Marketing Concept Essay

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1) Using the case study, identify three characteristics of the marketing concept.
Marketing concept is very essential for the Britvic organization because it encourages the business to give a particular attention to their customers’ needs so as to make better decisions that satisfy those needs in a better way than other competitors. Britvic used different marketing concept that can make the company gain benefits in the market.
Britvic’s marketing department should use the research and development so as to develop their products in such a way to meet all customer expectations and create value for the customers. Training talented employees to make them aware of the features of drinks that could satisfy customers’ needs.
In order to make profits,
…show more content…
Explain the factors that affect how Britvic might decide on their choice for each of these components.
Product
The first of the 4Ps of marketing is product. A product can be either a tangible or intangible. In the case study, Britvic produce two types of product that is, individual product and product mix. Individual product is products that can satisfy customers who have only one taste. According to the case study, after the Second World War, many poorest customers want to take Vitamin C from juice drink; therefore, juice is individual products of Britvic. Britvic also produce a product mix which satisfies people who like soft drinks but has not only one taste. Some of these products are Pepsi, 7UP, and Tango.

Price
After the understanding of the product offering is established, pricing decisions must be made. Pricing method is necessary for the company’s sales process. All companies have their own pricing method but the price is not constant. Referring to the case study, as Britvic’s drinks are of good quality, their price does not change easily and even there are more demand of their products. For example, due to the great depression in UK and many people were not willing to purchase Britvic’s drink Vitamin C, Britvic reduce their price to attract customer by using different pricing method according to different regional income level which can assume the success of the business and meet customer

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