GCSE Business studies
Unit 7 – Marketing
Mr Goodacre
Worksheet: Fizz & Burp drinks co. – Product portfolio
analysis
The Fizz & burp drinks co. have been reviewing their product
range. They have conducted some research on their products and
have asked you, as a marketing expert, to do some analysis for
them.
FaB Cola: Has been the company’s best selling product since its
launch. It currently has a 52% share of the UK cola market, which
has been roughly the same for the past five years.
FaB Energizer: Is the company’s energy drink that was launched
two years ago. The company admits it was a bit ‘slow off the mark’
to introduce a drink into the energy drink market. This may be the
reason why sales have been modest, despite an expensive launch
campaign. FaB energizer currently has 2% of rapidly expanding
UK energy drinks market.
FaB Milkaide: This is a drink the company has been selling for
nearly four years. They tried to be innovative and ahead of the field
by launching FaB Milkaide, a fruit flavoured fizzy milk drink.
However sales have been low since its launch and at present the
product is running at a loss.
FaB Currant Coola: Is a new product launched in June. It is a still
blackcurrant drink that can either be drunk straight out of the fridge
or frozen and eaten as an ice-lolly. The idea came from a German
company who launched a similar product in Europe last summer.
However by Christmas the German company had gone out of
business as the product only sold during the summer months.
Schweppes and Lucozade have similar produces in their product
portfolio, however due to large marketing campaign FaB Currant
Coola is at present market leader with roughly 67% of the drinklolly market.
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GCSE Business studies
Unit 7 – Marketing
Mr Goodacre
Questions
1. What does BCG stand for?
2. What does PLC stand for?
3. Draw a BCG and place each of FaB’s products on the matrix.
Under the matrix write an explanation justifying why your
placement of the products.
4. Draw a PLC plotting all the products on the graph. Under the
graph write an explanation justifying why your placement of the
products.
5. Can you suggest an extension strategy FaB could use for
Milkaide
6. Robin Banks, founder of the Fizz & Burp drinks co. is still keen
to trim down the company’s portfolio of products by cutting some
from the range. Can you draft a memo to Robin explaining the
benefits of having a wide range of products.
Extension task
Use the internet to help you answer the following questions:
A. Find out which company makes Kit Kat and list the other
products it produces.
B. Why does it produce a range of products?
C. Has the firm used extension strategies to extend the life of
the product over the years?
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