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| 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.
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| 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.
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| 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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