Innocent Company Analysis Table of Content Front sheet 1 Table of Content 2 Executive summary 3 Introduction Internal analysis 1.1 Mission‚ core values‚ and vision 1.2 Value Chain Analysis 1.3 Positioning Map 1.4 Success & Survival factors 1.5 Miles & Snow Adaptive Strategy External analysis 2.1 Segmentation Analysis 2.2 Porter’s five forces 2.2 Industry Life Cycle 2.3 PEST
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Marketing Strategy Innocent’s marketing strategy focus on emotional messaging and charity to establish an ‘ethical’ brand image rather than its product. For instance‚ the new strap line ‘Taste Good Does Good’ aims to highlight they want their product to taste good but at the meantime do people some good by 10% of business profit given to the charity which helps to establish their ethical brand image.(Marketing Magazine‚ 2013) 1.2 TOWS Analysis Threats Recession- Due to the European debt crisis in 2011
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Ward-Perkins 2010-2011 Marketing MAnagement INNOCENT ON THE FRUIT JUICE MARKET Galina Kozlova Hadrien Le Bris Julien Leignel Nicolas Levannier Raphaël Montero Roxane Penne TABLE OF CONTENTS I. INNOCENT CONTEXT IN FRANCE A. A FEW WORDS ABOUT INNOCENT B. FRUIT JUICE MARKET PRESENTATION C. ATTRACTIVENESS OF THE MARKET D. CUSTOMERS NEEDS AND BENEFITS E. TOUCH POINTS II. THE EXTERNAL ENVIRONMENT OF INNOCENT A. MICRO-ENVIRONMENT ANALYSIS (PORTER’S
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benefits associated with healthy living. This Water is trying to tap into the Dutch market which might be a bit hard for them to accomplish but through Coke a Cola having a 58% share with Innocent they allow this water to tap into extra resources focusing on positioning themselves to the
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The case “Starbucks’ Mission Social Responsibility and brand Strength” basically discusses many things. It briefs you on how Starbucks came about in 1973 and how the company has evolved since then and the importance of defending its image. The company did many things to defend its image such as putting money back into the stake holder. Also Starbucks make a happy work environment by giving their employees full benefits. Starbucks offer one of the best health care programs in the coffee shop industry
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analyzing a fictitious company. The company will be called Jungle Smoothies and its main function is to produce and sell fruit smoothies to the public. Problem Jungle Smoothies has been the leader in the smoothies industry for many years. It has several franchised locations in 10 different states and all have similar financial performances. Their top competitors are Jamba Juice and Tropical Smoothies. In recent months‚ Jungle Smoothies has been experiencing a decline in their profits. As member of
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Question 1 -Market analysis of smoothies market ------------------------------------------------------------------------------------------------------- 1.1 Market size of smoothies market Based on Mintel’s research of UK volume and value sales of smoothies between 2003 and 2008 (referring to Appendix)‚ Figure 1 shows the growth trends of quantity and value sales of smoothies during 2003 and 2008 in UK. As can be seen in Figure 1‚ sales of smoothies have kept in growth since 2003. The growth rate
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Starbucks’ Mission: Social Responsibility and Brand Strength 1. Why do you think Starbucks has been so concerned with social responsibility in its overall corporate strategy? Two reasons Starbucks has been so concerned with social responsibility are the negative impact on the company if they aren’t and the financial and nonfinancial rewards because they are. According to our textbook‚ Starbucks has been engaged in responsible business practices almost from day one of operation. Because of
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Contents Are the marketing schemes of Innocent effective? 1. Introduction Innocent is a non-alcohol beverage company‚ which makes smoothies‚ juices‚ juices for kids and veg pot. Innocent started in 1999 from selling smoothies in music festival. Now Innocent‚ one of the subsidiary brands of Coca-Cola‚ has become UK number 1 smoothies brand. Innocent sales in 2012 increased significantly by more than 35% while Coca-Cola‚ majority stakeholder in Innocent‚ increase merely 0.8% in the year. Another
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three relevent segmentation criterias‚ for the Innocent smoothie products: behavioural‚ psychograpic and demographic. Behavioural: their products are adressed to customers who wants healthy food‚ and who wants to live in a healthy way. These customers might also want to improve their self-image because of Innocent’s strong reputation‚ and for its high prices‚ which are not affordable for everyone. Psychographic: those who buy Innocent’s smoothies‚ are mostly wealthy-‚ time-‚ and health-conscious
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