Agi Glaspac and Beverage Packaging Industry
Autor: vickysinha20 • October 10, 2015 • Case Study • 1,491 Words (6 Pages) • 788 Views
Marketing Management
Take Home Test
AGI Glaspac and the beverage packaging industry
Submitted to
Prof. Pingali Venugopal
Submitted By
Vicky Kumar Sinha
Roll No.: O14017
Global Business Management 2014-16
- MARKETING PRODUCT
Technical Product: The technical product here is the high quality glass containers
Functional Product: The glass bottle produced by AGI Glaspac are used as a container for selling beverages which satisfies the stringent and demanding quality standards for the packaging needs of Food, Pharmaceuticals, Soft Drinks, Spirits, Beer, Wine and other industries.
Emotional Product:
- Environmental Needs: Since glass is bio-degradable and they are used many times before being discarded they are more environment friendly than PET bottles
- Thirst Quenching Needs: The beverages present in glass bottle are inherently cooler and fresher due to the cooling property of glass
- Taste Needs: Glass is a non-porous and impermeable product. So the taste of the beverage is not affected by using glass bottles
- Hygiene Needs: Glass bottles are considered hygienic compared to PET bottles
- Heath Needs: Glass can preserve beverages longer than other containers as it is not non-porous and impermeable product
- Legacy Needs: People take pride in drinking from a glass bottle compared to a glass bottle.
- Experience Needs: People like opening the cap of the bottle which is present only for a glass bottle.
- Transparency Needs: People who drink beverages would like to see the colour of the beverage such as the black colour of the cola
- ENVIRONMENTAL ANALYSIS
Parameter | Environmental Variable | Opportunity/ Threat | What should be done? | Strength/ Weakness |
Availability of Glass Bottle | Glass bottles are not available at big or small retail stores | Threat | Tie up with retail outlets to increase awareness | Weakness |
Functioning | Other alternate containers available in the market | Threat | Improving the distribution network of glass bottle | Weakness |
Perfumes, Wine Bottles | Opportunity | Perfumes and Wines are only sold in glass bottle. | Strength | |
Utility | Thirst Quenching and providing minerals | Opportunity | Promote beverages in glass bottle being more fresh and tastier than other thirst quenching product | Strength |
Glass Bottle are better compared to other containers when it’s come to long term Storage | Opportunity | Glass bottle can conduct test to prove that they are better when it comes to long term storage | Strength | |
Demand Related Problem | Number of people who want to buy beverage to take with them to their home is high (Place Utility) | Threat | Promote experience of drinking the beverage in the store in glass bottles | Weakness |
Acceptance Related Variable | People doubting the hygiene of the bottle | Threat | Create awareness among the customer of the glass bottle being thoroughly clean before being refilled | Strength |
Marketing Related | Use of Role Model to sell the experience and taste enhancing | Opportunity | May be Costly | Weakness |
Image of glass bottles | Opportunity | Promote glass bottle as taste enhancer for cola drinks | Strength |
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