the basic ways to turn segment is to segment the market by geography, demography, psychographic or socio cultural factors. Britvic distinguishes between core brands and seed brands. Core brands are the primaeval point of the business and include Pepsi, Robinsons, J2O, 7Up, Fruit Shoot and Tango. Seed brands are those that are believed to have potential for growth in the future and inclu de Gatorade, V Water, Drench.Once segments have been identified, decision about which and how many customer groups to target can be made. There are several options to consider for companies like Britvic. The choice needs to be made between absorption on a single segment with one product and one marketing class and offering one product and marketing programme to a number of segments (Dibb, 2012215). By launching new Tango Clear Britvic has targeted a slightly older market than traditionally. Business like Britvic by creating separate offers for each segment provides customers a better choice turn back customers who might switch to competing products and brands. Thus using market segmentation Britvic can reach customers more effectively and at a lower cost. distinguish of referencesAmerican Marketing Association (2004) Definition of Marketing, available from www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx (last seen on twenty-ninth December 2012)Dibb Sally, Simkin Lyndon, Pride William M., Ferrel O.C., (2012) Marketing Concepts and Strategies 6th edn, Hampshire Cengage Learning EMEA