Business marketing and soft drink industry essay

Hire Writer The fast food industry should keep increasing with the development of the street vending. Market trends in the last three years Here are some of the trends of the fast food market in France. The other demand is that the consumer want to eat everywhere cinema, supermarket, gas station, train station, … and at any time. For example restaurant that close at 2 pm loose a lot of client.

Business marketing and soft drink industry essay


The marketing mix was first introduced by Edmund Jerome McCarthy who divided his marketing theory into those four terms. Moreover, these variables are interrelated and, in the end, act as a single unit for the consumer see ibid.

A similar definition was mentioned by Drummond and Ensor: To embrace the image of Innocent being highly involved in charity the organization founded the innocent foundation, explaining on their website: Thereby they include other aspects in their brand message and corporate image like sustainability, especially with their packaging, as well as social responsibility, which are being conveyed with every sold drink.

According to the product, the brand message and the corporate image Innocent tries to reach a specific healthand charity-orientated target audience even thought they have extended their product range by adding products that still fit their product policy.

This may also be down to the fact that they donate ten percent of every purchase to charity.

Business marketing and soft drink industry essay

That Innocent drinks are higher priced than other drinks, with two to four pounds per drink, and are still being bought by the majority of the consumers it is likely to say that this is a result of their health and charity campaigns as well as their donations.

That Innocent leads the market although their products are higher-priced may imply that the prince range is justifiable. In terms of discounts the grocery stores that sell Innocent products use quantity discounts to induce consumers to buy more of this particular product series and stick with the product long-term.

Or as Drummond and Ensor define promotion: Besides various television adverts and other advertising Innocent Drinks regularly publish press releases on their website in order to explain their products and strategies Unattributed, a.

Business marketing and soft drink industry essay

They announced, for example, the deal with Coca Cola and the launch of their new coconut water. Thereby they promote their products both on a collective and a personal level.

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According to McCarthy effective promotion is related to four aspects, getting attention, holding interest, arouse desire and obtain action, also called AIDA, which are similar to the previously mentioned objectives of informing, persuading and reminding see McCarthy Innocent Drinks cover all aspects by combining several campaign techniques and providing the consumer with information and even a story and a promise of what happens after buying a drink: Besides this the life cycle of a product also influences the promotional techniques being used.

McCarthy mentions several stages: Juices and smothies like those of Innocent must be at the stage of market maturity due to many competitors and various similarities between the products on the market.

The promotion of a product can only be successful if all other aspects - price, place, quality and usefulness, etc.In the next section, market dynamics of the Non-alcoholic Beverages and Soft Drinks industry has been studied comprehensively, includes industry drivers, Non-alcoholic Beverages and Soft Drinks Global market restraints, latest developments and opportunities available to upcoming market players.

LONDON--(BUSINESS WIRE)--Quantzig, a global analytics solutions provider, has announced the completion of their latest marketing mix optimization study on the soft drink beverage industry. Soft Drink Company Marketing Plan The following plan is intended to provide a basic marketing communications plan for a fictitious company.

The company in question operates in China and produces soft drinks, particularly adult soft drinks. The beverage industry is evolving rapidly, with a variety of hot growth sectors shaking up the status quo.

There are more small and independent craft brewers and distillers operating in the U.S. than ever before, offering creative and unique flavor combinations to locavore-minded tourists and customers.

The soft drinks industry is an important player in the food and beverage industry, although health This report is a review of best practice greening opportunities for the soft drink industry and, as the World Business Council for Sustainable Development (WBCSD) and the European Union.

The major channels for the Soft Drink industry are food stores, Fast food fountain, vending, convenience stores and others in the order of market share. The profitability in each of these segments clearly illustrate the buyer power and how different buyers pay different prices based on their power to negotiate.

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