...The Innocent Drinks Design Culture Discuss and illustrate the extent to which a ‘design culture’ in an organisation can give it competitive advantage. I. Introduction In 21st century, the organizations are entering a brand new era full of opportuni-ties and innovations, and great changes have taken place in companies’ attitude to-wards some traditional practices. Design has become an essential issue. As the writer in “Designing the 21st century” observed: Throughout the industrialized world, manufacturers of all types are in-creasingly recognizing and implementing design as an essential means of reaching new international audiences and of gaining competitive ad-vantage. The term of Design culture can be defined or represented in many ways because different industries and companies have different design culture. The importance is the output or result of each different Design Culture, what is the image on the cus-tomer, and what is the impact on the company performance. II. Purpose This essay will look into the “Innocent Drinks”, a company based in United King-dom that produced smoothie (a kind of drink that blend juice and fruit with yogurt or water). The content will focus on the Innocent Drinks’ background, work force, brand identity , decision making, packaging and distribution in order to understand its ‘de-sign culture’ and how it influenced the company. Finally, what competitive advantage that design culture can give to Innocent Drinks. III. Background ...
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...The success of Innocent’s marketing techniques Introduction This assignment is about the Innocent company, its brand portfolio and the potential entry into the Spanish market. In the first part I give information about the company itself including its history, its current operations, markets and distribution channels. In the third section I conduct a macro environmental analysis and a more market-specific analysis by the 12C - framework as well as the Porters Five Forces – model. The fourth section comprises an assessment of the principal challenges that the Spanish market represents to the company in selling its products. The last part involves a personal evaluation of relevant entry modes for the company into the Spanish market. The Innocent company History and Facts The 'Innocent' company is originally a manufacturer and distributor of smoothies. It was founded in 1999 by Richard Reed, Adam Balon and Jon Wright (Datamonitor, 2009). Their business of selling fruit drinks without adding sugar or concentrates growth rapidly. Starting with a turnover of £0.2 millions in 1999 they could record revenue of £114 millions in 2007 with a 71 % value share of the UK smoothie market. This success is lead back to the constant expansion of new product lines and markets. Innocent developed the new brand 'This water' and launched it in 2007. To extend its product range the company initiate 'Orange juice' and 'Vegetable pots' in 2008. Starting from offering their products within...
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...Eco marketing: What price green consumerism? By Jon Entine on Sep 1, 2011 Plenty of shoppers say they consider environmental impact, but in reality price rules supreme, says Jon Entine How much do we want green carrots? Remember the innocent days of the 1980s ethical consumer movement? New Age entrepreneurs rode the green wave into the hearts and malls of the world. The promise? Buying pricey ice-cream or hair rinse made with Brazil nuts (or the stocks of the companies that made those products) would make the world a better place. That myth crashed. Consumers, it turned out, were not willing to buy idealism in a bottle if it came at a premium. Two decades later, green marketing remains with us, more intense than ever. Is green yet more than a fad? The Lifestyles of Health and Sustainability annual survey estimates that 13-19% of American adults are dedicated green buyers – a $290bn market. The US-based Cone Communications estimates that 70% of American consumers consider the environmental impact of their purchasing. The UK and Europe show similar numbers. According to marketing experts, however, these figures are wildly overstated, reflecting attitudes, not buying patterns. “Buying green products presents people with a social dilemma: they have to be willing to pay premium prices – not for their own direct benefit, but for the greater good,” says professor Shruti Gupta of Penn State University, a world expert in ethical behaviour. “While people love to voice their idealism...
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...51 The Global Marketing Environment Case 2 innocent Ltd: being good is good for business In a world of big commercial brands that promise to make you feel younger, look better or live longer, occasionally there are those that come along that try to be more grounded, more real and more authentic. A classic case in point was the Body Shop chain of cosmetic shops, which did not promise to reverse ageing or get rid of wrinkles but instead offered natural, authentic products and showed concern for the environment at the same time. innocent Ltd is a company in that mould. It has built a very successful business in the smoothie market by offering quality, fresh products and by behaving in an openly ethical manner. Its success has spawned a host of competitors and it now faces several challenges to its dominance of the sector. Company background innocent was founded in 1998 by three college friends—Richard Reed, Adam Balon and Jon Wright. In the summer of that year, the trio set up a stall at a small music festival in London. They started with £500 of fresh fruit and set up two bins, one with a ‘yes’ sign and the other with a ‘no’ sign. They also had another sign that asked customers ‘Should we give up our jobs to make these drinks?’ By the end of the festival, the ‘yes’ bin was overflowing and innocent Ltd was born. The vision of its founders, in the words of Richard Reed, was to be ‘Europe’s favourite little juice company’, and innocent set about making ...
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...he green movement is becoming more and more popular in the past few years. Noticeable rising temperatures have sparked awareness in people that waste is bad and could be in fact destroying the Earth which is out home and very much needed to continue living. Lately, it has become more popular to recycle, but better yet, it is more popular to use “green” products. Companies have started to use this newfound interest in the environment as a way to change their product to become better for the world. For example, water bottles now use less plastic than before to be more “green”, hybrid cars are designed to work more on electricity instead of gas so less fumes are emitted. While these products could be helpful with cutting down on the damage we humans put on the Earth with the amount of pollution caused daily, the green movement has initiated some deceptive advertising; big surprise there. Greenwashing, or “green sheen” is “a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization’s aim and policies are environmentally friendly.” It is a manipulative form of advertisement to make buyers believe a company’s objective is different from reality and it is becoming more and more popular. The term started in 1986 with an environmentalist named Jay Westervelt who wrote an essay about hotels that practice making cards in hotel rooms encouraging customers to be environmentally friendly and reuse towels. He then noted that these institutions...
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...The green movement is becoming more and more popular in the past few years. Noticeable rising temperatures have sparked awareness in people that waste is bad and could be in fact destroying the Earth which is out home and very much needed to continue living. Lately, it has become more popular to recycle, but better yet, it is more popular to use “green” products. Companies have started to use this newfound interest in the environment as a way to change their product to become better for the world. For example, water bottles now use less plastic than before to be more “green”, hybrid cars are designed to work more on electricity instead of gas so less fumes are emitted. While these products could be helpful with cutting down on the damage we humans put on the Earth with the amount of pollution caused daily, the green movement has initiated some deceptive advertising; big surprise there. Greenwashing, or “green sheen” is “a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization’s aim and policies are environmentally friendly.” It is a manipulative form of advertisement to make buyers believe a company’s objective is different from reality and it is becoming more and more popular. The term started in 1986 with an environmentalist named Jay Westervelt who wrote an essay about hotels that practice making cards in hotel rooms encouraging customers to be environmentally friendly and reuse towels. He then noted that these...
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...TOWS Development November 5, 2013UncategorizedGroup Threats 1. Competitors ( e.g Tesco using their own brand) 2. Possibly some marketing restrictions from the ASA or the European Union. (for making unproven claims such as calling their products “superfoods” without backing it up by any medical science) 3. Recession/economy slowing down/ consumers spending less money in supermarkets Opportunities 1. They could improve their brand by making their own store (juice bar) 2. Being mostly owned by Coca Cola creates many opportunities to operate internationally 3. Government and the EU passing legislation to promote healthy food/drinks Weaknesses 1. High price 2. Do it yourself (People making juice themselves because it is much cheaper) 3. Allergy to certain fruits Strengths 1. Being known as a friendly environmental company (Good Reputation) 2. Widely known brand (Majority of the market) 3. Seasonal Products (Innocent Big Knit) 4. Wide range of products Threats and weaknesses 1. Innocent can manage their threats and competitors by lowering their price of products as they higher than supermarkets using their own brands such as Tesco. Also during the recession they could make extra promotions to make it more affordable their consumers. 2. They can use the advantage of convenience when facing DYI products. Also promoting them as a healthy company that operates with government schemes could boost their sales even though their prices seem higher. Weaknesses and opportunities ...
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...think we should give up our jobs to make these?”. At the end of the day the yes bin was full. They gave up their jobs the following day and Innocent Drinks was formed (innocent, our story) The creation of this company was difficult for the three friends who had no money, they asked their friends for rich contacts and were introduced to Maurice Pinto, a wealthy American who lent them £250,000 after seeing the potential of their plan. After six years, Innocent operates from Fruit Towers in Shepherd’s Bush, an office block with faux-grass walls and trendy young staff. They produce 5 product ranges totalling 17 varieties and are the market leader in Smoothies in the UK (innocent). Innocent is a British beverage producer that makes and distributes a range of natural fruit drinks in the UK. The products of the company include smoothies, thickies, juices, and fruit-enhanced water. Innocent sells its products through coffee shops, grocery stores and department stores. Innocent smoothies contain over three-quarters of a pound of pure and fresh fruit without sugar, water or concentrates. Innocent also offers a range of superfood smoothies, with recipes that are super rich in naturally functional foods. The Superfood smoothies come in three varieties, Natural Vitamin C, Natural Vitamins A and C, and Natural Detox(Datamonitor) The Innocent Thickies range, are yoghurt based drinks containing probiotic cultures that aid digestion, real...
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...Plan For A Product Of Innocent Drinks Marketing Essay The report describes the marketing plan for the repositioning of the product “This Water” offered by “Innocent Drinks”. Company was founded in 1999 and offers smoothies and flavoured spring water in Super markets, coffee shops, cinemas and other outlets in UK and other countries. Company has decided to re-launch its existing product “This Water” in the cinemas in the UK with the new name “This Water Plus”. This report covers the marketing plan and marketing strategies to reposition the product. The period for the marketing plan is set from 2nd January 2011 to 1st September 2012. All the effecting factors are consider while planning the plan including current world and specifically UK economic position after recession as UK economy is still in process to gain its recovery position. Innocent Drinks has improved the design and packaging of its product to make it more attractive and focused on the corporate social responsibility. They used recycled material for the packaging and also contributes portion of the profit towards charitable work. They have targeted the UK cinemas to offer this product. Innocent Drinks is a UK based company established in 1999 by three Cambridge graduates. Its main business is producing smoothies and flavoured spring water. Company sells its products in supermarkets, cinemas and coffee shops. It has branches in UK, France, Austria, Denmark, Amsterdam, Brussels and Germany. Company enjoys 71% of UK...
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...1. Compare Coca Cola’s response to the changing marketing environment before the arrival of Mr. Isdell to that of PepsiCo. Consumers’ seemingly inexhaustible thirst for cola products was the recipe for growing sales. However, as the market matured, consumers have become concerned about health and obesity, PepsiCo evolved divergent strategies, looking into snack food business, whereas Coke remained focused on carbonated beverages, seeking to expand in international markets. PepsiCo looked mainly to its core product, carbonated fizzy drinks, but also diversified its product offerings. It bought Frito-Lay, the snack business in 1965, beginning its long history of diversification, to reduce its dependence on cola drinks. In 1993, it launched bottled water, Aquafina, and in 1998, it acquired Tropicana juice brands, placing it in a good position to benefit from rising consumer demand for healthier drinks. In 2001, it acquired Quaker Oats, the cereals and snacks business, following the collapse of Coke’s negotiations to buy the company, revealing divisions on strategy within Coke’s board. With Quaker Oats came Gatorade, the market leader in energy drinks, further diversifying PepsiCo’s portfolio of companies. Aquafina water and Gatorade drinks have seen rises in sales, helping PepsiCo to offset declining sales of sugary carbonated drinks, where consumers have become concerned about health and obesity. Coca-Cola has also belatedly launched new products diversifying from sugary...
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...[Innocent Cereal Bar] [Marketing] Contents page 1. Marketing Objectives Page 3 2. Target Market 1. Introduction Page 5 2. The whole Organic food and drink market Page 5 3. Segmenting the Market Page 5 4. Description of potential segments Page 5 5. Applying criteria to potential segments Page 5 6. Customer Profile Page 6 3. Customer Perceptual Positioning Map Page 7 1. Introduction Page 7 2. Customer Preceptual Positioning Map Page 7 3. Key Brands Page 7 4. Main types of dimensions page 7 5. Constrcting The map Page 8 6. Marketing Mix Implications Page 8 4. Product 1. Introuction Page 9 2. Core products Page 9 3. Emobodied Product Page 9 4. Argumented Product Page 10 5. Packaging Page 10 6. Potential Product Page 10 5. Pricing 1. Introduction Page 11 2. Pricing Strategies Page 11 3. Pricing Objectives Page 12 4. Influences Page 12 6. Promotion 1. Introduction Page 13 2. pull and push factors Page 13 1. Pull Factors Page 13 2. Push factors Page 13 3. Key features of Target audience Page 13 4. Specific message Page 13 5. Promotion Media Page 13 6. Promotion...
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...exploring these two essential concepts of consumer behaviour, the report will highlight China’s growing interests and demands for imported skincare and beauty products, as well as a potential marketing opportunity for Australian cosmetic companies such as Aēsop. Background With an estimated worth of $19.49 billion, the cosmetic market is one of the largest industries stimulating the Chinese economy today (Datamonitor, 2013). A substantial growth of 18.7% in 2012 and a forecasted growth of 48.7% by 2017 (Euromonitor, 2013), has enabled the nation to become Australia’s largest trading partner including other Australian exports. Due to its dominant presence in the world economy, the general level of per capita income has increased progressively with minor improvements in chronic income inequalities between rural and urban populations in China. With higher disposable incomes and the endless choices in distinct cosmetics, many individuals are now seeking high-value skin regimes and specialty products. This process has allowed for the latest trends such as premiumisation, where consumers are upgrading to more luxury and green products for better quality and to be more environmentally-friendly. According to Austrade (2012), Australia is recognised by Chinese consumers as “having a clean and green environment with good quality products and brands (pg....
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...My chosen Company is Innocent. It was founded by three friends who met at Cambridge University in the early 1990's. They sold their first Smoothies at a music festival having spent £500 on fruit for the Smoothies. When finished their Smoothies, customers were asked to put their empty bottles in either a “Yes” bin or a “No” bin. The question the customers were asked was whether the guys should quit their jobs to make Smoothies. When they checked the bins, the “Yes” bin was full with only three bottles in the “No” bin. So the guys quit their jobs the next day. They have since opened offices in Paris, Amsterdam, Copenhagen, Germany and Austria. Innocent sold a share of their Company to Coca Cola in 2009. Coca Cola now hold a 58% stake in the Company though Innocent say that they have a “hands-off” approach. Their product range now includes Innocent Smoothies (which contains 2 of your 5 a day), Fresh Juice, Kids' Innocent Smoothie Cartons, and Innocent Kids Juice. In 2008 they launched Veggie Pots (which has 3 portions of your 5 a day in every pot) and in 2009 they invented Fruit Tubes for Kids. Innocent's mission statement is : “to make natural delicious food and drinks that help people live well and die old” (Source: www.binarymoon.co.uk, 2011)(i) The Logo The design brief (such as it was) aimed to emphasise the purity and naturalness of Innocent drinks. “We didn’t have any sophisticated marketing plan,” explains Dan Germain (Head of...
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...toys enforces multiple ideologies on how boys and girls should act and be. When going to any type of toy store, people can clearly see difference between the toys for girls and the toys for boys. Even the simplest of toys are separated by gender just because of the color scheme that it holds. Legos are simple toy blocks, but they have two separate sets, one for girls and one for boys. The appearance of the toy, the activities of each set, and the packaging of the toy reinforces stereotypes and the connotative meaning of boys and girls. One difference between the girl and boy Legos are their packaging. The packaging of the girl and boy Lego sets are almost completely different. The boy packaging has dark colors, such as blues, blacks, greens, yellows and reds. Some of the boy packaging also has just boys playing with the Legos on the front of it. When it comes to the boys’ Legos none of the colors are bright and colorful, but the girls’ Legos...
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...businesses have to show more effort to improve society or in reality, tell us that they are trying to make things better. In this essay I will be discussing whether the inclusion of CSR to businesses is a opportunity or a constraint on marketers. Shell Global are a self proclaimed “safe, efficient, responsible and profitable business”, they work to share benefits with the communities in which they work. Nonetheless following recent news surrounding there partnership with LEGO it is possible to see how CSR is a constraint for marketers. Visually, Shell show themselves to have an extremely ethical ethos however, as being ethically sound is almost an essential marketing trait for multinational companies, it is hard for marketers in certain industries such as oil, to show how they are being ethically sound but are forced in to marketing there companies as being so, so they do not risk losing market share. Although Shell say they are trying to improve our society they are actually “recklessly threatening the fragile Arctic ecosystem”. (TIMOTHY MCGRATH, 2014) This not only shows how recent emphasis on CSR has been a constraint on marketers because they are forced to make a company something it isn't. But also reveals how when partnering with companies E.G LEGO and Shell marketers take a risk as as they are investing into there brand reputation which they have built over years and it can be destroyed over night. In the same way brand reputation causes a risk for marketers it can also be...
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