Marketing orientation
Types of market orientation
Marketing orientation is the way in which firms view customers.
• Market led where outward looking firms only make what they can sell
• Product led where inward looking firms try to sell what they make
• Asset led where firms combine a market and product orientation and make products they can sell that match their own strengths and customer requirements
How does orientation affect a firm?
• Imagine a board room where the directors of production and marketing are having a heated discussion about product development.
• What is the likely main focus of marketing and production?
Product v market orientation
• Can you identify the brand
• If so, list products you know sold by the brand.
• If not, list words that are suggested by the logo
Juicy Water
In 2005 Innocent Drinks launched ‘Juicy Water’, clearly branded as a part of
Innocent Drinks.Why were sales disappointing?
Juicy Water
Sales were disappointing, as people saw the product as, literally, a watered-down
version of an Innocent Smoothie
Product Orientation
• It can be argued that Juicy Water flopped because Innocent appears to be simply re-packaging the same products and re-marketing them under a different name
• ‘We have the right products, it’s just that you consumers don’t get it’.
Market or Product Orientation?
• In 2008 the brand was relaunched as ‘This Water’,
• Packaging makes no reference to the Innocent brand. Why?
Market or product orientation?
Market or Product Orientation?
• Why is This Water not even mentioned on the Innocent website?
• The company is determined that This Water must stand on its own, to avoid confusing the Innocent Smoothie proposition.
Market or product orientation?
Market Orientation
• Innocent is responding to customer feedback on the awkward position of ‘Juicy Water’ when seen alongside Innocent.
• Who wants to buy a watered–down drink? Juicy would always be in the shadows of ‘the real thing’ – an Innocent smoothie.
• So it was market-orientated to find a new, separate existence for the relaunched This Water.
Innocent: asset led?
• The analysis in this presentation is a personal view
• It can be argued that Innocent have always been customer led.
• This Water clearly meets a customer requirement now – the inital marketing was ‘wrong
• Discuss