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Marketing Planning - Coursework Example

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Marketing Planning

Innocent SWOT Analysis Strengths Weaknesses Opportunities Threats Innocent is the leading smoothie brand in the United Kingdom. The company currently owns 77.5 percent of the smoothie market. Innocent’s premium retails prices are relatively high and this indicates there will be a market segment reluctant to buy their products in favor Innocent’s competitor. Increase in the market share. Innocent operates in a market characterized by continuous growth. The consumers are developing a trend in which they are cautious of the consequences of processed goods. This is a big opportunity for Innocent to take control of the market. The consumer tastes are changing. This is because most of the product variety/range is becoming repetitive. Innocent produces quality products. Each smoothie is prepared from natural fruits supplied by regulated suppliers. This makes sure that the products produced are of premium quality. The company has a low customer base. The consumer base is relatively small and largely confined in the United Kingdom (HomeInsights 2010, p1). The global market is expanding due to the growth of the emerging markets. Innocent’s success has been largely attributed to language. Cultural differences may create an obstacle to success when the company seeks to expand to other continents. Innocent has been consistently growing since its inception in 1999. Increase in the range of products such as dairy, whole grain, and vegetable products. Brand vulnerability – as Innocent grows, its brand value will be subject to scrutiny based its actions, for instance, its attempts to collaborate with Coca-Cola and McDonalds (HomeInsights 2010, p1). The scale of its sales is high. Each week, the company sells approximately two million smoothies (Tryhorn and Sweney 2009, p1). It also operates in several European nations. It can engage in eco-friendly promotions with organizations such as National Trust (HomeInsights 2010, p1). The distribution channel is huge; over ten thousand retail outlets and supermarket chains stock Innocent. Ethics - The company uses bottles (100 percent recycled) and paper (25 percent recycled) for the labels (Turner 2008, p1). It is also creating better working conditions and increasing resource efficiency in countries it sources the fruits. The premium prices for Innocent’s product make it favourable to the retailers because they are more profitable. Health benefits are actively sponsored by the government and other organizations (HomeInsights 2010, p1). Innocent Competitors and Competitive Advantage The current competitors in the market include Tropicana (PepsiCo), Happy Monkey, Lucozade Sport, Red Bull, Seven Seas (Multibionta), Kellogg’s Cornflakes, Young’s Pink Salmon (HomeInsights 2010, p1), Ella’s Kitchen, Naked, and Odwalla (Cummings 2011, p2). Innocent’s main competitor is Tropicana; Pepsi Company owns Tropicana and it holds 29.3 percent of the market share in the United Kingdom. Tropicana has vast experience in venturing into new markets, a strong brand image and it is dedicated to offering exemplary fruit selection and excellent blends (Cummings 2011, p2). Tropicana has used marketing strategies such as focusing on the health benefits of the products, attractive artwork on the packaging and strong ethical values just like that of Innocent. Tropicana’s focus in the market segment is the kid’ ...Show more

Summary

Marketing Planning Vision/Mission Statement for Innocent The mission statement for Innocent is to “make natural, delicious food and drink that helps people live well and die old” (Innocent 2011, p1). In other words, the mission is to create an environment in which the individuals can do to themselves some good, and at the same time make the food, and drink taste nice…
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Marketing Planning Coursework essay example
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