Articoli correlati a Consumer Behaviour Analysis. The "Innocent"...

Consumer Behaviour Analysis. The "Innocent" Smoothie - Brossura

Brodtkorb, Charlotte

 
9783668834309: Consumer Behaviour Analysis. The "Innocent" Smoothie
Brossura
ISBN 10: 366883430X ISBN 13: 9783668834309
Casa editrice: GRIN Verlag, 2018

Sinossi

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".

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Dalla quarta di copertina

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".

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
GRIN Verlag
Data di pubblicazione
2018
Lingua
Inglese
ISBN 10 
366883430X
ISBN 13 
9783668834309
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
28
Contatto del produttore
GRIN Publishing GmbH
info@grin.com

Waltherstraße 23
München
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Germania