Chapter 16

GLAXOSMITHKLINE

Verity Clifton, Ribena Marketing Director

The Author

Verity Clifton is the Ribena Marketing Director. Verity has worked at GlaxoSmithKline (GSK) since 2005 and has held a variety of insight and marketing roles within the organization across both consumer and nutri­tional healthcare.

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The Company

The GSK company mission is to improve the quality of human life by enabling people to do more, feel better and live longer. It’s one of the world’s leading research-based pharmaceutical and healthcare companies. Headquartered in the UK, it’s a global organization employing 96,500 people in over 100 countries, with a turnover of £28,392 million in 2010.

As well as medicines and vaccines, GSK also market other consumer healthcare products, many of which are among the market leaders, including Panadol, Aquafresh, Sensodyne and Niquitin. Within the nutritional healthcare division the company markets Lucozade, Ribena and Horlicks.

Our Social Media Strategy

We know that consumers are starting to create their own content and conversation around brands through social media. This means that the power of peer-to-peer consumer recommendation is becoming ever more important. Our challenge as a brand is to know how to play a role in this “wikization”. We can do this by creating content that can help to stimulate and steer conversation.

The first stage in our planning is to understand ...

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