Innocent Drinks, Marketing Communication, smoothies, competitive advantage, packaging, graphic identity, innovation, differentiation stragegy, Instagram, media, penetration strategy, distribution strategy, authenticity, action plan
Innocent Drinks is a joint stock company created in 1998, settled in London owned at 90% by the Coca-Cola Company, employing 450 people and amounting £300 million. Innocent drinks achieved a great breakthrough within 2 decades with 80% of market share on the smoothies English market and achieved to be the leader in premium smoothies and fruit juices, whereas the company in France is a follower with a smaller marketshare. Its main competitive advantage is innovation with an internal lab to find out new recipes from pure fruits and innovation through a cutting-edge communication style, playing very much on packaging impact with a very specific graphic identity and slogans, ensuring a « one to one » dialogue with customers and putting forward the brand's authenticity. The challenge now, according to Sophie Bodin Innocent Drinks Marketing and Digital Manager in France, is to extend to a wider family audience with a more intensive distribution strategy and the appropriate communication tools. And to ensure, at the same time, the original target audience loyalty. Besides, the negotiating power of retailers is high, although Innocent competitive advantage is significant and the margins will probably shrink, reducing by the same way future innovation investments in new recipes and innovative communication. The communication objectives are to improve recognition of the Innocent drinks brand and products (cognitive level) but also to make more customers purchase and taste the products in partnership with the distributors (conation level).
[...] Harper (2015) implies that an aim is a statement of what an organisation would desire to achieve which is in this case in terms of marketing to extend its audience that is currently mainly the 20-30 years segment to the large family audience espacially on foreign markets such as France where the market share is small compared to UK. Bjerke and Renger (2017) states that objectives should be SMART: specific, measurable, actionable, realistic and timely. Although, for the purpose of this assignment the AIDA model (see appendix will be mainly used when setting Marcomms objectives as it helps to identify at what points customers will be requiring communication and information (Hanlon, 2013). AIDA model introduced by the American advertising pioneer E. St. [...]
[...] Egan (2015) defines a Marketing communications (Marcomms) plan as a systematic way of accomplishing marketing objectives in relation to the communication of a brand. Summary: Innocent drinks achieved a great breakthrough within 2 decades with 80% of market share on the smoothie's English market and achieved to be the leader in premium smoothies and fruit juices whereas the company in France is follower with a smaller marketshare. Its main competitive advantage is innovation with a internal lab to find out new recipes from pure fruits and innovation through a cutting-edge communication style playing very much on packaging impact with a very specific graphic identity and slogans ensuring a « one to one » dialogue with customers and putting forward the brand authenticity. [...]
[...] Sales promotion takes over in a certain way the advertising actions and induces to immediate purchase. Investment on digital communication amounts 20% of the global communication budget because of consumer generated content (see appendix 13) with a viral marketing interactivity that induces consumer involvement The social media goals (see appendix 12) are mainly in the context of Innocent Drinks to differentiate its products from competition not only in terms of communication style but also in the content putting forward healthy features of drinks. [...]
[...] This media has a deep impact with the advantage of repetition frequency (see appendix on the family audience with ahead healthy benefits, pure fruits with no added sugar or preservatives. The channels for kids and teenagers shouldn't be neglected although teenagers are more nowadays on social networks. So the probability for teenagers to be exposed to a Television message is low (see appendix 9). A multi-screen campaign (Television, ipad, smartphone) could optimize the brand recognition by the target audience and is consistent and complementary (see appendix 5 IMC). [...]
[...] Post testing enables to evaluate the effectiveness of costly advertisements through techniques such as recall, recognition and sales-based tests. Tracking studies consists in interviewing a large number of people on a regular basis with the purpose to collect data about buyers' perceptions of marketing communications messages. Likeability whose principle is that the degree to which people enjoy an ad has the strongest correlation with sales. Enquiry tests are designed to measure the number of enquiries or direct responses stimulated by advertisements. [...]
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