Feel Good Drinks case study: successfully developing a 'feel-good' brand ethos:

Feel Good Drinks case study: successfully developing a 'feel-good' brand ethos

Product Type: Market Research Report
Published by: Datamonitor
Published: July 2008
Product Code: R313-34416

Description

Introduction

This report on Feel Good Drinks forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the soft drinks company has achieved success in the UK market by marketing itself as an approachable company with strong ethics.

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Table of Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS: Feel Good Drinks was developed by ex-Coca-Cola colleagues who spotted a gap in the market for health drinks that were not 'boring'; The company has grown into a £6 million business, with international distribution; Feel Good Drinks are designed to reflect the corporate name by making consumers 'feel good'; The company uses only natural ingredients, with no 'bad' additives, while aiming to make its customers feel good; The Feel Good carbonates have a distinct 'better-for-you' positioning; The line up has been enhanced with 100% juice drinks, reflecting a move away from the declining carbonates market; The Feel Good ethos is also reflected by product packaging; New larger bottles, and four-packs, are designed to share the 'feelgoodness' with friends; Its bottles partly use recycled glass to appease the conscience of the consumer; Feel Good recently updated its online marketing to re-enforce the brand ethos with a new website and Facebook promotion; Feel Good's website has a home-made feel, featuring colorful 'cardboard' pullies and popups; The website encourages user involvement, with flavor voting forums, newsletter signups and a meet-the-team page; Feel Good's new Facebook promotion provides it with a unique way to connect with its target consumers; Feel Good embraced TV marketing for the first time in 2008, mirroring its online content with colorful, quirky ads; Feel Good further re-enforces its upbeat, positive brand ethos through countrywide events and charity partnerships; The 'Feelgoodmobile' travels UK parks and offices with free samples and product info; Feel Good employees are encouraged to donate work time to charity, aiding their 'feelgoodness'; Partnerships with charities further enhance Feel Good's ethical credentials
APPENDIX: Case study series; Methodology; Secondary sources; Further reading; Ask the analyst; Datamonitor consulting; Disclaimer
List of Tables: Table 1: Feel Good Drinks Company product range
List of Figures: Figure 1: The Feel Good Drinks range covers 100% juice, carbonates and still drinks; Figure 2: The Feel Good Drinks' website has a home-made feel, featuring colorful 'cardboard' pullies and popups; Figure 3: The company's first TV adverts mirror its online content with colorful, quirky content

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