Britvic案例分析市场营销精品.doc

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Analysis Report on Britvic: Creating a Brand Flavor

By 黄标贤 何雪芳 李栋梁

Britvic, founded in the middle of the 19th century in Great Britain, is one of Europe's leading soft drinks companies, with an enviable portfolio of market leading brands, such as Robinsons, J2O, Fruit Shoot, Tango and drench. It also has exclusive bottling agreements with PepsiCo in the UK and Ireland for global brands such as Pepsi and 7Up. It sells about 1.9 billion liters of soft drinks each year. Its goal is not simply to retain market share but to increase it, as well as grow consumer awareness of its brands.

To present you the success of Britvic, our group would like to share our opinion about the following three questions one by one.

1. Choose one of the Britvic’s brands: What are the core, actual and augmented

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