“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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Product
- Packaging
- Price
- Promotion
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay aims to analyze the marketing activities of Schweppes in the UK and their effect on the consumer decision process. It will utilize consumer behavior theory and the marketing mix elements to explain how the brand successfully captures consumers' attention and motivates them to purchase Schweppes products.
- The impact of cultural changes and media influences on consumer behavior, particularly regarding healthy lifestyle trends and the perception of carbonated soft drinks (CSD).
- The application of cognitive dissonance theory to understand how consumers reconcile their desire for CSD with a perceived need for a healthy lifestyle.
- The role of brand attitude and its influence on consumer decision-making, using Fishbein's multi-attribute model to illustrate how beliefs about product attributes shape attitude.
- The importance of product attributes in meeting consumer expectations, with a focus on the expectancy-disconfirmation model and its implications for consumer satisfaction and loyalty.
- The significance of packaging as a consumer benefit, exploring how Schweppes utilizes packaging to convey a premium image and influence consumer perceptions of quality.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the Schweppes brand and its influence on consumer behavior, emphasizing the importance of brand recognition and the role of marketing in shaping perceptions.
- Product: This chapter examines the competitive landscape of the CSD market and explores the impact of cultural shifts towards healthy living on consumer attitudes. It applies cognitive dissonance theory to understand how consumers adjust their behavior in response to changing social norms and how Schweppes adapts its product portfolio to address these concerns.
- Packaging: This chapter explores the role of packaging in the marketing mix, highlighting how Schweppes leverages its packaging design to convey a premium image and differentiate its products from mass-market offerings. It also discusses the impact of packaging on consumer perceptions of quality.
Schlüsselwörter (Keywords)
Key terms and concepts explored in this essay include consumer behavior, marketing mix, brand recognition, cognitive dissonance, brand attitude, multi-attribute model, expectancy-disconfirmation model, consumer satisfaction, brand loyalty, and packaging as a consumer benefit.
- Citar trabajo
- Benjamin Buchwald (Autor), 2011, Schweppes - how the beverage brand affects UK’s consumer behaviour, Múnich, GRIN Verlag, https://www.grin.com/document/174216
