Welcome to the Britvic Learning Zone

Audience segmentation

The process of dividing a market into distinct groups of current or potential consumers according to their varying needs, characteristics or behaviour.

Bar call

To ask for a drink by brand name, for example Britvic Orange Juice rather than Orange Juice. If a product's name is distinctive and easy to remember, it is more likely to be requested by name.

'Being first' advantage

Sometimes referred to as 'first mover advantage', this relates to the benefits gained by new products that are the first of their type to be launched.

Brand key/nucleus

The key characteristics that define a brand and make it unique.

Brand portfolio

The full range of products a company produces.

Carbonates

Carbonated or fizzy drinks such as Pepsi and Tango.

Category

A group of products that meet a similar consumer need, are inter-related or can be substituted for one another. Dilutable drinks, bottled water and fizzy drinks are examples of different soft drinks categories.

Convenience outlets

Smaller retail outlets such as corner shops, which consumers can access quickly and easily.

Core proposition

The central premise upon which a product, brand or marketing campaign is based.

Creative brief

The creative brief provides context around a new marketing campaign and includes the following information:

• Background on the product or market
• Objectives
• Audiences
• Core proposition
• Supporting messages or substantiation
• Tone of voice
• Budgets
• Timing

Cut-through

The ability for an advertisement to stand out from the crowd and be noticed by, and appeal to, its target audience.

Delist

To cease stocking a product. A retailer may delist a product if it fails to satisfy consumers or to meet the sales expectations that have been set for it.

Desk research

Sometimes referred to as secondary research, desk research involves collecting data that has already been published (as opposed to collecting it first hand). It may include information from existing reports, publications, websites and company files.

Dilutables

Concentrated products like squashes and barley water that need to be diluted with water before drinking.

EPOS

Electronic Point of Sale systems used by retailers to monitor and control stock levels and provide computerised information about goods sold, purchasing patterns and rate of sale.

Four Ps

Product, price, promotion and place. Often referred to as the marketing mix.

Functional water

Water to which ingredients such as vitamins or minerals have been added, to deliver additional health or energy benefits. V Water is an example of a functional water brand.

Impulse

An impulse purchase is one that is made on the spur of the moment, to satisfy an immediate or short-term need. Impulse outlets include corner shops and petrol stations.

Innovation team

Our innovation team predicts and interprets trends, and strives to always satisfy consumer needs. It looks at new ideas and technologies and sees how they can be used to develop existing products or deliver new products onto the shelves.

Insight team

Our insight team is at the heart of the Marketing operation, helping us understand and determine our response to the changing needs of our customers and consumers.

Intellectual property

Intellectual property (IP) is the legal right of ownership of creations of the mind, both artistic and commercial, such as music, literary and artistic works, ideas, designs and inventions.

Juice drinks

Drinks such as J2O or Fruit Shoot, whose ingredients include fruit juice or fruit juice concentrates.

Leverage

To capitalise on a relationship, experience or a set of circumstances in order to maximise their value.

Licensed trade

Retail outlets such as pubs and clubs that have been granted a licence by the government to sell alcoholic beverages for consumption on the premises.

Marketing mix

The balance of marketing techniques required for creating demand for and selling a brand or product. Its components are often referred to as the four Ps:

Price - the price of a product, particularly the price compared to its competitors, is a vital part of marketing.

Product - successful products are targeted and appropriate to the market segment for which they are intended.

Promotion - communication with consumers or the trade may take the form of point of sale promotion, advertising, sponsorship or other promotions.

Place - this part of the marketing mix is all about how the product is distributed and made available to consumers.

Market research

Market research is the collection and analysis of information about a business's markets. It provides insight into topics such as market trends, consumer behaviour and opinions and the business strategies of competitors.

Moderator

A trained professional whose role is to facilitate research groups to ensure that the information derived accurately reflects the views of all those present.

Need state

The reason consumers choose to buy particular products at any given time. Needs may be driven by physical considerations, such as hunger, or may be more intangible, such as image or belief.

Niche product

As opposed to mass-market products, niche products or brands are designed to meet the needs of specific groups of people or market segments.

Nielsen data

AC Nielsen is an international research company whose services include tracking consumer purchasing patterns and behaviours.

On-trade/on-premise

Outlets such as pubs and clubs, where drinks are purchased for immediate consumption on the premises.

Over-index

To purchase a particular product at an above-average rate compared to the population as a whole.

Penetration

The market penetration of a product is its sales volume expressed as a share of the total volume of the market it is targeting.

Positioning statements

Define the way products may be presented to or perceived by consumers and the place they occupy in consumers' minds relative to competing products.

Positioning statements may be used as part of the product development process to explore how products are, or could be, presented to consumers in order to maximise demand.

Premium brand

Premium brands are those that offer the best quality within their market sector.

Pricing strategy

Establishing the optimum price for a product is a vital part of marketing.

There are many different pricing strategies, including:

• Market skimming - pricing high but selling fewer products
• Market penetration - pricing lower to secure a higher market share and volume of sales
• Promotional pricing - reducing prices to achieve tactical goals such as increased trial or short-term increases in sales

Primary research

Research which has been specially commissioned to provide insight into a specific question or market.

Product portfolio

The full range of products a company produces.

Provenance

Information about a brand's origins and history.

Qualitative research

Qualitative research is used to explore people's opinions about new or existing products or markets through open-ended questions or discussion. It may be conducted in a number of ways, including focus groups and interviews, either face-to-face or via telephone or the Internet.

Quantitative research

Quantitative research surveys larger numbers of people than qualitative research and generates statistics such as the size of the market and the percentage of customers satisfied with a particular product.

To achieve this, it normally asks the people taking part (respondents) the same questions to ensure consistency and obtain data that is statistically robust and representative of the target audience that is being investigated.

Quantitative research may be conducted in a number of ways, including written, face-to-face, telephone and internet surveys.

Secondary research

Draws on existing information such as government statistics, sales data, analysts' reports and articles in the press and online. This is also known as 'desk research'.

Stage-gate development process

A process used to guide the product development process and minimise risks by ensuring that designated checks are completed at each stage.

Stand out

The ability for a brand to stand out from its competitors and to make a strong visual impact on shelf.

Take home

Take-home outlets are retailers such as the big supermarkets who sell our products for consumption at home.

Target market

The section of a population who are intended to be the core consumers of a product or brand.

TGI

Target Group Index is an international research company whose services include tracking consumer purchasing patterns and behaviours.

Usage and Attitudes Study

Research to explore how consumers are using and think about a particular brand or group.

USP

The unique selling point (sometimes referred to as unique selling proposition), that differentiates a product from its competitors.