Consumer Behaviour Analysis. The |Innocent| Smoothie PDF
By:Charlotte Brodtkorb
Published on 2018-11-14 by GRIN Verlag
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|.
This Book was ranked at 29 by Google Books for keyword Consumer Behaviour.
Book ID of Consumer Behaviour Analysis. The |Innocent| Smoothie's Books is 3Zt5DwAAQBAJ, Book which was written byCharlotte Brodtkorbhave ETAG "0FvfjuuS1Q4"
Book which was published by GRIN Verlag since 2018-11-14 have ISBNs, ISBN 13 Code is 9783668834293 and ISBN 10 Code is 3668834296
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Book which have "22 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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