Irn Bru Marketing

Contents

Executive Summary

Introduction

The Company

Sales and Profit Trend

Market Share

Business Sector

Project Focus

The Market Environment

The Geographical Market

What Business Are They In?

Pest-G Analysis

Swot Analysis

Five Forces

The Competition

Sales & Profit Trend

Market Share

Target Market

Company Marketing Strategy

Segmentation

Targeting

Positioning

Differentiation

Growth Strategy

The Marketing Mix

Evaluation of Company strategies and Tactics

Evaluation of Company’s Current Position

Evidence of Company’s Success

Prospects for Future Growth

Conclusion

Appendices

Executive Summary

Irn Bru is one of the biggest companies in the UK for carbonated soft drinks. Throughout this report you will see what the company is about, what different marketing strategies and tactics it uses to succeed. I will be analysing the company’s current position and how things look for it in the future, and what its future prospects are.

You will see how the company is progressing through the SWOT analysis which states the company’s strengths, weaknesses, opportunities and threats; Pest-G analysis which will look at the Political, Economical, Social, Technological and Geo-Physical aspects of the company. The marketing mix will outline the specific strategies in the companies target market such as advertising and promotion. 

1. Introduction

Irn Bru is a popular carbonated soft drink which originated in Scotland by a company called AG Barr. The product is available throughout the UK, Canada, South Africa, Russia, Republic of Ireland, parts of