MARKETING PLAN

Marketing Plan of Innocent



Marketing Plan of Innocent Drink

Introduction

Innocent Drinks founded in 1999 in UK. They manufactured smoothies and flavoured spring water which are always pure, fresh and unadulterated that is 100% natural and delicious. Their product is available almost everywhere in the world including Germany, France, Ireland, Denmark and many more (Innocent , 2009: 32). The market share of innocent drinks in UK is 71%, and their weekly sales are almost 2,000,000.

Part 1

Vision of Innocent

Mission of Innocent

Staying true to our purpose will give us the best shot at achieving our vision of innocent becoming a company that makes delicious, healthy, natural, ethical food universally available for all.

Competitors of Innocent Drinks

These are the major competitors of innocent drinks:

Britvic Plc

Merrydown Plc

Company's Products

Part 2: SWOT Analysis

Strength

Weaknesses

Contributes to sustainable supply and the renewable gaming systems

No operating tidal lagoon plant; no benchmark

Environmental friendly

Limited number of research

Friendlier to operate

Considerably large investment

Prevents the chance of degradation

Not attractive to private investors and venture capitalists

Threats

Opportunities

Relatively new market

Can become very attractive for company

Unclear governmental policy

Potential tax reduction due to new technological development

Changes in consumer taste

Potential government investment due to renewable innovative gaming subsidy

Possibility to fail to be a successful project

The increasing awareness of gaming technology

Part 3: BCG Matrix for Innocent Drinks

Question Mark

Innocent juices are on low market share and high market growth as this product of innocent juices is recently launched and large amounts are expending on advertising of this product (The Guardian 2010, [Online]). The Innocent Juices are recent product in the range and due to a very competitive market for fruit juice the success of the product has not reached the same level as the Smoothies. Innocent drinks cannot gain high profits in this product as this in new in the market and it is in the growth stage.

Stars

Smoothies are the foundation of the company and this product lies on stars part of the BCG Matrix. This is the product which has reached to its maturity stage and company gains huge profits from this product. The main cash is generated from this product.

Cash Cows

Vegetable Pots by Innocent is a bold move from producing fruit juices to providing a small meal combining 3 portions of vegi-pots for a healthy meal. This type of product is popular and with consumers experiencing less time to cook and eat and an interest in healthy diets it will require an increased investment and therefore can be placed under the growth phase of the cycle.

Dogs

Fruit tubes are not demanded in the market by the consumers. For this reason this product lies on the dogs section of the BCG matrix. The company should extract as much as money from this product as the production is done for this product. They should give away this product as this is increasing cost of Innocent drinks (Innocent Smoothie 2011[Online]).

Part 4: Product Market Expansion Grid (Ansoff Matrix)

Innocent Drinks has adopted an assortment of growth strategies to gain success in long-term. Innocent Drinks has introduced new products in markets showing the product development ...