Schweppes Marketing Analysis

For instance, Centre for Science and Environment CSE is one such non profit non governmental organization that operates in the country and keeps a close eye on all the necessary compliances that are being set for the beverages companies operating within the country. The main aim of CSE is to raise awareness among the common individuals that resides in the economy pertaining to the issues related to environment and development that have a direct impact on such individuals.

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CSE was active in identifying various issues with respect to Coca-cola and Pepsi regarding the level of pesticides McKee and Lamb, In addition to this, CSE has also found extremely harmful pesticides in some of the popular brands of bottled water in some of the Indian states. This has also resulted into stringent political actions and finally leads to the development of strict rules that needs to be adhered by the bottle manufacturers in the country. However, there were certain modifications that have been made to these standards in in order to ensure maximum protection with respect to the mineral water production in the country.

This indicates that the political interventions in form of compliance with the laid down standards have been crucial in India and as such, Schweppes need to consider the political aspects before expanding its bottle water plant in India Executive summary and recommendations of the committee on the pesticides residue in packaged drinking water and packaged natural water In addition to this, the ISI certification is also considered to be essential for the bottled water brands that are operating and plan to operate in India by the Bureau of Indian Standards BIS.

BIS considered the bottled water industry as an industry that has a low cost with respect to barriers to entry and exit, as there are very few types of equipment that are essential for the manufacturers to manufacture bottled water. BIS issues necessary licenses to the bottled water manufacturer and that needs to be obtained by each manufacturers in successfully operating in the bottled water industry in India India and the Regulation of Bottled Water In addition to the political environment, the performance of the economic environment of the country is also essential to be assessed.

The economic growth of the country in terms of the GDP growth rate, rate of inflation in the economy, growth of particular industry within the economy etc are also essential to be assessed in order to have a better decision making concerning the expansion into an international market.

As a result of this, it becomes essential for Schweppes to consider the economic environment that prevails in the Indian economy in order to make the expansion of its bottled water product into the market of India. With respect to the economic growth of India, the country has achieved significant economic growth over the years. There has been a steady increase in the growth of the economy since and by the financial year , the country has achieved a growth rate of 6. From the perspective of overall growth of the economy, the Indian economy is considered effective for Schweppes in expanding its bottled water operation into the Indian markets.

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In addition to this, the market with respect to the bottled water in India is also very good and achieving significant growth rates over the year. It has also been projected that there would be significant growth that would be achieved in the Indian bottled water industry in the years to come. The growth will be experienced in case of both the industrial water as well as the drinking water. The market is also being expected to achieve huge benchmark in the near future and has also crossed the crores benchmark in Murthy Overall, the economic performance of the country and also the performance of the bottled water industry in the country seem to be growing at a rapid pace, which would ultimately be considered as favorable for Schweppes in expanding its bottled water operations in the Indian market Bottled Water set to become billion-dollar industry It is also considered as one of the most important aspects of the environmental assessment.

The development in the economy in terms of technology is also essential to be assessed, so that the decision pertaining to the expansion into the country can be made in a most effective manner. With respect to the technological developments in the country, there has been significant development that has been experienced with respect to such development in Although, the implication of technology is not at a high level in the process of manufacturing bottled waters, yet, it can be applied in order to gain significant achievements with respect to the quality of water and also with the compliance procedures that are essential to meet in order to successfully operate in the bottled water segment in the country.

There has been computerization in all the fields within the country. However, the technological developments in case of bottled water industry in India are still very slow and there lies a huge scope for further development. The bottled water segment in India is highly unorganized and there has been a rapid need for further development in the field of technology in the bottled water industry so that the overall developments in terms of quality of water can be possible Bottled water India n. Cultural and Legal Environment: These are other important aspects that need to be considered in the process of assessing the environment of a particular country.

The cultural as well as the legal aspect forms the basis for the overall assessment of the environment of a country. For Schweppes, it becomes essential to know the culture that prevails in the Indian market, as all the strategies pertaining to communication about its bottled water product requires the company to know the prevailing culture, so that it can easily target its customers. For instance, in case of Europe, there has been a culture of drinking bottled water with wine at meal times.

This type of culturally related aspects is very much essential to be aware of by the companies, when they plan to expand their operations in the international market Bottled water industry-Global Overview In addition to the cultural aspect, the consideration of legal aspects is also very essential as it may directly impacts the performance of the entire business.

The legal rules that are being formulated in the country should be adhered while conducting the business in the country. As such, the consideration of all the legal aspects with respect to the bottled water industry in India should need to be complied by Schweppes in its expansion of bottled water product in the Indian market. For instance, the rules and regulations as framed by BIS and the various standards applicable to the Indian bottled water market such as IS: Thus, the overall assessment of the external environment of Indian bottled water market indicates that it is favorable enough for Schweppes to enter such Indian market with its bottled water products in the country.

All the political, legal, technological, cultural as well as economical factors support the expansion of bottled water products in the Indian economy. The continuous growth of the bottled water industry in the country is quite effective which also adds towards the decision of the company to expand its operations in the Indian markets and trap the opportunities available in such market. The acronym for SWOT analysis is strengths, weaknesses, opportunities and threats.

Strengths and Weaknesses are internal to organization and opportunities and threats are external to the organization. SWOT analysis helps in assessing both the internal as well as external environment of an organization.

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Strengths represent the strong points of the company. The analysis of Schweppes indicates that the major strength point of the company is that it has been an acceptable global brand in terms of beverages.

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It has its operations in almost all parts of the world which indicates that the company has the potential to effectively serve the international market with its brand. The acceptance of the brand name as the favorable brand all across the world is another major advantage as enjoyed by the company over the other brand. This would also encourage the company to ensure success in its proposed expansion of bottled drinking water in the Indian bottled water market. Apart from this, company also offers flavored mineral water to its customers.

Becoming a ‘total beverage company’

This can be considered to be one of the major advantages for the company as no such companies in India offers flavored drinking water. As a result, it would become possible for the company to serve a different class of customers with its flavored water in the Indian bottled water market Schweppes As far as the weaknesses of the company are concerned, there are various segments in which the company presently deals in, such as Cadbury confectionery, beverages etc.

In addition to this, the operation of the company can also be found in almost all parts of the world. As a result, it would become a difficult task for the management to ensure the effective management of its expansion of beverage section in the Indian market. Further, the lack of experience in the Asian region is also another major weakness of the company.

However, the company would develop its brand name from its operation in the Indian market over a period of time Schweppes Apart from the weaknesses, the opportunities available to the company are enormous, as can be identified from the external environment analysis that has been performed in the aforementioned section. The major opportunities available to the company are that the Indian bottled water market has the high chance of growth in the near future.

As a result, it becomes possible for Schweppes to track the opportunities from the Indian market. Further, the Indian bottled water industry is also highly supportive to the bottled water manufacturer in the sense that barriers to entry and barriers to exit is very low in case of Indian bottled water market Bottled Water Industry in India Finally, there also have certain threats that need to be faced by Schweppes in its proposed expansion to Indian bottled water market. The major threat is in the form of stiff competition that exists between the two major bottled water manufacturers such as Pepsi and Coca-cola.

Because of having intense competition between them, it would become essential for Schweppes to remain competitive in order to survive in such bottled water market. Apart from the two major giants operating in the market, there are various local brands of bottled water manufacturers that are operating in the country. They also pose severe challenges to the big giants operating in the country. As a result, it becomes essential that the company needs to have a well developed strategy in order to effectively deal with the threats that persists in the Indian bottled water industry Bottled Water Industry in India The SWOT analysis as performed indicates that it has been a favorable condition to Schweppes in expanding its bottle water operations in the Indian market because such market supports the entrance of a bottled water manufacturer.

There are huge opportunities available and by leveraging on the existing strengths, the company can achieve huge success. However, the weaknesses and threats imposes certain kinds of restrictions which can easily be overcome through the formulation of better strategies regarding business expansion. In order to achieve success in the present complex business environment, it becomes essential for the companies to successfully market their brands in the market so that most of the potential customers for the products of the company can easily be targeted.

There should be specific objectives from the marketing activities as undertaken by the companies. The set up of specific objective from its marketing activities enables the companies to focus on each and every aspect of the marketing activities undertaken by it, so as to achieve the objectives set for such activities. Thus, the main objectives of the company behind marketing its products is to increase the health related awareness among its target consumers so that the achievement of a definite increase in the sales for the products as offered by the company can be possible.

The promotion of a healthy lifestyle becomes the primary objective of the company from the marketing of its products Urban The company pays high attention towards the health related aspects of its consumers, as it can be evident from the fact that a rise in the level of obesity among its consumers in the western countries would result into the promotion on the part of the company that its products should be consumed in a balanced diet.

This aspect of promoting its product indicates that the company is highly concerned with the health related aspects of its consumers. Ultimately, by becoming health conscious, the company aims at achieving increased sales for its health related products. In addition to this, the marketing objectives of the company also include the promotion of its products as stylish, interesting, cool as well as refreshing.

With these objectives in mind, the promotions of the product are being performed so that the accomplishment of all such marketing objectives can ultimately be possible Ferrand, Torrigiani and Camps The segmentation of market is one of the most important tasks to be undertaken by companies in targeting their products to the consumer. The importance of segmenting the market further increases with the planning of the company to expand its operation in a new international market.

The product for a particular market segment is homogenous and the customers in that market segment also have the similar needs Croft The main purpose of the developing a market segment is to allow the marketing professionals to focus on the particular purchases offerings Peter and Donnelly It helps to provide highest return from the expenses on the marketing or sales programs.

Looking at the benefits from market segmentation, it is essential for Schweppes to perform the segmentation of Indian bottled water market so that it can focus on a particular segment and leverage the opportunities available in such market. For the purpose of segmenting the target market, it is essential to identify the target market for bottled water industry in India.

Target Market for any product includes that particular segment to which the product can easily be launched at the initial phase. The selection of target market is essential as it helps the company in maintaining its focus over a particular segment and ultimately, all the strategies are being devised on the basis of the need of the selected target group. With respect to the Schweppes, the target market basically includes the young and middle aged professionals who often need bottled water while travelling.

In addition to this, the tourists that come to the country can also become the target market for the bottled water in India Weinstein A brief description of the target profile on the basis of demography, psychographic, geographic and benefits is discussed as follows:. On the basis of demographic segmentation, market for the bottled water can be classified in terms of the age group of the target audience.

Schweppes SWOT Analysis, Competitors & USP

As already mentioned, the most effective target audience for the Schweppes bottled water includes the young and middle aged professional ranging from an age group of 18 to 35 years. In addition to this, the emphasis should be on those individuals who use to travel a lot, as they need water on regular basis. Apart from this, the tourists should also be targeted because they also become a major consumer for the bottled water industry in India Dibb and Simkin Psychographic aspect is also an important aspect for targeting a specific group of consumers.

Foreign exchange risk, interest rate risk, commodity risks etc.

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The brandguide table above concludes the Schweppes SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Schweppes. Top Companies Lists The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way.

Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve. Edit the Brand or Add a New One: Similar Brands in the same Sector:. Manufactured the oldest soft drink Tonic Water in the world.