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Innocent Marketing Report

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Innocent Marketing Report
Group 3.3
Mr. Ward-Perkins
2010-2011

Marketing MAnagement

INNOCENT ON THE FRUIT JUICE MARKET

Galina Kozlova
Hadrien Le Bris
Julien Leignel
Nicolas Levannier
Raphaël Montero
Roxane Penne

TABLE OF CONTENTS

I. INNOCENT CONTEXT IN FRANCE

A. A FEW WORDS ABOUT INNOCENT B. FRUIT JUICE MARKET PRESENTATION C. ATTRACTIVENESS OF THE MARKET D. CUSTOMERS NEEDS AND BENEFITS E. TOUCH POINTS

II. THE EXTERNAL ENVIRONMENT OF INNOCENT

A. MICRO-ENVIRONMENT ANALYSIS (PORTER’S 5 + 1 FORCES) B. MACRO-ENVIRONMENT ANALYSIS (PESTEL) C. OPPORTUNITIES AND THREATS OF THE MARKET

III. ANALYSIS OF THE COMPETITION

A. SEGMENTATION AND TARGETING B. POSITIONING C. COMPETITOR’S STRATEGIES D. MAPPING E. MARKETING MIX OF INNOCENT SMOOTHIES

IV. RECOMMENDATIONS

A. STRENGHTS AND WEAKNESSES OF INNOCENT B. INNOCENT HAS TO PLAY ON PRICE C. AND IMPROVE ITS BRAND AWARENESS D. NEW MARKETING MIX E. CONSEQUENCES OF RE-POSITIONNING

REFERENCES

I. INNOCENT CONTEXT IN FRANCE

A. A FEW WORDS ABOUT INNOCENT

Innocent is an English company created in 1998 and was the first to enter the market of smoothies. The company leads the European market and got €145 million profit in 2008.
Currently, the Coca-Cola Company holds 58% of Innocent’s capital.

In 2005, Innocent began to sell its products in France and market penetration was quick. The company has also a strong ethical commitment. Their leitmotiv is to become the earth’s favourite little food company.

We use the value chain (concept developed by Porter) to understand how Innocent adds value to raw materials and sells smoothies to customers.

Value chain of Innocent:

* Support activities provide services to primary activities during all the value chain.

* Primary activities enable the company to launch the product on the market.

PRIMARY ACTIVITIES

B. FRUIT JUICE MARKET PRESENTATION
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