Schweppes - how the beverage brand affects UK's consumer behaviour

Document from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing grade: 10 Anglia Ruskin University (Ashcroft International Business School Cambridge) language: English abstract: Sch... - are you familiar with that sound? It is the sparkling bubbles coming out of a bottle when you open it. But you knew that before didn't you? And be honest right now you have an image of aspecial bottle in your head: A bottle labelled Schweppes. Isn't it amazing what just three letters can do with our mind? But this is no coincidence. This is the successful influence on the consumer by themarketing department of Schweppes creating brand recognition.Schweppes-brand soft drink products are manufactured by different companies all around the world. These are for example the Dr Pepper Snapple Group in the US (Dr Pepper Snapple Group 2010) theKrombacher brewery in Germany (Krombacher Brauerei 2009) and the Coca Cola Company in the United Kingdom (Coca Cola 2010). All these bottlers are interested in distributing beverages on high sales to make profit. By using the license of a well-known brand it is much easier for marketers to influence consumer behaviour and to achieve these goals.Applying consumer behaviour theory this essay will analyse the marketing activities of Schweppes in the UK and their effect on the consumer decision process. Regarding one after another themarketing mix elements based on McCarthy (1960 in: Winkelmann 2010 p. 43) it will result in explaining how the brand manages to be successful in catching consumers' attention and motivate them to buy Schweppes products.