Marketing strategy. Innocent case

Better Essays
Topics: Marketing
Test 1: innocent

Using the case text, please answer the questions below using relevant theory.
Please remember to argue for your choices. You are welcome to make necessary assumptions.

Weight
Question
1.
50%

a. How does innocent create value for its customers?

b. Which needs and wants does innocent satisfy?

2.
50%
a. Please conduct a PEST (situation) analysis regarding the marketing environment for innocent

b. Which are, in your opinion, the most important strengths and weaknesses of the innocent brand?

Why do so many new products fail? The single greatest reason is not matching customer needs or wants
Product offers no real benefits, they are not clear or they are not understood or valued by the target customers
Not new- not different enough
Price is out of line with perceived benefits = poor perceived value.
Weak positioning strategy – benefits already covered by competitors
Poor branding
Wrong or too small a target group
Under-investment in marketing and sales efforts
Poor implementation of the marketing plan in the real world
Underestimating response of competitors
Poor timing
Lack of distribution
Lack of patience
Marketing Plan Process

customer value

Market segmentation refers to dividing the markets into segments of customers
Target marketing refers to which segments to go after
Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.
Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort
Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do
Societal marketing concept

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