The product is essentially a smooth orange juice made with natural orange and is organic, with benefits such as it’s never sweetened, never focused, there are 11 juicy carefully picked oranges in every bottle, there is 1 portion of fruit in every 150ml serving. (Also utilized in this report will be shake drinks and it will become part of the marketing mix).
The product itself is part of the marketing mix due to the fact that if the product is distinct and provides many benefits then it will help the online marketers in offering it, likewise the truth that the item has what juice drinkers searching for, for example they will be searching for taste, health and part of their five a day consisting of fringe benefits such as an excellent source of vitamin c, all these factors help the product be the very best it can be and help it sell in the shelves of grocery stores.
The promotion of the juice is carried out in various ways, among the most used is marketing but their other types of indirect marketing such as sponsorship are likewise approaches of promo.
For innocent the promotion component was extremely crucial because they were unidentified in the market because they were a brand-new start-up so they marketed their item rather greatly and managed to get their product into a significant grocery store which extended their reach nationally and enabled them to promote on TELEVISION, newspapers and significant banners on the highways.
Ultimately all this promo helped them get to the? 100million pound turnover that they have today.
Over the years their promotion has assisted them increase market share and take on smoothie market leader “pj” Cost The 3 creators of innocent found it surprisingly simple to burglarize major outlets although their retail rates were as high as? 2 for a small, 200 ml bottle. By 2002/2003 sales had increased to? 10 million a year and the future looked extremely bright. Then things became a bit tougher.
The smoothie market had been originated in Britain in 1994 by a company called ‘PJ’. Stung by Innocent’s success, in 2003 PJ Smoothies were promoted more heavily, stabilising their market leading position. Then the major supermarkets started offering own-label smoothies. With a Tesco’s own-label bottle at ? 1. 39, it would be much harder to charge ? 1. 99 so innocent had to fight on price with competitors and keep growing but they focused on justifying thus making it a very good product which helped it sell at the high end of the price graph.
A pro of having a high price is people automatically assume it is a good brand and this help in the marketing because they are seen as quality providers in public so when innocent launch a cheaper alternative they will not find it difficult to sell to people with tighter budgets. People The people behind the brand are well known in the public, they are two former university students who after leaving university, Richard Reed, Adam Balon and Jon Wright decided to try their own business, selling fresh fruit smoothies. The idea started when they spent ?
500 on strawberries and bananas, they went to a festival and got feedback of their smoothies from the public, in the end they got amazing feedback and set up their business so it’s evident that the people behind the company are passionate about the business and have helped raise funds for the start-up and market the business, also they are famous for creating a very good environment to work in (image below) which helps the people in creativity and work productivity and this is a marketing edge which is used when innocent promote their products, they are very happy to publicise the work environment which innocent provides them.
Physical The exterior appearance of innocent packaging is very attractive and overall the company projects a very attractive feel for the organisation, even the headquarter buildings of innocent are very well designed and the work place is very clean and attractive and this projects a very good image of the company and in marketing terms a very good proposition to the customer. The logo’s on bottles is very well designed and the graphic fruit images does not hinder in the marketing mix, the packaging delivers a very fresh and exciting look to the customers as much as the fruits themselves.
Place The distribution channel is always very important because we all the marketing in the world if people can’t purchase your product then it pretty pointless so it’s vital that innocent are available in a lot of stores, they are available in tesco, asda and Sainsbury’s and together these stores have 80% of market share in the UK so in essence they are very well placed and this gives them a marketing advantage. Process
Also important is the process in which the apple goes from field to factory, from factory to store and this logistical side of the equation is important because it’s great to be selling to Tesco, you have to be able to deliver the top quality product promised. So innocent have farms where they produce the fruit also they buy in fruit and transport the products to their production faculty where the smoothies are made and packaged thereafter they are delivered to supermarkets nation-wide, this process helps them get products into place and products to customers quick and effectively.
Conclusion During this process of writing this marketing mix, I have realized that the marketing mix is inter-linked and each part works with another, so the promotion work with the price and the people and so on so forth, so in terms of innocent they are covering the marketing mix quite well.