Ribena (500ml bottle)
Ribena 500ml plastic bottles come in three variants: Blackcurrant Original, Blackcurrant
Light and Tropical Crush Light.
Ribena Foil Pouch Packs
Ribena 330ml resealable Pouch Packs come in three variants: Blackcurrant Original, ToothKind Blackcurrant and ToothKind Orange Tropical.
Ribena Spark
Spark is a carbonated blackcurrant flavour drink available in 330ml and 150ml cans. Ribena
Spark is targeted specifically at the teenage market.
Ribena Twist
This variant of Ribena was developed to meet the needs of young women (aged between 18-
34) who were drinking bottled water for health reasons but who did not enjoy the experience.
They required a great tasting, refreshing drink which was also healthy. Ribena Twist is a
lightly sparkling spring water drink available in four flavours: Original Blackcurrant, Wild
Raspberry, Green Apple and Perfect Peach. It is sold in 345ml and 1 litre PET bottles.
Ribena Twist is Sugar Free and provides fewer than 4 calories per 345ml bottle.
Ribena Smoothie
Ribena Smoothie a refreshing fruit smoothie of blended juices available in three flavours:
Apple & Strawberry, Orange & Pineapple and Blackcurrant & Raspberry in 330ml and 1 litre
PET bottles.
RIBENA - THE PACKAGING
Ribena Available in:
Concentrate -> 400ml, 600ml 1 Litre glass bottles + 2 Litre plastic bottle
Ready-to-Drink -> 1 Litre, 375ml 288ml Still format in Tetrapak cartons
-> 330ml Carbonated cans
-> 1 Litre Ribena Twist plastic bottles + 345ml glass bottles
-> 500ml PET plastic bottles
-> 330ml Resealable Foil Pouch
-> 1 Litre + 330ml plastic bottles
Packaging development is a function which involves a wide range of business areas from marketing to research and development. It has become a powerful and influential marketing tool. Many of the packaging formats used for Ribena are unique and identifiable.
Although we have an in-house Packaging, Design and Development department (PDD), we
also work alongside specialist packaging agencies for their expertise in this area.
Place
Ribena is almost everywhere:
- Supermarkets
- Forecourt Sites
- Independent CTN’s
- In the playground
- In restaurant and pubs
Examples of Ribena’s advertising are in the advertising section
The above information was taken from the internet.
I have created a table and pie chart to show the UK soft drinks market share, it is shown below ( This information was obtained from the internet).
Cadburys Schweppes has the biggest market share as it has the biggest product range.
Results of Questionnaire
- The first the thing I considered was the age range, I asked the people filling in the questionnaire their age. Age range is a market segment the results below will help to tell me which age range drinks the most soft drinks. A product can then be aimed at that particular target market. The results are shown below: -
The results show that most people I asked to fill in a questionnaire were between the age of 30 – 40+.
- The next question I asked was the age of the people filling in the questionnaires. The results are shown below in a pie chart and a table: -
The chart shows that most of the people who completed the questionnaire were female.
- The next question I asked was how often they drink soft drinks. The question will help me to find out the customer preference i.e. how often they like to drink soft drinks. The results are shown below: -
This shows that most people who completed my questionnaire drink soft drinks daily.
- The next question was what is your favourite soft drink. Product – this is part of the marketing mix the results will help me establish the most popular type of product. The results are shown below.
The results show that Diet Coke is the most popular soft drink.
- The next question I asked was what type of variations of packaging did people buy. The results are shown below.
The results show that most people buy canned soft drinks.
- The next question on the questionnaire was where do they purchase their soft drinks. Place – this is part of the marketing mix I asked this question to find out the most popular place where people buy soft drinks from. I can then aim to sell my product there, which will hopefully make my product successful. The results are shown below: -
The results from the questionnaire show that most people purchase their soft drinks from supermarkets.
- The next question I asked was what price do people normally pay for their soft drinks. Price is one of the factors in the marketing mix. The results will help me to create a product at the most popular price. The results are shown below: -
The results show that most people pay between 40 and 50 pence for their soft drinks.
- The next question I asked was their favourite type of promotion. Promotion – this is part of the marketing mix I asked this question to find out what types of promotion people like. The results are shown below: -
This Doughnut diagram clearly shows that most people prefer TV advertising.
- I then asked what offers people took part in. The results are shown below: -
The results show that most people prefer multipacks than any other type of promotion.
I need to be aware because I gave out very few questionnaires my results maybe wrong.
