In 1998, three Cambridge graduates sell their first innocen t smoothie at a small music festival. After 15 years development, innocent has developed into an international brand, which has £209million turnover in 2012 , and becomes the biggest smoothie brand in Europe (Innocent, 2013a). In 2013, Coca Cola has increased their stake in innocent from 58% to more than 90%, since then innocent step into a new area.
From a small stall to an international company, Innocent has never stopped developing their marketing strategy and achieved a dramatic improvement. However, in some respects, innocent remains potential disadvantages.
Palmer (2004:18-23) divided the marketing mix into 7 elements: product, price, place, promotion, people, processes, and physical evidence. The purpose of this case study is to analyse its marketing strategy from 4 elements: product, price, place and promotion. Next it is to compare and contrast innocent and their competitor. Finally, we will conclude the marketing strategy of innocent, and find out some feasibility measure.
Based on the three-level analysis of the product offer (Palmer, 2004:253-254), the product of innocent mainly belongs to the core level and the secondary level. The core level product provided by innocent is their drink and food. The company has consistently provided new product to their customers. In the past 15 years, they totally sold 9 kinds of product to market, smoothies, juice, extra juice smoothie, kid smoothies, kid juice, kids fruity water, noodle pots, veg pots and fruit tubes (Innocent, 2013b). In all of those products, smoothies are the core product of innocent. However, it is already in the saturation stage of product life-cycle. Many competitors has sold similar product to seize the markets. For example, the Spanish juice brand has launched one-liter smoothies to challenge innocent position in one and a half years
Successful marketing strategies are very important as it determines whether the organizations can materialize the benefits and strengths of their products and improve their revenue and profitability. Marketing strategies are heavily impacted by the external opportunities and weaknesses, as well as the internal strengths and weaknesses of the organization. Based on this information, companies have to segment the big market into small segments and divide their products into homogeneous batches to target each segment separately. Furthermore, the organizations have to design important marketing mix, including product, price, place, and promotion to make sure that their products are well received by the customers. All of these aspects are very important for organizations realize the potential from their products and achieve the competitive advantages in the competitive market.
Marketing may be defined as the process of formulating and implementing the design, positioning in market, advertising, and supply of products and services, and ideas to establish exchanges that are in line with the individual and organization goals (Principle of Marketing). There are several techniques of selling a product in marketing: advertising, selling and distribution of products or services to the customers. The strategy of the marketers is based on attracting potential consumers by making use of taglines, innovative packaging, having celebrity brand ambassadors, and media promotion with promises of fulfilling the needs of the consumers. There are similarly many techniques developed by insurance companies. Progressive insurance is a rapidly growing company leading by innovating. They have the saying “a leader in automotive insurance” (Progressive.com). This paper describes the company and the strategies that are implemented to draw consumers. It also focuses on the brand building of the company through advertisements.
As a beverage touting superior hydration and health benefits, Vita Coco Coconut Water faces significant competition from many participants in the beverage industry. In the health-conscious Swedish market, successful beverages must appeal as beneficial to one’s wellbeing. Additionally, the active lifestyle of Swedish culture produces a strong demand for all natural, hydrating drinks. In 2012, the New Nutrition Business stated, “the current value of the European [coconut water] market is estimated to be worth $65 million” (Diggs, 2012). Therefore, as a new participant in the Swedish market, Vita Coco faces staunch competition from European brand Green Coco Europe GmbH. In addition to coconut water beverages, Vita Coco must also compete with sports drink titan Gatorade for the market share.
The capital requirements to enter the smoothie industry are very low. The firms in the industry have a low-cost advantage over potential entrants. In terms of brand equity and resources, brands like McDonald’s and Starbucks are major threats. Additionally, customers have no switching costs when moving from one brand to another.
As a today’s breadwinners company in the fruit juice industry, Innocent company was built in the UK in 1999. Since the aim of the company is providing high quality products for the consumers, it maintain the healthy profits for a long time. As one of the leading competitors in fruit juice market, understanding the market, and adjusting the macro and micro environment situation will be very important. Thus, in this essay, a marketing plan of Innocent drinks for kids will be discussed.
“More than a dozen similar cases were filed against Coca-Cola in federal courts around the country in 2012,” (phelps 1)juices like Simply Orange are unethical because of the way they are misbranded. However, this is not the first time Coca Cola, owner of Simply Orange, has been taken to court. Coca-Cola was banned in the UK from using the word "nutritious" to describe its Vitaminwater brand after complaints it was misleading given that the drink contains 23g of sugar. said Morton(1). In recent years, California has seen countless copycat lawsuits against Coca-cola for their false branding. A California judge, Judge Fernando J. Gaitan denied Coca-Cola 's arguments
The raised in the article problems also concern the strategies of the company's in terms of promoting the brand and products. Not considering the market research tends to result in the negative outcomes for the company, in particular in the loss of clients and business position. Besides, the brand always needs promotion to win the consumers and the markets.
American Soft Drink and the Company That Makes It. 3rd ed. New York: Basic, 2013.
It is often said that the business will have developed marketing strategy continuous, whether are small business medium and large because of the growing marketing and competitive business increased rapidly. Therefore, don’t be surprised if the business has failed and successful. Nowadays, the business has successful around the worlds which are KFC and Burberry. That is interesting marketing strategy because of the challenged of the marketing with a long time, experiencing the issue failed and band revitalization of marketing strategy. In this report to divide into three main section, KFC, Burberry and comparison between KFC and Burberry.
Marketing Mix is a very essential concept for the progression of the business. Products and services of a business organization get effective strategic positions in the market with the help of using marketing mix. According to Belz (2011), through appropriate attentiveness of the marketing mix, an organization can have proper explicated marketing tactics and strategies through which the company’s marketing objectives can be achieved at the required level. Marketing mix is not merely a single term but it is an assembly of different elements of marketing.
All the fruits and vegetables are handpicked from farms across the country, and will be delivered to the production line after undergoing through relevant laboratory test and approvals by the research and development department of the company. Dominant production line of the organization will consists of wholly crushed fruits and vegetable extracts with no added artificial flavors that will also be full of nutrients for health benefits. Furthermore, the company would sell fruit smoothies and vegetable smoothies for consumer preferences. All juices and smoothies packages are designed to be recyclable cartons as our main concern is on developing environmental friendly practices. Size choices for the product will be available in three different capacities which are 1L carton,500ML carton and 250ML carton all designed in very unique way where the out core of the package describe the flavor included in. target market for this commodity will be mostly teenagers when demographic segmentation was taken in to account. In addition to this company is also focusing on developing a newly product range specially designed for kids where they have an opportunity to create smoothies by themselves and to have their own fun size
China has embarked on a rapid economic growth specifically in urban areas which has resulted on booming consumer market for high end good and services. People of China would account for 20% of global luxury goods for as early as 2015 which will be a huge $27 billion. By 2020, Chinas middle class is expected to burgeon to 45% of the population which would be nearly 700 million people. These reasons make China a very lucrative target market for luxury drink makers like ours. This well documented growth of disposable income amongst Chinese consumers puts forth a very advantageous space in the regional market as global beverage manufacture. An in-depth research on Chinas fastest growing soft drinks from 2010-2013 gives a strong signal that with right kind of marketing and featuring beverages with a targeted function can lead to exponentially growth. Our energy drink by Illy fits this bracket very nicely. Illypower has a narrow focus and gives the prospective consumers a drink with a function rather than the flavour alone. It is full of anti-oxidants and is made from recyclable coffee capsules used in making coffee in our Illy’s Italian coffee manufacturing plant.
“The smoothie is a drink made from fruit and / or vegetables, which can be embellished with various ingredients (honey, milk, aromatic herbs, etc.). Originally from England, its texture is thicker than a juice, more liquid than a puree less iced than a sorbet. In addition, the limits of a smoothie’s composition are those of the imagination.”
Pepsi Company (PepsiCo) owns many brands of beverages, snacks and other foods. Its major product, Pepsi Cola, is one of the most popular carbonated beverages. Besides that, PepsiCo owns the brands Quaker Oats, Gatorade, Frito-Lay, Tropicana, Mountain Dew, Naked, Mirinda and SoBe. In order to maintain, or preferable expand, its market share, PepsiCo constantly introduced new products under its brands. This is a marketing strategy known as Product Development. By modifying the formulas and ingredients, PepsiCo had invented and marketed more than 50 types of carbonated beverages under the brand of Pepsi. To name a few, Pepsi Free introduced in 1982, Pepsi AM introduced in 1989, Pepsi Tropical introduced in 1994, Pepsi Blue introduced in 2003, Pepsi Edge introduce in 2004, Pepsi Lime introduced in 2005, and Pepsi Ice introduced in 2007. Some of the products survive and being accepted by consumers, however large number of the new formula Pepsi had failed and been removed from the market shelves in as short as 6 months.
.The purpose of this research is to investigate the factors which influence consumer’s buying decision making process on similar brand soft drink products. The researcher will compare two similar brand soft brand product which has similarity in brand name, However sometime consumers make their buying decision based on product commercial image name, or their loyalty to the brand and how they valve the product. Over decades now, there has been lots of different producers of soft drinks in the world, producing different types of soft drink for consumer’s consumption.