Subscribe to the City A. Ireland begins reactivating no-deal contingency plans as potential unravelling of Brexit accord looms Brexit - latest. Brexit trade slump: Gov should cut burden on traders before full border arrives Brexit: Government must cut burden on traders before full EU border arrives.
Fishing row: UK welcomes Macron stepping back from Brexit boat threat. Speaking afterwards of the sale, Reed said the time had been right, as he had great people working underneath him who were developing their careers and were ready to step up to the next level.
New products, including coconut water, resulted in a sales surge in June Headspace Group provides modern, vibrant workspaces for the creative, media and technology sectors. Give us a call on or book a tour at one of our Headspace regional locations to find out more about our flexible workspace. Let us take care of running your office, so you can concentrate on the important task of running your business!
Posted by Julie Tucker. Creative entrepreneurs: The story behind Innocent Drinks. Creative entrepreneurs: Moonpig.
Get in touch with Headspace How can we help? I agree to Privacy Policy and Terms of Use. From the company humble start, it has rapidly grown to become an international brand with 76 million pounds turnover. Sustaining and developing a culture that is extremely creative among its employees, has enabled Innocent drinks to celebrate its principal brand values through expansion and growth extended periods.
From its humble beginning, Innocent has excited its clients with its approach to business that is straightforward. It uses down-to-earth, simple communications techniques that highlights their products and brand honesty.
The company market strategy is not perfect as it does not take care of the needs of the elderly population. Therefore, the company needs to identify a target market that it will satisfy its needs. Through various means of Integrated Marketing and communication strategies promotion mix such as advertising, public relations and sales promotion, the company has been able to create awareness among its customers on the health benefits of its products.
The present brand image of Smoothies has to be sustained throughout the inflationary market using various market strategies. Consumers normally have very low income to dispose off during recession hence they become more price sensitive therefore the worth for their money needs to be emphasized. This is a relief to the firm since consumers are knowledgeable on how to make a distinction between the brands Kemsley In spite of the recession Smoothies is still experiencing growth.
Last but not least the company has just embarked on its tactic to target the ageing population, with more advocacies for healthy lifestyles enabling them produce more non-alcoholic products.
Online advertising has also been instrumental in promotion of the products. The Integrated Marketing Campaign aims to reposition the Innocent smoothies in the UK market through the use of various IMC promotion mix with a budget of ten million pounds within a time frame of one year. Therefore, the project will be divided into two main parts. Part A will comprise of the rationale of the project and the other part will be made of the integrated marketing communication plan for the project.
This paper documents the supporting evidence and rationale for the Innocent Industry in the United Kingdom. From the macro extensive review of the industry, the paper will provide an extensive analysis of the Innocent Smoothies brand. This will be made possible through the encouragement of the brand consumers to incorporate the product into their daily endeavours. The rationale of the company is to increase in both revenue and volume sales.
In addition to that, increase consumer interaction with the brand. The budget proposed to make the communication campaign successful is ten million pounds 10M pounds. The budget will be equitably distributed amongst above the line of traditional advertising and also tactical below the marketing line activity.
The three years have been extremely tough for the Innocent brand whose value has been decreased by one third. As a matter of fact, this has been triggered as a result of recession.
Furthermore, the brand equity has experienced a lot of hits making it extremely difficult for it to recover in the long-run Smoothies, , p. With the re-positioning of the Innocent brand in the United Kingdom Market, Innocent Company aims at changing the consumption patterns among its target group of years old.
This is in order to increase its volume sales and revue. Sustaining and developing a culture that is extremely creative among its employees has enabled Innocent Drinks to celebrate its principal brand values through expansion and growth extended periods. Uncommonly, this approach is also utilized by retailers who get Innocent regular communications.
The communication techniques are such as newsletter that integrates fun stories with product information. With this method, Innocent Company has been able to expand its partners and customers network. Crucial to the success of the company is its strategy of employment. The company is making a lot of effort to employ relevant expertise in various fields ranging from web design to ethical procurement. Guardian newspaper ranked the company as the top employer in the industry.
At the same year of its ranking, it reported a turnover of thirty eight million pounds 38M Innocent Drinks N. The mission statement helps the company to reinforce its brand values.
In addition to that, it makes it a hundred percent clear what the purpose of the company is. For instance, the purpose of the company is to give people a reason and a goal to put all their energy into their work.
As a result people are mentally and physically well after consuming Innocent products. The company aims to provide its consumers with healthy eating habits through the provision of natural foods. The objective of any business is to maximize profits and became a leader in the market when it comes to products and so does the Innocent Company. In addition to profit maximization and becoming a product leader in a highly competitive environment, the key objective of the company is to provide employment.
The company takes responsibility for their business impact on the environment and the society. The Company shifts the business effects from negative to neutral.
The Innocent Company principal objective is to create a business that is sustainable through the use of healthy, renewable and natural ingredients for their drinks. In the year , the company started measuring their carbon footprints. They started right from the firm to the fridge and ending with the recycling bin. Another area of their focus was to ask their suppliers to go green Innocent Annual Report, , p. Having a great dominance in the United Kingdom market, the company has extended its markets by getting into the Danish market and consequently targeting Australia, Germany and Sweden Anonymous, N.
Innocent drinks exhibit the largest market share in the United Kingdom smoothie industry. Various factors have significantly contributed to the biggest share of the market.
To start with, the change in consumption patterns among the United Kingdom citizens. The company make use of a variety of strategies to market their products. The marketing strategies are such as traditional marketing and internet marketing. This has made it extremely easier for people to have a wide range of information with regards to the company and its products Solomon, et al A great deal of effort has been diverted to products marketing in order to maintain its share of market.
In , the profit of the company was almost one hundred and twenty eight million pounds Million pounds. The highest amount of profits recorded by the company is associated with the quality of the products and perfect marketing strategies.
Majority of the population in the UK prefers smoothies to other products which has made the company to greatly increase its profit margins. For the IMC research purpose, various literatures have been reviewed in order to get information about the smoothies industry sector trends. Various library websites such as proquest and Ebscohost and internet articles have been reviewed to get adequate information with regards to the Innocent Smoothies, consumption patterns and in planning the media vehicles and communication strategies to support it.
In addition to that, from the micro and macro analyses, the findings summary, recommendations and conclusion will be produced to give answers about the company future plans. The major competitors of innocent drinks are the Tropicana and the Pepsi owned company.
Pepsi owns approximately twenty nine point three percent In addition to that, various marketing strategies including packaging appealing artwork have been used by these companies to improve on their brand loyalty. In comparison to Innocent smoothies, Tropicana smoothies are a third cheaper. Therefore, attracting more customers who are more concerned with the price rather than the process used to manufacture the products.
Extremely aggressive tactics have been applied to the brand which has also triggered the creation of products aimed at the smoothies kids market. As such, the Tropical Company has set prices that are low so as to maintain its competitive advantage. Since the launch of Tropicana smoothies in , the company has been able to achieve its principle objective of strengthening its market presence by various means such as the use of wide television advert campaigns. Hence the need for Innocent Company to utilize the 10milion pounds allocated in the budget to improve on its integrated marketing campaign.
The company Innocent drinks have distinct capabilities that have enabled it to survive in the highly competitive smoothie industry. For example, the packaging is done with the aim of combating environmental issues. The bottles used for product packaging are always clear. Similarly, the bottles contain succinct information about the product. Moreover, the packaging bottles have one colour.
The packaging bottles undergo recycling after being disposed by the consumers. Apart from the effective packaging, Innocent Company has adequate resources. For example, the company has enough financial and human resources.
The company competitive advantage is provided by its human resources. The company financial resources have made the company to be highly competitive as it has enabled it to invest in the new technology Leeman, , p. The company exhibit a remarkably strong brand. As such, the brand makes it to compete effectively with its competitors in the industry. The development of the brand has been done perfectly to create awareness of the brand.
Just like other companies, the Innocent Drink offers its consumers unique products that are of high quality. With its unique products, the company has targeted a wide range of consumers with ease like the elderly and the young children. This has enhanced the company to increase its profits and maintain its share of market Leeman, , p.
Innocent Company has good communication with its retailers and consumers. The company keeps routine communication with their suppliers giving them a direct support. The database helps the company to manage its communications with both the smaller corner shops and large supermarket chains.
With the consumers, the company keeps in touch with them via letters, emails, and post cards among others. Innocent drinks face challenges in response to prices. It is extremely hard for the company to smoothly adjust its prices for purposes of meeting the changing needs of the consumer. For example, in case of product low demand, the product prices cannot be lowered by the company.
This is because the company cannot adjust its prices accordingly. Furthermore, the entire market is the target of the company as it does not possess proper strategies to separate its market according to the needs of the consumer.
As a result, it has been extremely difficult for it to concentrate its resources and efforts to a single segment of a market. As a matter of fact, the company needs to review its marketing and segmentation strategies if it wants to meet the expectation of its consumers. Without the two, the company is easily prone to aggressive competition since majority of the firms in the industry have market segments and a single target market Westwood, , p.
In addition to the above, Innocent company exhibit a low customer base. In comparison to its competitors, its customer base is relatively smaller. Just like Innocent Company, there also exist numerous companies that supply the market with soft drinks and smoothies. The companies have come up with brands that are unique to achieve competitive advantage. Some of the Innocent competitors have brands similar to its brand.
As a result the sales of the company have been affected as some individuals get confused with the brands and end up purchasing brands that other firms offer. Another threat is that customers keep on changing their tastes in terms of product variety and range.
Another threat is in terms of cultural differences. The success of innocent company has primarily relied on language. Differences in terms of culture might create a barrier for the company while expanding to other continents in the world.
Brand susceptibility is another challenge. Given the fact that the company is expanding, the value of its brand will be subjected to greater scrutiny with reference to their actions. For instance, they received a lot of criticisms when they collaborated with McDonalds. There exists a trend in the global market that encourages individuals to be health conscious.
As a result, people have diverted their attention to naturally produced foods such as the innocent smoothies and drinks. This is because of their natural characteristic and their market reputation.
Most people in Innocent markets such as Australia have been forced to stop drinking alcohol and sugary and fatty foods. The main reason is to improve on the life quality and also prevent chronicle diseases incidents among the population.
These individuals have been coerced to take natural foods such as vegetables and fruits. Majority of people in the population prefers non-carbonated drinks and smoothies because their harm to the body as compared to fast foods.
Despite its green credentials criticisms and its tie-up with McDonalds fast food chain, Innocent is good at striking a balance between ethics and size.
Increased market share: The market being occupied by innocent is continuously increasing as customers are becoming more and more health conscious.
This presents a good opportunity for the company to conquer more and more markets. Analyzing of the external environment is significant to the Innocent Company as it helps it in the understanding of the external environment.
For instance, the Company is able to understand how various social changes and policy affects it and also how it helps it in achieving its objectives.
Macro analysis helps the company in planning well in order to achieve its goals. Just like other companies in the smoothies industry, Innocent Drinks needs to analyze its external environment so as to make export decisions that are right Keller , In that case, the company needs to analyze its legal, economic and political environment.
Other things that need to be analyzed are such as social factors and technological factors. The United Kingdom trading standards ensures the safety of the consumers. In addition to that, quality and fair trading standards are maintained by the UK. Office of Fair Trading is in charge of enforcing legislations. The United Kingdom economic conditions have not favoured numerous businesses for a couple of years. The recession impacted on many businesses growth and the country gross domestic product.
In addition to that, the purchasing power of the consumers was also affected by the recession period. As a result, the consumers were unable to purchase services and goods thereby lowering the services and products demand.
In addition to that, United Kingdom economic trends and situation has affected the cost of the company such as, the cost of ingredients and energy. In addition to that, the company ensures that its fruits are grown ethically in work conditions that are acceptable. As a result of the advertisements, consumers have become more health conscious. Innocent company has capitalised on this advertisement by highlighting their products principal health benefits.
Attitude of consumers: The consumers have become more health conscious. As a result, the Innocent Company is making their smoothies using pure natural fruits in order to meet the demands of the consumer. In order to increase the choice of the consumers, the company has developed a variety of products. Brand image: Innocent developed a trusted with diverse health benefits. In addition to that, the brand is affirmed with uniquely and subtle humour communication.
The communication strategy is identified easily with products containing ingredients that are natural. The company utilizes green technology to carry out their operations. Furthermore, the company recycles its products. For instance, their packaging bottles are recycled after they have been used. The company has also advanced in terms of manufacturing. The company has come up with ways to reduce the wastage of resources. Innocent company also offers products that are healthy and diverts all of its effort towards interaction and communication.
For example, they have a blog membership website which enables the company to get valuable feedback from its consumers. In the current highly competitive market, Innocent Company should understand perfectly well the environment in which it conducts its operation. In addition to that, the company should focus on the external factors that impact on its performance. The external factors impacts on the business internal factors and its marketing strategies or objectives.
Therefore, it should devise on ways to deal with all its macro and micro environment to remain competitive in the market Anonymous, N. Through the utilization of Ansoff growth matrix, the Innocent company will able to determine smoothies market growth given the existing aggressive competition from Tropical Smoothies, PepsiCo, Happy Monkey, Locozade Sport, Red Bull just to mention a few. Through the utilization of market development and market penetration, diversification, and product development, the company will be able to develop its business strategy direction Watts et al.
Through product development, the company should come up with new types of products flavours, added value or improvements hence increasing its market share in the current market. In addition to that, the company should strive to exploit the existing market opportunities over competition without adding any value to their existing products.
Segmentation strategy is the main issue affecting the Innocent Company. In that case, the company needs to expand into markets that are new through the consideration of developed segmentation strategies. As such, they should satisfy the needs of both the young and the elderly population. This can also be achieved by the company going global.
Furthermore, the company needs to reposition itself into additional or other industry sectors or diversify into new markets and products as shown in the figure below. Company was founded in and offers smoothies and flavoured spring water in Super markets, coffee shops, cinemas and other outlets in UK and other countries. This report covers the marketing plan and marketing strategies to reposition the product.
The period for the marketing plan is set from 2nd January to 1st September 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 by three Cambridge graduates. Its main business is producing smoothies and flavoured spring water. Company sells its products in supermarkets, cinemas and coffee shops.
How does innocent conduct market research? 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. 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 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. My chosen Company is Innocent. It was founded by three friends who met at Cambridge University in the early 's. The question the customers were asked was whether the guys should quit their jobs to make Smoothies. So the guys quit their jobs the next day.
Innocent sold a share of their Company to Coca Cola in In they launched Veggie Pots which has 3 portions of your 5 a day in every pot and in they invented Fruit Tubes for Kids. 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.
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. In the summer of that year, the trio set up a stall at a small music festival in London. 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.
0コメント