...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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...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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...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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...TOWS Development November 5, 2013UncategorizedGroup Threats 1. Competitors ( e.g Tesco using their own brand) 2. Possibly some marketing restrictions from the ASA or the European Union. (for making unproven claims such as calling their products “superfoods” without backing it up by any medical science) 3. Recession/economy slowing down/ consumers spending less money in supermarkets Opportunities 1. They could improve their brand by making their own store (juice bar) 2. Being mostly owned by Coca Cola creates many opportunities to operate internationally 3. Government and the EU passing legislation to promote healthy food/drinks Weaknesses 1. High price 2. Do it yourself (People making juice themselves because it is much cheaper) 3. Allergy to certain fruits Strengths 1. Being known as a friendly environmental company (Good Reputation) 2. Widely known brand (Majority of the market) 3. Seasonal Products (Innocent Big Knit) 4. Wide range of products Threats and weaknesses 1. Innocent can manage their threats and competitors by lowering their price of products as they higher than supermarkets using their own brands such as Tesco. Also during the recession they could make extra promotions to make it more affordable their consumers. 2. They can use the advantage of convenience when facing DYI products. Also promoting them as a healthy company that operates with government schemes could boost their sales even though their prices seem higher. Weaknesses and opportunities ...
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...appendices I)……………………………….13 Conclusion………………………………………………………………..14 References………………………………………………………………..15 Appendices……………………………………………………………….17 Group Contract…………………………………………………………..25 Executive Summary Jumba Juice, a chain of smoothie restaurants from the United States, is facing a marketing challenge that will be solved throughout the following case study. The company needs to define their target market, as well as create brand awareness in Canada through a new marketing plan. There are four alternatives that the clients should consider; a) marketing to Generation Y, b) marketing to the Millennial generation, c) marketing to business people, and d) marketing to health conscious individuals. The recommended alternative is to market to suburban areas across Canada because they contains three of segments of Jamab Juice’s market; Generation Y, the Millennial’s and health conscious individuals. This region has the best-predicted outcome of new consumers and will result in more revenue for Jamab Juice. Problem Statement Jamba Juice is currently operating in the United States and would like to establish themselves in Canada to increase market share. Situation and segmentation analysis is necessary in order to create an effective marketing plan for Jamba Juice to penetrate the Canadian market....
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...TABLE OF CONTENTS Executive Summary ...................................................................................................................................3 Situation Analysis - Background ...............................................................................................................5 SWOT Analysis ..................................................................................................................................7 Key Problem to be Solved ..................................................................................................................9 Key Strategic Campaign Decisions - Objectives .....................................................................................10 Target Audience................................................................................................................................11 Brand Position...................................................................................................................................12 Campaign Strategy...................................................................................................................................13 Media Strategy - Objectives ....................................................................................................................15 Selection............................................................................................................................................16 Media Planning and Buying...
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.... Stages of the strategic marketing planning process “A Strategic marketing planning process is a series of logical steps that have to be worked through in order to arrive at a marketing plan. It is a structured way of identifying a range of options for the company, of making them explicit in writing of formulating marketing objectives which are consistent with the company’s overall objectives”. (McDonald, 2008,page 37) 3. Pest analysis of Innocent smoothies Political (1). Good well being and health is in the spot light with obesity amongst the younger generation rapidly rising. Public bodies recommend that each individual should try to aim to eat 5 fruits or veg a day therefore they may be encouraged to drink a smoothie to help towards their recommended amount. Appendix1 illustrates factors that persuade consumers to buy one brand over another. It can be clearly seen from appendix1 that consumer’s want fresh ethical and nutritious smoothies that contain vitamins without sugar. These factors can be very closely matched to innocent. (Source: Toluna/Mintel)(2) Government policies such as trading standards can effects innocent smoothes as the policy requires companies to focus on trading standards to ensure there is fair trading and ensures consumer safety and maintence of high quality standards.Source:(http://www.reading.gov.uk/business/tradingstandards/tradingstandardsnews/General.asp?id=SX9452-A78342A4)(3) Pressure groups e.g advertising standards agency (ASA) affect...
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...seasons as well! Around here, when we think of Orange Julius, we think of the store inside of the mall. It is the same way in many other locations. Orange Julius is a branch that is found in remote areas such as malls and in other mall-type settings. In this project, we wanted to expand on this idea. We created Orange Julius vending machines. These machines will be placed in businesses and schools so that workers and students can enjoy a healthy and tasty smoothie at their convenience. Instead of having to run to the mall for this, they can simply find a machine in the hallways of where they spend their most time! Orange Julius has a funny and interesting history. Their story began back in the 1940’s when a man who just loved oranges. The only problem was that oranges gave him a stomach ache. He also had a friend who loved oranges. His friend wanted to find a way to enjoy oranges without the acid and stomach aches. He began blending oranges in yogurt and other ingredients to dull down the acid. This is how the orange Julius smoothie was created. They then began making them for the people within their neighborhood. They instantly became a huge hit. Shortly after the opening of their business, Dairy Queen, another well-known brand acquired their business. Today, Orange Julius is a Dairy Queen owned company. According to Dairyqueen.com: Back then, food franchising was all but unheard of, but the new product's potential made it a natural for such a system. When the United States entered...
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...he started to work at Vons, bagging groceries, and ultimately he became assistant manager at Safeway. This process helped him to gain 10 years of valuable retail experience. At the age of 25, he stop his day job and worked late night stocking groceries and started working out and bicycling during the day. Usually after exercising, he would buy a smoothie, which was healthier than frozen drinks. This eventually put the ideas in his mind to open his own smoothie store. Kirk Perron started to gather his people to help him launch the business. He met his director of research and developer, Joe Vergara, at Safeway store who already was involved in the juice bar business, Kevin Peters who became director of partnership development, and Linda Ozawa the head of marketing. One of the obstacles that Kirk Perron faced at the start of the business was the fact that he could not convince the bank to get loan. Therefore, he had to sell his apartment and borrow money from his mother and his friend, all together he got $115,000. This is how they could get their first location on San Luis Obispo and in April 1990, they opened their first smoothie store, and named it Juice Club. By the end of second year, Juice Club was turning profit and Kirk Peron was ready to expand the business. Since he was unsuccessful with getting a loan, he decided to expand through franchising. Kirk Perron’s...
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...benefits of a combined 7-8 billion dollar industry. From 2001 to 2006 smoothie sales grew at a rate of 82%. People need somewhere they can go and get a quick tan followed by a refreshing healthy beverage or meal replacement. Busy people find ways to work more efficiently in order to achieve desired results; that includes tanning then reaching for a refreshing beverage. Sun Tan is a full service smoothie café and tanning salon offering a fun Polynesian theme including healthy snacks and collectibles. The smoothie and tanning industry are some of the fastest growing industries in history. Few shops offer both tanning and smoothies in one location. You can find such business endeavors on each coast, but not here in the Dallas Ft. Worth metroplex. Dallas has the perfect demographic makeup to support such an undertaking. The target market for this opportunity is actually comprised of a couple of different groups. Primarily the targets are 18-34 year olds and women. Generation X and Y consumers are demonstrating a huge concern with nutrition and fitness that separates them from the Baby Boomers and older generations. Smoothies have emerged as the best vehicle for providing heath-oriented consumers with a complete, convenient option for a tasty meal or refreshing snack that is also packed with nutrition. In addition, Sun Tan will also be a great place to get a tan. There are a couple of places currently that have a smoothie offering, but none will be even close to the fresh amazing smoothies...
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...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 Creative, Innocent)(ii) They chose a lower case font, it's very simple, it has a friendly feel about it. The Innocent Foundation is a UK-registered charity that gives grants to non-government organisations and other charities, typically in the form of three-year partnerships. It was set up in July 2004 “with the idea of bringing nature and communities closer together for mutual...
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...Introduction: The smoothie industry one of fastest growing new business concepts. The fast food industry is growing at an annual rate of 3 percent, while the fresh juice and smoothie sector is growing at an annual rate estimated at 30 percent. Jamba Juice offer customers a healthy, quick service food concept ideal for health conscious customers. Jamba Juice is a chain of specialty restaurants. As the name suggests, Jamba Juice is retailer that sells a variety of different types of juice drinks and smoothies. JJ's goal is to provide customers with a healthy alternative to fast food that tastes great, is convenient, nutritious, and suited for their customers' active lifestyles. Jamba Juice does not sell anything that customers could not make for themselves at home. With a lot of imitators entering the business, all of whose names began with the word "juice," Perron wanted to distinguish the company from the pack. Moreover, Jamba Juice became a store concept that offered a hipper, festive, more Starbuck-like quality, a decided move away from a bland health store look. The word "jamba" means "to celebrate" in Swahili, and in turn Jamba Juice celebrated a healthy lifestyle. The brightly colored decor of the new stores and the smoothie names contributed to the effort to brand the Jamba Juice sensibility Perron says. I'm surprised there aren't more companies creating a culture beyond selling, [offering] a soulful experience for the customer. That's been the basis for our success...
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...The success of Innocent’s marketing techniques Introduction This assignment is about the Innocent company, its brand portfolio and the potential entry into the Spanish market. In the first part I give information about the company itself including its history, its current operations, markets and distribution channels. In the third section I conduct a macro environmental analysis and a more market-specific analysis by the 12C - framework as well as the Porters Five Forces – model. The fourth section comprises an assessment of the principal challenges that the Spanish market represents to the company in selling its products. The last part involves a personal evaluation of relevant entry modes for the company into the Spanish market. The Innocent company History and Facts The 'Innocent' company is originally a manufacturer and distributor of smoothies. It was founded in 1999 by Richard Reed, Adam Balon and Jon Wright (Datamonitor, 2009). Their business of selling fruit drinks without adding sugar or concentrates growth rapidly. Starting with a turnover of £0.2 millions in 1999 they could record revenue of £114 millions in 2007 with a 71 % value share of the UK smoothie market. This success is lead back to the constant expansion of new product lines and markets. Innocent developed the new brand 'This water' and launched it in 2007. To extend its product range the company initiate 'Orange juice' and 'Vegetable pots' in 2008. Starting from offering their products within...
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...part-time employees will be responsible for customer services. Both full time and part-time employees will be paid hourly wages. Initial requirements for all furniture, fixture, computer software and hardware and equipment will be supplied by Booster Juice Inc as part of the turnkey operation. All other supplies will be purchased from Booster Juice Inc. Our shop will be incorporated. Richard Azinwi, Nadia Maqbool and Ravi Brar will be the equity owners. We will have a total of seven employees comprising of one manager, two full time supervisors and four part-time employees. As part of our franchise deal, Booster Juice Inc will offer continuous training and support to our employees. Marketing for the Booster Juice is done by the franchisee and franchisor. The franchisor will do large scale marketing for all of the franchisees, as per the royalty agreement. Our Booster Juice will concentrate on local advertising. We will be doing an aggressive advertising in the first year to create store awareness. First, we will send out flyers to everyone in the S7N postal code area through Canada Post. We will also promote our location at the U of S by offering students and staff a 5% discount with the presentation of their student and employee card. Secondly, we will also work with the other franchisees in the Saskatoon area by providing all local gyms with a one time 10% off coupon for their...
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...1.0 EXECUTIVE SUMMARY 1.1 INTRODUCTION This business plan is intended to serve as a starting point for a potential coffee shop at Kelana Jaya, Petaling Jaya. While the plan provides an extensive look into the feasibility studies of such an endeavour, we recognize that further research may be required before undertaking this business. We have provided all the financials including the balance sheet, income statement and cash flow statements. However, our research shows that the starting and sustaining of a coffee shop in the KJ area is viable, given the incredible demand for a community-oriented coffee destination. Asbek Coffee House is committed to providing quality coffee and related products in a relaxing community-based atmosphere. The shop will serve assorted drinks and baked goods in an environment conducive to business meetings and casual rendezvous alike. By serving a narrow product line, Asbek Coffee House will minimize the start-up and operating costs required and increase the likelihood of survival and sustainability. With a community focus, Asbek Coffee House will attract and retain consumers from the KJ who seek a gathering place in addition to quality coffee. 1.2 COMPANY SUMMARY Asbek Coffee House is a coffee shop that provides the KJ area coffee and food, a tranquil environment, and a step toward new development in the community. With the area in desperate need of new development, Asbek Coffee House was created with the intent to create a place for the KJ community...
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