Case Study On Innocent Drinks

In the nineties Juicy Fruit was a struggling brand. It was failing to keep the rhythm with sugar-free products that were promising breath freshness, intense mint flavour, a sexier new format and a larger pack. Excel and Dentyne Ice had become market leaders, with always new flavours and by heavily spending on advertisement. Both were growing fast. Juicy Fruit was a boring and old-fashioned sugar stick with a flavour that didn’t last enough. In 1992 it had launched a sugar-free tab with the TV support. In 1998, it had launched the “Value Price Proposition”. It was

The strategy that Heineken uses is that of differentiation. This strategy gains market share and competitive advantage by distinguishing their products from their competitors through excellent design. A U.S. wholesaler recently asked a group of marketing students to identify a group of beer bottles that had been stripped of their labels. The stubby green Heineken bottle was the only one among the group that showed an instant recognition. This strategy also focuses on high awareness, easy accessibility, and new products. Heineken spent a lot of money on the launch of Premium Light; the first time that brewer had created an extension of its flagship

At the August 1 Nelson Memorial Doubles Tournament, Carlisle Nostrame read a letter from Bob Nelson, the son of George and Betty, and thanked the Nelson Family for continuing to sponsor the tournament. Part of the letter reads as follows

Although there is a high potential for A.1 to lose its market share to competitors, their product is distinct in its flavour, name and packaging. A.1’s market tests

Advantage Care is a healthcare clinic looking to promote a healthy lifestyle while promoting the essentials of a healthy life through counseling, dieting programs, mental health issues, and the importance of safe sex. We accept all major insurance companies (i.e. Blue Cross Blue Shield, Medicaid, and Medicare) as well as all major credit cards.

Did you know that soft drinks that are sugar sweetened contribute to the development of diabetes? Well, drinking soda not only causes diabetes but it also causes heart disease, high cholesterol, obesity, strokes and tooth decay. High consumption of sugary drinks can obstruct with a number of neurological processes, mostly those associated with memory making and with that everyday intellectual work like memory formations and learning become much more difficult as a result. And also a research states that it can also increase people’s risk of getting chronic heart disease and an inflated risk of pulmonary complications, such as Chronic Obstructive Pulmonary Disorder (“Effects of Soda”). Soda is consisted of high-fructose corn syrup, many different

Strengths – The soft drinks were made with 30% real juice, which is more appealing to consumers who want natural flavours. The products were healthy and contain real fruit juices. Although the company had a small market share, their sales increased steadily over the years.

Innovation is important to both distribution channels, but more important to the finished goods model since the juice category has seen a decrease on both volume and market share. At the same time the carbonated soft drinks market has grown in both volume and market share. In order to increase the volume sold in the juice aisle a brand extension should be developed. By adding more SKU’s and promoting to the eight to twelve year old group, sales

Jamba Juice is a smoothie retailer in the United States in the restaurant industry. Jamba Juice offers 100% fruit smoothie and juice with healthy snacks. This paper will explain the strategic issues faced by Jamba Juice, and the strategy used to be successful. Jamba Juice has maintained financial discipline, cost management, and improvements that are the reason sales are increasing. Jamba Juice strives to follow their mission and vision statement, and markets aggressively. Over the next five years, the market for smoothies is expected to increase by 10-15%. (Brixler, Brian) Consumers are seeking healthier food and beverage options for a meal. Smoothies offer a healthy option instead of drinking soda.

Innocent Drinks has grown and matured extensively since first establishing in the late nineties. In 2000, UK supermarket giant, Waitrose began selling Innocent smoothies, further extending its distribution line (Innocent Drinks,2015). Seven years later, the company appeared on Sunday Times Fast Track 100, which represents the fastest growing businesses in the UK, placing 40th . In relation to the development of the products, Innocent Drink innovatively introduced an array of products from a wide variety and range. Having only sold smoothies, they now sell juices of an array of flavors as well as a range of flavored water. In addition, Innocent transitioned into the food industry when they began selling portions of vegetables in 2008 (Innocent,2015). They also introduced a range of juice for children, expanding their demographic. In addition, Innocent Drinks saw global expansion over the

Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wanted to market it as a hydrating drink. The VP of marketing, Sarah Ryan, thought that although Crescent Pure fit both of these categories, there was an alternative option. The third option would be to position the new beverages as healthy drinks, this would be a broader market positioning strategy, one that a transcendent product like Crescent Pure, could fulfill. The concern was to simultaneously position the drink in the most lucrative market, while also ensuring that the drinks attributes aligned with the market consumers’ needs.

Strengths of this brand include: it is the 4th largest marketer, brand longevity, and it has a large/high awareness in big cities. Its’ weaknesses are: low market share, low market coverage, limited bottlers’ network, relatively low advertising

Innocent is a non-corporate manufacturer of juices, fruit smoothies, and vegetable pots that recently sold a state to Coca-Cola Company for £30 million. The initiative has been considered as a measure that has made Innocent to lose its innocence as some experts argue that this will destroy the company. Innocent markets itself as an eco-friendly firm while distributing drinks in vans that are designed to look like cows. The firm sold a minor portion of between 10 and 20 percent to Coca-Cola in attempts to raise funds for the expansion of its business into Europe. The sale of Innocent's stake is considered as a watershed moment in its 10-year old history, making it one of the latest high profile businesses to sell-up to a corporate giant. Innocent's decision to sell-up to Coca-Cola has raised several concerns including the reason for Coca-Cola interest on the company and whether the sale has undermined Innocent's philosophy.

Everything was set but main concern was pricing. PJ which was then a main competitor, sold their 330ml smoothies made of concentrate for a lesser price when compared to innocent's 250ml. The solution came when a designer suggested that a 250ml bottle can be risky but marking as INNOCENT can be sustainable. Initially the branded the drink as Fast Tractor in honour of their farming collaborator.

There are several reasons why the soft drink industry has been so profitable. One reason is because these soda companies directly distribute to stores that sell their product. They do a good job in avoiding a middle man which would cost a lot more. Instead, they handle all the packaging and bottling before the soda gets to the shelf so they don’t have to pay those extra costs associated with a middle man and keep all that profit. Also, carbonated drinks are cheap to produce and have a high profit margin. Every aspect of the making and bottling process is inexpensive so it makes it very easy to turn a profit. This is the same for both bottles and fountain sales. For the fountain all you have to do is install the fountain and then refill it so it is inexpensive. Another way they are profitable is because these soda companies have contracts with stores making it impossible for competitors to sell their version of CSD’s in the same location. They put the contracts in place in order to avoid another company selling and taking their profit and also so the stores and restaurants won’t make it competitive for them when it doesn’t have to be. These soda companies also do a great job of sponsoring events in which helps promote their products which in turn drives profit. These soda companies also partner with certain locations in order to offer incentives if you buy the sodas. For example, if you buy a ticket to a