Tuesday, 19 April 2016

Yatte Minahare Stationary Sampling Marketing's response to the Sugar Tax, Go for it LRS!

Sampling in action at Waterloo Station
 for Ribena Light
Note they are wearing Ribena Blackcurrant tops 
Marketers have to keep in mind real world factors to their marketing models. 

These are often referred to as the PESTLE factors.

The sugar tax from Chancellor Osborne’s last budget shows the significance of the L for ‘Legal’ in the PESTLE acronym.

The Chancellor said that he could not stand by 'while children became obese' and revealed a new levy on soft drink firms that would be used to fund sport in primary schools.

Mr Osborne's sugar tax announcement sparked a big fall in the share price of soft drinks makers but it was welcomed by TV chef Jamie Oliver, who has been campaigning for such a move. 

The levy, which will come into force in two years, will increase the price of a can of Coca-Cola by around 8p. Meanwhile Coca-Cola has reformulated Coke Zero to taste more like the original. The company is vying to increase its sales of of its sugar-free ranges. "Coke-Cola Zero Sugar" will be launched in June supported by a £10 million  marketing campaign to encourage consumers to choose no-sugar options.

The Sugar Tax  will be imposed on companies according to the volume of the sugar-sweetened drinks they produce or import.

Notice that the full pallets have been
walled to make an attractive display from which to distribute
The Treasury believes that companies will start reducing the content of their sugary drinks to avoid the tax.

Sweet coffee, tea, hot chocolates and milkshakes, which can contain up to 25 teaspoons of sugar, are exempt because they contain milk. Pure fruit juices will also not be taxed.

The £530m expected to be raised by the tax on the sugar content of soft drinks will be equivalent to about 18-24p per litre, the government says.

Ribena Light Sampling at Waterloo Rail Station
 doing brisk business

Marketing's response: 
an example

Lucozade Ribena Suntory

was formed in January 2014, when Japanese global beverage company – Suntory Beverage & Food, the world's 3rd largest soft drinks company - acquired Lucozade and Ribena, giving them access to some of the world’s best beverage insight, research, development, production and marketing.

Their ‘Yatte Minahare’ approach, tr. ‘Go For It’, is at the heart of their business – it’s part of their cultural DNA. 

The objective of Yatte Minahare is to challenge, change and improve to create bigger, better brand ideas for their consumers.  

The new low calorie versions of Ribena -Ribena Light are being sampled in London’s main line stations this week.

 At Waterloo station on Monday 15,000 bottles were given out - equivalent to nine full pallet loads. 

They had shifted this samples stock by early afternoon.

They sure went for it !  Yatte Minahare in practice.

Good Selling

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