Hence the founders of Innocent have ensured that the product speaks for itself about the company and the brand name. Unlike the service sector, Innocent is not customer centric, however the product is developed with the customer expectations in mind and the quality of the product acts as the promotional factor (Jobber, 2004). The denial of Innocent to be exported to countries where it is not possible to transport overnight indicates the importance given to the product specifications. Though the cost of the product is substantially high, the entire cost goes into the product unlike other brands in the same sector that have a huge advertising spend. Currently, Innocent does not have any loyalty programs or other customer centric costs, unlike other companies. The main reason is that Innocent has based its marketing strategy on the product quality and belief that the customers who are satisfied with the product will definitely come back for more (Groonroos, 1994). On the contrary, the service sector stresses on customer loyalty programs in order to build a relationship with the customer. This result in added costs for the company which then goes into the price of the product or service provided (Fisk et al, 2000).
Innocent is a product oriented brand and has given due consideration to the tra...
However the marketing mix is unique and it has focussed on each of the four P s in varying degrees.
Innocent, due to its unique business model, has utilized the 4 Ps, i.e., Product, Promotion, Price and Place to create an integrated marketing mix. The product has been developed after heavy thoughts on market demands and customer expectations. The product has been given the most importance and all the other marketing strategies revolve round the product (Hakansson and Waluszewski, 2005). The company has positioned itself in the market as a high quality smoothies brand.
The Price reflects the product quality and the position in the market. Unlike other brands in the sector, Innocent does not add sugar or preservatives, and produces products with higher amounts of fresh fruit pulp. Innocent justifies this high price by indicating that the product is purely natural and that it is similar to home made smoothies. The promotion strategies are aligned with the product and its price, thus emphasizing its position in the market (Evans and Moutinho, 1999). The advertisement spend is very less comparatively, which again reflects that fact that the cost of the smoothies are completely covered by the product and that the company does not charge the customers for the advertising spend (Dobni and Luffman, 2000). The company has grown internationally, but still emphasis is given to the uniqueness of the product. Hence it is exporting strategy is clearly designed to export to countries which can be reached overnight, as the product life is shorter due to the absence of preservatives.
Thus it is evident that Innocent has cleverly utilized the four Ps in creating an unique integrated