Innocent Market Research

Innocent

Marketing In Design Li Lin Cattleya B 1300702F TD07

CONTENT PAGE

CONTENTS……………………………………………………………......……....2

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Part 1 : Company Profile

1.1 History……………………………………………………………..……….....3 1.2 Growth………………………………………………………..……………..4-7

Part 2 : Company Analysis

2.1 The 7 Ps…………………………………………………...………….……...8 -12 2.2 Unique Selling Point………………………………………….…………....12 2.3 SWOT Analysis………………………………….……………………….......13 2.4 Main Competitor…………………………………………………………..14

Part 3 : Refrences 3.1 APA…………………………………….………………………………….... .15

COMPANY PROFILE

HISTORY

1998 The Failure In 1998, during their snowboarding trip, 3 university graduates, Rich, Adam and Jon decided to set up a business instead of talking about it.

They wrote a business plan that nobody wanted to invest in. Then they tried re-writing the plan another 11 times. But still, they got turned down by everyone they turn to.

The Start Then in 1999, after selling their smoothies at a music festival. They did a survey by setting up a big sign asking if they should give up on their jobs, and also placed two bins saying 'Yes' and a bin saying 'No" in front of the stall.

By the end of the weekend, the 'Yes' bin was full, so they resigned from their jobs the next day and got cracking.

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COMPANY PROFILE

GROWTH

1999

FIRST OFFICE Their very own first office called Fruit Towers v1, is a very small room containing computers and cardboard boxes as a desk.

First bottles packaging 3 launch recipes launch whereby only one, remains in the present day.

Small but steady...

The workforce doubles to six as Daisy, Brett and Dan get officially involved.

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COMPANY PROFILE

GROWTH

2000

Overseas expansion Their first overseas office opens, in Dublin. Which is a friend’s called Pete’s shed.

First 2001 Posters They ran their very first advertising campaign, entitled as “Made by Nature”.

They paid for a total of 5 poster sites, outside the head offices of the 5 main supermarkets.

2002

Published The first innocent recipe book is published, with a monkey.

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GROWTH

COMPANY PROFILE

2006 Manpower and television By 2006, the innocent manpower has increase to a grand total of a 100 people.

The Advertisment was made in the same year, it is a “Do-It-Yourself” campaign made in Gunnersbury Park by 3 people, Ed,Gill and Henry at the price of 500£.

2009 The seal of approval Innocent’s smoothies have officially been given a seal of approval of having 2 portions of fruits in it. With this, they do not need to pay the government constantly.

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GROWTH

COMPANY PROFILE

2010 5 day restaurant For a duration of 5 days, Innocent offers a menu of starters, mains and puds that provides to the recommendations of a five-a-day portions of fruit and veg.

Within that time, they have serve a total of 5,000 people.

Europe’s most popular smoothie Finally, Innocent has became the best selling smoothie in Europe.

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COMPANY ANALYSIS

THE 7PS

Products Smoothies This are the primary products sold by innocent, they are available in 7 flavours and are deisgn in different packagings from cartons to plastic bottles.

The 7 flavours are Strawberry and Banana Mango and passion fruit Kiwi, apples and limes Peaches and apricot, Blackberry, Strawberry and Blackcurrent Pineapple, bananas and coconut Pomegranate,Blueberry and Acai.

Price After doing a price comparison between Tesco, mysupermarket,Morrisons,Sainsbury’s and more.

The average price range for a drink of 750ml is from 2-5 pounds (£).

2 £ = SGD$4.26 5 £ = SGD$10.65

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“Best quality” - Guaranteed by the Innocent’s nutrition expert; Vanessa Hattersley [8]

COMPANY ANALYSIS

THE 7PS

Physical Environment

Fridges, shelves and fruit shelvings The products are placed near fridges, shelves and fruit shelves which are around the eye level of the statue of an average adult. It is proven that people will most likely buy whatever they see at eye level, because they do not come to the market prepared and usually grab whatever they want to get. [5] 9

THE 7PS

COMPANY ANALYSIS

Promotion Advertising and promotions (A&P)

Promotional poster for “The Big Knit”, to make people help for a good cause, as as every drink sold is a 25 cent donation to the elderlys. [9]

Branding

Corporate identity

The logo was designed by Gravy at Deepend. Gravy doodled on a piece of paper in front of the “Innocents” in response to their needs of which said brief says that they just require a “face with a halo on top of it”. [7]

Public relations “It's ok, we'll let ourselves in” [1] They launched the Home Juicing Guarantee on the side of our OJ bottles - “If you don’t think our orange juice tastes as fresh as can be, we’ll come round to your house and squeeze some for you. Just send us your front door key.” - as claimed by innocent.

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THE 7PS

COMPANY ANALYSIS

COMPETITIONS “Win Innocent Inspires tickets” Requirements “Win a pair of tickets to the event, leave a comment below telling us in no more than 30 words what creativity means to you.” [7]

People

Process

STaffs

Online store

Great people Energetic Confidence Commerial Savviness Passionate

1. Go to site 2. Things we sell 3. Click what you want to buy 4. Click on cart 5. Key in username 6. Choose delivery method 7. Purchase/Payment 8. Wait for product arrival

Retail store 1. Go to outlet 2. Find your product 3. Take your item 4. Head to cashier/auto checkout 5. Payment 6. Leave with goods An Employee at Innocent, “Barney” who is in the marketing field, talks about the staff there.

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THE 7PS

COMPANY ANALYSIS

Place Located online, at the http://www.innocentdrinks.co.uk/

Retail shops in the U.K. like Tesco, Sainburys or Mysupermarket.[10]

Located at Sainburys

Unique selling point Characteristics Friendly Homely A superhero Chilling Relaxation Pure fruits

100 % pure fruit 12

COMPANY ANALYSIS

SWOT ANALYSIS

SWOT Analysis Strengths They take part in many community activities; connects with the public and created their own charity organisation for the community.[6]

Weaknesses Innocent should make their drinks more affordable to everyone, as it is too expensive, or maybe get a good relation with the supplier to get a fixed rate[5]

Opportunities Coca Cola took over innocent, with Coca cola’s significance in the market, innocent can ride that wave of popularity to make themselves sell. [4]

THreats Online health sites like the dailymail criticizes the drinks of high sugar content than normal drinks as it is purely fruit.

Innocent cannot control what the media can say and will be incapable of stopping such threatsto its business.[2]

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COMPANY ANALYSIS

MAIN COMPETITOR

Main Competitor Naked juice

Unique selling point Hand crafted fresh fruit and vegetable juices

Description Naked Juices aim to make all their products something that enhances your life and the planet’s. From the sourcing of their supplier, as well as the LEED-certified bottling facility that utilises 100% postrecycled reNEWabottles, their belief goes further than keeping yourself healthy but also keeping the world around us green.

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REFERENCES

APA Bibliography innocent - little tasty drinks. (n.d.). innocent - little tasty drinks. Retrieved July 16, 2014, from http://www.innocentdrinks.co.uk/us/our-story [1] Hodgekiss, A. (2013, April 1). The 15 WORST sugary drinks in Britain: Orange juice with as much sugar as 13 Hobnobs and Innocent smoothies have the same as three-and-a-half doughnuts. Mail Online. Retrieved July 16, 2014, from http://www.dailymail.co.uk/health/ article-2301135/15-WORST-health-drinks-Orange-juice-Innocent-smoothies-sugar-13-Hobnobs-3-half-doughnuts.html[2] Innocent 5 for 5 CafĂŠ at The Tramshed - Festivals. (n.d.). Time Out London. Retrieved July 17, 2014, from http://www.timeout.com/london/things-to-do/innocent-5-for-5-cafe [3] Baker, R. (n.d.). Coke's Innocent buy-out offers threats and opportunities. . Retrieved July 17, 2014, from http://www.marketingweek.co.uk/sectors/food-and-drink/news/how-innocent-and-coke-have-influenced-each-other/4009561.article [4] TOWS: the Weaknesses and threats that Innocent face.. (2013, October 19). UWE Business Bloggers. Retrieved July 17, 2014, from http://uwebusinessbloggers.wordpress. com/2013/10/19/tows-the-weaknesses-and-threats-that-innocent-face/ [5] the innocent foundation. (n.d.). the innocent foundation. Retrieved July 17, 2014, from http://www.innocentfoundation.org/ [6] innocent - little tasty drinks. (n.d.). innocent - little tasty drinks. Retrieved July 17, 2014, from http://www.innocentdrinks.co.uk/blog/competitions [7] innocent - little tasty drinks. (n.d.). innocent - little tasty drinks. Retrieved July 17, 2014, from http://www.innocentdrinks.co.uk/us/nutrition [8] innocent drinks - a blog about our smoothies and some other stuff. (n.d.). innocent drinks a blog about our smoothies and some other stuff. Retrieved July 17, 2014, from http://innocentireland.typepad.com/innocent_ireland/innocent-advertising/ [9] Naked Juice :: Welcome. (n.d.). Naked Juice :: Welcome. Retrieved July 17, 2014, from http://www.nakedjuice.com The World's Best Photos by The Wilky Bar Kid - Flickr Hive Mind. (n.d.). The World's Best Photos

by The Wilky Bar Kid - Flickr Hive Mind. Retrieved July 17, 2014, from http://flickrhivemind.net/ User/The%20Wilky%20Bar%20Kid/Interesting [10]

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