The paper "GlaxoSmithKline Healthcare Company " is a perfect example of a marketing case study. GlaxoSmithKline healthcare company is the main founder of the brands Lucozade and Ribena. The company founded the brand Ribena drink in 1938 and it has continued to evolve over the years. Since its establishment, the company has been serving an estimated 20 million consumers daily around Europe. Ribena has been used as a vitamin C supplement since the 19th century up to date. The ever-increasing competition in the cordial and squashes market has resulted in a sharp decline in sales.
As a result, GlaxoSmithKline was forced to sell some of its brands including Ribena to other companies. In particular, Ribena brand was bought by Suntory corporation a Japan-based company in September 2014. Since then, the brand has registered a decline averaging to about 8% in its volume of sales in the UK (Mintel, 2014). The sharp decline has been attributed to a range of factors including; disruption from the change of ownership and lack of double concentrate in the Ribena brand. In addition to this, there had been allegations in Australia that GlaxoSmithKline has been misleading consumers by telling them that Ribena contains four times Vitamin C as compared to pure blackcurrants.
Moreover, the allegations have caused mistrust among the consumers and also failed to uphold the company’ s motto. Currently, advertising campaigns have been stepped up in a bid to help the brand regain its lost glory. Introduction A context analysis involves the evaluation and examination of collected information during market research. The main focus of context analysis is to determine the internal and external factors that may influence how the system of an organization works.
During the process of context analysis, detailed information about the target market, market size and market trends are critically analyzed. The organization identifies tools that play a critical role in supporting them to reach their goals. Physical and technical environment, in which the product of the organization is to thrive, is put to test. Immediate and technical constraints associated with the organizational background and are bound to interfere with the production levels are immediately dealt with (Peter and Olson, 2004, P. 22). Promotional Objectives To increase market awareness by 10% within 12 months of campaign launch in the under 30's category.
Hefty investments on TV and ad campaigns, aimed at repositioning the brand in the market place and make it the most popular drink among 99% of the UK market. To create awareness of the different varieties of Ribena, and get rid of the notion that it is only a child’ s drinks. To support the launch of double-concentrate options and make it a favorable brand among adults in the UK. Customer Context To attain its objective of increasing the market awareness by 10% within 12 months of campaign launch in the under 30's category, Suntory Corporation needs to use pull strategy to the youthful generation below the age of 30.
There should be an intense focus on the use of social media which is a common platform used by the youthful generation. Leading cordial and squash brands had the highest social media engagements (Mintel 2014), implying that an intense focus on social media will boost the brand's image.