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Radical Leadership at Semco

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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 smoothie market and sells around two million smoothies a week [This water. 2010].
Company’s head office Fruit Towers, is based in Shepherds Bush. Innocent Drinks was appeared number 40 in Sunday Times Fast Track 100 in 2007 in UK fast growing companies. Innocent Drinks is only company appears in the list for ever year in last five years (Innocent drinks, 2010).
1.2. Products range
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