Another fundamental rule of innocent, always say thank you. Since cocacola acquired innocent drinks in 2009 innocent drinks, 2016, the company has become a smoothie market leader in the uk and by 2012, innocent had increased sales dramatically by over 35% compared to the previous year reynolds, 20. Innocent drinks is a company that makes smoothies and juice sold in supermarkets, coffee shops and various other outlets. Market entry example, market entry plan business toolkit flevy. Although, there are other smoothie companies, innocent was the first noticeably successful one therefore people do pay the. This report is aimed to examine and analyse the opportunities in the market for the innocent brand. Read our privacy policy for more about what we do with your data, as well as your rights and choices including how to manage cookies. Jan 26, 2007 jonathan ford believes that the text and images on the back are all part of what creates the tone of voice that innocent has built up from its beginnings back when the founders turned up at a music festival to ask the public to vote, by throwing cups into yes and no bins, on whether they should give up their day jobs and make smoothies full. Innocent was once ranked as the uks best smoothie by bbcbrown and grayson, 2008, p.
The innocent drinks case study the present innocent drinks was founded in 1998 by a group of people that, first and foremost, wanted to work together. Innocent smoothies and drinks are premium priced within its specific market. New product development innocent fruit smoothies by prezi. Some information about our innocent foundation, and the picture i took of andrew d. Analysis of the innocent smoothies communication marketing essay. The companys blog and the monthly column in the guardian served as advertisements. Npd and innovation in soft drinks winning strategies for britvic atilla kibar term. Use ansoffs matrix to evaluate the extent to which innovation has. Marketing strategy for innocent drinks and tows analysis innocent drinks is known for smoothies, veg pots and juice. My fussy five year old wont drink anything else and is a top fan of the orange and mango smoothies. Innocent smoothie complete alphabet fridge magnets 2011. If sugar from this smoothie is bad for you then wouldnt that mean that fruit pieces are bad for you as well as that is the same thing. Jamba juice company analysis starbucks mc donalds scribd.
New innocent smoothie alphabet fridge magnets full set az. Pdf market analysis of innocent juices mg925 marketing. Quotation innocent smoothies could be linked to healthy living, having fun at work answering banana phones, grass and cow vans, helping to meet the fiveaday requirement, smoothies, thickees, and juice. This book contains fancy juices, healthy smoothies for kids, some posh stuff and tons of classic innocent smoothies, as well as recipes from proper foodies like that nice jamie oliver. If you follow innocent drinks on facebook, you will learn a password orangeeeee that will let you get one bottle of juice for free. New product operating problems new product development product development innocent fruit smoothies started with 3 basic smoothies range of 17 different flavors taste. Innocent drinks case study case study solution case study. This is not an example of the work produced by our essay writing service. Innocent smoothies entry to foreign markets case solution, overview innocent drinks was founded by a group of three friends in 1999, namely. Check out the bcg matrix of coca cola and what different products of the company. Price place background innocent smoothies are sold in shops, supermarkets, cafes avg. In order to describe the segmentation of the consumer market of innocents smoothie products im going to use three relevant segmentation criteria such as. Cocacola takes full control of innocent business the. The marketing strategy of innocent drinks publish your.
Can you name the main ingredients in the innocent smoothie flavours. We had to put in a page using a chart in order to be eligible to enter the best annual report of the year awards. Innocent was just 18months old at the time, and it was the first time it had got its smoothies onto the shelves of a national uk retailer. Tropicana the smoothie market is growing rapidly but innocent has the. Pestel analysis of innocent drinks businessteacher. Innocent smoothies are coming to japan 2923 words 12 pages. Analysing the micro environment of innocent smoothies uwe. Jan 09, 2012 innocent drinks is a ukbased company founded in 1999 whose primary business is producing smoothies and flavoured spring water, sold in supermarkets, coffee shops and various other outlets nationally as well as in ireland, netherlands, belgium, germany, france, austria, denmark and switzerland. Boston consulting group documents boston consulting group frameworks boston consulting group powerpoint boston consulting. Head of communications for innocent drinks, charlotte rawlins, stated that you have to build from your principles and make sure theres a good product at the heart of it and if thats the case, a good reality and image will follow. Innocent have always prided themselves on being the brand to provide consumers with healthy, natural and all round good stuff. With the waitrose trial a resounding success, it wasnt long before it was stocking innocents smoothies nationally, and within a few years all. Today, more than 2 million innocent smoothies are sold each week. List price of a tropical bananza smoothie at one of the mother juice shops around boston.
Pj smoothies are very similar to the innocent products. Heres a brief description behind the face with the halo logo, quoted from a comment thread on the fast tractor innocent blog. Innocent is over 90% owned by the cocacola company. Shop online for smoothies or check smoothies price comparison across all wholesalers in uk and get the best price.
The objective of every business is to grow, be it a startup thats just closed its first deal or an established market leader seeking to further increase profitability. Th e boston matrix analyses a fi rms product portfolio according to market share and market growth. The marketing strategy of innocent drinks lioba frings essay business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Innocent smoothies marketing mix by corin mynett on prezi. They mainly operate within europe with smoothies being their primary product.
All these associations potentially serve to make innocent interesting, memorable, and appealing to its customers p. Innocent smoothiemarket research by harley mendez jr. How applied consumer psychology helped find the sweet spot for one savoury proposition olivia taylor. This book is a practical health manual for brands that seek immortality brands of all types and. At innocent, innovation is an everyday behaviour with employees actively encouraged to suggest ways to improve the business, whether it be new. Innocent drinks was founded in 1998 by a group of people that, first and foremost, wanted to work together. Notes from lesson, 17032011, s gregory innocent smoothies in the boston matrix in order for me to give a positioning statement for innocent smoothies i have introduced the boston matrix. In some cases, the ansoff matrix is also defined as the market and product matrix.
The company sells more than two million smoothies per week. Innocent drinks is a company which makes a number of food and drink products, including smoothies, juice and vegpots. Using the boston matrix as a brand management tool can be dangerous as. Jun 27, 20 so innocent smoothies are made from only pure fruit and they count for 2 of your 5 a day however it does say that they contain alot of sugar. Innocent smoothie complete alphabet fridge magnets. Innocent drinks strengths lie with its brand reputation for quality and innovation, which is what attracted coca cola. Great place to go in the morning to grab a quick smoothie or juice.
In april this year cocacola increased its stake in innocent smoothies from 18% to 58% to become the majority shareholder as it looks to capitalise on the orange juice market. The specific idea rose from that desire, and the way that the 3 founders of innocent drinks work together is a key aspect to understand how the companys decision making process works, and how. Talking about the behaviour of customers we can segmentate the market of. Brand extention plan for innocent smoothies into innocent beauty. Innocent smoothies market entry plan for switzerland. The innocent brand of smoothies may not be a big name in the united states but ask anyone from across the pond and they will tell you that its the best smoothie ever.
Innocent smoothies trying out new flavours with new fruits. Innocent smoothies organisation structure free essays. May 19, 2011 this a presentation that i put together in may 2011 that discusses innocent smoothies success with social media. Pj smoothies are very similar to the innocent products however the price structure is slightly lower. Innocent smoothies letters alphabet 9 fridge magnets. Apr 10, 2009 if this is the case, then this weeks announcement by ethical smoothie maker innocent drinks that it had sold a 10 to 20 per cent stake to multinational drinks group cocacola might be viewed as. Oct 03, 2007 the manufacturer of innocent smoothies is criticised by the uks advertising watchdog today for an ad that claims the drinks detoxify the body. Innocent smoothies raw materials are sourced from good relationship based suppliers who look after both their workers and the environment, which are part of innocent ethos and strategy. We strive to do business in a more enlightened way, where we take responsibility for the impact of our business on society and the environment, aiming to move. Innocent produces smoothies, juices and vegetable pots that are sold in supermarkets, coffee shops and other outlets. The firm gets to know the needs of these segments and pursues either cost leadership or some form of differentiation within the target segment. Innovation has been seen in both the product and how.
Not surprisingly, it turns out that employees love free smoothies. The environmentally friendly, london based, smoothie maker. We started innocent in 1999 after selling our smoothies at a music festival. Currently there are 5 main elements of product portfolio of the company. Innocent smoothies innocent smoothies innocent smoothies using the concept of positioning and segmentation, address the key question what am i selling to whom and why will they buy. The marketing mix and the success of innocent marketing essay. Innocent found guilty over smoothie health claims uk news. Innocent smoothies entry to foreign markets case solution. How smoothie brand innocent became a bestseller bbc news. Innocent started small with three blokes selling smoothies at a music festival, it was founded on the principles of csr. However, because this is sugar from the fruit then how can this possibly be bad for you. Economic factors which impact on innocent drinks include the level of taxation which may impact, either positively or negatively, on the level of its profits. The swot analysis reveals the strengths and weaknesses of innocent drinks and addresses the opportunities and threats presented by the pestle analysis johnson et al 2014.
Marketing strategy of innocent drinks and foods hnd business strategy. Smoothies innocent 100% pure fruit smoothies, orange. We dont mean to brag, but we reckon were getting quite good at it, and so weve put together a book containing 57. The brand identity is analyzed using all communication platforms, secondary research formed the basis of the competitive analysis, and a full out analysis using listening was used to describe and critique their social media landscape. Notes from lesson, 17032011, s gregory innocent smoothies in the boston matrix in order for me to give a positioning statement for innocent smoothies i. Summary of evaluation of strategic options the method. The boston consulting group matrix bcg matrix can be used to analyze the different products being sold by the company in terms of their market share, sales generated on an annual basis and the potential for growth. Jamba juice company analysis free download as powerpoint.
The ansoff matrix management tool offers a solution to this question by assessing. Feb 22, 20 cocacola is taking full control of innocent smoothies in a deal that will make millions of pounds for the companys founders. I try to take care of my health and body, and dont mind spending money on my health, but i. The analysis begins with determining what made innocent initially successful in order to determine a vision for the brand. Just wanted to praise the team at just wanted to praise the team at innocent especially katie for absolutely amazing customer service. Th eoretically, most products pass through all four stages of the matrix as they mature, starting out as question marks and ending up as dogs.
True fruits and innocent drinks entered the market in 2006 and 2007. A visit was recently paid to the marble arch branch of primark, in central london. The price of the innocent smoothies out of the four shown above is the highest. Test your knowledge on this just for fun quiz to see how you do and compare your score to others. The strategies applied by innocent smoothies are loud and clear, it is the aim to communicate with the customers in such a manner in order to map the products on their mind and heart. Innocents high rate of sale with a premium price also reflected its strong relationship with the distribution outlets.
The economic situation in the uk can impact on the sales of innocent smoothies and juices due to their premium price and the availability of cheaper substitutes. My friend raves about them and i tried one and it was quite thick. The boston consulting group bcg matrix is an efficient way to visually represent a companys. Stp segmentation, targeting, positioning positioning according to kotler and keller 2006, placing the product in a position where it is in demand, attractive and unique to the customer in relation to the products of its competitors is known as market positioning. Innocent smoothie strategic management lbu studocu. Evaluate the extent to which innovation has driven the development of innocent from its inception to the present day to start off with innocent only had one product which is their renowned smoothie made from squashed up fruits. The price is quite high but they argue that it is good value for the quality the customer is getting.
Innocent smoothies and drinks are premium priced within its. May 14, 2012 behind the innocent logo launched twelve years ago, innocent sells more than two million pure fruit smoothies each week in 11,000 uk outlets. Bcg matrix also is known as the growthshare matrix is used by. Ideally a business positioning statement will spring to mind whenever a person in the target market thinks of the business. Mintel 2015 within the product range of smoothies innocent has acquired a significant portion of the market share.
Innocent drinks are a unique business selling 100% natural fruit smoothies. Innocent has a reputable stance in the market, being known for its image of good will. After entering the market with their famous healthy juice they were able to provide themselves with sufficient finance, in 10 years they were able turn. Dec 14, 2012 innocent were the first company to start selling smoothies which in turn gave them a competitive advantage of being the first on the scene, this gave them allot more experience over the years of operation than other competitors in the market today, factors which play in favour of innocent are as follows. By browsing this site you accept cookies used to improve and personalise our services and marketing, and for social activity. A slight decline has been noticed in the sales of innocent drinks, and further findings show that it is. Bcg matrix of coca cola stp analysis of coca cola heart of codes. Animation of characters, box and drink carton from the explosion shot. It might make us sound like a miss world contestant, but here at innocent, we want to leave things a little bit better than we find them. Strategic context for innocents marketing strategy strategicmarketingormarketingstrategy.
Summary of evaluation of strategic options the method the purpose of this report is to evaluate the strategic options currently available to innocent drinks innocent. The company is based in the united kingdom and has diversified its markets to other. This is a major strength to the company as they fit. Their main product and the focus of this blog, innocent smoothies, are in a multibillion pound industry and they seem to be excelling within this market. Innocent drinks case study case study solution case. Firstly, and most importantly, their unique selling point which is using just fresh fruit in their drinks. Bendit is a fruit and smoothie brand wholly owned by the norwegian. That innocent drinks are higher priced than other drinks, with tw o to four pounds per drink, and are still being bought by the majority of the consumers it is likely to say that this is. Before identifying the best strategy for the development of innocent drinks, it is required to analyse the current business portfolio using bcg boston consulting group matrix.
In relation to the new products that innocent have introduced it is possible to use the ansoffs matrix in order to analyse the development of products into different markets and place them into the categories within the matrix. Oct 24, 2014 this report, examines two examples of different organisational structures and the culture within them. Innocent drinks are smoothies, juices and other healthy stuff that is easy to grab on the way. The majority of this cost goes towards producing the drink rather than packaging which many other smoothie companies do not produce. Like with smoothies, innocent can raise the price of the product while reduce the packages volume, and leverage its existing brand to add the dimensions of healthiness, fun, and.
Oh yes we love our innocent smoothies, but sadly so far they are only available to buy in the uk, france and the netherlands, which means lots of folk miss out on their scrumptiously pure fruit. Innocent drinks there are many factors that contribute to the companys successful development so far. Firstly, and most importantly, their unique selling point which is. To start off with innocent only had one product which is their renowned smoothie made from squashed up fruits. Stuffed full of helpful advice on how to get your five a day, how to wreck a juicer, how to play monkey tennis and perhaps most importantly how to make innocent smoothies, the innocent smoothie recipe book is a vital tome for any kitchen shelf. Oct 12, 20 innocent firstly set up in 1999 after there was a gap in the market for smoothies, and they saw a demand for smoothies whilst carrying out market research. Npd and innovation in soft drinks winning strategies for britvic.
The specific idea rose from that desire, and the way that the 3 founders of innocent drinks work together is a key aspect to understand how the companys decision making process works, and how the company got to where it is. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying yes and a bin saying no in front of the stall. The theories can well be used to practice keeping in mind the business plan and looking at the ansoff matrix theory seems to. Bcg matrix for cocacola company bcg matrix analysis. The reputation which innocent smoothies holds is thanks to the values upon which the company was first established. Coke, which first bought an 18% stake in the company in 2009, refused. But how does a business decide upon the best strategy for growth. The hardworking people at innocent spend their days blending all kinds of delicious ingredients to create smoothies and juices that taste good and do you good. We spend a lot of time here at innocent coming up with new recipes for drinks that taste good and do you good. Introduction innocent is a wellestablished smoothie and health food company in its home market of the uk and has had success in moving into various markets in the european union.