Kaitlyn Paus
MKT 301
March 31, 2016
Strengths
– Innovative culture
– Customer loyalty
– Labeled as “national drink” , strong
brand name
Weakness
– Lack of flavors
– Relies too strongly on beverages
Opportunities
– Snacks
– Western countries
– Expand into other drink varieties
– High demand for health
conscious/energy drinks
Threats
– Starting in deep rooted markets
– Pepsi and coke are main competitors
– Increasing distribution costs
Ch. 3 Social and Mobile Marketing
Following the 4E Framework of social media, IrnBru will excite, educate, experience and engage
the customer. The key to exciting the customer is relevancy. Personalizing offers to the target
market through apps or social networking sites such as Facebook can achieve relevancy. Creating
an app for Irn Bru that offers prizes will excite customers to purchase. The app will track user’s
points for every can bar code they scan and then use those points to redeem prizes. A company’s
website or store is the best opportunity to educate a customer; this is where all the value and
communicated benefits are listed. Social media’s part in educating customers is vital. To go
along with the app by earning points customers can visit each social media page frequently to
earn bonus points via codes. Having a customer experience a product breaks down the most basic
concepts of – how it works, how to use it, and where you can be obtained. YouTube is a great
place to experience a product. Irn Bru ads can play before videos and even have a page where
users can visit. The first E’s lead up to the final aspect of engaging the customer. Blogging and
