FASHION MARKETING WITHOUT THE FASH

 FASHION MARKETING 

Si Beales Seminar 

4/10/13

INNOCENT SMOOTHIES

A non-fashion brand under the 7P microscope.

PRICE: Supermarket pricing/ affordable.

PRODUCT: Associate themselves with fresh/ healthy/ natural products appealing to consumers concerned with having a healthy lifestyle. These lifestyle choices are seen to be more fashionable. 

PEOPLE: As I mentioned before, healthy eating is becoming a trend in itself, meaning their target market will grow as the trend does. Their range extends to kids lunch box fillers, and ready made salads, both would be bought by busy working 'yummy mummy's' if we're going to be that specific. 

PLACE: In supermarkets, both luxury and non luxury and, again, both fridge and ready-to-eat isles.

PROMOTION: The message they give is they're an all natural brand/ good to both consumer and creator - charitable promotions include the knitted bottle-top where they donate money to charities. They began using recycling bins to gain publicity. 

PROCESS: Supposedly made with handmade/ handpicked ingredients listed on the bag of the packaging. All quantities are written in a personal way i.e. '9 grapes' giving a personal touch to the consumer. Branching into meals etc. as their competition in the drinks isle is growing.