Marketing In Design; Group Report Part Two

Jia Hui 1303389I

(Group Leader)

Jia Hui 1303389I

(Group Leader)

Daphne 1300972E

Nadiah 1305361F

innocent

Daphne 1300972E

Nadiah 1305361F

Shirleen 1307273A

Jeslyn 1301459B

Shirleen 1307273A

Jeslyn 1301459B

Li Lin 1300702F Li Lin 1300702F

CONTENT MARKETING STRATEGY IMPLEMENTATION • Application on Smartphone • Kid’s Juice Package • Repackaging Kid’s Fruit Tubes • Launch a new product • Conclusion • Reference

1-5 6-7 8-9 10 - 11 12 13 - 14

APPLICATION ON SMARTPHONES

Identifying the problem Due to our fast paced society, phone apps are in trend as they are so much faster than using the phone to access an internet browser to convey and check on information. That is the main reason why phone apps are so popular. Hence, a lot of social media, transport systems, and big brands in the world of children such as Disney, Nickelodeon, Penguin, Mattel and Moshi Monsters, as well as individual characters and TV shows such as Bob the Builder, Peppa Pig, In the Night Garden and Dr Seuss, are now involved in apps.

Another reason why phone apps are in trend, is because they are the main attraction of the phone. They can provide one with hours of free fun, unlike with the use of internet on the phone. Also, phone apps are mostly free, if not they are still really cheap and affordable.

As everyone nowadays own a smartphone, and carries them while they are on the move, they are able to download multiple apps through the phone’s app store. If a phone app is popular because it is downloaded a lot, the app store will promote it too.

Hence, if Innocent had a phone app, there are many more opportunities to promote themselves to a wider range of audience, resulting in more revenue as more consumers would buy their products after getting to know them through their phone app.

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APPLICATION ON SMARTPHONES

Observations Smartphone is a common device among all ages, the young to the old utilise them to learn, and send information to one another. It’s a platform of learning for kids now due to the technology savvy society, parents are now leaving the hands of their kids’ learning to Ipad or iphones with an app learning software or ebook. An application example would be “ Kids learn to read ”, stated by many parents that proves to be effective. As kids are so enthusiastic about their learning on the application to even talk to them about it.

“My God son love it he try teaching me wat he learned from it thanks alot” - Burnese Young An old granny, utilises the Smartphone to text, this means she can also be expose to the apps online, for example health apps if she is health conscientious.

In a survey, in last January of 2013, 19 percent of all seniors over 65 owned a smartphone and 74 percent owned a cellphone. This creates a vast opportunity for expanding the healthcare delivery department.

A survey was done back in 2010, of 2,000 parents in the UK found that 75% share their smartphones with their kids. 56% of them had downloaded apps at the request of their kids, and 37% of them considered apps to be an “integral” part of their family life.

Now, in 2014, phone apps are even more widely used.

Scientists conducted a research where they created an app that recorded a person’s daily phone usage and activities to test for phone addiction. Users of the app can agree to allowing the recorded information to be sent anonymously back to the scientists. Hence, the results collected are far more accurate than any of the surveys done previously as they were always done by surveyees filling the information in themselves.

In this research, the scientists looked at 50 students over a course of 6 weeks. 25% of them spent over two hours on their phones a day, and typical participants used their phones over 80 times a day, every twelve minutes on average during waking hours. They chatted eight minutes a day and wrote 2.8 text messages. For some participants, the results were twice as high. Communication was still the predominant factor for using the phone. Over half the time, participants were using social networks and apps.

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APPLICATION ON SMARTPHONES Point Of View Love apps as they have fast access, this satisfies their needs as it is more convenient for them to access it at anywhere and at any time.

Instead of going in front of desktops to check out the detail “Love it! My 21/2 yr old daughter loves this app she will play it all day if I let her it so simple to use great app - Katie Stroup”

Ideate According to the research we have done, Innocent having an app will benefit Innocent as apps are more popular among people nowadays, and Innocent will be able to promote themselves to a bigger audience which will in turn let more consumers buy their products after getting to know them through their app. Hence, we have come up with an app for innocent, whereby 3 challenges or contests will take place constantly either monthly, or yearly. The app will be called, “Innocent Star Awards”, and the 3 contests are photo challenges and related to Innocent products. This app is aimed mainly at adults, and secondary at kids.

Contest 1 Photo With Product This contest allows people to upload their photos of their Innocent products in creative situations. Such as doing something, or in a serious situation, and when uploading, the uploader can choose to add an Innocent mascot through the photo editor in the app.

This category is judged based on its creativity, and the winner is chosen monthly by voting from mass audience, and the winner’s photo will be posted on the main page of the app, as well as the website. This allows consumers to connect with Innocent better as there is a common ground for them to interact in. This will result in a greater emotional connection, more consumers will stay devoted to Innocent and might influence the people around them to buy Innocent products as well.

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APPLICATION ON SMARTPHONES

Ideate Contest 2 Drawing Competition For Kids This competition allows kids to draw or doodle on a blank canvas in the app, whereby the colours provided were already predetermined by Innocent, and post or submit the images for voting.

The best picture will be decided by voting from mass audience monthly, and the winner’s image will be featured on Innocent’s cartons, and posted on the main page of the app, as well as the website. This competition allows children to tap into their creativity, which is beneficial to children, hence parents would allow their kids to use this app, and it would create a bigger fan base for Innocent which would provide them with better sales as more people would buy from them.

Contest 3 Food Recipe Contest This contest allows consumers to upload their pictures of their recipes in which they incorporated Innocent products to create a new healthy and tasty food. Along with the photo, participants are suppose to type out their recipe – detailed list of ingredients used such as their brands and amounts, and steps. This contest will be assessed yearly, and it will be based on mass audience’s votes too. However, the basic requirement of the recipe is that it must be healthy. Hence, Innocent will experiment with the highest vote recipe and test how healthy it is. If the recipe with the highest vote does not work out, the recipe with the next highest vote will be tested out, and so on. This is so as to engage, interact and be involved with mass audience so that they feel connected to Innocent, and will through the app ask people to vote for them, which in turn will allow Innocent to be more well known, increasing the opportunity for more consumers to buy their products.

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APPLICATION ON SMARTPHONES

In what way is it beneficial to the company?

They have an innocent kid’s game (The Dude’s Banana Plane) but not a “Innocent Star Awards” App made yet, with this app people are able to easily express their views on their phones easier since phone apps are very common and are continuously expanding in the market.

Also, since its easily accessible, people will tend to visit it more, so the app has to be interesting enough for them to keep the app there. Regular updates will definitely be made as contest and winners will be posted up monthly.

The prize is winners of the competition will be able to see their designs pasted on the innocent bottles, this advertises the contest making the contest pool grow.

To add on, this App can actually help to promote the product in a way thus helping in the growth of revenues for the company as more people would want to download it and use it. They would want to buy the product so that they could play or use photo editing in the app which would add to the revenue. Furthermore, if they were to be the winner of the month or year for the app of the stuff they do, it would either be use in the packaging or for the company if it’s workable. Thus, this engages the consumers which would make the consumer want to use the app more and help in promoting it.

All in all, this helps in the growing profits for the company as social media is the big thing right now in the industry thus making people wanting to engage with them through this platform which would help in promoting the company, product and help in their revenue.

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KID’S JUICE PACKAGE

Identifying the problem Based on research that we have done, we found out that the Innocent Kids Fruit Juices had an issue. Mothers have said that the package of the juice is hard to handle. The insertion of the straw is hard for them and the children as some juice would seep or spill out. Also, we noticed that the package of the juice is in a shape where the top is flat and that means that there would be less juice in the product than a normal rectangular juice carton.

Pricing is also another main problem as research has shown it was a little too costly, but Innocent is a 100% pure and organic company and it is natural (pun intended) for the pricing to be high. If the pricing were to go any lower they would not have any income and it would cause the company to fall.

Observations Spillage problem was the pressure of pushing the straw into the juice package would cause the juice to spill out.

For the quality of living has gone up and it is expensive for people to purchase Innocent products.

Point Of View “The package is fantastic really colourful and bright really ideal for lunch bags a drink on the go very compact to but in a bag it is not heavy for a child to carry.

My children had these as a drink with a morning snack. I would highly recommend these to family friend's and I will buy these in future” – Karen D “I think I would use these as part of a packed lunch or when out and about, although I did find it a bit tricky to get the straw in without spilling some juice on my hands. I like that the ingredients are shown clearly - eg 2 freshly squeezed oranges etc....”

– Caroline R “They are compact and would easily fit in a lunchbox or would be handy to put in a handbag when going out with little ones. The packaging in nice and bright and didn’t spill when my 2 year old had hold of the carton. He really enjoyed them.”

– Jo N

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KID’S JUICE PACKAGE

Ideate Based on the reviews that we read, we decided that the best way to make sure that there is not going to be spillage problems or lack of juice is to modify the Innocent Kids Juice packaging and change it to a rectangular shape.

There are good points for the Innocent Kids Juice packaging as well. The colours of the packaging plays a huge part of why the juices are such a huge success. The little games and messages at the back of the packaging are also factors of why the juices are so successful.

After the shape of the packaging is changed, the problem of spillage with the straw insertion would be solved as well because the insertion would be at the top on the package. This solves two problems with one solution.

The original package has a juice capacity of 180 ml. But the new design we are going to come up with, would have a juice capacity of 192 ml.

It would be 12cm X 4cm X 4cm in size.

In what way is it beneficial to the company?

After changing the packaging of the Innocent Kids Juice, it would benefit the company as mothers would be more likely to purchase the juices.

The Innocent Kids Juice would have just a little more product but it gives an illusion of having more juice as the top is not flat anymore and since pricing is another main problem, mothers would feel that it would be more worth it to purchase it as it would have more juice in the packaging.

Since the packaging is rectangular, it means that it could save space for packing. If families are packing for picnics or outdoor activities and they need to bring the juices along, they could stack them up or lay them side by side in a basket or lunch boxes.

Also, as we solved the problem of spillage, mothers would purchase the juices as they would be able to let their child drink without mess. This provides convenience to the mothers as they would not have to clean up if there was spillage of juice from difficult straw insertion and they would be able to trust their child with handling the juice on their own.

Since the Innocent Kids Juice is already so successful with its colourful packaging and fun information at the back, this would bring more success to the company and would bring happiness to families as well.

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REPACKAGING KID’S FRUIT TUBE

Identifying the problem Spillage problem where some consumers ended up wearing it all on themselves. It occurs when opening the top part of package by tearing.

Observations Kids/Adults would get messy in opening the package as the following examples are shown.

Point Of View The followings are the reviews to prove that the packaging contains some problem that can be improved.

“The fruit tubes were delicious too but my two year old just wasn’t satisfied with just the one. He’s not very good at opening them himself though and ended up wearing most of them, lol! They then had to be hidden as he can get into the fridge and open them himself.”

- “Scoffey” “Our only problem was with opening them. All the kids needed help, even the adults messed up 1 or 2!” , “While the fruit tubes were eaten, I'm not sure I would buy them again.

They were quite hard to handle, and definitely not as popular as the smoothies. Although they disappeared a lot quicker when I froze the second box.”

- “hilaryc”

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REPACKAGING KID’S FRUIT TUBE

Ideate Add re-sealable lids like M&M plastic container tubes on the top.

In what way is it beneficial to the company?

It is a popular product and currently in high demand. If we manage to solve the spillage problem which consumers mentioned in the reviews, consumers would be more happier and satisfied that their main problem of fruit tubes is solved.

They would most probably buy more in the future as the new package is more convenient for them to keep in the refrigerator.

It is more convenient because it solves the spillage problem as well as consumers’ do not need to finish it instantly. He/she can keep it in the refrigerator easily without the need to tie it or afraid of spillage and continue eating it later. Also, the consumers’ (especially children) would now be able to open the fruit tubes by themselves easily as well as they will not wear it all over themselves. Children would not need to ask for parent’s assistance and if so, parents will not messed up too if the opening does not cause trouble.

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LAUNCH A NEW PRODUCT

Identifying the problem 2 of innocent’s products, veg pots and noodle pots are not really earning as much as they are suppose to, mainly because of the spices in the veg pot, or noodles in the noodle pot. In another way, if the spices and noodles were taken away and a new product like fruit and vegetable salad were to be created, a better choice is available for consumers as it is easier to get the ingredients and they would not get as much problems in terms of the salad being too spicy or not up to the taste.

Adding on, the nutrition value of the product would be higher, as both fruits and vegetables have high nutritional value, despite it being different.

Observations People are getting more health conscious, thus making fruit and vegetable into one pot could give double the nutrition to the consumer. Furthermore, survey shows that consumers are paying more attention to what they are buying and consuming.

Thus, they are more likely to choose a fruit and vegetable salad over a veg pot or noodle pot. Moreover, if they were to replace it, then the current problem would be solved in a way plus more consumers would buy this product. Reason would be that since more people are health conscious and getting lazier they tend to buy what is good and easy for them to eat. That is also why they bought this product in the first place.

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LAUNCH A NEW PRODUCT

Point Of View Some of the review for veg and noodle pots are as followed: "Really bland, noodles are mushy and for the price it costs, you can find much better, freshly prepared options in the city.

Sorry innocent!"

- Fred "Awful. Almost no noodles in the noodle pot. Some veg slop with a curry sauce from the chip shop poured over it. Tasted and looked like baby food. so disappointed. Innocent folks need to go to a Vietnamese restaurant to try a proper bowl of noodles! " - Suzanne "Good: lots of vegetables, love especially the mushrooms and fungus. Bad: potion is too small, a bit spicy (didn’t expect that in this flavour), udon is way too soggy, very expensive-3.90/pot " - Alice "Super yummy, plus the portion size is perfect - the same size as a veg pot. The only criticism is the price - I only buy them when they're on offer! " - Lauren "Yummy and so warming on this miserable day. Even better is that it's healthy!"

- Karen Muskett

Ideate Replace the veg pot and noodle pot to the fruit and vegetable salad pot. This would have a more vibrant appearance as the colours of the fruit and vegetable would be nicer and more appealing to the consumer. Another reason would be the nutrition value of the product would become more thus people would buy the product more.

In what way is it beneficial to the company?

Furthermore, this would help in increasing the profit of the company because the ingredient for the product which is the source would be the same from the smoothie. Thus, they would save some cost in term of the ingredient and produces more of the product. Subsequently the revenue for the product would increase. All in all this product would enable the company to earn more profits because of the lower cost in ingredient and the health conscious of people about it would make the revenue go up.

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CONCLUSION

All in all, we have decided to pick Idea 1, which is the “ Innocent Star Awards� application. As mentioned previously, the functions in the app being the drawing contest, photo contest and food recipe contest. These are to engage the tech-savvy audience to join these contest sharing their experience via social media and getting more exposure.

The winners of these contests will be posted on the app, it will also be displayed on the smoothie bottles packaging, the winners will feel like they played a part in the project making them feel more emotionally attached to the company.

Finally, because of this, the company will gain loyalty from their customers in the long run, therefore making their company more competitive in the market.

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REFERENCES Application for Innocent 1. (Understand) Why Are Mobile Apps So Popular? | Ice Web Filter. (n.d.). Retrieved from http://www.icewebfilter.com/mobile-appspopular/ (rising pop of apps) How popular are mobile apps among smartphone owners? A recent study finds out |Moro Blog. (n.d.). Retrieved from http://blog.mobileroadie.com/2012/05/study-growth-mobile-apps-2011-2012/ (app growth pop) The 50 best apps for children | Technology | The Observer. (n.d.). Retrieved from http://www.theguardian.com/ technology/2012/aug/04/50-best-apps-chidren-smartphones-tablets (big brands in the children world having phone apps too. Used this page for Observation too.)

2. (Observation) 2.1 Grandma Got a Smartphone: How Telehealth is Benefiting the Senior Care Market – Schwartz MSL. (n.d.).

Retrieved from http://blog.schwartzmsl.com/telehealth_benefiting_the_senior_care_market/ (pop of smartphones; shows link to imp of apps cause even senior citizens use!)

Retrieved from https://play.google.com/store/apps/details?id=com.intellijoy.android.reading. free&hl=en (kids learn using this sorta apps, proves to be effective in learning for the kids as they are highly enthusiastic; one review state “My God son love it he try teaching me wat he learned from it thanks alot” shows its effectiveness clearly) 2.2 The 50 best apps for children | Technology | The Observer. (n.d.). Retrieved from http://www. theguardian.com/technology/2012/aug/04/50-best-apps-chidren-smartphones-tablets (survey on UK parents sharing their smartphones with their kids) 2.3 Addicted To Your Phone? New App Tracks Smartphone Usage - Technology News - redOrbit. (n.d.).

Retrieved from http://www.redorbit.com/news/technology/1113055496/mobile-addiction-appmenthal-012714/ (research on how 50 students used their phone in daily life for 6 weeks) 3. (Point Of View) Why mobile apps are so popular? (n.d.). Retrieved from http://www.tappublisher.com/blog/ Why+mobile+apps+are+so+popular%3F/26 Kids Finger Painting Art Game (16 August, 2014). Retrieved from https://play.google.com/store/apps/details?id=com.teachersparadise.kidsfingerpaintingcoloring&hl=en

5. (How/Why is it going to make the company earn?) iphone apps - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (n.d.).

Retrieved from http://www.innocentdrinks.co.uk/blog/iphone-apps (innocent iphone app game)

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REFERENCES Kids Juice Package 3. (Point Of View) Joanne (2009). innocent for kids - 100% Juice reviews. [ONLINE] Available at: http://www.netmums.com/ coffeehouse/netmums-mums-panel-251/mums-panel-topics-archive-206/947083-innocent-kids-100-juice-reviewsall.html. http://www.netmums.com/coffeehouse/netmums-mums-panel-251/mums-panel-topics-archive-206/947083innocent-kids-100-juice-reviews-all.html

Launch new product (Fruit & Vegetable salad) 2. (Observation) Fruit & Vegetable Salad. (n.d.). Retrieved from http://www.myyogakitchen.com/recipes/fruit-and-vegetable-salad/ Survey: Consumers making more health-conscious food decisions. (n.d.). Retrieved from http://www.videojet.com/ us/homepage/general/industry-news/survey-consumers-making-more-health-conscious-food-decisions.html

3. (Point Of View) caribbean - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (n.d.). Retrieved from http://www.innocentdrinks.co.uk/things-we-make/food/veg-pots/caribbean-1 Japanese Udon - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (n.d.).

Retrieved from http://www.innocentdrinks.co.uk/things-we-make/food/noodle-pots/japanese-ramen thai coconut curry - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (n.d.).

Retrieved from http://www.innocentdrinks.co.uk/things-we-make/food/veg-pots/thai-coconut-curry-1 Vietnamese Curry - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (n.d.).

Retrieved from http://www.innocentdrinks.co.uk/things-we-make/food/noodle-pots/vietnam-curry

Innocent’s Fruit Tubes 3. (Point Of View) innocent trial feedback | MummyPages.ie. (n.d.). Retrieved from http://www.mummypages.ie/innocent-trialfeedback?page=2

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