Executive Summary

This report has looked at how the Innocent Company differ in method that is used and how it has gained success via its differences. The soft drinks industry is extremely competitive although Innocent is the dominating company in its industry within the UK, and potentially could expand globally. Innocents’ brand expansion illustrates how simple strategies have brought major success for this innovative company.

However, this report concludes that it is recommended that Innocent maintains its successes through constant search for expansion of new products, as the sheer volume of Innocent will give them an advantage over new competitors. Also, recommendations for Innocent are simply to focus on the high price on their products because price is still a main factor, people are not willing to pay for a small bottle of drinks that are even though they are needed for health because consumers are looking for the optimal balance between product and price, so Innocent needs to consider in the near future in order to compete within the same market as its main competitors.

 


Table of Contents

1. Success of Innocent Ltd…......................................................................................3

2. Marketing Mix………..................................................................................……...4

        2.1. Product....................................................................................................4-5

        2.2. Price.................................................................................................……...6

        2.3. Promotion................................................................................................…7

        2.4. Place........................................................................................................…8

        2.5. People..................................................................................................…....8

        2.6. Process.....................................................................................................…9

        2.7. Physical Environment............................................................................….9

3. Recommendations for the Future........................................................…....…….10

4. Bibliography.............................................................................…………………..11

5. Appendices………………………………………………………………..…12 - 13


  1. Introduction

        

The Innocent Company was set up in 1998 by Richard Reed, Adam Balon and Jon Whight who now make up the 70% of the shareholders and Maurice Pinto owns 20%. The plan behind the brand is to offer customers a range of products that are pure, healthy, and eco-friendly – drinks and food. Since it has been created the organisation has been very successful through using simple marketing strategies, which have brought major success for this innovative company and this has been proved by their awards. For example, in 2004 Innocent became the number one smoothie brand with a market share of 48% in the UK 5 times, between 2002 and 2006 the brand, also winning a Q award at the Quality Food & Drink Awards. They have won Great Test award a numbers of times for their Guest Smoothie and in 2007, received the European Business Award. Innocent was ranked first in the Sunday Times' Fast Track 100 survey, which lists Britain's hundred fastest-growing private companies, in 2006. ()

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Innocent Drinks – annual revenue
2003 – £11m
2004 – £17m
2005 – £38m
2006 – £80m
2007 (projected) – £120m
(
 [09/03/2007])

The figures above illustrate the organisation has been very successful by sales growth and in 2006 the turnover has doubled.

2.0 Marketing Mix

“Marketing mix is where such ideas are turned into reality” (Brassington and Pettitt, 2005:20) Innocent has been operating on the information, in order to develop and implement marketing activities that actually deliver something of value to its customers. In the marketing mix there are ...

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