Market share gains for the fizzy pop Scots

I’ve long been a fan of Irn-Bru’s tv advertising campaigns and other clever promotional activities. Now there’s news that Scotland’s second most famous drink has prospered during the recession. It claims to have achieved significant gains in market share.

The article here on the STV website is well worth a read - its an excellent case study for students looking for a topical example of promotion in the marketing mix - and how successful it can be.

According to the article, the makers of AG Barr “had substantially outperformed the UK soft drinks market”, with turnover up 18.7% to £201.4million, while like-for-like sales grew 10.6%.

Overall, the firm said it beat the wider UK soft drinks market, which grew by 1% in volume terms and 2% in value over the period.

So the overall market didnt decline in the teeth of the recession, but it still looks a pretty mature. slow-growth industry. For AG Barr to achieve such strong sales growth sales much about their promotional skills.

A couple of examples here of Irn-Bru advertising in action: