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R. Whites Lemonade


Primary/Secondary Research: Primary Research: For my primary research, I plan to buy a can of each variant of the lemonade (Cloudy, clear and diet) and compare it to another brand. I also plan to ask around local shops how many bottles they sell of R Whites lemonade every week, to see how popular it is to the public. Secondary Research: I have, for my secondary research, looked around on websites for R Whites and read up on the history of the products advertising and I plan to research the history of the products packaging.


History of R. Whites: R. White's is a brand of lemonade that has been produced for over 150 years. Robert and Mary White produced the first R. White's lemonade in Camberwell, London, in 1845. The White Family took over H.D.Rawlings Ltd., in 1891, the year that it was incorporated, and then R.White & Sons Ltd., was itself incorporated in 1894. The Company was taken over by Whitbreads in the 1960s, and was later absorbed by the Britvic Corporation in 1986 when Britvic and Canada Dry Rawlings Ltd, merged.


Facts about R. Whites: - R. White's still contains real lemons and is available as a diet, cloudy or clear drink. - R. White's is a brand of lemonade that has been produces for 150 years. - Interestingly, R Whites no longer contains sugar since 2006, it contains: Aspartame, Saccharin and Acesulfame K. - The font used during advertising has not changed in the products 150 year life.


Benefits: -

Recyclable steel can Low fat. Experienced lemonade company. Refreshing. Light.


Features: -

Unique lemony taste Made with real lemons Only 36 (2%) calories in every 330ml can 0 grams of fat, saturates and salt (of an adults guideline daily amount.). - Carbonated


U.S.P:

- Fresh lemony taste - Real lemons used - Experienced lemonade company.


Audience: - Aimed at families and anyone who likes lemonade or a light refreshment.


S.W.O.T: Internal analysis: S = What your strong points are. W= What are the weakness' that your brand is facing at the moment. External analysis: O = Opportunities for your product. (Coke Zero example) Change in legislation = a new opportunity perhaps. T = Threats from other companies. A change in legislation could be a threat to your business (for example).


Strengths/Weaknesses: Strengths: The strong points of my product are: R Whites is former leader in lemonade. Real ingredients used. Low in all the bad stuff Weakness': The weakness' of my product are that they are not as popular as they used to be.


Opportunities/Threats: Opportunities: There are only a few popular brands of lemonade left, and R Whites has not advertised in a while, this year is also a perfect time to advertise because 2010 is a memorable year number. My competition 'Sprite' have also not advertised in a while, which means we have an opportunity to overtake them. Threats: After completing a blind test taste on the class, I have found that my main competitor is '7up' and they are the threat to my products sales.


However: In an interesting twist of information, I found that my main competitor '7up' happens to be made by the same company as R Whites, Britvic. This leads me to conclude that my main competitor should be own brand lemonades or sprite.


More primary research: I brought three cans of lemonade into my lesson, and covered them up in paper. The three brands that I bought were: R Whites (my personal favourite.), Sprite and 7up. The blind test taste results surprised me, 3 out of 10 people or 30% of people, preferred R Whites lemonade over the other two, the weakness of this being, I have found a threat to my product. The enemy is 7up, and I intend to destroy it. I found that 6 out of 10, 60% of people tested preferred 7up, which means it is potentially on top of the teenage market. From this I can judge that perhaps teenagers are not the right market for R Whites lemonade, but this blind taste test has shown me that I have the opportunity to target the adult market, after all parents are a direct link to their children, thusly I would be hitting two birds with one stone. Only 1 out of 10 people preferred Sprite to the other lemonades, this makes my job a lot easier in overtaking Sprite in the poles, but the above information is still useful and necessary, I can push sprite further down to increase my popularity in a kind of popularity sapping attack.


Legislation:

The consumer organizations' letters called on Coca-Cola and PepsiCo to stop all marketing of sugar-laden or caffeinated beverages to c :

- Stop selling sweetened beverages, including sports drinks and non-carbonated schools - Prominently display the calorie content per serving on the front labels of containers - Limit sponsorships promoting physical activity and health to blind trusts overseen by government agencies.


Competitor research: 7Up contains 115 calories and 28.5g of sugar in every 250ml serving.The fact that it the english website is pushing 7Up free toward me suggests that perhaps they want to show that they care about the health of the consumers and try to dodge the fact that their original product was unhealthy. Our cousins from across the ocean seem to have done a better job of making a good website for the company, it shows that 7up has more products that just lemon and lime, flavours such as cherry. The americans have also launched two new limited edition flavours for christmas. The company has also targeted adults by suggesting 19 alcoholic cocktail recipes that are good with a dash of 7up. The company has also gotten involved with social networking sites such as Facebook.7up is also seeming to take an interest in antioxidants, releasing many flavours such as pomegranate that are famous for there 'antioxidental' qualities.

R. Whites presentation  

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