This report examines consumer behaviour in the context of the purchase of a smoothie produced by market leader Innocent Drinks. Based on a hybrid segmentation approach, the company is targeting a group amenable to the consumption of health foods in terms of preferences and resources.
Benefitting from a strong position in the children's as well as in the adults' smoothie sector, Innocent build on their first-mover advantage by maintaining an original brand image characterised by friendliness and approachability through utilisation of marketing mix elements.
Pricing strategies and communications mix are tailored to the target segment. Innocent successfully compete on differentiation, focussing on product quality and sustainble business practice. It is, however, suggested that they publicise their CSR initiatives on a broader scale and and target children more directly for their "Kid's Smoothie".
Table of Contents
1. Terms of Reference
2. Introduction: About the Innocent smoothie
3. Segmentation, Targeting, Positioning
3.1. Segmentation Approaches used by Innocent
3.1.1. The Innocent smoothie consumer in the VALS Framework
3.2. Target Customer Profile
3.3. Positioning of the Innocent Smoothie
4. External Influences on the consumer’s decision
4.1. Reference Groups
4.1.1. Families and Household decision making
4.1.2. Friendship groups
5. The Buying Process
5.1. Problem recognition
5.2. Information Search
5.3. Evaluation of Alternatives
5.4. Purchase
5.5. Post-purchase Evaluation
6. Innocent’s Marketing Efforts
6.1. Product
6.2. Price
6.3. Promotion
6.4. Place
7. Conclusions and Recommendations
Objectives and Themes
This report analyzes the consumer behavior surrounding the purchase of Innocent Drinks smoothies. It explores how the company utilizes target segment profiling and specific marketing mix strategies to maintain its market-leading position and brand identity.
- Application of segmentation, targeting, and positioning strategies.
- Influence of reference groups and family decision-making on consumer choices.
- Detailed analysis of the consumer buying process from problem recognition to post-purchase evaluation.
- Evaluation of the 4Ps marketing mix (Product, Price, Promotion, Place) in the context of Innocent’s brand strategy.
Excerpt from the Book
4.1.1. Families and Household decision making
In the context of the purchase of an Innocent smoothie, the nuclear family as a normative reference group is worth considering, as this buying decision may be driven by a preference for wholesome food and/or environmentally friendly and socially responsible products that is likely to have been shaped during childhood.
On the other hand, according to Schiffman & Kanuk (2007), a family may be described as “members of the most basic social group who live together and interact to satisfy their personal and mutual needs” (p.326). It follows from this that a “family” need not be a couple with (or without) children, but can also be a collective of roommates, which can be considered to be a comparative reference group.
Single persons may therefore also be affected by “family” (or household) decision-making. Theory assumes that each member of the household will take on one or several of eight roles in the decision-making process (Schiffman & Kanuk, 2007, see below for details). The reconciliation of these roles and their presence in the family will have an impact on decision- making (Schiffman & Kanuk, 2007).
Summary of Chapters
1. Terms of Reference: Defines the scope, purpose, and institutional context of the report regarding the analysis of Innocent Drinks.
2. Introduction: About the Innocent smoothie: Provides an overview of the company, its trademark product, and its unique value proposition in the smoothie market.
3. Segmentation, Targeting, Positioning: Discusses the theoretical framework of STP and how it applies to identifying Innocent's core consumer base.
4. External Influences on the consumer’s decision: Examines sociocultural factors and the impact of reference groups like families and friends on purchase decisions.
5. The Buying Process: Analyzes the five stages of the consumer decision-making journey as applied to the purchasing of an Innocent smoothie.
6. Innocent’s Marketing Efforts: Details how the company uses the 4Ps (Product, Price, Promotion, Place) to build a positive brand image and attract their target segment.
7. Conclusions and Recommendations: Synthesizes findings and offers strategic suggestions to maintain market leadership through enhanced CSR and targeted sampling.
Keywords
Consumer Behaviour, Innocent Drinks, Smoothie, Segmentation, Targeting, Positioning, VALS Framework, Marketing Mix, Reference Groups, Buying Process, LOHAS, Sustainability, Brand Identity, Consumer Decision-Making, Market Leader
Frequently Asked Questions
What is the primary focus of this report?
The report examines consumer behavior specifically within the context of purchasing Innocent Drinks smoothies, analyzing why and how consumers choose the brand.
Which theoretical frameworks are applied to the brand?
The analysis utilizes STP (Segmentation, Targeting, Positioning), the VALS Framework, Maslow’s Hierarchy of Needs, the consumer buying process, and the 4Ps of the marketing mix.
What is the main goal of the research?
The goal is to understand the profile of the target segment and how Innocent’s marketing efforts align with consumer needs and behavior.
Which research methodology is used?
The report employs a qualitative analysis of marketing theories and combines them with practical industry case study data and personal reflections on the buying experience.
What topics are covered in the marketing mix section?
The section evaluates the product’s natural ingredients, pricing strategies, non-traditional promotional communication channels, and the company's distribution strategy.
Which keywords best describe the document?
Core themes include Consumer Behaviour, Innocent Drinks, Marketing Strategy, STP, Sustainability, and Brand Positioning.
How does the author categorize the target customer?
The author identifies the core target as young-to-middle-aged, city-dwelling, white-collar professionals with substantial resources who value health and sustainability.
What role does "Pester Power" play in Innocent’s strategy?
The author notes that Innocent leverages the phenomenon of children influencing parents' purchases through TV advertisements, specifically for their "Kids' Smoothie."
Why is the "Sleeper Effect" mentioned in the context of promotion?
The report suggests that Innocent uses labels on their packaging as an advertising platform to ensure repetition of messages, thereby mitigating the sleeper effect.
What recommendation is provided for the company's future?
The author suggests a more aggressive PR strategy regarding CSR initiatives and targeted product sampling for the "Kids' Smoothie" to improve market penetration.
- Arbeit zitieren
- Charlotte Brodtkorb (Autor:in), 2012, Consumer Behaviour Analysis. The "Innocent" Smoothie, München, GRIN Verlag, https://www.grin.com/document/448720
