marketing plan

Topics: Marketing, Strategic management, Sales Pages: 3 (703 words) Published: December 2, 2013
 Marketing Plan for Innocent Ltd
Introduction:
Innocent Ltd was launched fourteen years ago, which is the UK and Europe's number one smoothie brand. They sell natural, healthy products in from its smoothies in little bottles and big cartons.The team has grown from 3 to 2000 people who work across Europe (with products available in 15 different countries. They turn over £200 million each year. Nowadays, innocent is thinking of starting its new business in China. This marketing plan tends to analyze how innocent get in to the Chinese market and come up with some coping strategy.

Business Mission
Innocent, Ltd is considering entering Chinese market, firstly starting it business in Guangdong province where is a one of booming market in China. Smoothie is the product that innocent firstly introduce into China. The business Mission is to obtain a successful market share for smoothie in Guangdong.

Target market
The target market of Innocent can be mainly divided into 3 group below. In age: It be focus on aged between aged between 16-40, which are the teenager and adult. According to previous experience, teenagers occupy 30% of the total market and adult take up 70% of our total market. Because the purchasing power of adults is stronger than the teenagers In gender: female customer is more than male. According the survey by SBS, female customers pay more attention to their own health. And a 100% juice is an ideal way for them to keep healthy. In profession : white collar and student are our major customers. Those people who are busy and need more health.

SWOT analysis
SWOT analysis is a structured planning method for innocent to assess the strengths. Weaknesses, Opportunities, which involve identifying the objective of the business venture and analysing the internal and external factors that are favorable or unfavorable to achieve that goal

Marketing mix
Product
In order to enter Chinese product successfully, giving a impressed...
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