Marketing Principles Innocent Smoothies: STP Essay

Segmentation, Targeting, PositioningPositioningAccording to Kotler and Keller (2006), placing the product in a position where it is in demand, attractive and unique to the customer in relation to the products of its competitors is known as market positioning. Innocent has a reputable stance in the market, being known for its image of good will and helpfulness. From the companys contributions to kindliness to the fun, lighthearted word choice of their products labels, Innocent successfully portrays itself as being a brand which above all, wishes good health for the consumers of their smoothies. The reputation which Innocent Smoothies holds is thanks to the values upon which the company was first established. Head of communication theory for Innocent Drinks, Charlotte Rawlins, stated that You have to build 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 follow.A wide variety of product characteristics have ensured that this image of Innocent Drinks is preserved. ampere-second% recycled bottles, donating to their own charity foundation, introducing kids packs, ensuring their product has health benefits such as contributing to piles 5-a-day, jokes and heart-warming messages on their packagingeven their innocently drawn logo of a somewhat juvenile draftsmanship of a smiley face contribute to giving the impression that Innocent Drinks are as Innocent as their companys name. (Need references from partner).Innocent is rated as the more or less environmentally concerned company. Tropicana is next in line. Consumers that buy smoothies on a regular basis (once a week) and consumers that buy smoothies very rarely both check on the fact that Innocents work ethics are above those of its competitors. Also, even though Innocent is the most expensive out of its primary(prenominal) competitors, 69% of respondents have said that Innocent smoothies are worth every penny. Nevertheless, Tropic ana had a 73% rate, own brands had a 65%, 42% for Happy putter around and 29% for Coldpress.Segmentation/TargetingThe smoothie market is divided into varying groups of consumers, which all differ in characteristics, behavior or needs. These contrasting 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 sugar and are made 100% from fruits. They do not have any sort of colourings, flavourings or genetically modified products. Another 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, small and filling, but contributes to unrivaleds 5-a-day fruit and veggie count.By having one small 250 ml smoothie, one is already having 2 of their 5-a-day. This is easy for those who have difficult times getting their diets bala nced with their work. A third group of buyers that Innocent attracts are parents. Kids diets are extremely important while growing up and a smoothie is always a more appealing option to a young one than a piece of fruit. Innocent is a better option in every way than a fizzy soft drink which probably has no nutritionary value and more sugar.Geographically, Innocent has expanded from a small stand at a concert in London to having a presence in France, Austria, Ireland, Sweden, Belgium, Switzerland and Denmark. Demographically, Innocent has focused on young kids in an essential growth 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.