Innocent Smoothies
Introduction to Marketing
Assignment:
Innocent Smoothies
Contents page
Introduction/Background... Page 3
External (MACRO) Environment... Page 4, 5, 6
Segmentation, Targeting and Positioning... Page 7, 8
The Marketing Mix... Page 9, 10
Appendices
Appendix A.. Page 11, 12
Appendix B... Page 13, 14
Bibliography ... Page15, 16
Introduction/Background
Innocent Drinks is a UK based company founded in 1999 whose primary business is producing smoothies. The three college friends Richard Reed, Adam Balon and Jon Wright were the ones who came out with the idea; they were just three graduate students from Cambridge University who were working at advertising and consulting business at the time. They managed to save £500 to spend on fruits. They then to got a stall in a London festival and sold their smoothies there, were People were asked to put their empty bottles in a 'yes ' or 'no ' bin depending on whether they thought the three should quit their jobs to make smoothies. At the end of the festival Richard, Adam and Jon found the yes ‘bin’ completely full of empty bottle so the next day the three went to work and resigned; and this was when they all started their journey in becoming one of the most popular smoothies in Europe (mainly in UK).
An innocent smoothie uses 100% pure and fresh fruit in all their smoothies. They like to refer this too ‘fresh baked bread or floppy white bread’ as an example of what you would prefer more. Innocent also makes superfruits smoothies, thickies that are pro-biotic yoghurt based drinks, smoothies for kids, orange juice, vegetable pots, and fruit tubes for kids. As you can see innocent smoothies have a wide range of options in order to satisfy all their customers’ needs/wants as they target markets is basically anyone.
Innocent Smoothies sold some stake to the giants Coca-Cola for £30 million in April 2009.
‘Innocent, which markets itself as eco-friendly and
Assignment:
Innocent Smoothies
Contents page
Introduction/Background... Page 3
External (MACRO) Environment... Page 4, 5, 6
Segmentation, Targeting and Positioning... Page 7, 8
The Marketing Mix... Page 9, 10
Appendices
Appendix A.. Page 11, 12
Appendix B... Page 13, 14
Bibliography ... Page15, 16
Introduction/Background
Innocent Drinks is a UK based company founded in 1999 whose primary business is producing smoothies. The three college friends Richard Reed, Adam Balon and Jon Wright were the ones who came out with the idea; they were just three graduate students from Cambridge University who were working at advertising and consulting business at the time. They managed to save £500 to spend on fruits. They then to got a stall in a London festival and sold their smoothies there, were People were asked to put their empty bottles in a 'yes ' or 'no ' bin depending on whether they thought the three should quit their jobs to make smoothies. At the end of the festival Richard, Adam and Jon found the yes ‘bin’ completely full of empty bottle so the next day the three went to work and resigned; and this was when they all started their journey in becoming one of the most popular smoothies in Europe (mainly in UK).
An innocent smoothie uses 100% pure and fresh fruit in all their smoothies. They like to refer this too ‘fresh baked bread or floppy white bread’ as an example of what you would prefer more. Innocent also makes superfruits smoothies, thickies that are pro-biotic yoghurt based drinks, smoothies for kids, orange juice, vegetable pots, and fruit tubes for kids. As you can see innocent smoothies have a wide range of options in order to satisfy all their customers’ needs/wants as they target markets is basically anyone.
Innocent Smoothies sold some stake to the giants Coca-Cola for £30 million in April 2009.
‘Innocent, which markets itself as eco-friendly and
Bibliography: Lancaster, G. & Reynolds, P. (1991), Guide to all the tools of marketing London, Kogan Page.