Consumer Behaviour Analysis. The "Innocent" Smoothie

Автор: Charlotte Brodtkorb

Език:

Корици: С меки корици

Издател: Grin Publishing

Наличност: Външен склад

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Seminar paper from the year 2012 in the subject Sociology - Consumption and Advertising, grade: 1,3,...

Информация за книгата

Автор

Charlotte Brodtkorb

Език

Английски език

Корици

Книга - С меки корици

Издадена

2018

страници

EAN

9783668834309

Enbook ID

21126922

Издател

Grin Publishing

Теглоt

Размери

148 x 210 x 1

Пълно описание

Seminar paper from the year 2012 in the subject Sociology - Consumption and Advertising, grade: 1,3, European Business School London / Regent's College, course: MKT6A7 - Consumer Behaviour, language: English, abstract: 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".

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Consumer Behaviour Analysis. The "Innocent" Smoothie

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