Marketing and Innocent Smoothies

Good Essays
Marketing Principles
Innocent Smoothies: STP

Segmentation, Targeting, Positioning

Positioning

According to Kotler and Keller (2006), placing the product in a position where it is in demand, attractive and unique to the customer in relation to the products of its competitors is known as market positioning. Innocent has a reputable stance in the market, being known for its image of good will and helpfulness. From the company’s contributions to charity to the fun, lighthearted word choice of their product’s labels, Innocent successfully portrays itself as being a brand which above all, wishes good health for the consumers of their smoothies. The reputation which Innocent Smoothies holds is thanks to the values upon which the company was first established. Head of Communications for Innocent Drinks, Charlotte Rawlins, stated that “You have to build from your principles and make sure there’s a good product at the heart of it (and) if that’s the case, a good reality and image will follow”. A wide variety of product characteristics have ensured that this image of Innocent Drinks is preserved. 100% recycled bottles, donating to their own charity foundation, introducing ‘kids packs’, ensuring their product has health benefits such as contributing to peoples’ 5-a-day, jokes and heart-warming messages on their packaging…even their innocently drawn logo of a somewhat juvenile drawing of a smiley face contribute to giving the impression that Innocent Drinks are as Innocent as their company’s name. (Need references from partner). Innocent is rated as the most environmentally concerned company. Tropicana is next in line. Consumers that buy smoothies on a regular basis (once a week) and consumers that buy smoothies very rarely both agree on the fact that Innocent’s work ethics are above those of its competitors. Also, even though Innocent is the most expensive out of its main competitors, 69% of respondents have said that Innocent smoothies are worth every penny.

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