[Advanced Strategy]

Marketing Plan

Competitor Analysis

NOTE: Make a perceptual map (price and brand recognition) with information from
primary market research

Innocent Drinks Tropicana Naked Plenish Blue Skies

Retail sales
revenue 20231
14.8 15.3 7.6 N.A N.A.
in the UK (in
million GBP)
Very high, High globally, Moderate, Growing Moderate,
widely particularly in gaining awareness, recognized for
recognized as a the US. popularity particularly in the fresh, ethically
leading brand in Known for its among health- health and sourced juices,
smoothies/juices premium fruit conscious wellness but less
and associated juices but consumers. community, prominent
Brand
with ethically faces known for its than Innocent
Awareness
sustainable competition organic, cold- or Tropicana.
practices. from private pressed juices.
UK brand labels.
awareness:
84%2

 Smoothies  Juices  Smoothies  Cold-pressed  Freshly

 Dairy-free  Protein juices squeezed
smoothies shakes  Plant-based juices
Product
 Juices  Vegetable milks  Dairy-free
Portfolio
 Juicy Water juices  Plant-powered juices and
 Coconut juices ice creams
Water  Cut-fruit
Target Youthful, trend- Breakfast-  Original Wellness-focused Consumers
Consumer savvy, health- conscious line of individuals who seeking fresh,
conscious individuals juices and are willing to pay minimally
consumers with from all age smoothies: a premium price processed fruit
a strong groups with a health- for organic, low- and juice with
commitment to high demand conscious sugar, and plant- strong ethical
environmental for healthy consumers based beverages. and
sustainability. beverages. of all ages sustainable
who prefer sourcing.
familiar
flavours.
 Veggie
product
line:
consumers
1
Statista: https://www.statista.com/statistics/1194511/leading-juice-and-smoothie-
brands-retail-sales-revenue-uk/
2
Statista: https://www.statista.com/forecasts/1352655/innocent-oat-milk-brand-
profile-in-the-uk
 aged 35-
60.
 Protein
shakers
and
coconut
water:
active,
health-
oriented
consumers
aged 18-
45.
 Dynamic  Strong  Engaging  Certified as  Highlights
social media presence in digital the UK’s first ethical
approach mainstrea content on carbon- sourcing
with fun and m media social negative and
conversation and digital media drinks brand, sustainabili
al branding. marketing platforms. plenish ty,
 Promotes tactics.  Health- focuses on emphasizin
sustainabilit  Emphasize centric organic, g fair trade
y and charity s heritage, digital sustainability and fresh,
with a focus freshness, strategies, and plant- local
on eco- and highlightin based production.
Branding friendly quality. g natural, lifestyles,  Strong
Strategy practices and nutrient- often social
wholesome packed leveraging mission
ingredients. ingredients influencer approach
 Uses . marketing and in all their
compelling wellness platforms.
storytelling communities.
that
resonates
with
consumers
and
employees.
 Distributed  Widely  Available  Distributed in Distributed
through available in health food through ethical
supermarket in supermarke stores, specialty grocers and
s, cafés, and supermark ts, online shops, and retail outlets,
online ets platforms, direct-to- often with
channels globally, gyms, and consumer direct
Sales Strategy  Partnerships leveraging convenienc online channels. relationships
with eco- large-scale e stores with producers
focused retail  Often and local
platforms channels. targeting sourcing.
 Occasional impulse
price purchases
promotions

Innocent’s Competitive Advantage

1.
Innocent’s was the first brand to have a 100% recycled plastic bottle
and in 2017 introduced the world’s most sustainable bottle at the
time (50% recycled plastic and 15% plant plastic.
https://www.innocentdrinks.co.uk/a-bit-about-us

TROPICANA

Tropicana was founded in 1947 in the US by Anthony T. Rossi and has grown from a
local juice producer to a prominent player in the international market with a mission of
making the goodness of the finest fruit accessible to everyone (Tropicana, n.d.).

References. https://www.tropicana.com/our-story/

Product

Tropicana has consistently leveraged product innovation to differentiate itself in the

beverage market and positioning themselves as a forward-thinking and versatile brand.
While specializing in orange juice, it has an extensive product line that includes over 70
different juice varieties, such as mango, apple, and grape, catering to diverse consumer
preferences and health trends (The Brand Hopper, 2024).

Tropicana emphasizes natural ingredients, with no added sugars or artificial ingredients

in many of its products. For example, the Tropicana Light product line has 50% less
sugar and 50% fewer calories than regular orange juice
(https://www.tropicana.com/products/). The focus on pure fruit juice with nutritional
benefits aligns with the health-oriented segment in the UK.

They continuously expand their product range, positioning themselves as a forward-

thinking and versatile brand. In March 2024, the brand launched in the UK a new juice
drink called “Rise & Shine” with Tropicana’s best-selling flavors: Smooth Orange and
Pressed Apple. The range contains 30% less sugar than other juices providing a lighter,
healthier and tasty option for family consumption moments (Elopak, 2024).

Price
Value-Based Pricing: Justifies the premium price by highlighting the quality, taste, and
health benefits of the product.
Tropicana uses a premium pricing strategy for its products, reflecting the high-quality of
its natural ingredients and production processes. The brand’s pricing strategy aims to
strike a balance between offering premium quality fruit juices and ensuring accessibility
for their target audience (middle-income families). By providing a range of pack sizes at
different price points, Tropicana appeals to health-conscious consumers who are willing
to pay a slightly higher price for the assurance of high-quality and nutritious fruit juices.

Tropicana Smooth Orange Juice 1.5 LITRE Sansburry’s: 4pounds

Tropicana Pure Smooth Orange Fruit Juice Single 300ML Sansburry’s:
1.90pounds
https://www.trolley.co.uk/product/tropicana-orange-juice-smooth/DFF868

Place
Tropicana products are widely available across major supermarket chains in the UK,
such as Tesco, Sainsbury’s, Asda, and Morrisons. The brand also utilizes convenience
stores, online grocery platforms, and vending machines to increase reach.
Tropicana products are available through e-commerce sites like Amazon and Walmart.
https://www.amazon.co.uk/s?k=tropicana&crid=3776AR7DCIYWX&sprefix=tropicana
%2Caps%2C177&ref=nb_sb_noss_1
https://www.walmart.com/search?q=tropicana

Promotion
traditional advertising channels:
television commercials https://www.ispot.tv/brands/dHw/tropicana
Print media (newspapers and magazines)

Digital marketing:
Tropicana is present in social media platforms like Instagram, Twitter, Facebook to
engage with a younger, health-oriented demographic. Content often includes recipes,
health tips, and user-generated content. Influencer and nutritionist RHIANNON
LAMBERT

Public Relations and Sponsorships: Tropicana engages in partnerships with health-

related events and sponsorships to reinforce its positioning as a premium, health-
focused brand.

NAKED
In 1983 Naked Juice was founded with the purpose to help people get more out of life
by blending the best fruits and veggies into the tastiest juices, in the most sustainable
way possible (https://www.nakedjuice.com/goodness-inside/)
Naked is part of the Tropicana Brands Group, Established in 2022 as a joint venture
between PAI Partners and PepsiCo. https://www.paipartners.com/mediaitem/pai-
partners-agrees-to-acquire-tropicana-naked-and-other-select-juice-brands-from-pepsico/

Product
The brand offers a variety of smoothies, mixing fruits and vegetables boosted with
vitamins. Their product portfolio includes super smoothies (world’s first super
smoothie) and natural energy.
The supper smoothie is boosted with vitamins (C, B1, B2, B6 & E). They have supper
smoothies named Rainbow Machine (Mango, Kiwi, Apple and Blackberry) and Gold
Machine (Passion fruit, Mango, and Guava).
https://www.nakedsmoothies.com/super-smoothies

The natural energy product range is crafted with real fruit and energised with guarana,
packed with five essential vitamins and no added sugar. Natural energy red has Apple,
Raspberry and Goji Berry as ingredients.
https://www.nakedsmoothies.com/natural-energy
Naked products aim to be part of a varied and balanced diet and healthy lifestyle.

Price
A premium-pricing strategy positions Naked Juice as a premium brand with higher
prices than generic or store-brand juices (innocent, for example).
The price reflects its added value — nutrient density, taste, and convenience. However,
the premium pricing can make it less accessible for some consumer segments,
particularly as the UK market has numerous lower-priced competitors.

Naked Green Machine Super Smoothie 750ml at Sainsbury’s: 4pounds

Place
Available in supermarkets, grocery stores, convenience stores, and online retailers. The
products are available at Tesco, Sainsbury’s, Morrisons, Ocado and Asda. They are also
in online retailers like Amazon.
Direct-to-Consumer Model: Though not widespread, some of its product lines are also
offered on health and wellness websites, allowing consumers direct access to products
and potentially reaching niche markets.
https://www.nakedsmoothies.com/natural-energy#where-to-find-us
https://www.amazon.co.uk/Juice-Smoothies-Naked-Drinks/s?rh=n
%3A14110214031%2Cp_89%3ANaked

Promotion
Social Media Marketing: Naked Juice uses platforms like Instagram and Facebook to
promote its products, targeting a younger, health-conscious audience, using user
generator content.
Sponsorships: Supports events and initiatives related to health and wellness.

Plenish Drinks

Plenish is a plant-based pioneer founded in 2012 that launched the UK’s first cold-
pressed juice range and has now expanded into plant-based milk and immunity-boosting
juice shots. https://ecommerceage.co.uk/ecommerce-age/how-we-built-it-kara-rosen-
founder-of-plenish/
Plenish rebranded in 2022 with a rich, lifestyle-focused aesthetic, hoping to become the
number one premium plant-based drinks brand.
https://www.thegrocer.co.uk/news/plenish-undergoes-premium-rebrand-in-bid-to-drive-
category-growth/665364.article

Product
The brand’s juices are made from raw, organic produce of high quality, with every bottle
containing up to one kg of vegetables and fruits. 100% naturally-sourced
ingredientshttps://www.forbes.com/sites/bridgetarsenault/2021/02/21/how-a-new-
yorker-moved-to-london-and-started-a-multi-million-dollar-wellness-company/
They offer soup cleanses that are Vegan, Gluten-free and with No added sugar.
So it doesn’t need processing – only pressing. Cold-pressing involves squeezing the
goodness from organic produce without applying any heat, which might damage the
flavour and nutrients. https://www.plenishdrinks.com/why-choose-plenish/
They have Cold-Pressed Juices, juices, shots, plant-based milks and others. One juice is
the HARD GREEN JUICE and made up of 98% vegetables and 2% lime (Kale, Ginger,
limon, Cucumber, Spinach) and the other SHIELD: SWEET IMMUNITY
JUICE ( blend of sweet carrot, zesty orange and ginger).

Price
Premium Pricing and value-based pricing: Positioned at a higher price point to reflect
the quality, organic certification, and health benefits of the products.
Bundling and Subscriptions: Offering bundles of juices, milks, or shots, as well as
subscription plans with discounts, to encourage regular consumption and drive customer
loyalty.
Direct-to-Consumer Pricing Incentives: Plenish occasionally provides exclusive
discounts on its website, incentivizing customers to purchase directly and follow their
challenges.
Plenish Mango Sunshine 300ml at Sansbury’s 300ml 4.50pounds
SHIELD: SWEET IMMUNITY JUICE at Plenish Drinks website: £9.90
https://www.plenishdrinks.com/shop/juice/shield-sweet-immunity-juice/
WEEKLY WELLNESS BOOSTER+: Your Booster+ contains the following for a 5
day plan of 2 juices and 2 shots per day (+2 bonus shots for the weekend!):
 12 x Ginger Immunity Shots 60ml
 5 x Shield: Sweet Immunity Juice 250ml
 5 x Kick: Spicy Lemonade 250ml
Price: 59pounds

Place
Direct-to-Consumer (D2C): The Plenish website serves as the main hub for
purchasing, offering the full product range, subscription options, and exclusive bundles
Major Retail Outlets: Plenish drinks are available in prominent UK supermarkets,
including Waitrose, Sainsbury’s, and Tesco
Specialty Health Stores: Stocking Plenish in health-focused retailers such as Whole
Foods and Planet Organic
Third-Party E-Commerce: Plenish products are available on platforms like Amazon

Promotion
Social Media Marketing: Active on platforms like Instagram and Facebook, Plenish
uses social media to share recipes, wellness tips, and sustainable living content
They use user generator content
Shre recipes on their social media
They promote consumers challenges like the 4 week challenge
https://www.plenishdrinks.com/4-week-challenge/ and the 5:2 fasting
https://www.plenishdrinks.com/52programmes/ .
Influencer Collaborations: Partnering with health and fitness influencers like Emily
English and Sunday Times best-selling author and registered nutritionist.
Plensish has is own blog on their website, where they publishes blog posts, recipes,
nutrition and wellness guides.

https://www.penishdrinks.com/blog/

Blue Skies

Product
 Founded in 1997, the company offers fresh-cut fruit, fruit juices, smoothies, and
plant-based ice cream.
https://blueskies.com/global/wp-content/uploads/sites/22/2024/07/hereforgood2
023.pdf
  The brand believes in “Adding Value at Source”, prioritizing the production of
the finished product where the fruit is grown, ensuring benefits to the
communities that produce the products and delivering products that are “Fresh
from Harvest”. https://blueskies.com/global/aboutus/
 https://www.gsb.stanford.edu/faculty-research/case-studies/blue-skies-
connecting-african-farmers-global-markets Relying on air-freight transport, it
shipped produce within 48 hours of harvesting.
 They have Mango and Passion Fruit Juice, Mango Orange and Banana,
Pinneaple, Pinneaple and Ginger, and Pinneaple, mango and passion fruit.
https://blueskies.com/global/our-products/

Price
Premium-pricing strategy that targets consumers who value high-quality, fresh, and
ethically sourced products, they leverage their commitment to freshness and social
impact to justify the premium.
Mango and Passion Fruit Juice £4.30/500ml at Amazonfresh
https://www.thegrocer.co.uk/news/blue-skies-debuts-ghanaian-fruit-juice-range/
568085.article

Place
Blue Skies products are widely available in major UK supermarkets and retailers, includ
ing Waitrose & Partners, Tesco, Sainsbury's, Co-Op, and Whole Foods.
Online they are present in Amazon (Ice Cream, Fresh Cut, Juice), waitrose and
Deliveroo for ice cream. https://blueskies.com/global/onlinestores/
They leverage their efficient air-freight transport system to ensure timely delivery and m
aintain product freshness.
https://blueskies.com/global/how-it-works/

Promotion
 Their marketing campaigns often emphasize their commitment to connecting Af
rican farmers to global markets and supporting sustainable agriculture. Social
Media: The brand uses platforms like Instagram and Facebook to engage with
consumers, sharing stories from their farms and highlighting their products'
freshness and ethical journey.
Influencer Partnerships: Blue Skies collaborates with influencers and nutritionists, su
ch as Emily English to educate their consumers.
https://www.blueskies.com/blueprint2020.pdf

Elopak. (2024). It’s time to Rise & Shine with new Tropicana juice drinks -
Elopak. https://www.elopak.com/nl/2024/04/15/its-time-to-rise-shine-
with-new-tropicana-juice-drinks/
The Brand Hopper. (2024). A Deep Dive into the Marketing Strategies of
Tropicana. https://thebrandhopper.com/2024/09/26/a-deep-dive-into-
the-marketing-strategies-of-tropicana/
Tropicana. (n.d.). Our Story – Tropicana. Retrieved November 1, 2024,
from https://www.tropicana.com/our-story/