Consumer Behaviour Analysis. The "Innocent" Smoothie

Dossier / Travail , 2012 , 22 Pages , Note: 1,3

Sociologie - Consommation et Publicité

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

Bibliography

Appendices

• Université: European Business School London / Regent's College
• Cours: MKT6A7 - Consumer Behaviour
• Note: 1,3
• Auteur: Charlotte Brodtkorb (Auteur)
• Année de publication: 2012
• Pages: 22
• N° de catalogue: V448720
• ISBN (ebook): 9783668834293
• ISBN (Livre): 9783668834309
• Langue: anglais
• mots-clé: Consumer Behaviour, Analysis, Innocent, Innocent Drinks, Smoothie, Segmentation, Targeting, Positioning, Marketing, Marketing Mix, 4Ps, Buying Process, Consumer Decision-Making