Schweppes Antiox, business case (1)

14 Marzo 2011 | 2 Comentarios;

This is a business case about the launch of a soft drink. Written by Alfonso Gadea. Only some data are real.

1- Which product and why.

Line extension from Schweppes:
Schweppes Antiox

Market: Italy.

REASON WHY:
Schweppes Brand strategy:
- Tonic water captures an adult consumer and builds high loyalty.
- Orange and lemonade broadens the consumer base.
- Brand expand via launches of “straight drinking” flavours.

Brand situation:
Schweppes is a brand which the italian consumer relates to tradition and leisure.
It has very good market penetration and per capita consumption in consumers over the age of 21, when cola consumption lowers.
However, from the age of 35 the level of consumption drops off (CHART) due to a dual circumstance:
- The consumer from 35 to 50 wants to be young again: looks for s/t that reflects a younger image.
- Cares about health: looks for s/t that balances his lifestyle or compensate his unhealthy habits.

Brand opportunity:
As a brand, Schweppes mantains its atraction and acceptance by this target group who have enjoyed it for many years. Hence the choice for line extension.

Innovation meets a social trend: Every day people want to look, feel and even be younger. Antioxidants are intimately involved in the prevention of cellular damage — the common pathway for cancer, aging, and a variety of diseases. Free radicals (atoms formed when oxygen interacts with certain molecules) can start a chain reaction, like dominoes, damaging important cellular components such as DNA, or the cell membrane. Antioxidants are molecules which can safely interact with free radicals and terminate the chain reaction before vital molecules are damaged. The principle micronutrient (vitamin) antioxidants are vitamin E, beta-carotene, and vitamin C.

Schweppes Antiox seizes an opportunity for the brand gain additional volume.

Size of the opportunity:
35-50 years old: 14,4 million people out of 60,3 total population (24% and growing).
No kids, more time and more expendable money.
Schweppes brand Penetration within this age group: 45%
55% concerned about healthy lifestyle/young image:
20% choose Schweppes light.
15% don’t drink Schweppes light but open to try
20% change to other categories (water, flavoured water, functional drinks, juices, RTD tea).

How do we seize the opportunity:
Consumers already tried Schweppes Antiox. What do they like?
- Emotional territory of the brand.
- Sophisticated flavour.
- Attractive & modern packaging (aluminum instead of glass).
- S/t they were looking for as a “straight drinking” flavour.
- Associate name & image to a healthy lifestyle.

Schweppes Antiox. Target:
A day in the life of… “I am always very busy. With a demanding job I only have time for a quick brunch. I like going out with friends after work. And then a little reading trying to prepare something light and natural for dinner. I’d like to be younger. I often wish I could STOP TIME. I only find solace in the gym or at the spa. Oh, and when I have my Schweppes Antiox”.

Schweppes Antiox. Stop time. (Positioning statement)

Target description

  • 35-50 years old, mainly women but also modern men who like to make obvious he cares about his physical condition.
  • Very busy people: trips, working lunch, go out with friends.
  • Take care of body and mental wellness: low fat, high fiber food, go to gym. Not extreme dieting.
  • Reserve tonic water, orance/lemon soft drinks as a mixer for when they go out.
  • Don’t know what to choose as a straight flavour (tired of drinking juices).
  • Feel guilty about some bad habits.

Also see part 2.

View more presentations from Alfonso Gadea.

Comentarios

[...] case about the launch of a soft drink. Written by Alfonso Gadea. Only some data are real. Also see part 1 and part 3. [...]

[...] soft drink. Written by Alfonso Gadea for Schweppes International. Only some data are real. See also part 1 and part [...]

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