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Innocent Product Consumer

Paper Type: Free Essay Subject: Marketing
Wordcount: 1921 words Published: 4th May 2017

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Innocent Product Consumer


1. Innocent as a product orientated company

I highly believe that innocent is a product oriented company owing to the fact that all is activities are centred toward the necessity and the need of the consumer. The products from innocent are all inclusive and totally attractive to the consumers in that, its interesting nature makes more sales (Broda & Weinstein 2006).

The focus being on the product, innocent produces the fresh fruit juice. With this in mind the consumers consider the value of the products in relation to the quality and since this is only fruits alone as depicted. Innocent had to carry out the product research since by the original founders leaving their job because of the making of the new products and carrying out collection of the data using the samples of the products; the founders were doing product research (Romalis 2004). Due to the enormous answer the consumers clearly gave them a go head depicting how their product was fine.

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This aspect also depicted product testing; this came about as a result of the samples given to the consumers having positive responses. Being product oriented innocent clearly depict how focused it is in the provision of total fruit only products that are able to satisfy the needs of the consumers .this comes about since even though other manufactures tried to convince them of shifting to the use of preservatives and other sugars they clearly maintained their stand. Being product oriented, innocent tested its product in small markets before embarking into wider markets focusing on how the products quality had an impact in the total population that consumed it. This shows the competence in the firm.

2. Using the 4Ps by Innocent to create an integrated marketing mix.


Innocent is targeting the right product in that what the consumer wants is what they are getting. The consumers have a total satisfaction with the fresh fruit juices being produced by innocent therefore showing that the company had aright product target tom the right population. The features of being whole in the product give a high demand for the product due to its health aspect. Innocent has tried to develop and enhance new products and the various ways in the development of the products. Through this it forms a foundation of the focus at which a clear distinction between the other products from different companies lies. The line of production by this firm has also been clearly set up on how to make the product therefore enhancing a smooth flow of operations within the firm. The firm’s production is well concerned with the meaning of the product to the consumer.

In the course of the addition of the marketing mix, the product suits the overall market requirement since it is well appreciated by the consumers for it advanced qualities. The appearance of the product. In line with the requirements of the market and in order to integrate full into the marketing matrix innocent has broadened the range of its products from smoothie’s fresh fruit juices to deserts. The purpose of the range of products is to fit into the market to the new emerging consumers’ .in this context, the smoothies and the fresh fruit juices are the new products therefore it is the consumer’s perception clearly outlines the prices of the products since the market energy focuses on the success of the products.


Even though the price of the product are very high, innocent still has larger sales owing to the fact that the consumers have appreciated the quality of the products .The perception of the consumers is seen by the large sales made by innocent. this shows how much appreciation has been focused on the quality of the products .in innocent ,the pricing policy has been changing from time to time as it keeps on increasing since the value of what is being consumed in terms of health is being related to the quality of the same products( Romalis 2004).

In the right place

Meeting the high demands and sales of the product in innocent came about since they were in the right place at the right time. This ensures that the target population is clearly carted for .this has been depicted in innocent since the acknowledgement of high sales has been achieved .At the start of their business, innocent focused on the target group in that they took the samples to where an appeal would be their fast catch. The consumers were made know of the new product in the market enabling the cost to be spread over a large output through the promotion. Selling of the product in the companies’ wholesale shop before embarking on the distribution elsewhere was to determine then place where there would be effective sales of the new products.

The promotion

Advertisement has played a key role in the promotion that has been depicted in its website. by allowing the consumers to pass by its company the promotion matrix increases since everybody will feel free to visualises the new products .promotion by innocent is also enhanced when it takes part in the community projects, through testing recipes on friends and families, talking to potential suppliers and negotiating with retailers innocent was forming a promotion basis for their product. Innocent applied effective communication systems by addressing on the fact that their products were of high quality fresh fruit juices and smoothies. This information enabled the consumers to make more rational choices on their product purchase enabling them have quality products The cost associated with promotion or advertising goods and services often represent development of new brands has facilitated an increment in the promotion matrix in that better healthy products have emerged from innocent that focus mostly of health issues. This has increased the sales of the new brands.

3. What potential problems do Innocent face in stretching its brand into?


These are particular in pleasing to the eye taste and flavour without tackling the health promotion issues. The challenges that will be seen in this case will be the fact that the deserts are not health promotional foods unlike the fresh fruit juice and the pribiotic yoghurt. The consumers in the first instant focused on the products since they had high quality and were acceptable for proper health unlike in this case. This brand will also require more promotional marketing mix which in turn might end up lowering the returns in the market therefore reducing the total sales that could have been made.

(b) Cosmetics

With innocent embracing in the cosmetic sector it will surely have minimal consumers since they are always affiliated to women unlike the other population that is dominant and with this it will have to engage too much in the promotion and advertisement or the products before the margins of returns are cubed.

(c) Holidays

The problems encounter in holidays will be that during this time the firm needs to have sent many convincing deliveries like mailing cards and sometimes personal visits in order to convince the consumers of their products .this seams a tiring work and on the other hand additional costs will be encountered.

What advise would you give the company on these proposed brand extensions?

The main advice would be to understand the real need of the consumers through carrying out the extensive product promotion and foster the importance of the new proposed ideas. Then main people to be targeted by the new brand will be those who are clearly able to give a good insight on the relationship that exists between the brands and the new products this is because the early access to people with the knowledge of the product will be an avenue of its future development.

To clearly promote the proposed brand, the firm ought to create metaphors or headlines that provoke the consumers to be more challenged on the existing relationship that exists between the product and the brand. This will make them understand more of the products being introduced in the market.

The company should focus much more in the promotion of its initial products before venturing into the introduction of other brands in the market in order to facilitate effective acceptance. In order for effective brand distribution innocent has to employ consumer trust to capitalize on the recognition of the brand. The company will be able to gain potential interest through the lowering of the cost to attain more sales. When all the monetary risk is imperfect the transaction speed will accelerate as a result of the various products promoting each other for example when the fresh fruit aid in the promotion of the desert and the cosmetics, profits will be added relatively at a faster rate. Lastly the company has to focus on the competitive advantages that are within. Competition from all other sources has to be considered (Brassington 2000).Tropicana brand sells itself in the same way owing to the fact that its products are fruit based. Frito, Pepsi Gatorade Quaker Brands are the companies with similar marketing criteria.

What are the risks and reward doing this?

The rewards entail potential high sales from the products being sold. When a product attains sufficient support, the possibility of another r bra d emerging from the same company aggravates the consumers to have an urge of determining the new product in the market therefore boosting the sales. The risks here outshine the benefits in that once the loss in the prices have been experienced it is very difficult to coupe up to the original intended capacity.

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Snodgrass (2002, pg.113) asserts that the risk of ongoing with such attempts without total experience in the market is that losses can be acquired within a short period of time. Therefore all the personnel’s should focus entirely in the provision of services deliveries to the customer that will enable effective returns to the firm. Another risk is that the brand if not well promoted in the marked orn applied with greater market promotional mix will not be credible to the consumers especially if the original brand shows sings of discontent by the general public. The market usual determines the key players with the level of significance to the immediate impact to the product at hand.


  • Brassington, F (2000), .The Sole ideology of promotion, Second Edition, Prentice Hall, Harlow.
  • Broda, C., and D. E. Weinstein (2006): .all round impact global village and the Gains from Variety, Quarterly Journal of Economics 121(2), pp. 541-85
  • Matusz, S.J. (1996): .worldwide Trade, the partition of Labor, and Unemployment .Inter-national Economic Review, 37(1), pp. 71-84.
  • Nunn N (2005): .Relationship-Speci.city, Incomplete Contracts, and the Pattern of
  • Trade,. Quarterly Journal of Economics4 (2), pp. 139-149
  • Romalis, J. (2004): .Factor Proportions and the Structure of Commodity Trade,. American Economic Review, 94(1), pp. 67-97.
  • Snodgrass R. 2002. Understanding my main working reasons SIGMOD Record, Vol. 31, No. 1, March2002, pp. 118–121.


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