Ribena Marketing Essay

Ribena Table of Contents 1. Introduction 2. Product 3. Promotion 4. bell 5. Place 6. Bibliography Introduction Ribena was first made in 1936 when HW Carter, a Bristol ground food and jollify manufacturer, started making pure fruit syrups to use in making milkshakes. This was when it was discovered that the blackcurrant syrup contained precise high levels of vitamin C. People apothegm how valuable it would be as a nutritionary subscribe and it went on sale in hospitals and nursing homes. The chance upon Ribena was not use during this utmost but after the War, Ribena went on sale all across the UK and Ireland.The leger Ribena was ground on the Latin wee-wee for blackcurrant Ribes Negrum. The name is very definitive to the product, it studys to be comfortable to remember, easy to spell and easy to say especially if the target audience is children. Ribena similarly has the added advantage that the name has an international ring to it. Ribena has established a strong brand name over the years and it has maintained its position in the market. In vernal-fangled years Ribena have introduced naked flavours to the market such as Strawberry, fowl, Apple, O upchuck, Raspberry and Pomegranate. Product A product is defined as anything that can be offered to satisfy a need or want.To help its product cover in greater quantities, a business must give servant to the dealaging and brand name it uses. Ribena is available in clumps of variant flavours these include Blackcurrant, Strawberry, Orange, Raspberry, Raspberry and Pomegranate. The blackcurrant flavour is available in original and really light (low calorie). Ribenas target market is either child and every p bent. Ribena is a brand that children love and that mothers prefer to pervert for their family because it is rich in Vitamin C and has a unique blackcurrant taste. Mothers are satisfied that they are gift their children a nutritional make happy full of vitamin C.Mothers will be more(pre nominal) likely to give their children Ribena to bring to school with them as a drink for their lunch rather than a bottle of coke because of the nutritional harbor in Ribena. Ribenas iconic slogan uses their nutritional value to take up customers The blackcurrants in Ribena contain four judgment of convictions the Vitamin C of oranges. Another mainstay aspect of the product is the packaging. The packaging needs to attractive and bright in colour in order to attract the childs attention. It must attract the consumers attention enough to make them want to bargain for Ribena frontwards of all the other brands like Robinsons, Mi Wadi, Kia OraRibena is packaged in sugarcoat bottles, plastic bottles and cartons. The glass bottles only come in 600ml, 1 cubic decimeter and 2 litres. The plastic bottles range in size from 330ml, 500ml, 1litre and 2 litres. The single carton comes in 288ml. The cartons also come in a multi pack 4 cartons of 200ml and 10 cartons of 200ml. In 2000 Rib ena launched Ribena Pouch crush. It was developed for elderly children who want the great taste of Ribena but in a more grown up and fashionable pack. The Ribena Pouch is still very potently linked to Ribenas key messages which are that Ribena is full of vitamin C, very nutritional and it has a unique blackcurrant taste.The target market for the Ribena sacking is the children themselves especially sure-enough(a) children who are buying their own drinks. It is very up to date with an wildness on a key point about Ribena that it is purple. The packaging for the Ribena pouch pack is portable, light to carry and re-sealable so can be used again. The colour distinguishes it from its competitors like Robinsons, Mi Wadi and Kia Ora. Since its launch in March 2000, gross revenue have been very good, with more and more consumers buying into this new trendy packaging. PromotionPromotion involves communicating with customers to let them know about the product and to persuade them to bu y it. The four main ways to support a product are advertising, gross revenue progressions, public relations and personal selling. Ribena put a lot of money into their advertising track down each year. One of the main reasons Ribena has been so successful throughout the years is due to their strong advertising campaign especially their television adverts. The advertisements change with the years but Ribenas main message remains the same. Ribenas core values are based around its vitamin C goodness and its unique blackcurrant taste.The TV advertisements feature the Ribenaberry animated cartoon characters. They have evolved with the brand over the years. The Ribenaberry cartoon characters are very commonplace and are an excellent advertising tool. The target market for Ribena is children and most children await cartoons so they would be able to relate to the ads compared to the Capri sun ad which isnt as child friendly as the Ribena one. The cartoon characters covey the shop cent er of the drink and the fact that it is made from blackcurrants. They also add an element of looseness to the ads which appeals to children. This encourages hildren to buy it and obviously mothers would be more inclined to buy Ribena for their children compared to effervescent drinks because of the nutritional value. Ribena also use a lot of purple in their adverts. Ribena emphasises that it is a very nutritional drink suitable for children and they incorporate this into their advertising, sales forward motions, public relations and personal selling. Ribena also use their website to promote competitions, discounts, new products that they are launching etc In May 2009 Ribena launched a range of sales promotions initiatives as part of their summer campaign. t was basically a committedness scheme that allowed consumers to collect on-pack tokens and redeem them for prizes that included kites, juggling balls, cricket sets and skittles. In Ribenas 2009 summer campaign they also gave a way 1 one million million 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 Ribenas 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 get down was to target more than a million consumers in order to promote the brand and increase sales. The campaign centred around a mobile pluck Wagon. It toured around the UK stopping in in picnic areas gift out free samples. The Ribena tour targeted young adults to mums and families. Ribena also gave away three hundred free passes to family friendly festivals around the UK. The promotion also drove consumers to the Ribena website, notwithstanding promoting engagement with the brand. Infl atable office assistant Ribenaberry cartoon character The Ribena cull WagonPrice 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 index make a loss and consumers might think it is inferior. The price of Ribena is quite reasonable considering the nutritional value. . It appeals to parents who believe that the higher(prenominal) price is worth paying because they believe Ribena is better for their children than fizzy drinks such as Coca-Cola, Club Orange. In this way, Ribena makes higher profits from the higher price.The Ribena prices range from 1. 23 to 3. 94. Here is a list of the prices in Euro Ribena ready to drink carton 288ml1. 45 Ribena ready to drink 500ml1. 59 Ribena Pouch subscribe 288ml1. 45 Ribena Blackcurrant 1litre2. 89 Ribena Blackcurrant 2 litre3. 94 Ribena Strawberry 1litre2. 89 Ribe na fudge to drink blackcurrant 10 X 200ml3. 49 Ribena Ready to drink strawberry 10 X 200ml 3. 49 Ribena Ready to drink blackcurrant 4 X 200ml1. 23 Ribena Ready to drink strawberry 4 X 200ml1. 23 The Ribena prices range from 99p to ? 2. 95 Here is a list of the prices in Pounds ? Ribena ready to drink carton 288ml 99pRibena ready to drink 500ml 99p Ribena Pouch Pack 288ml 99p Ribena Blackcurrant 1litre? 2. 65 Ribena Blackcurrant 2 litre? 2. 95 Ribena Strawberry 1litre? 1. 89 Ribena Ready to drink blackcurrant 10 X 200ml? 2. 59 Ribena Ready to drink strawberry 10 X 200ml ? 2. 59 Ribena Ready to drink blackcurrant 4 X 200ml? 1. 40 Ribena Ready to drink strawberry 4 X 200ml? 1. 40 Place Place involves the business getting its product to consumers by development an appropriate channel of distribution. The product has to be available where and when people need and want it. In order to manufacture Ribena the fruits need to be harvested.Harvest starts in July and it lasts for about eigh t weeks. Weather conditions are very important to ensuring a good crop. They need a frost free spring, steady come down in May and June and a sunny harvesting season in July and august. The Scottish Crop Research Institute has been trying to develop new blackcurrant varieties that cope with difficult weather patterns for the past 15 years. They completed a three year trial of two new varieties which were harvested for the first time in 2007 and have been specially bred to withstand the effects of climate change. Blackcurrant harvesters do not cut the berries off the bush.The berries on blackcurrant bushes ripen all at the same time, which makes picking them easier. Speed is very important, blackcurrants are not great lasting and therefore most of them are pressed into juice deep down 24 hours which are made into concentrate. They are then taken to the Ribena form at Coleford, Gloucestershire in the UK, where it is held in tanks beneath the factory and is bottled as unavoidable throughout the year. Ribena is well distributed throughout England, Ireland, New Zealand and Australia. It is sold in supermarkets, newsagents and service department forecourts around the country.It is available everywhere children might look for it. If they are shopping with their parents in the supermarket, it is there. If their parents pull in to get petrol, Ribena is there also. Bibliography http//www. ribena. co. uk/summer-soundtrack/ http//www. facebook. com/ /RibenaUK http//www. youtube. com/watch? v=mxf6OPoaXCA http//theodmgroup. com/2011/06/03/gift-with-purchase-promotion-ribena-drinks/ http//www. brandrepublic. com/news/899422/Ribena-launches-range-promotional-activity-2009/ http//www. promomarketing. info/ribena-offers-a-summer-of-festival-fun/P004419/