Innocent marketing plan

Better Essays
Topics: Marketing
Team members:
Leon Tsang
Roelof Prinsloo
Stacey Sousa
Christina Azzam
Saloua El Ghoulbzouric

Table of Contents

Executive Summary
This Water is the market leader of juicy waters in the United Kingdom. The market for juicy waters is big, and more fast growing than ever, since health is becoming a bigger issue nowadays.
This water wants to launch into The Netherlands, and even though competition is high, chances are on the positive side. The target segments of This Water are health-conscious people who are willing to pay a relatively high price for a healthy drink.
The competitors Spa Fruit, Crystal Clear and Vitamin Water aim for the target segments who do want healthy drinks, but do not want to pay a high price for it.
The main differences between the competitors and This water, is that the Competitors have a relatively lower price per bottle, and their name is well known all over the country.
This water provides healthy drinks, with a low amount of sugar. Its prices are relatively high compared to the competitors’ prices if it uses the same price as in the UK.
To be successful, This water has to Implement excessive marketing to get their name known.
This Water’s two main objectives. Strategic objective is to obtain 10% of Dutch soft drinks market share in the coming two years.
Operational objective is to Identify the size of the taget market for “This water” in the Dutch market at the current year.
This Water currently focus on a target market consisting of people within any age ranges looking for a healthy substitute for soft drinks, and without having to spend fortunes on drinks and still aquiring the best health benefits associated with healthy living.
This Water is trying to tap into the Dutch market which might be a bit hard for them to accomplish but through Coke a Cola having a 58% share with Innocent they allow this water to tap into extra resources focusing on positioning themselves to the



Bibliography: Innocent. (2009). Retrieved from http://www.innocentdrinksforhcps.com/products.php (2011) (2013). Retrieved from Business Dictionary: http://www.businessdictionary.com/definition/operational-objective.html The value of Marketing consistency What is a Product Mix. (2013). Retrieved from Chron: http://smallbusiness.chron.com/product-mix-639.html Armstrong, G Fernando, J. (2009, September 14-18). Innocent Case Study. Retrieved from Docstoc: http://www.docstoc.com/docs/34601219/Innocent-Case-Study IGCSE business studies Revision

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