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marketing plan from innocent..

there needs to be growing political focus and pressure on healthcare authorities..

JimSmith
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marketing plan from innocent..

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  1. MARKETING PLAN FOR INNOCENT

  2. Introduction • It is founded in the UK in 1999 by 3 university friends: Jon Wright, Adam Balon and Richard Reed. • Primary business is producing smoothies and flavored spring water, sold in supermarkets, coffee shops, and various other outlets nationally as well as in Ireland, Germany, France, Australia, and Belgium. • Innocent has a 77.5% share of UK smoothie market and company sells two million smoothie per week. • In this we study about the marketing plane of Innocent in Qatar.

  3. PEST Analysis for Innocent in Qatar • Political:- There are certain rules and regulations set by the government which the firm has to follow. In 2007 Advertising standards Authority warned innocent for making unconfirmed claims about the health benefits of their super foods. They ordered Innocent not to repeat those types of claims. Controlling of macro environment is not possible for the company in contrast to micro environment which is in the hand of a company. • There is now growing political focus and pressure on healthcare authorities in the Qatar. • Governments will be looking for savings across the board.

  4. PEST Analysis • Economic:- These economic pressures are seeing an increased growth in strategic buying groups who are forcing down prices. Increased pressure from shareholders has caused a consolidation of the industry: more mergers and acquisitions will take place over the coming years. • Social:-The increasing aging population offers a range of opportunities and threats to the Innocent organization. Innocent needs to capitalize the opportunities. • Technology:-Technological advancements will create new business prospects both in terms of new production systems and service provisions. The online opportunities will see the growth in:Newinfo and Communications technologies.

  5. SWOT ANALYSIS OF INNOCENT DRINK

  6. Target market • Target market for the Innocent can be those peoples who like fruit and vegetables. • For the Innocence organization women can be potential target consumers because women contributes 51% of the population and consume 6% more fruits and vegetables in comparison to women.

  7. Marketing Mix • The marketing mix explains a combination of marketing activities to ensure customer satisfaction for the Innocent organization. • Product:- for the Innocent organization product specification could be packaging, quality, target consumer market and branding. • Price:- pricing mix of the Innocent organization involve discounts, competition and cost. • Place:- online selling can be effective place for the Innocent organization because in a single time it can deliver it product to large number of customers. • Promotion:- promotion through social media, advertising and sponsoring can be the best for Innocent to promote their products.

  8. Conclusion • Innocent fast growth was based on a period of economic boom and the brand didn't had any significant competitors, so now they have to deal with all these external factors with out loosing the company values and their way of doing business, because there still are costumers that are loyal to the brand. • Now Innocent and Pepsi Co. together putting the market a new line of healthier juices and also a line of smoothies at a low price witch has the intention to win “innocents” market and recovered their place as UK number one brand of juices.

  9. References • Simmons, J. & Simmons, M. (2007). Great Brand Stories: Arsenal Winning together: the story of the Arsenal brand. International Journal Of Sports Marketing And Sponsorship, 8(2), 84-85. http://dx.doi.org/10.1108/ijsms-08-02-2007-b008 • Simmons, J. (2011). Innocent. London: Marshall Cavendish Business. • Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education. • Rachet, B. (2014). PESTEL analysis and Porters Five Forces For Innocent Drinks Company. Docs. school Publications. • Amsaveni, R., & Gomathi, S. (2013). Fundamental Analysis of Selected FMCG Companies in India. Asia-Pacific Finance and Accounting Review,1(3), 37. • Samson, M. S., & Sheela, M. V. P. (2016). GLOBAL MARKETS AND THE EVOLVING MARKETING 4P’S. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, 100. • Baines, P., Fill, C., & Page, K. (2013). Essentials of marketing. Oxford University Press.

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