Marketing Communications for Innocent Drinks

Marketing
Communications

Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Critical analysis of existing marketing communication strategies that are applied by the brand.
Further, evaluation of current marketing strategy in the country for the brand. .........................1
TASK 2............................................................................................................................................3
Preparing an integrated marketing communication plan for existing product ............................3
Control.............................................................................................................................................5
TASK 3 ..........................................................................................................................................6
Analysing current market segments and recommend the best one for the brand .......................6
Critical assessment of customer relation strategies of the brand for assessing the dimensions of
brand equity ................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing communications can be understood as message as well as media that are used
by organisational managers for communicating their advertising components to their segmented
customers in a target market (Blakeman, 2018). This exercise is considered as beneficial as it aid
to move products, services as well as ideas from producers to end users which help them to
maintain relationship with customers for a longer period of time. It also aid in improving brand
perception in the eyes of targeted audience. In order to better understand about the marketing
communications, Innocent Drinks is taken into consideration. Innocent Drinks produces
smoothies as well as juices which has its headquarters at London, United Kingdom.
This project report demonstrates a critical analysis of current marketing strategies which is
applied by the brand. This also illustrates preparation of integrated marketing communication
plan for their existing products. This also analyse current market segments and also contains a
recommendations for determining their target customers.
TASK 1
Critical analysis of existing marketing communication strategies that are applied by the brand.
Further, evaluation of current marketing strategy in the country for the brand.
Marketing communication strategies are tactics planned by business to convey specific
message to target consumer with the help of distinct mediums (Bruhn and Schnebelen, 2017). In
case with Innocent Drinks, marketing communication strategies serve purpose of helping
marketing department to better understand target audience addition to brand message. At present,
it has been analysed that the company uses communication marketing strategies for continuously
communication with target customers. It is working well because the company is able to gain
insights about what makes the customer to devise purchase decision and the reason they must
come to the establishment for meeting needs. With this, the company becomes familiar with
customer journey and establish a plan which can assist in meeting customers’ requirements at
each phase of journey. Marketing communication strategies that are used by marketing
department of Innocent Drinks are analyse below:
Push, Pull and Profile strategy: Pull strategy of marketing communication includes
direction of marketing efforts at consumer or end users as well as loaded with huge promotional
offers to support business campaigns, for examples, free samples, contests and coupons (Ferrell,

Hartline and Hochstein, 2021). In case with Innocent Drinks, it has been analysed that use of
pull strategy requires huge spending on promotions along with advertising for building demand
of consumers for variant smoothies and juices. While push strategy is about getting product or
service of company into hands of buyers with limited or no marketing efforts. At present, push
strategy used in Innocent Drinks involves selling numerous juices and smoothies personally for
acquiring customers. For example, push strategy of marketing communication makes utilisation
of sales force together with practices of trade promotions for creating consumer demand for
offerings smoothies and juices.
In contrast, profile strategy is concerned with building perception, reputation, awareness
along with attitudes through corporate advertising and public relations (Hollensen, Kotler and
Opresnik, 2017). In present era, good profile of company reflects strong brand equity. Innocent
Drinks with good profile as well as strong brand equity is able to leverage interest of wider
consumers for its offerings, create emotional connections with customers and satisfy needs of all
types of consumers.
Media strategy: It is kind of marketing communication strategy which is implemented by
the company with use of particular media for attaining marketing or advertising goals (John and
De'Villiers, 2020). In present environment, organisation, for example, Innocent Drinks use media
strategy for enhancing brand awareness addition to interest in products and services of the
company. Paid media strategy of Innocent Drinks is going on well because the company
promotes its services, content together with varied juices and smoothies with paid advertisements
that are places on numerous platforms comprising TV, radio and social media.
Message strategy: The marketing communication strategy which tells an individual or
entity what to say as well as how to say is message strategy (Juska, 2021). At present, marketing
department of Innocent Drinks uses message strategy for building awareness addition to inform
customers related to itself as a business. It is working well as it states the ways the company turn
marketing into communication addition to communication into outcomes.
Current marketing strategy opted by Innocent Drinks in UK is media strategy. It is
valuable strategy for the company to source customer intelligence together with data. Social
media platforms are open to all that gives the company a chance for following activities of target
consumers or potential buyers (Khandamova, Shchepakin and Bazhenov, 2017).