Marketing Principles Innocent Smoothies: STP Essay

Segmentation, Targeting, PositioningPositioning fit to Kotler and Keller (2006), placing the result in a define where it is in demand, attr restless and unique to the node in relation to the increases of its competitors is cognise as commercialise positioning. vindicated has a sizeable stance in the market, universe knget for its image of good will and helpfulness. From the partnerships contri yetions to charity to the fun, lighthearted say choice of their products labels, Innocent successfully portrays itself as being a brand which above tout ensemble, wishes good wellness for the consumers of their beguilers. The reputation which Innocent Smoothies holds is thanks to the set upon which the confederation was first established. Head of communication theory for Innocent Drinks, Charlotte Rawlins, stated that You scram to stimulate from your principles and make sure theres a good product at the heart of it (and) if thats the case, a good reality and image will accom pany.A wide variety of product characteristics have ensured that this image of Innocent Drinks is preserved. degree Celsius% recycled bottles, donating to their own charity foundation, introducing kids packs, ensuring their product has health benefits such as contributing to peoples 5-a-day, jokes and heart-warming messages on their packaging flat their innocently worn-out logo of a somewhat teen drawing of a smiley face set in to giving the impression that Innocent Drinks argon as Innocent as their companys name. (Need references from partner).Innocent is rated as the most environmentally concerned company. Tropicana is next in line. Consumers that buy smoothies on a unbendable basis (once a week) and consumers that buy smoothies actually r arly both agree on the fact that Innocents progress to ethics ar above those of its competitors. Also, even though Innocent is the most pricey out of its main competitors, 69% of respondents have said that Innocent smoothies are deserv ing every penny. Nevertheless, Tropicana had a 73% rate, own brands had a 65%, 42% for capable Monkey and 29% for Coldpress.Segmentation/TargetingThe smoothie market is divided into varying conclaves of consumers, which all differ in characteristics, behavior or needs. These dissimilar groups might seek different products of the marketing mix. This is known as market segmentation (Kotler and Keller, 2006). Innocent targets people that are health conscious, since their smoothies have no added start and are made 100% from fruits. They do not have any figure of colourings, flavourings or genetically modified products. some other group of people that Innocent smoothies are aimed at is time-strained people or workers, this being because of the practicality of the product. It is not only healthy, menial and filling, but contributes to ones 5-a-day fruit and veg count.By having one small 250 ml smoothie, one is already having 2 of their 5-a-day. This is hands-down for those who ha ve difficult times acquire their diets balanced with their work. A third group of buyers that Innocent attracts are parents. Kids diets are exceedingly important while growing up and a smoothie is always a more appealing excerpt to a young one than a find fault of fruit. Innocent is a better option in every way than a fizzy soft drink which belike has no nutritional value and more sugar.Geographically, Innocent has expanded from a small stand at a plan in London to having a social movement in France, Austria, Ireland, Sweden, Belgium, Switzerland and Denmark. Demographically, Innocent has focused on young kids in an essential issue stage of their lives all the way up to mid-age men and women workers who struggle to maintain a healthy and balanced diet. People with active lifestyles tend to consume this type of product more since it offers a trouble-free on-the-go option.