Marketing Strategy of Innocent Drinks

This case describes the various aspects of carbonated soft drink industry and the focuses on Squirt’s annual advertising and promotion plan in 2001. Squirt is a brand under the Dr Pepper/Seven Up, inc. The brand manager was concerned about the market targeting and product positioning and consulted advertising agency, Foote, Cone & Belding. The case also focuses on the entire industry structure and the marketing techniques used by the various leading companies so the Squirt’s annual advertising and promotion plan can be successful, and proper techniques to be used to target the growing Hispanic community in the markets where Squirt was popular. . The main aspect for the marketing planning for the brand, Squirt, is to focus on

Innocent is the market leader in UK with 2 million bottle of sales weekly, annual sales of £130mn and it is currently controlling 80% of the market (IRI Infoscan)

What is marketing strategy? The process of matching the organisation’s strengths to the customer needs, with the aim of achieving a competitive advantage in the market. The combination of product, price, distribution and promotion most suited to a particular group of consumers. • Goal: the create a sustainable competitive advantage in the market • All the elements of the marketing strategy that lead to the development of the competitive advantage require good understanding of consumer behaviour Marketing strategy process: • 1. Segment: understand consumers a. Determine the dimensions (age, geography, subculture) b. Determine the heterogeneity c. Define the needs & goals 2. Target: choose consumers a. Evaluate each segment in

The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new brand

Marketing is a strategy that all organizations use in today’s society. In one way or another, business’s today need to market their purpose of existence. Although the strategy of marketing may be different in every industry, the basics of marketing are often times the same.

. Current Marketing Strategies: In marketing strategy companies set their basic goal to achieve profit by increasing sales. Every company to do good business in the market set their plan before launching their product in the market. Marketing strategy involve following process:

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

Based on the nature of the products sold, as well as the means of targeting the customers, Innocent faces severe competition from three distinctive players:

Marketing approach or strategy is the core issue of an organization’s success. A good and economic product if not marketed properly can lead to big shock. Hence companies keep their competitive edge secret.

Everything was set but main concern was pricing. PJ which was then a main competitor, sold their 330ml smoothies made of concentrate for a lesser price when compared to innocent's 250ml. The solution came when a designer suggested that a 250ml bottle can be risky but marking as INNOCENT can be sustainable. Initially the branded the drink as Fast Tractor in honour of their farming collaborator.

Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.

2. Be prepared to do some reading on your own for the project, even before we discuss the material in class. For example, you should definitely read Chapters on attitudes as soon as you can -- they are very relevant for your project.

Right from the beginning the company makes it very clears to it all its existing and potential customer the message of its product in a clear way. Related to the pricing of the product company positions the product above 10% of the upper segment of the competition in order to create the special method of the premium brand and also influencing people by not letting them buying another drink. Once the brand awareness is created then it resort advertisement within the TV and other related media channels. The company also tries to create by participating and sponsoring events within the market even before the product is not available on the market. Also the company places the market instance relatively strategically by trading a special audience and trying to influences them first rather than spreading out to the whole target of potential customers. Indeed the company tried different ways of market instance and different options of brand equity management within different

The main purpose of developing a marketing strategy in any organisation is to make sure that its capabilities are coherent with the market environment in which it operates in, not just for the present but also for the future to come (Hooley, Piercy and Nicoulaud, 2012). Without a clear knowledge of the conditions of the external environment and how these conditions can affect the business over time, it is difficult for a business to make fundamental decisions. By aligning both the marketing and general business strategy ensures that everything within the business is in sync, strategies are designed to gives members of an organisation a clear picture of how they will achieve their goals. In order to be effective strategies work hand in

The marketing strategy should be tailored around the firm's target market; if this were not the case marketing would be then less successful. Each aspect of the marketing mix would need to be formulated with the target market (consumer) in mind. For example the design of the product would need to be such that it would satisfy the consumer's needs. If it did not consumers would see no need to have it and buy a competitor's product. The price of