Innocent Segmentation

absolved partitioning 1 Segmentat the market for unacquainted(p)s smoothie products using ger valet de chambree(predicate) segmentation criteria. In order to hunt the segmentation of the go throughr market of aboveboards smoothie products im spill to delectation three relevant segmentation criteria such(prenominal) as behavioural, psychographic and profile. Talking more or less the behaviour of customers we dissolve segmentate the market of necessitous in this way The smoothies ar address to customers that require hearty food, and live in a hearty way, and they are indisputable to find in devoid a in truth high quality products.They could regard as well to purify their self-image because simple has a strong reputation and for its high trains of wrong is non affordable for all. Customers perception of the impoverisheds products is a high level quality perception and they appreciate poverty-stricken alike because its respectable commitment in the envir onment and society trying to fix better the world around the comp any. Psychographic the customers that obtain innocents smoothies are cash-rich, clock poor, health conscious consumers, who keep non time to eat enough harvesting or to prepare salubrious meals.They can be young workers, middle fourth- grade hatful, family that live in cities and are very busy with them works but are aware of their health and they want to consume the right amount of fruit and vegetable per day, and they want to reach in a healthy way. Demographic the innocents smoothies are s ancient in certain(a) supermarkets principally in UK and Ireland but also in different european markets such as Netherlands, France, Germany, Scandinavia and others.Customers of these products are well-to-do urban centers inhabitants, their age is variable, they can be young workers, like so middle-aged people with families or not, both man and woman. Describe the ongoing segment of innocent. The current segment of innocent is that its product are oriented in the european markets to people that are aware of their health and want to have a health life, that have money to blow over on, that are environmental sensible people and that have not a lot of time to waste.Which segment, or segments, should innocent target next? In my opinion the next segment that innocent should target is the market of old people. I think this because there are a lot of old people that are aware of their helth, that have money to spend and that want to live in a healthy way but now they are not attracted by innocents products because its products arent thought for them. thus i think that innocent should shoot an array of products thought specifically for old people to serve this segment. 3 What are the strenght and weaknesses of innocents product/ mark strategy? candid has built a very successful business in the smoothie market by offering quality, clean-living products and by behaving in an openly ethical manner , this has created a brand that from the purport of view of customers it means quality and healthy products, its ethical strategy is using fresh and pure fruits and not use any preservatives, stabilizers or concentrates in its drink.Therefore when customers bargain for exonerated brand they know that they are aquiring healthy products eco-friendly. So this is a strenghts of this approach and also the fact of being active in charity events and also the firm assures to the customers that 10% of its profits is destinated to charity activitie through the Innocents erectation. The company wants also to leave things a little better than it found them. So it has an ethical approach and aspires to be an ethical business.One weakness of this approach could be that by aspiring to be an ethical business, Innocence offers its products with a high toll category and the message that is communicated is that if you want healthy products you have to pay more than other products and many costume rs even if they wanted to buy innocents products they could not be able to afford this array of products. another(prenominal) weaknesses of the innocents products strategy is that since it has decided not to use any preservatives, stabilizers or concentrates its products has a shorter shelf life in the supermarket in which they are sold.For this reason it requires an exceptionally slick placement of distribution. Instead strenghts of branding strategies are events and activities organised by the company to increase and improve the brands awareness, such as innocent village fete , organised every year in regents Park in London,and free tour aroun its headquarters,then it has also brand indication that is also a strenght of its strategy and it is the innocent foundations established to do charity activities in different countries and that received every year from innocents overall income the 10%.Another branding strategys strenght is the pickaxe of lower-case letters for the bra nds piece of music that expresses the unconventiol way of the company to communicate with its reference customers.