Marketing Strategy of Innocent Drinks

5462 Words22 Pages


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,
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3.2.1: Brand strategy and positioning

Branding creates value for the product and it influences everyone directly or indirectly. Innocent made their brand stand out from the crowd by adopting innovative ways of marketing and that was their beginning in differentiating their product from their competitors
Brand name is very critical and it should be consistent with what the company is trying to deliver and how it wants to be perceived by customers. By establishing brand name as “innocent”, the company is trying to convey the message of being pure.
Branding has been effectively used as a strategic tool for marketing by innocent smoothies and that helps the company to maintain its share in the market or in keeping its competitive position. Innocent has developed its brand image by providing excellent satisfaction, by being genuine, healthy and socially responsible in the eyes of their consumers and once the image is developed, they were able to attract the customers. It is because of brand and its perceived value that consumers are loyal and committed to the Innocent products and they do not look for any substitutes (Ginden, 1993). Customers also perceive it less risky in buying a brand product with which they are emotionally attached. It is more important for products like innocent drinks which the customers have to consume and which has direct impact on their health and body.
For keeping a brand alive, it is very important
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