Marketing Communications for Innocent Drinks

This report provides a critical analysis of the existing marketing communication strategies of Innocent Drinks, an online library for study material with solved assignments, essays, dissertation etc. It also includes an integrated marketing communication plan for their existing products and recommendations for determining their target customers.

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).

In UK, social media practices of Innocent Drinks comprise of great content addition to
engaging communication with followers. With this, marketers of the fruit juice company are
becoming more informed related to target audience for their likes, preferences, interests and
dislikes for the purpose of creating better marketing strategy for attracting potential and
prospective customers. In accordance to Samoilenko (2020), it has been evaluated that media
strategy of Innocent Drinks is working well as it helps the establishment to beat competition
along with take lead (Samoilenko, 2020). The business accounts of Innocent Drinks on social
networks are an opportunity for presenting the brand as well as message in relatable together
with real manner. The company with this is able to rank in search engines that makes it a good
idea for discovering the ways prospective clients or customers are searching for the company
when online.
TASK 2
Preparing an integrated marketing communication plan for existing product
Marketing communication plan can be explained as a strategy which is used by marketers
for informing their target customers about their products or services (Kitchen, 2020). Marketing
communication plan in relevance with Innocent Drinks is mentioned below:
Context analysis
Innocent Drinks is concerned with manufacturing smoothies and fruit juices which are
sold in supermarkets, food outlets as well as coffee shops. It major share is owned by Coco Cola
company. This brand serves the people of Europe in a significant manner. Managers of Innocent
Drinks claims that their drink is healthy one. UK food and beverage industry is enhancing their
share in a significant manner. Increased demand of fruit juices has led to enhance the growth of
beverage industry. However, due to global pandemic, costs of varied commodities, transportation
as well as packaging which led to increase the quoted prices of products by companies. Although
non-tariff agreement is considered as positive aspect. However, managers of Innocent Drinks are
also facing issues in regards with custom declaration as well as local content audits.
For meeting their costing requirements, managers of Innocent Drinks are trying to target
a massive segment of customers through adopting marketing communication strategies in an
exponential manner.
Objectives

Objectives in relevance with Innocent Drinks for the period of August 2022 to July 2023 are as
follows:
 To exceed their sales by 10% October 2022 through enhancing marketing campaign.
 To gain 1 million followers on the Instagram handle till January 2023.
 To enhance their conversion rate by 15% by February 2023. To position their website on number one till January 2023 with the help of Google
analytics and search engine optimization.
Strategies
It is imperative for marketing professionals to adopt varied advertising strategies which
help them to make their plan an effective one in a given time frame (KUSA, ZAUSKOVA and
CABYOVA, 2020). Managers of Innocent Drinks can adopt media and Push, pull and profile
strategies for enhancing their brand in UK as well as nearby areas. Innocent Drinks is already
active in varied social media platform such as LinkedIn, Twitter, Instagram which help them to
make their brand more viable. For adopting social media strategies, managers of Innocent
Drinks can indulge in activities such as content creation and collabs with influencers. This led
them to target emotional aspect of people as influencers and celebrities are highly followed for
their styles as well as eatery habits.
Products of Innocent Drinks are largely sold in supermarkets, food outlets and coffee
shops which led marketers to follow the push strategy for making their distribution channel
effective. They can also use pull strategy which helps them in attracting their customers for
stimulating them to procure their products from retailers. Through implementing profile strategy,
they can communicate effectively regarding marketing objectives to their varied stakeholders.
Tactics
It is desirable for marketing professionals of Innocent Drinks to us varied tactics which
help them to targeting their segmented audience in a strategic manner. They can use advertising
and sales promotion tactics as it can help them to attract a massive number of audience in a
continuous manner on an instant basis. They can advertise their products through using social
media platforms in an effective manner (Pandey, Sahu and Dash, 2018). Through the help of
sales promotion by devising a virtual marketing campaign. This can help them in reducing their
promotional cost and also increased brand viability in more strategic manner. They can organise
contests, provide coupons and vouchers to customers on procuring their products.

Action
After formulating strategies and choosing tactics, it is time to take an action for proper
execution. It is imperative for marketing professionals to execute their plan through using proper
techniques. One such technique is Gantt Chart which can help them in segregating varied
activities regarding scheduling and preparing budgets (Park and McMahan, 2020). Gantt chart
for marketing communications for the period of August 2022 to July 2023 is as follows:
Control
It is imperative for marketing professionals of Innocent Drinks to analyse the marketing
communications plan with the help of key performance indicators and digital analytics in an
effective manner. Controlling techniques which can be used by marketing professionals of
Innocent Drinks are as follows:
Set performance standards- Managers of Innocent Drinks should set performance
standards which are determined through the phase of determining objectives of enhancing their
sales. They can also set performance standard for gaining one million followers on their
Instagram page.
Take regular measurements- In order to track the execution of their marketing
communication plan, managers of Innocent Drinks should check their set objective with the help
of digital tools such as Google and Instagram analytics.
Compare measurements with standards- After setting performance standards and
assessing the objectives, it is time for comparison among set objectives and actual results. It the
duty of marketing professionals of Innocent Drinks to make a apt comparison among the

objectives and measuring analytics. For example, objective has been set to increase Instagram
followers by 1 million and till now the the number has been raised to half million.
Take corrective action for solving the issues- After measuring and comparing the
objectives as well as performance measuring analytics, marketing professionals of Innocent
Drinks should take corrective action. For example, for increasing more followers, marketing
professionals of Innocent Drinks should post more relevant content regarding their workplace
culture or any other related aspect which results in increasing their viability.
TASK 3
Analysing current market segments and recommend the best one for the brand
Current market segment of Innocent Drinks are the young and urban professionals. They
also claim that their smoothies and fruit juices are healthy and do not contain any other
concentrated sugar and other elements. In order to recommend the best segmented audience, a
STP analysis is taken into consideration.
STP analysis can be understood as a strategic assessment tool which help marketing
professionals in bifurcating their promotional strategies as per the segmented customers Shankar
and Et. Al., 2021). Differential elements of STP analysis in accordance with Innocent Drinks are
as follows:
Segmentation- At this stage, marketing professionals are confused in determining which
segment of customers should be targeted. For proper segmentation, marketers segregate the
massive audience into smaller groups on the basis of their attributes and shared characteristics
(Taghipour, 2019). Through this, they gets proper clarity of their intended message that suit and
stimulate a specified audience. Managers of Innocent Drinks can chose their segment on the
basis of demographic and behavioural basis. They can target a specified area of UK that is
London for executing their strategies of marketing communication plan. They can also analyse
the buying patterns, browsing history as well as brand loyalty for segmenting their customers. As
it is old and popular brand in UK which led them to persuade their customers to procure their
healthy smoothies and fruit juices.
Targeting – This phase is concerned with targeting the chosen segmented customers with
the help of framed marketing strategies. This preference is based on reachability, benefits and
size aspects which can be addressed by marketers for determining the target audience. Managers

of Innocent Drinks should choose that segment which has large population as in small size
chances of conversion rates are very low. Before targeting specified group of customers, it is
imperative for Innocent Drinks to measure the reachability of their messages to selected
consumers. Profitability of targeting a specified market segment should be analysed in an
effective manner.
Positioning- At this stage, marketers use valuable insights which are gained from the
process of segmentation and targeting in order to create formulate proper marketing
communication strategies for promoting their products or services. It is imperative for marketing
professionals of Innocent Drinks to position themselves strongly through their effective
marketing communications and unique value propositions. They can also position themselves as
a healthy brand which keeps care of eating habits as well as diverse needs of their massive
customers in a strategic manner.
It has been recommended to marketing professionals of Innocent Drinks to target people
of London on the basis of their online hunting products and buying patterns. Marketing
communication should be done on the basis of determined target audience in a significant
manner with the help of social media platforms and showing the brand as big as well as viable.
Positioning can be made effective by marketing professionals of Innocent Drinks by using brand
positioning map.
Critical assessment of customer relation strategies of the brand for assessing the dimensions of
brand equity
Organisational managers of Innocent Drinks follow a strategic customer relation strategy
whereby they ask for reviewing their products in an exponential manner. They also show the
ingredients that are used for producing their products as well as their process on their social
media handles which help them to gain viability as well as enhance their customer relationship.
However, this practice can be reacted negatively on the business operations of Innocent
Drinks as they also get negative comments and face criticism which can be seen by large public
which can hamper their brand loyalty.
Brand equity is concerned as value of brand which is gained in market (Vitorino, Lisboa
and Antunes, 2020). In order to assess brand equity, Aaker model is taken into consideration.
Aaker describes brand equity as combination of assets as well as liabilities which is associated

with brand on a direct basis and adds a specified value to the product. Components of Aekar
model in relevance with Innocent Drinks are as follows:
Brand loyalty- This component is concerned with measuring the support which brand
hails from their customers. It is considered as beneficial for Innocent Drinks as it allows them
focus on their loyal customers which aid them in reducing their advertising cost to masses.
Brand awareness- It is considered as familiarity of brand among the masses in a
significant manner. As per this model, managers of Innocent Drinks can aware their targeted
customers through enhancing brand awareness. This help customers to feel comfortable while
procuring the fruit juice from Innocent Drinks.
Perceived quality- This is concerned with understanding of public in regards with
products or services of an organisation. Perceived and established brand awareness of Innocent
Drinks led customers to view their products more viable.
Brand associations- This is concerned with measuring the connections which a customer
have with the specified brand. It help managers of Innocent Drinks to create a positive attitude
regarding company's image which persuade customers to procure their products.
Proprietary assets- This component is essentially concerned with intangible assets such
as trademark, copyright and many more in relation to a brand. Goodwill of Innocent Drinks help
them to enhance reputation of company in a significant manner.
CONCLUSION
From the above mentioned information, it has been concluded that marketing
communications is a strategic technique which led marketing professionals to communicate their
messages and media to their targeted customers. Marketing communication plan is formulated by
marketing professionals for performing their formulated tactics in an effective manner.
Marketing communication strategy assists in keeping these clear about who the company is
along with ways to continuously speak with the audience. STP analysis is considered as
important for organisations for determining their targeted customers for positioning marketing
communication strategies in an effective manner.

REFERENCES
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Online:
Samoilenko. J. 2020. Reasons Why Innocent Drinks is Crushing the Competition on Social
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