Marketing Strategy of Innocent Drinks

Topics: Brand, Marketing, Brand management Pages: 16 (5473 words) Published: January 11, 2011


1: Introduction

Every organization needs to have a marketing strategy so that they know who are their competitors, which market they need to target, do they have resources to compete in that market and what strategies they need to adopt to gain competitive position in the industry. The most important thing is with the help of marketing, company is able to make people aware of its product. This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis, what further actions they can take to maintain their market share.

2: Innocent Drinks

2.1: Profile
After starting the business in 1998 in a friendly way, innocent drinks have become a very established brand now. Innocent has become ten years old this year. It is now the largest smoothie brand in UK and the fourth largest overall. The company has achieved a sale of over 100m pounds within a span of ten years and it has now around 250 employees. The company has won many awards from the year they have started. Its main competitors are Tropicana and own label brands which are still quite behind in terms of market share. 2.2: Company products

Innocent drinks has a long range of products which they claim to be made up of pure and fresh fruit and which are free from any kind of preservatives. Their products include smoothies, yogurt drinks, thickies, kids smoothies (taking account of those fruits which children like the most), pure fruit squeezes. Their products are available in different sizes and shapes. The company developed their logo required for a brand in an unconventional manner and now it is famous as dude.

3: Marketing strategy and analysis

3.1: Marketing objectives
The company has highlighted the importance of their smoothie by injecting in peoples mind that drinking smoothie is part of their healthy lifestyle. The company’s objectives are that their product should be delicious, healthy and sustainable and their vision is to make world healthy by providing their products.

3.2: Analysis
People are becoming more health conscious and that is what the Innocent highlighted among its consumers to increase its customer base and loyalty. “95% of our marketing strategy is what goes in the bottle,” as said by Reed. The company is not using latest marketing strategies, they are upbeat with the fact that their customers are happy. The company has restricted its marketing and branding to its packaging. The company didn’t involve in heavy advertisements in the beginning, instead they use their product as a mean to communicate with their consumers. The owners were in favor of print to advertise their product so they had it on the bus sides which will move everywhere in the UK. Innocent has a mixture of both market orientation and product orientation. Developing a user friendly website, publishing a book, inviting people to visit the company’s headquarter, banana telephone where customers can give suggestions and view are clear signs of market oriented company. Secondly, they are quality conscious. They consider their product a fruit and not made of fruits and that is what they want to see in the eyes of their customer. The prices of their product are high but they justify it on the basis of quality by saying that preservatives and concentration reduces the cost and they want the best thing for their consumers. But the company’s over confidence regarding its product being the best and healthy one may divert its attention from customer needs and demands. Because the competitors may come with same nutritional values but better taste, it can then be a threat to a company. The company has a marketing team which is involved in analysing competition and come up with new...

References: Baines P., Fill C., Page K.,(2008). “Marketing”. New York: Oxford University Press, Pg 374-382
Ginden, R. (1993), “The name game”, Cheers, pp.59-62.
Innocent drinks. (accessed 02/12/2009)
Mintel. academic/my reports/display (accessed 03/12/2009)
O 'Malley, D. (1991), “Brand means business", Accountancy, 107, pp.107-8.
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