Analyse the marketing communication strategy of innocent drinks Essay

Analyse the marketing communication strategy of innocent drinks - Essay Example The company had a net employee turnover of around  £1.8 million in 2000 and has increased to around  £141 million by 2009 (Arens, Weigold and Arens, 2011). The company has been successful in setting up its brand position in the international market by supplying quality products to the customers (Arens, Weigold and Arens, 2011). By conducting this study, the researcher has the aim to analyse the effectiveness of the strategies used by Innocent Drinks. It also offers the scope to understand the importance of using such innovative strategies by the company and the impact it has on the target customers. Innocent Drinks aims at making smoothies and fruit juices for the health conscious customers for kids as well as adults. The company provides pure health drinks without adding sugar or preservatives and these are preferred by most of the customers (De Pelsmacker, Geuens and Van den Bergh, 2013). Innocent Drinks The company has created a huge customer base in the international market. However, the customers often prefer health drinks at low cost that would be according to their budget. The company has targeted the kids for their business in order to make them choose the products (Ogilvy, 2004). The drinks that are made out of fruits also look attractive to the parents who feel that their kids should remain healthy. Since the target customers for Innocent Drinks are the children and their parents, hence, the company pays attention to the packaging of the drinks in order to make them look delicious and attractive (Wells, Moriarty and Burnett, 2011). There are other popular brands of bottled water that gives strong competition to Innocent Drinks. Evian and Volvic are the popular brands producing bottled water, but study says that Innocent Drinks captures the large portion of the market. According to the researcher, the customers who are loyal to the company may not be willing to switch to some other brand and the company would have the