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marketing innocent drinks

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Introduction

Innocent Drinks Innocent is a company in the UK which was made by three friends named Jon Wright, Richard Reed and Adam Balon. Innocent drinks are a multi million pound company who are well known for producing Smoothies and Flavoured Water. Innocent was created in 1998 after spending lots of time spending money on fruits to find the perfect recipe. They were finally satisfied with their recipes after giving out �500 worth of fruit smoothies to the public and asking them to put the rubbish in a 'Yes' box if they were satisfied with the smoothie or a 'No' box which showed that they never liked the product. Innocent are now a very successful and unique company who have managed to have their items being sold in very popular supermarkets across Europe and America. They are also being sold in restaurants, for example McDonalds distribute them to people who buy certain meals. Another reason why Innocent are very successful is because their products are 100% fresh and healthy; they had promised the public that they don't use preservatives, stabilisers or concentrated in their products. They are also successful because they set up programmes where they help charities, reduce carbon emissions, help with charity work and even more, so basically they are environmentally friendly which is a vital factor to help the world. ...read more.

Middle

To attract people in certain seasons to their product innocent create new packaging relating to that season so for example when it's Christmas innocent design Christmassy packaging and also they change the ingredients to suit the season as well. This helps innocent sell their products because it's so attractive that when customers are looking at shelves in supermarkets it's the first thing that they notice. Promotion Innocent use many promotional ideas to attract customers. One example is the 'Guest Smoothie' which is produced every three months and designed for option, which also can be used to test new flavours without using expenses on development and research. They use promotion to raise money for charity e.g. at an annual festival (Fruitstock), encouraging customers to knit woolly jumpers and hats. This helps advertise there name and enforce their brand name along with their reputation of being innocent. To create advertisement they send out a fleet of eye-catching vans and Astroturf covered DGV's (Dancing Grass Vans) to distribute drinks across the country in the summer, this again shows they are innocent as they give them for free on hot days in the summer. They genuinely believe in the word of mouth but the believe to rely on stronger advertisement to spread their organisations name Price As there is no preservatives, ...read more.

Conclusion

Operations/production is consulted a lot when launching their product as they check to make sure it is exactly how they want it to be created to appeal to the target market also they how many they want to create when launching a new product as they don't want to create to many and make a loss. Conclusion Innocent must have the right product on the market to grab the attention of the right customers and to be able gain enough and the right attention to give the most potential profit for the product e.g. innocent can't have a product that has a Christmas theme to it whilst it's summer time otherwise that will just completely be the opposite thing. They must also have the right price at the right time so that it competes with it's competitors and gains profit, but they must also base it on the time of year because for example if they raise the price after Christmas holidays they will not have many customers because the majority of people will be low on money after purchasing gifts for friends and family. Innocent also must sell their products in the right department of a shop because for example if it's in the sweets section of a supermarket the customers may not find it as they will be searching in the drinks or milk section. ...read more.

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