Unit 3 - Marketing Research And Marketing Mix

Authors Avatar

André Gibbs                                         Unit 3 - Marketing

Unit 3

Investigating Marketing

Definition of Marketing – Getting the right product to the right audience at the right time and price.

All successful marketing is based on marketing’s four main P’s:

  • Product - getting the right product for the customer
  • Price - fixing the price at the right level for the product
  • Promotion -  promoting the product to the right audience
  • Place – getting the right product to the right people at the prefect time

Ribena is a brand of uncarbonated soft drink made by GlaxoSmithKline in the United Kingdom. The original and most common variety contains blackcurrant juice. Ribena was originally manufactured by the Bristol-based food and drink company Carters as a blackcurrant cordial. The drink was launched in the 1930s and it was given the name Ribena, from the botanical name for the blackcurrant, Ribes nigrum in 1938. Blackcurrants are a rich source of Vitamin C. During World War II other fruits rich in vitamin C, like oranges, became almost impossible to obtain in the United Kingdom. Blackcurrant cultivation was encouraged by the Government and the yield of the nation's crop increased significantly. (Source - )

Chosen Product

I have chosen to make a new flavour of Ribena, a tropical flavour. Seen as this flavour has never been introduced to the market I think I can make a break in the market for my new flavoured Ribena. Ribena is a very popular drink in the UK and I think that making a new flavour will create new profit for the company itself. They already have blackcurrant, orange, apple, strawberry and blackcurrant light but no tropical flavour which I think will boost profits for the Ribena brand.

Main Objectives

With this new marketing campaign the main objectives are: -

  • To continue to increase sales and profits for the company
  • Continue to deliver customer satisfaction
  • Establish gaps in the market
  • To uphold company heritage by continuing brand awareness

Continuing to increase sales and profits for the GlaxoSmithKline company will be the one of the main aims for the company. Marketing efforts will include improving public relations, promotion and a new advertising campaign. This campaign is set to begin during spring this year. GlaxoSmithKline can also increase sales and profits with a new form of promotion; which can lead more global for fronts with consumers and with more impact on the brand awareness it can help to increase sales which can lead to more profitability for the company.

Delivering customer satisfaction is always going to be one of the biggest objective no matter what company I work for. Customer feedback is one of the most important things for the company so we can re-launch the product to bigger and better than is previously was, if the costumer is happy then they will recommend our new flavour to family, friends, colleagues etc/ this is important as it can lead to more sales. It also helps to have understanding of what the costumer wants in the product and enables us to put out a more effective marketing campaign.

Establishing gaps in the market is vital for GlaxoSmithKline’s Ribena as it helps the market area in the United Kingdom. By having this product it accommodates for both adults and children which can increase or lead to more sales in the UK or more sales globally. Endorsement within the UK would lead to recognition worldwide.

Upholding company heritage and continuing brand awareness is important.

Target market

As the market for this product is a niche market. A niche market is a small segment of a certain market (i.e. the soft drink market) this is the company’s target market. The product would be aimed at:

  • Supermarket Chains
  • Young Children
  • Sporting event (e.g. athletics, football, basketball etc)
  • Schools, colleges and universities
  • Leisure or youth centres

The main market for GlaxoSmithKline would be the United Kingdom as Ribena is predominately being sold the UK but with the flavour it could also hit the global market providing for leisure centres and schools all over the world.

Market segmentation

Marketing segmentation is the process where the overall market is broken up into separate sets of customers which in business we call segments who have separate identifiable product needs.

The segment in my business are identified by

  • Age
  • Geographic areas
  • Social groupings

Identifying GlaxoSmithKline’s target market, a segmentation strategy is needed to help separate the market. The makes GlaxoSmithKline more confident in being able to promote the product the right market. But in order GlaxoSmithKline to segment their market and achieve their goals such as increasing sales, and delivering consumer satisfaction, it’s important to implement a segmentation strategy. This process will lead the company to devise marketing strategies which will help in the development of the new Ribena product.

The product is targeting a niche market so the segmentation takes place and breaks down the market.


This pie chart show the leading soft drink market is taken is the Coca-Cola Enterprises which will be the rival market that GlaxoSmithKline must insure that they beat. With 7.5% is jus behind Britvic in the market shares with this in mind, GlaxoSmithKline must first take the Britvic market before trying to compete against the Coca-Cola market itself.

In this diagram as you can see that Coca-cola is the leading brand that consumers seem buy a lot of but not a lot of consumers are buying the Ribena product. 2.8% of the market is made up of the Ribena product but the product can still be improved so it can overtake Pepsi, Pepsi and Robinsons in the shares of the current market.

Unit 3

Marketing Research

Market research is a systematic collection, analysis and reporting of data about the market and its preferences, plans are used for corporate decision-marking.

More specifically market research equal:

  • Identifying target markets
  • Identify competition
  • Search for new product ideas
  • Identifying  size and structure of the market and how it all works
  • Testing the product before launching it

There are also two forms of market research, primary research and secondary research.

Primary research is information collected directly from a potential consumer. It provides new and updated information and the methods of this research include

  • Questionnaires and surveys
  • Focus groups
  • Interviews with current/potential customers
  • Consumer panels

The disadvantage of primary research is that it is the more expensive method of market research there is and it is time consuming to collect and analysis the data.

Secondary research is information that is using existing published data. Many organisations use this type of research because it’s easy to obtain and it cost less money to do.

Secondary research includes:

  • Previous sale trends
  • Sales figures
  • Costing and profit figures for individual items

The disadvantages of using secondary research are that sections of the information may be out of date and the information may be to general or not to detail to the organisation itself.


Both type of marketing research involve information about marketing activities. But there are opinions and views of certain customers on product or services and there is statistical information in which are called quantitative and qualitative data.

Quantitative research is numerically oriented and requires important attention to the measurement of the market and involves statistical analysis. To make the information fair and unbiased, everyone is asked the same series of question. It is usually structured and involves large numbers. The downside effect to quantitative data is that the does not give a detailed consumer opinion on the service or product which is valuable to the business to identifying problems and making certain improvements.

Qualitative is quite similar to quantitative data but consists of actual consumer opinions. Qualitative information provides a more detailed understanding to the organisation about what the consumers actually think about the products themselves, the competition and the market the organisation is targeting. Research of this calibre is mostly done face to face and the techniques used are usually focus groups or consumer panels. The drawback to this method is that it is more complex to publish results and make an analysis and it also maybe cost effective to the business.


It’s important for GlaxoSmithKline to carry out market research for the new tropical Ribena. It will show their clear target market so they can promote the product to the right people. The company can carry out primary research to find out consumers views on the product to see if they have any problems with the product idea or what improvements can be made.

For the business’s primary research, a questionnaire will be made and distributed to people in an appropriate area (e.g. town centre, school etc). Within the questionnaire the company should be able to find out about the present market situation, competitors, and consumers ideal pricing. This also will incorporate both qualitative and quantitative research to ensure that there is an even amount of information. GlaxoSmithKline can also organise a consumer panel or focus groups which is similar to the questionnaire.

Join now!

The secondary research for this product will consist of previous marketing and sales regarding the sales of soft drinks and there popularity with consumers. This will include statistical data more than a consumer opinion it will also provide background information on past market and consumer trends. With the appropriate primary and secondary research chosen for the tropical Ribena and a conclusive analysis can be made and decisions can be taken.

Primary research

Focus groups

Aims of focus group

  • To get consumers to drink different flavours of Ribena and a prototype version of the new ...

This is a preview of the whole essay