innocent segmentation 1 Segmentat the market for innocent’s smoothie products using relevant segmentation criteria. In order to describe the segmentation of the consumer market of innocent’s smoothie products i’m going to use three relevant segmentation criteria such as: behavioural, psychographic and profile. Talking about the behaviour of customers we can segmentate the market of innocent in this way: The smoothies are addressed to customers that want healthy food, and live in a healthy way, and they are sure to find in innocent a very high quality products.
They could want also to improve their self-image because innocent has a strong reputation and for its high levels of price is not affordable for all. Customers’ perception of the innocent’s products is a high level quality perception and they appreciate innocent also because its ethical commitment in the environment and society trying to make better the world around the company. Psychographic: the customers that buy innocent’s smoothies are cash-rich, time poor, health conscious consumers, who have not time to eat enough fruit or to prepare healthy meals.
They can be young workers, middle aged people, family that live in cities and are very busy with them works but are aware of their health and they want to consume the right amount of fruit and vegetable per day, and they want to leave in a healthy way. Demographic: the innocent’s smoothies are sold in certain supermarkets principally in UK and Ireland but also in other european markets such as Netherlands, France, Germany, Scandinavia and others.
Customers of these products are well-to-do city’s inhabitants, their age is variable, they can be young workers, like so middle-aged people with families or not, both man and woman. Describe the current segment of innocent. The current segment of innocent is that its product are oriented in the european markets to people that are aware of their health and want to have a health life, that have money to spend on, that are environmental sensible people and that have not a lot of time to waste.
Which segment, or segments, should innocent target next? In my opinion the next segment that innocent should target is the market of old people. I think this because there are a lot of old people that are aware of their helth, that have money to spend and that want to live in a healthy way but nowadays they are not attracted by innocent’s products because its products aren’t thought for them. Therefore i think that innocent should develop an array of products thought specifically for old people to serve this segment. 3 What are the strenght and weaknesses of innocent’s product/branding strategy? Innocent has built a very successful business in the smoothie market by offering quality, fresh products and by behaving in an openly ethical manner, this has created a brand that from the point of view of customers it means quality and healthy products, its ethical strategy is using fresh and pure fruits and not use any preservatives, stabilizers or concentrates in its drink.
Therefore when customers buy Innocent brand they know that they are aquiring healthy products eco-friendly. So this is a strenghts of this approach and also the fact of being active in charity events and also the firm assures to the customers that 10% of its profits is destinated to charity activitie through the Innocent’s foundation. The company wants also to leave things a little better than it found them. So it has an ethical approach and aspires to be an ethical business.
One weakness of this approach could be that by aspiring to be an ethical business, Innocence offers its products with a high price category and the message that is communicated is that if you want healthy products you have to pay more than other products and many costumers even if they wanted to buy innocent’s products they could not be able to afford this array of products. Another weaknesses of the innocent’s product’s strategy is that since it has decided not to use any preservatives, stabilizers or concentrates its products has a shorter shelf life in the supermarket in which they are sold.
For this reason it requires an exceptionally slick system of distribution. Instead strenghts of branding strategies are events and activities organized by the company to increase and improve the brand’s awareness, such as “innocent village fete” , organized every year in Regent’s Park in London,and free tour aroun its headquarters,then it has also brand extension that is also a strenght of its strategy and it is the innocent foundations established to do charity activities in different countries and that received every year from innocent’s overall income the 10%.
Another branding strategy’s strenght is the choice of lower-case letters for the brand’s writing that expresses the unconventiol way of the company to communicate with its audience customers.