Innocent Brand and Mc Donald's Case Study Example | Topics and Well Written Essays - 1250 words

simple Brand and Mc Donalds - Case Study ExampleUltimatly, th company is mploying product positioning on lins of systemr sgmntation to rach groups who ar likly to spnd mony on fruit smoothis at McDonalds. Dspit introducing halthir choics such as carrot sticks and frsh fruit bags, McDonalds has struggld to shd its unhalthy, supr siz m imag. Innocnt, on th othr hand, has a carfully cultivatd and clvrly insuretd thical brand imag, diffrntiating it from comptitors (Cas, 2011). This nds to b don in trms of devil sgmnts for targt inclinationting, individual spoilrs and rprsntativ buyrs. Th nxt stp in product positioning is to dtrmin how to convinc ths sgmnts that thy will b making a wis dcision in buying this particular kind of smoothi, which is bttr than th comptitors choics, and that thy can rly on th company to mt thir nds. To do this, on nds to kp in mind that in trms of th markting mix, thr must b a balanc of customr sgmntation and product sgmntation. Innocnt facs problms of ma rkting rach, targt markting, product diffrntiation, and brand diffrntiation. Howvr, ths problms can b turnd into opportunitis. Ky Issus Th ky playrs in th cas includ managmnt and mploys at both Innocnt and McDonalds. ... Furthr, popl bcom fattr with ag and thrfor an incrasing numbr of childrn bcom adults with incrasd risk. Currnt case halth goals suggst that good halth should rflct a stat of wll-bing, quality of lif and frdom from disas. Givn th importanc of wll-bing as a national halth goal it is ncssary to dtrmin th xtnt to which popl xcding physiological halth standards of obsity may b at risk of low slf-prcptions. Anothr ky issu that th cas brings up is that of ffctiv targt markting. Dfin th Problm & th Opportunity Th ky problm in th cas is how Innocnt can rach its targt markt, spcially childrn. only, dprssingly, mor than 90 pr cnt of kids in th UK do not gt thir rcommndd daily intak of fruit. Th xpansion of th smoothis distribution into suprmarkts such as Tscos supports th su ggstion that Innocnt dosnt mind whr th product is sold (Cas, 2011). McDonalds has always bn ffctiv at markting to childrn, so Innocnt can rid th largr companys coat-tails in som ways. But Innocnt also nds to targt parnts. In trms of busy mothrs, this targt markt may want diffrnt things from th product than childrn for any numbr of rasons. First of all, oldr consumrs ar buying th product dirctly for thmslvs, whil busy mothrs ar buying th product for thir offspring. This should lssn th product sid of th markting mix in trms of th customrs individuality, and slant it mor