Berocca’s main objective has been to increase consumption. However constricted distribution and bulk packaging has always minimised their ability to grow the existing market. The move into the convenience sector gives them the added reach they need and access to a new highly lucrative market.
Perceptually Berocca has always differentiated away from its competitors, finding itself somewhere between a vitamin and an energy drink. Ask anyone what they should drink to recover from a hangover and no doubt amongst a gaggle of old wives tales, Berroca will be near the top of the list. When you have a cheap and popular product that needs to be increase turnover….. just add water.
The new all in one Berocca will be for instantaneous consumption, aimed at leveraging their strong brand presence and increasing turnover. As a value adding proposition, they will also be able to charge a considerably mark-up on the product and achieve national ranging in service stations and convenience outlets as they never have before.
Josh Strawczynski Opinion:
A fantastic product innovation, two thumbs up for the Berocca marketing team!
The sales team are going to have a field day selling this product in, as it will be of incremental sales value to a convenience shop. The customer is still going to purchase a drink from the fridge, but will Berocca there, an impulse purchase along with the drink makes more money for the retailer and provides extra turnover for Berocca.
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