evolution of the offer Situation and evolution of the demand The micro environment: Porter’s five forces › The offer › The consumers: segmentation › The distribution channels The competitors › Competitors › Tropicana: the leader › Innocent: the precursor Offer’s description: Marketing Mix 2 Marketing strategy › Segmentation › Target/social style › Positionning SWOT New market and opportunities › Smoothor: the smoothie creator The concept Marketing
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The start-up of Innocent Drinks is one of the best-known in the business world. In 1998‚ after leaving Uni‚ Richard Reed‚ Adam Balon and Jon Wright decided to try their own business‚ selling fresh fruit smoothies. They tried out recipes on friends‚ then spent £500 on strawberries and bananas‚ turned the fruit into smoothies‚ and sold them at a small music festival in London. At their stall they put up a big sign saying ‘Should we give up our jobs to make these smoothies?’ One bin at the front
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1.Introduction Following a 30% downturn in the UK smoothies market and a significant decline in market share‚ Innocent have commissioned a report evaluating the UK smoothie market that recommends a marketing plan for the Smoothies product range in the UK for the next two years. The objective of this report is to inform Innocent of the status of the current climate‚ and propose options to grow sales and market share. 2. Methodology This report is compiled primarily from secondary research. Quantitative
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From: Ahmed Hasan To: Craig Task: explain the role of promotion within the marketing mix for a selected product/service. Procedure: The Company that I will use for this marketing mix is innocent and their most popular product smooth orange juice and their smoothies. The product Basic product information: The product is basically a smooth orange juice made with natural orange and is organic‚ with benefits such as it ’s never sweetened‚ never concentrated‚ there are 11 juicy hand-picked
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optimum method for analysing Innocent Drinks micro environment is by utilising Michael Porters 5 forces model (Porter‚ 1980). Threat of existing rivalry Existing rivalry is a substantial threat to Innocent Drinks. The intensity of current rivalry is high. There are numerous rivals already within the smoothie/juice industry in the UK each with loyal fan bases‚ and similar market share meaning profits are shared and there is difficulty for Innocent to dominate. Innocent have significant competition
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Richard Reed Richard‚ 38 is the co founder of Innocent Drinks‚ the brand of smoothies and vegetable pots that has grown its turnover from £400‚000 to £165m in 12 years – a phenomenal achievement that Reed says has been made possible from “good decisions‚ hard work and a huge dose of serendipity”. After studying Geography at Cambridge University‚ Reed went on to work for an advertising agency as an account manager. The three founders of Innocent Drinks - Adam Balon‚ Jon Wright and of course
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Marketing Plan Project Starbucks MKTG 3175 Gay Fortson Sharita Garmon Robin Hardy- Green Table of Contents Executive Summary………………………………………………………..3 History and Background…………………………………………………
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Why have McDonald’s super-sized co-branding? In this essay‚ we seek to give a balanced informative diagnosis of how in recent years McDonald’s have tried to recreate and re-sculpt its brand image in the mindset of its customers and society as a whole. In particular‚ we want to focus our attention on how McDonald’s has adopted the marketing strategy known as co-branding to draw on the benefits of already well-established brands. “Despite being in the midst of an obesity crisis‚ it has done little
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Disney Strengths: •Disney’s collection of brands includes some of the most globally-recognized and durable names: Disney‚ ESPN‚ ABC‚ Pixar‚ Marvel‚ and now‚ Lucasfilms •Disney has proven over and over again that it is able to make profitable and smart investments to boost growth‚ as its Marvel brand has already produced Iron Man‚ Thor‚ Captain America‚ and the Avengers‚ and Pixar consistently produces blockbuster hits •The financial growth of the company remains solid even through financially
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Marketing Plan for Innocent Ltd Introduction: Innocent Ltd was launched fourteen years ago‚ which is the UK and Europe’s number one smoothie brand. They sell natural‚ healthy products in from its smoothies in little bottles and big cartons.The team has grown from 3 to 2000 people who work across Europe (with products available in 15 different countries. They turn over £200 million each year. Nowadays‚ innocent is thinking of starting its new business in China. This marketing plan tends to analyze
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