The Marketing Strategy Using By The Organization Considering Aspects Of The Market Mix

1986 WordsNov 12, 20148 Pages
Critically analyse the marketing strategy using by the organization considering aspects of the market mix such as market positioning,product,pricing and distribution Launched fourteen years ago, Innocent, which was founded by three Cambridge University graduates, is the UK and Europe’s number one smoothie brand (Burn-Callander, 2013). They started innocent in 1999 after selling their smoothies at a music festival. They put up a big sign asking people whether they we should give up our jobs to make smoothies, and put a bin saying ‘Yes’ and a bin saying ‘No’ in front of the stall. Finally, the 'Yes ' bin was full, so they resigned from their jobs and started the business (innocent - little tasty drinks, 2014a). The company developed from…show more content…
Positioning is the choice of target market and differential advantages.The object is to create and maintain a distinctive place in the market for a company and its products.(Jobber and Fahy,2002:116) According to the phychographic segmentation, the customers who buy Innocent smoothies are well-to do, time poor, health conscious.They do not have enough time to eat various fruit or to prepare healthy meals. They can be young workers, middle aged people, family that live in cities and are very busy with them works but are concerned with their health and they want to consume the right amount of fruit and vegetable per day, and they want to live a healthy life (StudyMode, 2014). Innocent smoothies are a unique type of brand. Every smoothie they produce is made from ‘fruit and only fruit’. No additives, no preservatives, just fruit. They are the best choice for customers who want to keep healthy, because all their ingredients are fresh and direct from trusted sources (HubPages, 2014). For example, smoothies and orange juices are 100% whole crushed fruits and pure, which contain vitamins, fibre and nutrients. A veg pot provides 3 portions of vegetables which do not contain a any preservatives, added sugar, additives (innocent - little tasty drinks, 2014a). What’s more, Innocent increase resource efficiency and creating better working environments in cities where it sources fruit. They use 100 percent recycled bottles and 25 percent recycled paper for its
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