marketing and sale

Topics: Marketing, Soft drink, Pricing Pages: 10 (5020 words) Published: October 27, 2014
Content
Introduction……………………………………………………….2 TOWS analysis……………………………………………………3 Country specific and Firm specific advantages……………………5 Value Chain……………………………………………………..6 Potential Market Assessment ……………………………………..7 PESTEL analysis………………………………………………..7 Porter’s Forces…………………………………………………..8 Recommendation…………………………………………………..9 Marketing Mix………………………………………………….9 Analysis the Brazilian market…………………………………..10 Conclusion ……………………………………………………..12 6. References…………………………………………………………13 Introduction

Innocent Drinks Company is the fastest emerging and favorite fruit smoothie brand producing company in UK .They sold their products in supermarkets, coffee shops and various other outlets. The team from three founders has expanded over 250 people and has grown from zero to 80% market share in UK and has a turn over more than £ 100 million every year and sells two million bottles of smoothies every week. It functions through eight fruit offices across Europe i.e. London, Paris, Amsterdam, Copenhagen, France, Brussels and so on. In the case, the three co-founders of Innocent discuss the international expansion they could achieve thanks to the injection of cash from and global experience of the Coca Cola company. With the goal of becoming the biggest small drinks company in the world, they are currently operating in 15 countries and they have set their sights on launching in a BRIC market. They have to decided to commission a firm of consultants to consider the viability of Brazil as a market in which to launch their smoothies. Entering to a new market is very significant as it will make the brand becomes global. Beside that the company needs to do marketing research for new market, identify internal competitive advantages of the company. This essay, therefore, discuss what are support for Innocent and how they entrant to Brazil’s market. 1061845423859

1. TOWS analysis
Opportunities.
health life style
Coca Cola buy a majority stake in innocent Threats
competitors
Recession/economy slowing down/ consumers spending less money in supermarkets Strengths
well known brand in Europe
healthy product, friendly environmental company
wide range of products Strengths- Opportunities
Opening up their juice bars.
By having big range of products they will be more likely to break into new markets. They will benefit from the policies made by the government which then can be used to strengthen their position in the market. Strengths- Threats Using their strong environmental image to outcompete their competitors. By offering a big range of products or the reasonable price to the current economic client they will be more successful Weaknesses

high price
DIY Weaknesses- Opportunities
Coca-Cola are known for their aggressive marketing strategies which may compromise Innocent’s values as a company. Weaknesses- Threats lowering their price of products as they higher than supermarkets using the advantage of convenience when facing DYI products. Development of the TOWS

Strengths:
the fact that being well known in Europe is a strength to the company because as they hold a majority in the market they can push out competitors. One of the main strengths of the innocent company is that they are very ethical, this means that they look out for the environment or their customers, In our case we can see that Innocent smoothness are quite farmer friendly, they show this by supporting their own charity for farmers, they have a specific site called the innocentfoundation.org which states that Innocent gives 10% of their profit to charities. They also now have a large and diverse product range including smoothies, various juice drinks, noodles and veg pots which helps them spread their market share and helps them capitalize in more markets. Weaknesses:

One weakness could be that they will have a very high material cost due to their ethical and fair-trade suppliers will be a lot more...

References: 1. BBC (2009) "Coke buys into Innocent smoothies". BBC News. 7 April 2009.
http://news.bbc.co.uk/2/hi/uk_news/7986901.stm [Retrieved on 24th Dec
2. CIPD (2013) PESTLE analysis. Chartered Institute of Personnel and Development (UK)
http://www.cipd.co.uk/hr-resources/factsheets/pestle-analysis.aspx [Retrieved on 26th Jun
3. Johnston, R. (2008) The Price of Fruit. Innocent Drinks. October 15, 2008
http://innocentdrinks.typepad.com/innocent_drinks/2008/10/heres-some_simp.html [Retrieved on 26th Jun
4. Medders, C (2013) The History of Smoothies. e-How.com. Demand Media, Inc.
http://www.ehow.com/about_5379586_history-smoothies.html [Retrieved on 26th Jun
5. Ball, J. (2011) Innocent smoothie maker says charity cash bottled for best interest rate.The Guardian, Thursday 26 May 2011.
http://www.theguardian.com/uk/2011/may/26/innocent-smoothies-charity-cash [Retrieved on 28th Jun
6. Menon, A., Bharadwaj, S. G., Adidam, T. P. and Edison, S. W. (1999). Antecedents and Consequences of Marketing Strategy Making. Journal of Marketing (American Marketing Association) 63 (2): 18–40
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8.Buckley, P. J., & Casson, M. (2010). Marketing and the multinational: Extending internalisation theory. Journal of the Academy of Marketing Science, doi:10.1007/s11747-010-243-0.
9. Carpano, C., Chrisman, J. J., & Roth, K. (1994). International strategy and environment: an assessment of the performance relationship. Journal of International Business Studies, 25(3), 639–656
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11. Trichy V. Krishnan, Frank M. Bass, V. Kumar (2000) Impact of a Late Entrant on the Diffusion of a New Product/Service. Journal of Marketing Research: May 2000, Vol. 37, No. 2, pp. 269-278.
12. W Van Waterschoot, C Van den Bulte (1992) The 4P Classification of the Marketing Mix Revisited. The Journal of Marketing, Vol. 56, No. 4 (Oct., 1992), pp. 83-93
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14. Deepak Sirdeshmukh, Jagdip Singh, Barry Sabol (2002) Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 15-37.
15. Sylvie Chetty, Colin Campbell-Hunt (2004) A Strategic Approach to Internationalization: A Traditional Versus a “Born-Global” Approach. Journal of International Marketing: Spring 2004, Vol. 12, No. 1, pp. 57-81.
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