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Ribena case study: repositioning soft drinks towards young adults

Published by: Datamonitor

Published: Jun. 10, 2008 - 161 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Consumers drive marketing push as Ribena repositions itself as a contemporary adult brand
Ribena Reinvented. Timeless brand heritage helps to enhance connectivity with today's consumer
Consumer concerns toward sugary drinks leads to a strategy refocus
The Ribena family retains its value, with tooth friendly attempts to capture the market
The Ribena berry boasts fresh, functional ingredients as the spotlight shines on superfruits
Ribena looks sets to expand into new avenues in its biggest ever launch
Ribena invests in a new integrated campaign targeted at the new contemporary consumer
Shifts in consumer behavior enable the firm to capitalize on the continuing trends
A friendly future as the blackcurrant goes green
Packaging innovation sees Ribena lead the way with a 100% recycled bottle
Product flavors & potential problems
A heritage forged or forgotten? Is it all a purple haze as Ribena look to the future?
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Ribena. The classic blackcurrant juice drink gets ready for a revamp.
Figure 2: Ribena Really Light has retained the traditional Ribena taste but with no added sugar
Figure 3: New flavors and superfruit ingredients encourage adult appeal as consumers seek 'good-for-me' products
Figure 4: Ribena 100% pure juices have been created in response to consumer desire for healthier options
Figure 5: Ribena has launched the industry's first bottles made from 100% recycled plastic


Abstract

Introduction

This report on Ribena forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has refocused its original proposition as a traditional brand for you, your children and your children's children to a contemporary adult brand.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market



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