Innocent Drinks : A Company

A relatively new industry, the Australian bottled water manufacturing industry evolved out of the soft drink manufacturing industry during the 1990s. Soft drinks are those that do not contain alcohol. Soft drinks are distinguished from hard drinks—beverages such as distilled spirits,

wants to ensure that the international expansion into India will build a national brand presence,

Boston Beer’s strategy is primarily focused on growth through differentiation. The sources of its competitive advantage can be classified as a company that provides high quality beer with unique flavors, a market driven approach, and a very efficient contract brewing strategy.

This case describes the various aspects of carbonated soft drink industry and the focuses on Squirt’s annual advertising and promotion plan in 2001. Squirt is a brand under the Dr Pepper/Seven Up, inc. The brand manager was concerned about the market targeting and product positioning and consulted advertising agency, Foote, Cone & Belding. The case also focuses on the entire industry structure and the marketing techniques used by the various leading companies so the Squirt’s annual advertising and promotion plan can be successful, and proper techniques to be used to target the growing Hispanic community in the markets where Squirt was popular. . The main aspect for the marketing planning for the brand, Squirt, is to focus on

In 1773, colonists living in the British Empire led an uprising and revolt against the British Government. They resisted the heavy taxation that the British Government had charged in order to raise revenues. The colonists objected the taxation with protests and boycotts, claiming that this act is forbidden according to the British Constitution. They felt that taxes are collected to provide services and shouldn’t serve as a way to earn revenue. The government eventually eliminated much of the taxes, but left a tariff on tea intact. Tea was a popular commodity at that time, and people saw this levy as an intrusion. The revolt escalated and eventually led to the War of Independence. The American Revolution, as it is often

The book talks about six drinks; beer, wine, spirits, coffee, tea and coco-cola. From the third millennium BCE to twentieth century, the drinks changed human history. Tom Standage tells how it was made, the origins, what countries the drink spreads to, and how it change human civilizations. The human civilizations changes includes agriculture, wars, and trading. Also, writing and culture changes because of these drinks. Another thing, how the brain changes under the influence of alcohol and caffeine and if it was socially accepted to go in the places where the drinks was serve. The book includes how important or famous people was affected by the drink.

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

In the summer of 1998, Nantucket Nectar created a subsidiary of their brand called Juice Guys. This new product was comprised of fresh juice and fruit smoothie drinks that were taking over the West Coast. Within three-and-a-half months, Juice Guys had sold a total of 175,000 items ranging from smoothies, yogurts, sorbets, Nantucket Nectar drinks and fresh squeezed juices. Juice Guys’ revenue went up to 91% and they made a profit of $227,000 in sales.

Nantucket Nectars' numerous strengths have led to their success. They produce all natural products that have a great taste, have a very strong management team as well as a strong branding, guerilla marketing skills, possess the ability to exploit small, rapidly changing market opportunities, last good access to single-serve distribution in the New Age beverage market, and is the best vehicle for juice companies to expand into the juice cocktail category without risking their own brand equity. In addition, Nantucket Nectars' management team has the required knowledge and experience with the single-serve business and thus has the ability to add value to large player who wants to roll out new single-serve products.

End users are those individuals walking in the company stores, ordering a smoothie and a cookie, paying the cashier and then telling her friend how wonderful the ambiance is. This buyer segment does not purchase large amounts of product at one time and likely chooses Jamba because of the quality of the ingredients. With no switching costs and a growing industry offering many options, patrons of smoothie cafés can freely purchase their delightful cool beverage anywhere. According to the U.S. Census Bureau the number of stores within the “snack and nonalcoholic beverage bars” industry grew from 36,036 in 2002 to 49,463 in 2007 [ (U.S. Census Bureau) ]. This trend means that Jamba Juice will have to increase customer loyalty to battle the increased competition.

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

Over a year ago, Innocent invested with Coca-Cola. They sold a minority stake of between 10% and 20% in order to raise funds so it could expand into Europe. This has been a good decision for the company as the business has grown in Europe over the last year by the help of Coke (Innocent Drinks 2009).

Branding has been effectively used as a strategic tool for marketing by innocent smoothies and that helps the company to maintain its share in the market or in keeping its competitive position. Innocent has developed its brand image by providing excellent satisfaction, by being genuine, healthy and socially responsible in the eyes of their consumers and once the image is developed, they were able to attract the customers. It is because of brand and its perceived value that consumers are loyal and committed to the Innocent products and they do not look for any substitutes (Ginden, 1993). Customers also perceive it less risky in buying a brand product with which they are emotionally attached. It is more important for products like innocent drinks which the customers have to consume and which has direct impact on their health and body.

Three friends from the Cambridge University, Richard Reed, Jon Wright and Adam Balon founded the innocent drinks in 1998. All the three were in their respective fields of work and working for different companies after they graduated in 1994. Reed worked for an advertising agency, while Balon and Wright worked for different management consultants. The three friends always had an idea about starting a company of their own and in 1998 they founded the innocent drinks after an intense market research and testing their product.