Are the Marketing Schemes of Innocent Effective? Essay

1. induction liberal is a non-alcohol beverage company, which makes smoothies, succuss, juices for cods and veg pot. stark started in 1999 from selling smoothies in music festival. Now unreserved, wiz of the subsidiary tags of Coca-Cola, has become UK issuing 1 smoothies scar. impartial sales in 2012 increased signifi pottly by to a greater extent than 35% while Coca-Cola, majority stakeholder in fair, increase merely 0.8% in the twelvemonth. other beverage commercialize leader, Pepsi sales rose gradually by 7.4%. It seems possible that these conduces be due to the extraordinary merchandise management of unimpeachable founder. exonerated has been a unique-indistinguishability sun-loving and favorable responsible marking. The increase in gratis(p) sale could be attributed to its unique selling strategy.This essay would look into marketing devices of poverty-stricken that could contribute to this success. This lead include background of the home run, marketin g schemes based by demography, company social righteousness and recommendation from this resumeBackgroundInnocent was started in 1999 after selling their smoothies in a music festival. (Innocent,1999) It began with smoothies and splayed into food, juice and juicy water for kids. The name Innocent comes from the main characteristics of drink, which are pure, fresh and unadulterated. (Cheesman,2007) In 2009, Coca Cola friendship bought stake from Innocent with 18% stake, Coca-Cola has then gradually increased its share, into 58% in 2010, and a much than 90% shareholding in 2013. (Price,2013) And since the deal with Coca- Cola, Innocent has flourished weve doubled in size, meliorated the social and environmental standards of how fruit is gr birth, gotour natural, muscular food and drink to much tribe across Europe and donated millions of pounds to humanity (Innocent, 2013) , (mintel,2013) Innocent is the number-one smoothie brand in the UK and in many of the European territor ies where the harvest is sold. (Williams,2014) Now Innocent is available in UK and other 14 countries. Consumers could find absolved wares in Supermarkets and coffee shops. With the good responsible to society, Innocent has donated 10% of profits everyyear to charity since 2004.Main competitor of Innocent is Tropicana, which own by PepsiCo. Tropicana and Innocent train been rank as top brand of juice and smoothie over this century. catch 2 guide manufacturers shares in the UKs off-trade fruit juice, juice drink and smoothies market, by value, 2011/12 and 2012/13 (mintel,2013)Figure 2 Pie chart of numbers of users of juice and smoothies (Kantar Media,2013)3. compend thrum analysis of Innocent BrandSTRENGTH SLeading smoothies brand in UK100% from pure fruit salutary brand identicalnessWide distribution channelEthical brand environmental, socialVarious harvesting rangesWEAKNESS WHigh bell compare to other brandsCoca-Cola hold share negative effect to healthy brand image O PPORTUNITY OLower the price to expand consumer market basePromote stark as quick and promiscuous smoothies instead of do it yourself smoothies. Expand market to emerging market holy terror TPrice sensitive market instead of premium yield imageSubstituted products e.g. green teaHigh competitionTable SWOT analysis of Innocent BrandTable 1 exposes the main characteristics of the innocent company, based on SWOT analysis. Segmentation and Target market of InnocentConsumer market segmentInnocent main maneuver market crossing for target marketConcern for AudienceInnocent Marketing preliminaryChildrenParentsKids beveragesChilds health and well-beingLabeling, TV advertizing,surpassing sponsorshipChildrenFun, ToysOutstanding packaging (plus magnet) ,gameTeenagersXJuice, SmoothieSports, harmonyOlympic sponsorshipYoung professionalsProfessionalHealth (Nutrition)LabelingOnline MarketingOlympic sponsorship put agesHealth (Nutrition), EthicalCorporate social responsibility (CSR) ,Online Ma rketingOlympic sponsorshipSeniorsSeniorsLabeling ,TV advertisement,Corporate social responsibility (CSR)Table Analysis of marketing commence by marketing segmentFrom the Table 2, it illustrates the variety of product line and the target guest ranges. Each specific marketing approach could get into more or less of the target segments. The Innocent product lines consist of smoothies, juice, kids beverages and food. From the fudge, main market target could be divided into 4 groups, which are parents, babyren, professionals and seniors. Marketing approaches are used differently regarding to the concern of individually target segments.Healthy product, or a healthy brand identity is a concerned issue for most of Innocents target market. not sole(prenominal) do adults buy themselves, Innocent, healthy brand identity products, but adults who convey child ordain overly buy their child Innocent because of its healthy brand identity. Promoting the product, which is good for health, c an bring a authority to parents. (Mae, 2011Smith,2011) Mothers has to a fault been the innocent target on television advertisement in order to significantly boost on the sales offset of children range . (OReilly,2011) With the strong brand identity, Innocent has got the hearts and wallets of the British public. (William,2013)Another outstanding marketing approach of innocent is corporate social responsibility (CSR). CSR has become an essential part of a social-institutional framework. More and more mountain has experience growinginterest in CSR (Berger, Steurer, Konrad, Martinuzzi,2007)Figure 3 harvest-festival juice ,juice drink and smoothies usages 2013 (mintel,2013) From figure 3-1 brand usage(mintel,2013) , the number of simple the silk hat group is the majority of fruit juice, juice drink, and smoothies customer. This group of good deal, with greater monetary freedom than other groups, worries about their look and status. CSR create the imperious brand image to consumer , which leads to the positive somebodyal identity of this group customer. (Naqvi,Ishtiaq,Kanwal,Ali,Inderyas,2013) The CSR is then adding more prestige to the product, which this target group loves to buy. Innocent became an formalized sponsor of capital of the United Kingdom 2012 Olympic game with Coca-Cola, its stakeholder. Smoothies and juices were served to athletes and to visitors in London 2012 Olympic game. (Baker,2011) As the result of the Olympic game, one of the most world popular burden, Innocent took advantages to get along their unique brand to great number of muckle. Within a year of being an Olympic sponsorship, Innocent sales had boosted by more than 35%.Innocent also provides free rein to kids. Children could be attracted naturally with fun games and activities. Not only does Innocent provide entertainment activities to kids but it also provides fun learning resources to perfectly capture parents hearts. For instance, Innocent offered one of the various 6 easy to grow seeds within every recess of kids smoothies and fruit tubes. (thedrum,2012)Compare strategies with competitorsCooperate sociable indebtedness (CSR)Cooperate favorable Responsiblility (CSR) might not be the most all-important(a) of every line of work, although 97% of people would be more positive with the company. From MarketingWeek research(Tesseras,2013), more than 50% of people will buy product or improvement from a business that are contributing more to the communities.Big lace the draw since 2003 thatInnocent work with the Age UK, which is a charity for the aged, to keep antiquated people across UK warm & healthy during winter. There has been a fundraising event in every year, whichInnocent has provided the pattern for consumers to intertwine the tiny hats. thus Innocent puts the hats on the smoothie nursing bottles and sells in supermarket normal shelf. Every bottle sold, 25p goes to age UK.On the other hand, Pepsi and Coca-Cola focus on eco-conscious consum ers. Both Pepsi and Coca-Cola have invested significant resources in order to develop and launch environmentally hearty bottles. These two companies try to prove their method to tackle waste and improve renewability. (packaging gateway,2011)Although Innocent, Pepsi and Coca-Cola are all beverage brand, they use different Corporate friendly Responsibility holdings as analyzed in the below literary argument tableInnocentPepsi + Coca-ColaProductJuice/smoothies/veg potCola drinksCSR dimension (Dahlsrud,2008) complaisant dimensionenvironmental dimensionWho involve in this activities- Everyone who want to knit- Consumers who buy smoothies with tiny hat- Companys employeeHow does the CSR promote- Social media- Companys website- Companys websiteWho gain benefits from this CSR- Age UK- Innocent - Positive to company + Sale increase from product difference - Environmental- Pepsi /Coca-cola - Positive to company + Sale increase from environmentalawareness person Hows the feedback- Become v iral- Brand recognition-This fierce argument create potential to effect genuine environmental improvements worldwide. Table CSR parameter tableSince Innocent CSR dimension are in social dimension, people could deeply understand and follow more than in environmental dimension which might lead to more easily of the brand recognition in positive way. Big knit donation idea is concrete for customer to know the exactly amount of money they contribute for one product purchase. This can give rise to customer feeling of involvement. Both brands messages of CSR are added on the products. One is labeled on the bottle that it states greener product, while some other one is wearing distinguished hat, which built audience a social responsible awareness. The Innocent ride has become viral starting from official website to personal Facebook, Twitter and Instagram. The photos of knit hat were spread without active pushes from Innocent Company. It is barely seen such a campaign that can connect t o its consumers and have consumers engagement as same as this before.Feedback and resultFigure 3 Leading prosperous drink brands ranked by buzzscore in UK 2013 (statista,2013)Regarding to Big knit, Innocent has a very strong brand reputation. It ranked as the highest with a score of 5.5, followed by Robinsons and Tropicana. The scores based on a survey of respondents that asks If youve heard anything about the brand in the hold two weeks, through advertising, news or word of mouth, was it positive or negative?(Statista, 2013). The score show between January and December 2013.Table Leading brand juice market value (Mintel,2012)From many strategies of Innocent show the outstanding differential to other brands, as seen in table 3, and also the unique ability to make consumertrust. With consumer trust and innovative marketing, Innocent improves their market share of juice market every year. Innocent stands out the most especially for women under the age of 35 .The simple idea is ever differentiated with the use of dynamic marketing. However, Tropicana get the most trust from consumer. It is the number one fruit juice brand in usage, and this helped to boost trust within it. (Mintel, 2013)Figure 3 graph shown differentiation vs trust (Mintel,2013)(Statista, 2013)passportWith a strong CSR reputation of Innocent brand, other company can study and take innocent as an example to get the broad consumer involvement in CSR campaign. With the similar strategy, not only company will get positive image as an advantages, it will be also consumer market expansion.To clarify more, the similar social CSR dimension campaign will be used as an example. Thai Bev Company, which produces Chang beer in Thailand, distributes blankets to disadvantaged people during the winter. The beer company spread its awareness of CSR efforts via mass media that make lots of people know about the CSR campaign. However, the consumers do not felt into the social function while purchasing the produ ct as same as the consumers of the innocent do in the BIG KNIT campaign 4. Conclusion afterward analyzing all the relevant information, it can be concluded that the market scheme of innocent is very effective in many aspects. Firstly, according to brand identities, innocent has its own unique style, which differentiate to other brands and make its product stand in the premium segment. Secondly, with creative style of CSR strategy, this not only makes the name of the brand spread rapidly, but also increases sales and positive image of the brand in the same time. Lastly, innocent CSR strategy may be one of the groundbreaking campaigns, which will be noticeably expert case study that other company should follow.ReferencesAcademic.mintel.com,. (2014). 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