Innocent and Tropicana Case

Innocent and Tropicana are very similar business’s as they are both in the market for drinks such as fresh juice, smoothies etc. They both advertise themselves to sell a range of healthy drinks for all ages and are both very successful throughout the UK. It is evident from looking at both their websites that they are approaching their market in different ways, Tropicana has gone for a more sophisticated look that appears to be aiming more at the older generation (teenagers and adults) whereas Innocent are trying to broaden their market and appeal to the younger generation a lot more. They both have numerous features on their website, designed to entice customers to buy their products; Tropicana have sections on their website to displaying what products they sell, where their product comes from, the health benefits of their products and the things they are doing to try and preserve the environment that we are living in. All these features reinforce the idea that they are aiming for the older generation as it is unlikely that this would attract any children’s attention. Whereas the Innocent website has been designed to look much more lively and attractive to a broader range of age groups, they have sections that will tell you about themselves and how the company started, defining the products that they sell, a section titled “bored?” where they have numerous things to play around on to pass your time and finally what I believe to be most important they have a kids section with numerous kids games revolving around the products they sell. This is a clever marketing scheme because children have a lot of influence over what products their parents buy or are willing to try thus by attracting them it almost guarantees that their family will at least try the products they are selling.

Tropicana offer a sales promotion called the “Tropicana breakfast club” which allows users to enter daily codes giving them the opportunity to win lots of daily prizes, this is a great idea as their usual target market appears to be the older generation, but this may attract the younger generation as they tend to enjoy winning free things although the prizes they offer such as a 2 moth free subscription to the guardian and Virgin days out once again appear to be aimed at the older generation as they are not very exciting prizes. Innocent have a similar scheme of winning prizes although a lot less complicated they offer prizes on the packs they sell such as free alphabet magnets on their kids products where you just enter the code on your pack online and they will send you the prize if you win, this will perhaps entice customers to go out and buy the products.

Tropicana’s