Schweppes - how the beverage brand affects UK’s consumer behaviour: Beeinflussung des Konsumentenverhaltens der Schweppes Kunden in Großbritannien durch einen geeigneten Marketing-Mix

Benjamin Buchwald

thg 6 2011 · GRIN Verlag

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Document from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Anglia Ruskin University (Ashcroft International Business School Cambridge), language: English, abstract: “Sch...” - are you familiar with that sound? It is the sparkling bubbles coming out of a bottle when you open it. But you knew that before, didn’t you? And, be honest, right now you have an image of a special bottle in your head: A bottle labelled “Schweppes”. Isn’t it amazing what just three letters can do with our mind? But this is no coincidence. This is the successful influence on the consumer by the marketing department of Schweppes, creating brand recognition. Schweppes-brand soft drink products are manufactured by different companies all around the world. These are for example the Dr Pepper Snapple Group in the US (Dr Pepper Snapple Group, 2010), the Krombacher brewery in Germany (Krombacher Brauerei, 2009) and the Coca Cola Company in the United Kingdom (Coca Cola, 2010). All these bottlers are interested in distributing beverages on high sales to make profit. By using the license of a well-known brand it is much easier for marketers to influence consumer behaviour and to achieve these goals. Applying consumer behaviour theory, this essay will analyse the marketing activities of Schweppes in the UK and their effect on the consumer decision process. Regarding one after another the marketing mix elements based on McCarthy (1960, in: Winkelmann 2010, p. 43) it will result in explaining how the brand manages to be successful in catching consumers’ attention and motivate them to buy Schweppes products.