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. The price is quite high but they argue that it is good value for the quality the customer is getting. Innocent drinks strengths lie with its brand reputation for quality and innovation, which is what attracted coca cola. The company sells more than two million smoothies per week. Firstly, and most importantly, their unique selling point which is. 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. Npd and innovation in soft drinks winning strategies for britvic. Just wanted to praise the team at just wanted to praise the team at innocent especially katie for absolutely amazing customer service. By browsing this site you accept cookies used to improve and personalise our services and marketing, and for social activity. Innocent smoothies organisation structure free essays. 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. 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.
Firstly, and most importantly, their unique selling point which is using just fresh fruit in their drinks. Innocent drinks are smoothies, juices and other healthy stuff that is easy to grab on the way. Innocent smoothies are coming to japan 2923 words 12 pages. 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. Innocent found guilty over smoothie health claims uk news. 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. 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. Th e boston matrix analyses a fi rms product portfolio according to market share and market growth. Tropicana the smoothie market is growing rapidly but innocent has the. 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. 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.
A slight decline has been noticed in the sales of innocent drinks, and further findings show that it is. The companys blog and the monthly column in the guardian served as advertisements. Great place to go in the morning to grab a quick smoothie or juice. 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.
Coke, which first bought an 18% stake in the company in 2009, refused. This report is aimed to examine and analyse the opportunities in the market for the innocent brand. 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. 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. 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. Bcg matrix for cocacola company bcg matrix analysis. 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. 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. 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.
Bendit is a fruit and smoothie brand wholly owned by the norwegian. Today, more than 2 million innocent smoothies are sold each week. 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. New product development innocent fruit smoothies by prezi. 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 drinks was founded in 1998 by a group of people that, first and foremost, wanted to work together. Innovation has been seen in both the product and how.
But how does a business decide upon the best strategy for growth. Cocacola takes full control of innocent business the. Animation of characters, box and drink carton from the explosion shot. Innocent drinks is a company that makes smoothies and juice sold in supermarkets, coffee shops and various other outlets.
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. 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. 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. Npd and innovation in soft drinks winning strategies for britvic atilla kibar term. Innocent smoothies marketing mix by corin mynett on prezi. The reputation which innocent smoothies holds is thanks to the values upon which the company was first established. Analysing the micro environment of innocent smoothies uwe.
The price of the innocent smoothies out of the four shown above is the highest. Mintel 2015 within the product range of smoothies innocent has acquired a significant portion of the market share. This brand has recently launched a promotional campaign in denmark. 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 drinks case study case study solution case study. Another fundamental rule of innocent, always say thank you. 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. I try to take care of my health and body, and dont mind spending money on my health, but i.
Innocent produces smoothies, juices and vegetable pots that are sold in supermarkets, coffee shops and other outlets. 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. 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. 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. Shop online for smoothies or check smoothies price comparison across all wholesalers in uk and get the best price. 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. Pj smoothies are very similar to the innocent products however the price structure is slightly lower. Innocent smoothies entry to foreign markets case solution.
Bcg matrix also is known as the growthshare matrix is used by. Innocent smoothies letters alphabet 9 fridge magnets. Boston consulting group documents boston consulting group frameworks boston consulting group powerpoint boston consulting. Brand extention plan for innocent smoothies into innocent beauty. Use ansoffs matrix to evaluate the extent to which innovation has. New innocent smoothie alphabet fridge magnets full set az. 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. Jamba juice company analysis free download as powerpoint. Oct 24, 2014 this report, examines two examples of different organisational structures and the culture within them.
Jamba juice company analysis starbucks mc donalds scribd. At innocent, innovation is an everyday behaviour with employees actively encouraged to suggest ways to improve the business, whether it be new. 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. Currently there are 5 main elements of product portfolio of the company. 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 drinks there are many factors that contribute to the companys successful development so far. We dont mean to brag, but we reckon were getting quite good at it, and so weve put together a book containing 57. The boston consulting group bcg matrix is an efficient way to visually represent a companys. 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. How applied consumer psychology helped find the sweet spot for one savoury proposition olivia taylor. We spend a lot of time here at innocent coming up with new recipes for drinks that taste good and do you good. Feb 22, 20 cocacola is taking full control of innocent smoothies in a deal that will make millions of pounds for the companys founders. Pj smoothies are very similar to the innocent products.
This is a major strength to the company as they fit. They mainly operate within europe with smoothies being their primary product. Innocent have always prided themselves on being the brand to provide consumers with healthy, natural and all round good stuff. 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. 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. Can you name the main ingredients in the innocent smoothie flavours. This book is a practical health manual for brands that seek immortality brands of all types and. Innocent started small with three blokes selling smoothies at a music festival, it was founded on the principles of csr.
Check out the bcg matrix of coca cola and what different products of the company. How smoothie brand innocent became a bestseller bbc news. Innocent smoothies entry to foreign markets case solution, overview innocent drinks was founded by a group of three friends in 1999, namely. Pdf market analysis of innocent juices mg925 marketing. Test your knowledge on this just for fun quiz to see how you do and compare your score to others.
New product operating problems new product development product development innocent fruit smoothies started with 3 basic smoothies range of 17 different flavors taste. Innocent smoothie complete alphabet fridge magnets. Innocent smoothies and drinks are premium priced within its. The analysis begins with determining what made innocent initially successful in order to determine a vision for the brand.
The marketing mix and the success of innocent marketing essay. Innocent smoothies market entry plan for switzerland. 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. 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. Innocent is over 90% owned by the cocacola company. However, because this is sugar from the fruit then how can this possibly be bad for you. 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. 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. 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. In some cases, the ansoff matrix is also defined as the market and product matrix. 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. Smoothies innocent 100% pure fruit smoothies, orange.
Summary of evaluation of strategic options the method. Heres a brief description behind the face with the halo logo, quoted from a comment thread on the fast tractor innocent blog. Marketing strategy for innocent drinks and tows analysis innocent drinks is known for smoothies, veg pots and juice. 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. Ideally a business positioning statement will spring to mind whenever a person in the target market thinks of the business. The firm gets to know the needs of these segments and pursues either cost leadership or some form of differentiation within the target segment. This is not an example of the work produced by our essay writing service. Strategic context for innocents marketing strategy strategicmarketingormarketingstrategy. Innocent has a reputable stance in the market, being known for its image of good will. Talking about the behaviour of customers we can segmentate the market of.
The theories can well be used to practice keeping in mind the business plan and looking at the ansoff matrix theory seems to. 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. Innocent was once ranked as the uks best smoothie by bbcbrown and grayson, 2008, p. In order to describe the segmentation of the consumer market of innocents smoothie products im going to use three relevant segmentation criteria such as.
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. Innocent smoothiemarket research by harley mendez jr. The ansoff matrix management tool offers a solution to this question by assessing. With the waitrose trial a resounding success, it wasnt long before it was stocking innocents smoothies nationally, and within a few years all. Innocent smoothies and drinks are premium priced within its specific market. Innocent drinks case study case study solution case. We started innocent in 1999 after selling our smoothies at a music festival. Bcg matrix of coca cola stp analysis of coca cola heart of codes. 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. May 19, 2011 this a presentation that i put together in may 2011 that discusses innocent smoothies success with social media.
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. 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. Marketing strategy of innocent drinks and foods hnd business strategy. The majority of this cost goes towards producing the drink rather than packaging which many other smoothie companies do not produce. 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.
And for the innocent super smoothies ones the cost is around 162225 calories per bottle, which isnt so bad, its about the same as an average bar of chocolate with more nutrients but 3643g of sugar based carbohydrates. Innocent drinks is a company which makes a number of food and drink products, including smoothies, juice and vegpots. Price place background innocent smoothies are sold in shops, supermarkets, cafes avg. 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.
Although, there are other smoothie companies, innocent was the first noticeably successful one therefore people do pay the. 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. Not surprisingly, it turns out that employees love free smoothies. To start off with innocent only had one product which is their renowned smoothie made from squashed up fruits. Using the boston matrix as a brand management tool can be dangerous as. Some information about our innocent foundation, and the picture i took of andrew d. My fussy five year old wont drink anything else and is a top fan of the orange and mango smoothies. Analysis of the innocent smoothies communication marketing essay.
If you follow innocent drinks on facebook, you will learn a password orangeeeee that will let you get one bottle of juice for free. List price of a tropical bananza smoothie at one of the mother juice shops around boston. True fruits and innocent drinks entered the market in 2006 and 2007. 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. Innocents high rate of sale with a premium price also reflected its strong relationship with the distribution outlets. My friend raves about them and i tried one and it was quite thick. 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. Pestel analysis of innocent drinks businessteacher. A visit was recently paid to the marble arch branch of primark, in central london.
Innocent smoothies main target market is adults who like a healthier range of drinks and food products such as juices, smoothies, veg and noodle pots and they want to expand by segmenting the market into smaller group of consumers to target a range of different products around a. The environmentally friendly, london based, smoothie maker. Innocent smoothie complete alphabet fridge magnets 2011. Innocent drinks are a unique business selling 100% natural fruit smoothies. The company is based in the united kingdom and has diversified its markets to other. Innocent smoothie strategic management lbu studocu.