Schweppes - how the beverage brand affects UK’s consumer behaviour

Beeinflussung des Konsumentenverhaltens der Schweppes Kunden in Großbritannien durch einen geeigneten Marketing-Mix

Élaboration , 2011 , 15 Pages , Note: 1,0

Gestion d'entreprise - marketing en ligne et marketing hors ligne

“Sch…” - are you familiar with that sound? It is the sparkling bubbles coming out of a bottle when you open it. But you knew that before, didn’t you? And, be honest, right now you have an image of a
special bottle in your head: A bottle labelled “Schweppes”. Isn’t it amazing what just three letters can do with our mind? But this is no coincidence. This is the successful influence on the consumer by the
marketing department of Schweppes, creating brand recognition.
Schweppes-brand soft drink products are manufactured by different companies all around the world. These are for example the Dr Pepper Snapple Group in the US (Dr Pepper Snapple Group, 2010), the
Krombacher brewery in Germany (Krombacher Brauerei, 2009) and the Coca Cola Company in the United Kingdom (Coca Cola, 2010). All these bottlers are interested in distributing beverages on high sales to make profit. By using the license of a well-known brand it is much easier for marketers to influence consumer behaviour and to achieve these goals.
Applying consumer behaviour theory, this essay will analyse the marketing activities of Schweppes in the UK and their effect on the consumer decision process. Regarding one after another the
marketing mix elements based on McCarthy (1960, in: Winkelmann 2010, p. 43) it will result in explaining how the brand manages to be successful in catching consumers’ attention and motivate them to buy Schweppes products.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Product
• Packaging
• Price
• Promotion
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This essay analyzes the marketing activities of Schweppes in the UK and their effect on the consumer decision process, focusing on the brand's success in catching consumers' attention and motivating them to buy Schweppes products.

• The influence of cultural values and attitudes on consumer behavior towards carbonated soft drinks (CSD)
• The role of brand recognition and the importance of creating a favorable attitude towards the brand
• The impact of product attributes, such as effervescence and health factor, on consumer expectations and post-consumption evaluation
• The effect of packaging on consumer perception and the importance of premium positioning
• The influence of marketing activities on consumer decision-making and loyalty

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction sets the scene by introducing the Schweppes brand and its impact on consumer behavior. It highlights the brand's recognition and its influence on consumer decision-making.

The "Product" chapter explores the competitive landscape of the CSD market and the challenges Schweppes faces due to consumer trends towards healthy living. It examines the concept of cognitive dissonance and how Schweppes attempts to address it by expanding its product range to include healthier options.

The "Packaging" chapter discusses the importance of packaging as a consumer benefit and how Schweppes uses its packaging to convey a premium image and differentiate itself from competitors.

Schlüsselwörter (Keywords)

Consumer behaviour, marketing mix, brand recognition, cognitive dissonance, cultural values, attitude, product attributes, packaging, premium positioning, consumer decision process, brand loyalty.

• Université: Anglia Ruskin University (Ashcroft International Business School Cambridge)
• Note: 1,0
• Auteur: Benjamin Buchwald (Auteur)
• Année de publication: 2011
• Pages: 15
• N° de catalogue: V174216
• ISBN (ebook): 9783640945849
• ISBN (Livre): 9783640946136
• Langue: anglais
• mots-clé: Consumer Behaviour, Konsum, Konsumentenverhalten, Schweppes, Marketing-Mix, Price, Product, Packaging, Place, Promotion, Confirmation, Disconfirmation, Fishbein, Multiattribute, Getränke, drinks, Kampagne, Positionierung