Innocent Drinks: Simon Edwards, Alexia Faure, Giorgio Rodoni, Charitha Kalamulla Waduge, Joy Seanehia
Innocent Drinks: Simon Edwards, Alexia Faure, Giorgio Rodoni, Charitha Kalamulla Waduge, Joy Seanehia
Innocent Drinks: Simon Edwards, Alexia Faure, Giorgio Rodoni, Charitha Kalamulla Waduge, Joy Seanehia
Innocent drinks
Ribena
P&J smoothies
INNOCENT DRINKS
MARKETING MIX
Marketing mix Model
Product
Product range consists of smoothies, thickies and
fruit flavoured drinks known as juicy drinks.
All of these products share a unique selling point in
that they are all made from 100% pure crushed fruit
and remain ‘unadulterated’.
Seasonal smoothies; launch of a new flavour for
spring, summer, autumn and winter. Guest smoothie
introduced every 3 months also to keep customer
interest in the brand and act as a method of test
marketing.
Price
A premium price is charged for the product of £2
(for 250ml).
In contrast, PJ smoothies retail for 99p
Innocent justify this pricing, as they use pure fruit
juice whereas PJ use juice from concentrate
Place
Refusal to add preservatives means a short shelf
life of only 14 days for Innocent’s products.
This requires an exceptionally slick system of
distribution.
Today, Innocent drinks are sold by over 4,000
independent retailers, as well as all of the major
supermarket chains.
Promotion
Novel ways of attracting attention to Innocent’s
products, including an annual festival, the Supergran
Campaign and regular newsletters and gifts to
customers who have signed up to the Innocent
family.
Use of word of mouth as a promotional tool.
Use of advertising campaigns
Total advertising expenditure in 2006 was £6m – up
from 1m the previous year.
INNOCENT DRINKS
IMPLEMENTATION AND
CONTROL
Implementation and control