Marketing in Design; Individual Report

InnocentDrinks ChangMangQingDaphne 1300972E TD07

Content COMPANY PROFILE • History & Growth

Page

one - two

COMPANY ANALYSIS • Seven “P”s

• Unique Selling Point • SWOT Analysis • Main Competitor

three - five six seven eight

REFERENCES • A.P.A Citation

nine

1999 - Start Off

Started off in London, United Kingdom in February 8, 1998 by Richard Reed, Adam Balon and Jon Wright. The first smoothie was sold at a music festival in 1999, it was the period of time which there is a time, being not confident of operating innocent, consumers were given choice of yes or no to decide the fate in giving up their current job; the final result was “yes”.

Selling out first three cases to Out To Lunch sandwich bar, not only that three new recipe of smoothie was produced but only one remain till today. Having the first office called the fruit tower. With additional workforce, they won the regional of shell livewire.

2000 - Falling Apart Usage of cow vans as delivery vehicle to promote the launch of thickies yogurt drink in 2000. A milestone to reach, overseas expansion was conducted in Dublin, Ireland and webnews began for subscription. Trial of sending products to ten Waitrose outlet is the first appearance in supermarket.

Has the second fruit tower yet nearly bankrupt for giving 46% of profit to charity, lesson was learnt. The kitchen for product invention came in 2002 and a new recipe book published.

2004 - Innocent Foundation 2003, wee-ometer chart invented. Annual profit 10% used in the innocent foundation to help people with need in 2004. Knitting little caps for charity was a campaign called “Supergran” now, “The Big Knit”.

Smoothie in carton and Super Smoothie was available that helped to increase productivity. Kids smoothie in small pack introduced in 2005, ice cream invention was carried out; results were fine but it was not sold.

Company Profile

History & Growth one

2006 - Television Advertisement

2011 - Best Selling Smoothie

Debuting advertisement on the television in 2006, a milestone reached and increased workforce. Additionally, innocent village was born in 2007 and changed bottles to 100% recycled plastic bottles for the packaging. Richard went ahead to Watchdog, a television programme.

Juice was sold in store in 2011, orange debuted followed by apple. After renovations, they moved to the third fruit tower. Value pack came in soon, to give a wider variety to the consumers.

Innocent became Europe’s number one smoothies that are best selling.

A Grown-Up Meeting (AGM) started in 2008 where the consumer can make a visit to fruit tower and ask them questions.

2012 - Olympic Paralympic Smoothies

2009 - Big Investor Intruding the food industry, vege pot was the new thing. Acceptance was proved in 2009 with the official seal of approval that smoothie contains two portions of fruit. Fruit tube was invented to trick little kids. Furthermore, Coca-Cola Company invested in innocent. Expansion into the third fruit tower in 2010.

Company Profile

Olympic Paralympic Games 2012 official smoothie and juice is Innocent; specially made smoothies just for the event. Mixture of different fruits into a juice, creative solution that require building one more line in the factory.

History & Growth two

PLACE Innocent products can be found in 15 countries. It is sold largely based on online supermarkets and retail companies, the following are some examples; Waitrose Supermarket, Tesco Supermarket, Asda Stores, mySupermarket Online, Morrisons Supermarket, Sainsbury’s Supermarket, Ocado Online Supermarket and Amazon.

Particularly, Waitrose,Tesco, mySupermarket, Asda are mainly online.

PHYSICAL ENVIRONMENT Most of the supermarket have a large layout and offers a variety of items, neatly arranged. These supermarkets targets on the mass communities yet fitting into high streets and market town locations.

Waitrose in this context has a wide range; not only confined to their own area but offering French, Italian and more food choices. It designs each store to complement the environment of the community that brighten the image.

People would find it acceptable and the arrangement of the products; give them a bigger walking alley for convenience.

Placements of the innocent products are usually, in the middle or have their own section. Being popular and commonly known to the consumers, for easier access. The image on the right is the placement in Sainsbury’s, which has the whole section placed and focusing on the promotional or campaign product by placing in the front.

Company Analysis

Seven “P”s three

PRODUCT Selling products from both food and beverage, the range of product would be smoothies, juice, kid’s smoothie or juice, super smoothie,fruit tubes, vege pot, noodle pot and vitamin pills.

A healthy choice for people contains 100% pure fruits and vegetable in the products.

The packaging is simple and friendly to feel close at heart as they focus more on charity and campaigns to make it even more interesting and vibrant.

Gaining trust, the product has seal of approval to ensure that the products contain two portion of fruits/vege.

PRICE PROCESS - ONLINE To buy the product, we have to go through a series of steps if the consumers want to buy it online.

Go to Innocent webpage, select the product in the “things we make” page. A prompt will navigate you to sign in to the respective outlet to link the basket to the webpage.

Add or deduct items in Innocent webpage, all items are then found in the respective outlet webpage overall basket. Press the checkout button, choose the payment mode and fill in particulars. Wait for the delivery, which might take a few days. The final step would be signing the form upon deliver day and item would be received.

Company Analysis

Within the affordable range, targeting the mass-market community.

In a pack of six that contain each one packet of 40ml fruit tube which is sold for $2.12 (£ 1.00). On the other hand, the 380g vege or noodle pots are available at $8.27 (£ 3.90).

PROCESS - PHYSICAL If the consumers want to buy at the supermarket, these are the series of step.

Make a trip down to the respective supermarket, walk into the supermarket store, find the section for innocent, look and choose the desired product, walk to the cashier and make payment.

Seven “P”s four

PEOPLE Staffs are very friendly, helpful, warm, playful, kind and initiative.

With fun activities like fruitstock talent search that Scouting for Girl won, during recession, the innocent workforce went on a camping trip to chill out.

Plum directions are innocent’s boy band name in the company.

On Innocent Drinks Facebook page, interesting and creative post were shared to the public and the webmaster actually replies to comments that are fun and informal at the same time with creativity.

PROMOTION Consumer would be aware of Innocent Drink through the campaigns that they collaborated with different association. Some of the campaigns are The Big Knit to help elderly, Buy one save one bee. Instructions is written on the packaging which also includes the website of innocent.

After a period of time, television advertisement was shown publicly, people would then search for innocent drinks on search engines to check out the different platform of Facebook, Twitter, Instagram, and YouTube if interested. Occasionally, competition would be set, just like “tweet for a seat” for the 2012 Paralympic Olympic games as well to promote that innocent drinks is the official partner of the event.

Company Analysis

Seven “P”s five

HEALTHY Known for being healthy, fully vegetarian.

Being good to the body system, with 100% pure ingredients used in every product.

Reducing the risk of getting illness by building a strong immune system.

Further on, sustainability is important to the nature. Taking care of the people as well as the Earth.

Consumers buy it due to the creative and healthy overall look that the brand has been known for. Everything is pure, and the different campaigns bring forth interest, allowing the consumer to trust, after a period of time; a video advertisement will be shown to showcase the outcome.

Company Analysis

Unique Selling Point six

S trengths Being one of the well-known brand based in United Kingdom (UK), controlling 77.5% of the smoothie market in UK. To reach out the diverse market and people who have more awareness in health, moreover, innocent has around 57 and a half recipe.

Chosen supplier for fruits personally, making sure to give precise and high quality for every product. Pricing at premium rate to ensure that retailer would be able to get an amount of profit.

W eaknesses Brand recognise is not high despite being one of the most popular smoothie.

Due to the premium pricing, innocent will fall out of competition as retailer may choose other products instead for beneficial purposes.

Had a low customer base, being only known for healthy, it will be hard to penetrate into the other markets.

The brand image is being quirky, natural and light humoured communication to emphasize on the brand’s value.

O pportunities Consumers will get more self-cautious about processed product; Innocent can take this chance to cease more of the market that would lead to an increase of market share.

Able to spread the eco-friendly, create more movements with partnership with organisation like National Trust.

Additionally, health consciousness and change of attitude, to make people be aware of how physical fitness is important.

T hreats Product range has been limited and to change the customer’s taste it will be a challenge, as the variety of product would become repetitive and common.

Since Innocent stake was sold to Coca-Cola Company, as each year goes by the investment percentage kept increasing.

There would be a chance that Innocent would be completely takeover by Coca-Cola company.

Receiving massive criticism would harm the whole brand impression and image.

Coca-Cola Company, being the investor will bring big opportunities for Innocent to expand globally.

Company Analysis

SWOT Analysis seven

Happy Monkey only targets kids as their audience, which parents will be involved as the secondary audience.

Started in 2009, a new brand that is still growing. Limited choice made people to have easier decision of the products, two flavours for smoothies and two flavours for milkshakes. Usage of interactive games to promote the product.

The product packaged in a colourful and with the aid of characters filled with illustrations to attract the target group, the shape and size of the package has been

Company Analysis

considered for the convenience for the kids and also parents.

In addition, products sold do not include any fruit juice or snacks. Having their full focus on kids with smoothie and milkshakes.

Emphasizing on “made for kids�, conveying that the smoothie or milkshake does not include any artificial flavours and colours, no preservative, fully pure fruit or milk.

Giving off a healthy image, with rainforest alliance certified, the environment is being protected as well.

Main Competitor eight

References Fresh Sliced Orange Fruits Wallpaper and Stock Photo. (n.d.).

Retrieved from http://www.snoron.com/fresh_sliced_orange_fruits-wallpapers.html Innocent Drinks. (2014). innocent - little tasty drinks.

Retrieved from http://www.innocentdrinks.co.uk/us/our-story Innocent Drinks. (2014). innocent Chain of Good.

Retrieved from http://www.chainofgood.ie/ Katherine. (n.d.). Grocery Gems: Innocent The Golden Smoothie: Oranges, Carrots & Mangoes.

Retrieved from http://grocerygems.blogspot.sg/2012/06/innocent-golden-smoothie-oranges.html Quinn, I. (2014, June 21). Innocent leaps to defence of smoothies with new sugar research.

Retrieved from http://www.thegrocer.co.uk/fmcg/drinks/innocent-leaps-to-defence-of-smoothieswith-new-sugar-research/358782.article Bridge, B. (2013, March 12). Morrisons Supermarket granted extra delivery.

Retrieved from www.tamworthherald.co.uk/Morrisons-supermarket-granted-extra-delivery/story18391635-detail/story.html Innocent Drinks. (2014). innocent smoothie recipe book: 57 and a half recipes from our kitchen to yours innocent - little tasty drinks.

Retrieved from http://www.innocentdrinks.co.uk/bored/books/item/innocent-smoothie-recipe-book57-and-a-half-recipes-from-our-kitchen-to-yours Happy Monkey. (2014). About Us - Happy Monkey Drinks.

Retrieved from http://www.happymonkeysmoothies.com/about Mullin, S. (2013, April 19). How to Master Social Customer Acquisition.

Retrieved from http://blog.kissmetrics.com/master-social-customer-acquisition/ Innocent Drinks. (2014). photos - innocent 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots.

Retrieved from http://www.innocentdrinks.co.uk/bored/photos/people+at+innocent Innocent Drinks. (2014). innocentdrinksltd Youtube Channel.

Retrieved from https://www.youtube.com/user/innocentdrinksltd

nine

the end, of the report