Essay on Marketing Plan Of Innocent Drinks For Kids

Essay on Marketing Plan Of Innocent Drinks For Kids

Length: 894 words (2.6 double-spaced pages)

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1. Introduction
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.

Aim: Maintaining unshakable position of fruit juice industry in Great Britain for a long time.

Marketing Objectives:
1. Increasing awareness of 10000 potential consumers for the Innocent kids drinks by the end of 2015.
2. Raising the total unit sales of Innocent kids drinks by 20 per cent in the UK in 2016.
3. Increasing 5 per cent market share in fruit juice industry in Great Britain by the end of 2016.

2. Marketing situation analysis
In terms of the political factor, it affects the fixed cost of Innocent drink products. Since the standard rate of British Value Added Tax has been raised to 20 percentages, and the national minimum wage of an adult staff has been raised to £6.50, it could be seemed that the financial issue would increase the fixed cost of Innocent drink products. In order to maintain the company daily corporation, when the the fixed cost has been increased, the selling price of the products need to raise as well. As a result, some customers might not choose Innocent kids drink with high price but other cheaper brands. The sale price would influence the market share of Innocent kids drink .

What is more, the competition situation of kids drink industry is very drastic, since there are several competitive players in...


... middle of paper ...


...ttract the users and expand the market.

On the other hand, since parents purchase the drinks products for their kids, persuading parents to choose the healthy drink for their kids would be an appropriate way to help Innocent kids drink to increase the units sales. In order to encourage parents to buy the products, the lunch meal box could be announced, which contents vegetable pot and fruit drink. It could help parents to save time and money to choose lunch meal for their kids. It also would be a good way to maintain the loyalty of parents with Innocent drink.

5.0 Marketing Strategy Actions
It could be said that even there are several competitors in the kids drink market, the products of Innocent kids drink still could maintain the leading market position. Since Innocent company provide a good brand image for the public, which including high quality and good taste.

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