Marketing Mix of the Berocca

1. 0 Abstract

In this report, the aim was to analyze the marketing mix of Berocca according to our group’s survey and questionnaires. Marketing mix includes product, price, place and promotion. In terms of the survey and questionnaires, some results were givens and analyzed. In addition, some personal suggestion will be presented.

2. 0 Introduction

Berocca is a brand of effervescent drink and vitamin tables, the tables contain comprehensive vitamin B group and vitamin C. At first, Berocca was made by the Roche Pharmaceuticals, but in 2005 Bayer’s global acquired the Roche Consumer Health and Berocca is made by Bayer. Berocca is the NO. 1 multivitamin brand grocery trade with 49% market share in 2009. ” (Nielson, 2009) It is popular around the world, such as the Unite Kingdom, the Unite States, the European Union and China. In this report, the marketing mix of Berocca has been analyzed detailedly from product, price, place and promotion. Some results have been analyzed based on our group questionnaires. From the questionnaire, our group calculated some data. In terms of the data, the consequences were found clearly. Additionally, the report’s main points will be concluded and the personal recommendations will be given.

3. 0 Methodology

Due to achieve the research of Berocca from 4Ps, Rina, Shupeng, Beverly and me, we made up a group. We surveyed on the internet and in the university library. Furthermore, we discussed together and made a questionnaire with 11 questions. Then we did the questionnaires at the bus station outsides the Brent Cross. We did 30 questionnaires.

4. 0 The results and analyses of Berocca marketing mix

In this section, according to the questionnaires the Berocca marketing mix will be analyzed and our group made some diagrams based on the questionnaires, we got some data, in terms of the data the results will be concluded.

4. 1 Product Product means the goods-and-services combination the company offers to the target market. (Kotler and Armstrong, 2010) According to the question 8, Why do you buy Berocca? [pic] This is about the functions of product. Berocca effervescent tables contain many kinds of vitamin, such as vitamin B and vitamin C. These vitamin are all good for health, they can boost immune system. If you always work hard, when you feel tired, you can drink it, as a result, the tables can help you become more energy, therefore, you may work well and improve efficiency.

Referring to the bar diagram, the people who are in different age category, they buy Berocca main because Berocca is good for health and to work well. Few people just want to taste. 3 under 18 people have bought Berocca for good taste. Between 20-30 ages, the number of people wants to taste is the same as people want to work well. The quantity of people buys it for health is one more than others. Between 30 and 40 age, 14 people are willing to buy Berocca, there are 8 people buying Berocca due to want to work well. Just 3 people of 50 plus bought Berocca for healthy.

The reasons why most adults bought Berocca are the people are working and studying hard, they need more energy to work well. When they feel tired, they drink it, so they may be full of power to work and work efficiently. They drink Berocca also can improve immune system. They need more vitamins because they work too much, Berocca is good for health.

4. 2 Price Price is the amount the consumer must exchange to receive the offering. (Solomon et al, 2009) It is based on question 7. What do you think of the price? [pic] This is about the price of product. Every bottle of Berocca is sold in stores bout ? 5. Personal idea, it is a little expensive. Maybe its bottle materials and production process cost much more. As a result, the price of Berocca is a little expensive. According to the bar chart, the majority of people think the price of Berocca is average. The number of people who think the price is cheap is the same as the quantity of people who think the price is expensive. In the adults, there are 20 people think the price is average. It occupies two thirds in 30 people. It is obvious that most adults will buy Berocca and they think the price is average.

Because most adults have a stable income and most time they work hard, they need Berocca much more than young people.

4. 3 Place Place includes company activities that make the product available to target consumers. (Kotler and Armstrong, 2010) Referring to the question 6, Where do you usually but Berocca? [pic] This is about the place where sell Berocca effervescent stables. They most distribute in Supermarkets and all kinds of pharmacies. Consequently the Berocca’s target markets are adults. In terms of the graph, there are 12 people bought Berocca in Tesco, most people bought it in pharmacies. People under 18, only 3 bought it.

There are 27 people who the age over 20 buying Berocca. It is based on the results, the reason why Berocca is sold in supermarket and pharmacies. Because in most situations, the majority of adults will buy daily necessaries and medicines in supermarkets and pharmacies. In terms of the results, they show us clearly, most adults will buy Berocca and they buy the products in Supermarkets and various pharmacies. Adults need the Berocca much more than young people.

4. 4 Promotion Promotion includes all of the activities marketers undertake to inform consumers about their products and to encourage potential customers to buy these products. Solomon et al, 2009) According to the question 4, How do you know Berocca? [pic] There are many kinds of methods promoting a product. For example, advertisements are obvious one of the methods, such as TV, magazine and internet. The reason why Berocca make more advertisements, because with the development of technique more and more people use computer, Berocca through putting the advertisements on the websites to promote its products. People may often work hard and enjoy themselves on the internet. It is a good promotion based on internet. It can be seen form the histogram, there are 13 people find Berocca on the internet. people know this product from TV. Just few people know Berocca from the magazine. At last, there are 5 people know Berocca from other ways. Most adults know this product. These numbers illustrate people who often work with computer knows more about Berocca than young people under 18. When they work hard, they may survey on the internet, in addition, they may find the advertisements of Berocca. Berocca’s functions are good for health and help people work well. When they feel tired, they will buy it and have a try. Consequently the purpose of Berocca promotion will be achieved.

5. Conclusion

In conclusion, referring to the analyses of Breocca marketing mix, it is obvious that Berocca have a good marketing. Firstly, Berocca make most people know the product of function. Secondly, Berocca sell its products at the correct place and the products correspond with the right people who are adults. Thirdly, it is successful to promote its products. Berocca know people work hard and use computers, it catches the emphasis, when people feel tired and need more energy, they see the advertisements, and they will buy Berocca. Personally, I think Berocca should add more promotions.

For example, it can sell products as any 2 for ? 8. Because the price is a bit high for most people who are working hard and having a normal incomes. When people meet some festivals such as Christmas, Berocca can decrease directly the price, they can sell more products. All in all, if Berocca do more promotions, it may be more successful and achieve the goals easier.

6. 0 Reference

‘BEROCCA FIZZES WITH A NEW EXOTIC FLAVOUR’ 2009, Checkout, 35, 9, p. 76.

Marketingteacher. com (2012) Marketing mix. [Online] [Accessed: 27/08/2012].

7. 0 Appendices

The questionnaire and charts