...Brochure More information from http://www.researchandmarkets.com/reports/1226320/ Innocent Drinks Case Study: Capitalizing on the Health Trend in the Smoothie Category Description: This case study on Innocent Drinks forms part of The case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the company's achievements as it copes with recession, competition and takeovers. Key reasons to purchase this title - Gain insight into the methods used by important industry players to give them a competitive edge - Identify specific areas for operational improvements - Capitalize on the knowledge of experienced companies when entering a new niche or market Contents: DATAMONITOR VIEW CATALYST SUMMARY ANALYSIS The UK market for juices and smoothies is buoyant, spurred on by the health trend The juices category is larger and more mature, but smoothies are forecast to see double-digit growth Juice launches continue to dwarf the more nascent smoothies category launches Consumer health demands fuel the market Health and natural claims dominate both categories, while exotic fruit flavors are gaining ground Growth in smoothies is being aided by innovative offerings Innocent Drinks is the dominant smoothie player in the UK, successfully addressing health demands with well-marketed products The company is the clear smoothie leader, outlasting a number of competitor brands The recession and poor weather temporarily impacted...
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...Summary For any company, large or small, looking to create a successful health proposition the story of the meteoric rise of smoothie makers Innocent Drinks shows what can be achieved in a tough, highly competitive category. Innocent's strategies are not elusive, nor unachievable rather, they are steps that any company can easily take to propel its brands to new levels. Thanks to frank, in-depth interviews with the company's founders, New Nutrition Business has been in the unique position of tracking the rise and rise of Innocent Drinks to its current status as the world's fourth-largest smoothie brand. This report reveals how the company went from start-up to over $250 million in annual sales in just eight years. Innocent Drinks' packaging and distribution, marketing communications, brand positioning, and its plans for European brand expansion are used to illustrate how simple strategies have brought major success for this innovative company. As the only company in the world dedicated solely to analysing the global nutrition business our analysis will give you practical insights for creating success - and for reducing risks - that are second-to-none. Content • Key point summary • Introduction • 1. Strategy One: Selling the natural functionality of fruit o 1.1 Market facts o 1.2 The start-up phase o 1.3 Brand positioning: Naturally functional, fruit, fun, convenience and ethics o 1.4 Communications strategy o 1.5 Packaging and distribution strategy - start...
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...our jobs to make these?”. At the end of the day the yes bin was full. They gave up their jobs the following day and Innocent Drinks was formed (innocent, our story) The creation of this company was difficult for the three friends who had no money, they asked their friends for rich contacts and were introduced to Maurice Pinto, a wealthy American who lent them £250,000 after seeing the potential of their plan. After six years, Innocent operates from Fruit Towers in Shepherd’s Bush, an office block with faux-grass walls and trendy young staff. They produce 5 product ranges totalling 17 varieties and are the market leader in Smoothies in the UK (innocent). Innocent is a British beverage producer that makes and distributes a range of natural fruit drinks in the UK. The products of the company include smoothies, thickies, juices, and fruit-enhanced water. Innocent sells its products through coffee shops, grocery stores and department stores. Innocent smoothies contain over three-quarters of a pound of pure and fresh fruit without sugar, water or concentrates. Innocent also offers a range of superfood smoothies, with recipes that are super rich in naturally functional foods. The Superfood smoothies come in three varieties, Natural Vitamin C, Natural Vitamins A and C, and Natural Detox(Datamonitor) The Innocent Thickies range, are yoghurt based drinks containing probiotic cultures that aid digestion, real...
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...Plan For A Product Of Innocent Drinks Marketing Essay The report describes the marketing plan for the repositioning of the product “This Water” offered by “Innocent Drinks”. Company was founded in 1999 and offers smoothies and flavoured spring water in Super markets, coffee shops, cinemas and other outlets in UK and other countries. Company has decided to re-launch its existing product “This Water” in the cinemas in the UK with the new name “This Water Plus”. This report covers the marketing plan and marketing strategies to reposition the product. The period for the marketing plan is set from 2nd January 2011 to 1st September 2012. All the effecting factors are consider while planning the plan including current world and specifically UK economic position after recession as UK economy is still in process to gain its recovery position. Innocent Drinks has improved the design and packaging of its product to make it more attractive and focused on the corporate social responsibility. They used recycled material for the packaging and also contributes portion of the profit towards charitable work. They have targeted the UK cinemas to offer this product. Innocent Drinks is a UK based company established in 1999 by three Cambridge graduates. Its main business is producing smoothies and flavoured spring water. Company sells its products in supermarkets, cinemas and coffee shops. It has branches in UK, France, Austria, Denmark, Amsterdam, Brussels and Germany. Company enjoys 71% of UK...
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...How does innocent conduct market research? Surveys: What innocent do is “They hired a stall at a music festival and asked customers who bought a drink, “Should we quit our jobs to make smoothes?”. People could choose whether to throw their empty smoothie bottles into a bin marked “Yes” or “No”. (http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=4113&Title=The_marketing_secrets_behind_Innocent_Drinks ). By this method which is a survey you can see that Innocent is using primary research in order to develop their market research and know what the customers want. Surveys are widely used for gaining a better understanding of your customers’ needs or how they perceive your brand. They can help you profile your customer base, and it can sometimes be useful to send them out anonymously to ensure objectivity from your respondents. Again Innocent drinks use a survey to find out basic yet vital information about their business. Doing a survey is a primary source which they use... “This survey is built to capture data for Innocent Drinks for Educational Research...” and this is the survey... (http://www.surveymonkey.com/s/B5QXTTM). Focus groups: Facebook and blogs are also used effectively to allow customers to comment and feedback on innocent. So one of our recent blog posts were on veg pots, sure enough, people are responding. Then you’ve got all this free insight there as to what you should do. Sales Figures for the businesses own products: “Innocent Sales rocked...
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...My chosen Company is Innocent. It was founded by three friends who met at Cambridge University in the early 1990's. They sold their first Smoothies at a music festival having spent £500 on fruit for the Smoothies. When finished their Smoothies, customers were asked to put their empty bottles in either a “Yes” bin or a “No” bin. The question the customers were asked was whether the guys should quit their jobs to make Smoothies. When they checked the bins, the “Yes” bin was full with only three bottles in the “No” bin. So the guys quit their jobs the next day. They have since opened offices in Paris, Amsterdam, Copenhagen, Germany and Austria. Innocent sold a share of their Company to Coca Cola in 2009. Coca Cola now hold a 58% stake in the Company though Innocent say that they have a “hands-off” approach. Their product range now includes Innocent Smoothies (which contains 2 of your 5 a day), Fresh Juice, Kids' Innocent Smoothie Cartons, and Innocent Kids Juice. In 2008 they launched Veggie Pots (which has 3 portions of your 5 a day in every pot) and in 2009 they invented Fruit Tubes for Kids. Innocent's mission statement is : “to make natural delicious food and drinks that help people live well and die old” (Source: www.binarymoon.co.uk, 2011)(i) The Logo The design brief (such as it was) aimed to emphasise the purity and naturalness of Innocent drinks. “We didn’t have any sophisticated marketing plan,” explains Dan Germain (Head of...
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...Marketing Environment Case 2 innocent Ltd: being good is good for business In a world of big commercial brands that promise to make you feel younger, look better or live longer, occasionally there are those that come along that try to be more grounded, more real and more authentic. A classic case in point was the Body Shop chain of cosmetic shops, which did not promise to reverse ageing or get rid of wrinkles but instead offered natural, authentic products and showed concern for the environment at the same time. innocent Ltd is a company in that mould. It has built a very successful business in the smoothie market by offering quality, fresh products and by behaving in an openly ethical manner. Its success has spawned a host of competitors and it now faces several challenges to its dominance of the sector. Company background innocent was founded in 1998 by three college friends—Richard Reed, Adam Balon and Jon Wright. In the summer of that year, the trio set up a stall at a small music festival in London. They started with £500 of fresh fruit and set up two bins, one with a ‘yes’ sign and the other with a ‘no’ sign. They also had another sign that asked customers ‘Should we give up our jobs to make these drinks?’ By the end of the festival, the ‘yes’ bin was overflowing and innocent Ltd was born. The vision of its founders, in the words of Richard Reed, was to be ‘Europe’s favourite little juice company’, and innocent set about making products that...
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...We've always found that there's something about modern living that makes it hard to be healthy. That's why we gave up our jobs over five years ago and started making innocent smoothies. The idea was to make it easy for people to do themselves some good. And to make it taste nice too. We wanted people to think of innocent drinks as their one healthy habit; like going to the gym, but without the communal shower afterwards We call them innocent because our drinks are always completely pure, fresh and unadulterated. Anything you ever find in an innocent bottle will always be 100% natural and delicious -and if it isn't, get on the banana phone and make us beg for forgiveness. In fact, being accountable to our customers is something that is in our blood. In the summer of 1998 when we had developed our first smoothie recipes but were still nervous about giving up our proper jobs, we bought £500 worth of fruit, turned it into smoothies and sold them from a stall at a little music festival in London. We put up a big sign saying 'Do you think we should give up our jobs to make these smoothies?' and put out a bin saying 'YES' and a bin saying 'NO' and asked people to put the empty bottle in the right bin. At the end of the weekend the 'YES' bin was full so we went in the next day and resigned. Then we had to find a home. And that's when we stumbled across the perfect place - Fruit Towers. It's a lovely little place, somewhere that we can call our own and where everybody's welcome. You'll...
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...organizational structure, ownership and growth of ‘Innocent Drinks’ from its beginning to the present date In 1998, three Cambridge University graduates, Richard Reed, Adam Balon and Jon Wright sold their first drinks, smoothies, from a stall at a music festival in London after spending six months on writing the recipes with only £500 as the starting capital. “Should we give up our jobs to make smoothies” were written on a banner in front of the stall. There were two bins marked as “Yes” and “No” next to the stall and people were asked to throw their empty bottles into either one of them. Only three bottles were found in the “No” bin after the festival. As the result, they resigned their own jobs, decided to run the business of a drinks company by the format of partnership. After that, they needed to find investment because of the lack of capital for their establishment. Luckily, after several times of unsuccessful application for the borrowing of the bank, Mr. Maurice Pinto, a wealthy American businessman, decided to invest £250,000(£250,000 were invested by a wealthy American businessman called Mr. Maurine Pinto), which make them taken the step to success. The workforce of the company increased from three to six in 1999. The first overseas office was open in the capital of Ireland, Dublin, in 2000. It is the first stage for them to promote their products to other countries outside the UK. One year after their establishment, innocent drinks start to sale their products in 10 supermarkets...
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...The Innocent Drinks Design Culture Discuss and illustrate the extent to which a ‘design culture’ in an organisation can give it competitive advantage. I. Introduction In 21st century, the organizations are entering a brand new era full of opportuni-ties and innovations, and great changes have taken place in companies’ attitude to-wards some traditional practices. Design has become an essential issue. As the writer in “Designing the 21st century” observed: Throughout the industrialized world, manufacturers of all types are in-creasingly recognizing and implementing design as an essential means of reaching new international audiences and of gaining competitive ad-vantage. The term of Design culture can be defined or represented in many ways because different industries and companies have different design culture. The importance is the output or result of each different Design Culture, what is the image on the cus-tomer, and what is the impact on the company performance. II. Purpose This essay will look into the “Innocent Drinks”, a company based in United King-dom that produced smoothie (a kind of drink that blend juice and fruit with yogurt or water). The content will focus on the Innocent Drinks’ background, work force, brand identity , decision making, packaging and distribution in order to understand its ‘de-sign culture’ and how it influenced the company. Finally, what competitive advantage that design culture can give to Innocent Drinks. III. Background ...
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...The Innocents, a film directed by Jack Clayton, adapted from Henry James’ short novel The Turn of the Screw by John Mortimer, William Archibald and Truman Capote, can be argued to have subject matter of either a supernatural or psychological nature. The same can be said for Henry James’ original, but having digested both texts it is made clear to me that there are some very noticeable differences between the two, that both hinder and enhance our understanding of the stories. In both the film and the novella, the principal story is narrated, somewhat unreliably, by Miss Giddens, the governess appointed to care for the two children by their uncle. In Henry James’ version however, the story is framed in the prologue by an unknown character, Douglas, who introduces the story to a few friends at a house party. In the film, we see Miss Giddens crying with her hands together as if praying, emotionally exclaiming: “All I want to do is save the children, not destroy them. More than anything I love children. More than anything.” It then fades into the interview scene with the uncle, soft focus, to suggest a flashback. Both these openings elicit an anachronistic or nostalgic feel, and with The Innocents, this sensation is strengthened by the black and white cinematography. The cameraman, Freddie Francis, used a special filter which darkened the edges of the frame similar to the ‘vignette’ effect. This had practical uses for characters walking of screen but it also gave the impression that...
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...Thesis statement: The result of human folly is shown in both stories, which contain similarities and differences through the elements of themes, symbolism, and characterization. I. Theme A. Preservation of history B. Destruction of history II. Symbolism A. Black box - Symbol of the way things have always been, and the way people settle into doing things the way they were taught rather than thinking for themselves B. House - Symbol of the way things have always been, there is always an upper class, there is always corruption III. Characterization A. Tessie 1. Jokes around, vocal about opinions 2. Backed by feeling of injustice B. Trevor 1. Quiet, withdrawn, appears indifferent, schemes on his own 2. Backed by feelings of bitterness Both “The Destructors,” by Graham Greene, and “The Lottery,” by Shirley Jackson offer insight to the limited wisdom of man, as well as his stubbornness and sin nature. When man is left to his own devices and limited knowledge, destruction is sure to follow. The result of human folly is shown in both stories, which contain similarities and differences through the elements of theme, symbolism, and characterization. Although in both stories the prevailing theme is that of established history, one sets out to destroy history and the other seeks to change it for the better. Steve Maraboli stated, “Letting go means to come to the realization that some people...
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...poem starts out from the view of the dreamer, later on it changes to a narrative from the cross itself. That made it more difficult for me to understand. I believe that in this poem the author wants the audience to feel many things, outrage over the injustice being primary. The author paints a picture for the audience so not as to elicit our pity but rather our sense of morality. The line 'Clearly this was no criminals gallows, but holy spirits were beholding it there, men on this earth, all that mighty creation' (P33, L20) intrigued me as I believe it was intended to do. The audience is supposed to see implicitly that the tree was not being used for a criminal but for someone holy, that it was being forced to take part in the death of an innocent man. I believe the role of the audience is to feel outraged and stand up against the injustice. The narration is almost that of a resigned story teller but it has the undertones of anger, like he wants the audience to feel his pain and anger. 'Then the warriors left me there standing, blood all over me, pierced everywhere with arrows.' (P34, L60), this line almost sounds like he wants the audience to understand that he was betrayed. The cross did his job as he was forced to do it and then they just left him there. I believe the audience is supposed to feel this sense of betrayal. I believe the nature of the audience is supposed to be diverse. It doesn't seem to be a story simply for Christians but rather anyone with a sense of...
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...Unit 5 Analysis 1: Pentium Flaw The Pentium flaw was discovered by Intel testers in June of 1994. Intel determined that the flaw did not affect many people and did not inform anyone outside the company. Intel withholding this information was a recipe for disaster in the first place. This lead to the customers of Intel to assume that the company was not completely trustworthy. Finally in November of 1994, Intel announced the flaw, although they have known about it for months. Intel did not handle this problem correctly. Intel should have at first notice of the flaw conducted a full recall of all the processors possibly affected. Not announcing a flaw of this level was a huge error on Intel’s part. They could have announced the problem and offer fixes to address the issues at hand. Waiting to announce this until months after the fact was a huge let down for customers. Customers expect that if a company finds a problem with their products that they inform them about it and provide a fix to the problem. Intel finally announces in December of 1994, that there would be a total recall, replacement, and destruction of all of the flawed processors. Something that should have happened months before. Finally, they have done right. Intel commits to purchase of all chips produced through the end of the year in January 1995. Intel sets aside 420 million dollars to cover costs of replacing all flawed processors upon request in mid-December 1994. If a flaw of this nature happened again...
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...In the story, “Hop-Frog” by Edgar Allan Poe, Hop-Frog’s actions are justified. First of all, the king is unethical and evil. He valued humor over everything else and found it funny to make fun of other people’s flaws or disabilities, even if they couldn’t help it. One of the king’s last actions was the thing that pushed Hop-Frog over the edge: “without uttering a syllable, he pushed her (Trippetta) violently from him, and threw the contents of the brimming goblet in her face” (Poe 3). Trippetta was only trying to ask the king to leave Hop-Frog alone, but the king responded with violence. Trippetta was Hop-Frog’s only friend, so when the king pushed her and threw wine in her face it made Hop-Frog furious. A reader could tell that Hop-Frog was...
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