Ribena Marketing Essay

1792 Words 8 Pages
Ribena

Table of Contents

1. Introduction

2. Product

3. Promotion

4. Price

5. Place

6. Bibliography

Introduction

Ribena was first made in 1936 when HW Carter, a Bristol based food and drink manufacturer, started making pure fruit syrups to use in making milkshakes. This was when it was discovered that the blackcurrant syrup contained very high levels of vitamin C. People saw how valuable it would be as a nutritional drink and it went on sale in hospitals and nursing homes. The name Ribena was not used during this period but after the War, Ribena went on sale all across the UK and Ireland.

The word Ribena was based on the Latin name for blackcurrant “Ribes Negrum”. The name is very
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In Ribena’s 2009 summer campaign they also gave away 1 million free inflatable “office assistants” as part of their summer on-pack promotion in order to win one of office assistants consumers had to purchase a bottle or carton of Ribena’s and text in an on-pack code. Consumers could also choose between a male or female inflatable. The promotion took place from May 1st and ran for 12 weeks. It was part of a £6 million campaign for the brand.

In May 2011 Ribena launched their summer advertising and promotion campaign. Their aim was to target more than a million consumers in order to promote the brand and increase sales.
The campaign centred around a mobile “Berry Wagon”. It toured around the UK stopping in in picnic areas giving out free samples. The Ribena tour targeted young adults to mums and families.
Ribena also gave away 300 free passes to family friendly festivals around the UK. The promotion also drove consumers to the Ribena website, further promoting engagement with the brand.

Inflatable office assistant

Ribenaberry cartoon character

The Ribena “Berry Wagon”

Price

The price is the amount of money the business charges consumers for its product. It is important that the business charges the right price for its product. If it is too high, consumers will not buy it. If it is too low, the business might make a loss and consumers

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