Ribena case study: repositioning soft drinks towards young adults

Publication Date	June 2008
Publisher	Datamonitor
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	DAT12363

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£160.00
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Summary

Introduction

This report on Ribena forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has refocused its original proposition as a traditional brand "for you, your children and your children's children" to a contemporary adult brand.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
- Consumers Drive Marketing Push As Ribena Repositions Itself As A Contemporary Adult Brand
- Ribena Reinvented. Timeless Brand Heritage Helps To Enhance Connectivity With Today's Consumer
- Consumer Concerns Toward Sugary Drinks Leads To A Strategy Refocus
- The Ribena Family Retains Its Value, With Tooth Friendly Attempts To Capture The Market
- The Ribena Berry Boasts Fresh, Functional Ingredients As The Spotlight Shines On Superfruits
- Ribena Looks Sets To Expand Into New Avenues In Its Biggest Ever Launch
- Ribena Invests In A New Integrated Campaign Targeted At The New Contemporary Consumer
- Shifts In Consumer Behavior Enable The Firm To Capitalize On The Continuing Trends
- A Friendly Future As The Blackcurrant Goes Green
- Packaging Innovation Sees Ribena Lead The Way With A 100% Recycled Bottle
- Product Flavors & Potential Problems
- A Heritage Forged Or Forgotten? Is It All A Purple Haze As Ribena Look To The Future?
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
- List Of Figures
- Figure 1: Ribena. The Classic Blackcurrant Juice Drink Gets Ready For A Revamp
- Figure 2: Ribena Really Light Has Retained The Traditional Ribena Taste But With No Added Sugar
- Figure 3: New Flavors And Superfruit Ingredients Encourage Adult Appeal As Consumers Seek 'Good-For-Me' Products
- Figure 4: Ribena 100% Pure Juices Have Been Created In Response To Consumer Desire For Healthier Options
- Figure 5: Ribena Has Launched The Industry's First Bottles Made From 100% Recycled Plastic