Essay on Innocent Drinks Case Study

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.

The Affordable Blended Smoothie, Inc. will be producing a healthy non-alcoholic product. As more families and the society continue struggle to maintain healthy lifestyles, the new beverage comes at the right time in remedying the situation. The new energy drink will be suitable to all classes of people regardless of their age, educational level, income, gender, or ethnic affiliation. However, we will be able to employ targeted marketing where the marketing strategies for the company will be directed to rising middle class in Virginia (Wit, 2010).

Dale Wishewan is the president, co-founder and chief executive officer (CEO) of Booster Juice who led the company since its first location in Canada. In 2009, he decided to expand into the Indian market and his overall goal was to have Booster Juice stores across India. Additionally, Wishewan’s mission for Booster Juice is “to provide customers with an incredible, healthy alternative to fast food that’s great tasting, convenient and nutritious making it perfectly suited for today’s active lifestyle.” (Pg. 3) The situational analysis consists of the Strengths, Weaknesses, Opportunities, and Threats.

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

With the surge in healthy and organic food and drink consumption worldwide, a Smoothie Café Bar would be an excellent start up business that has the potential to grow not only locally, but nationally as well. In addition to coffee, regular decaffeinated and espresso, the Smoothie Cafe Bar would offer customers a healthy menu of organic fruits and vegetables, along with vitamins added to fresh juices and/or dairy products enabling the consumer the ability to customize their drink and coffee selections. For those looking for an extra “kick” to their smoothie a shot of espresso can be added to their creation!

Fresh Smoothie kiosks are a healthy convenience to your clients. Fresh Smoothie kiosks offer the same natural, premium product as conventional smoothie bars without the build-out costs, financial risks, HR issues, and large space requirements. These savings are passed on to customers without sacrificing quality and taste.

I believe the couple died as a result of going under water, because their alcohol level ranged about the same, the only reason Mr. Luck did not die was because the couple’s bodies were blocking him from going under.

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.

The article stated that, “many East Coast baby boomers were wondering, “what’s a smoothie?” (Fox & Rushmore, 1999, p. 4). This statement not only indicated that people in the East Coast were not aware of this new juice trend, it also stated that “consumers’ demands and tastes can greatly change from one demographic to another” (Fox & Rushmore, 1999, p. 4); whereas allowing Juice Guys the opportunity to sell more than just juice and also resulting in Juice Guys indentifying between the ages of 18-35 to be their leading influential target market.

Today’s most popular drink was not a drink that was thought of and brought to existence. It was made almost by accident. One with a love for medicine and with a background in pharmacy mixed a few components together and with one taste from his buddies, created what today still stands strong as a powerhouse in the soft drink market. With his new drink becoming so popular, Bradham decided to pursue a whole new vision. Medicine was now behind him, and now he focused his attention on bringing up Pepsi cola to the masses. In 1902 Bradham decided to turn his pharmacy over to his assistant and dedicate his time to making Pepsi Cola his business. On September 23rd of 1902 he filed to register Pepsi Cola as his trade mark (this is the earliest dated document of the history of the company). In December 1902 Bradham formed the Pepsi Cola Company, a corporation under the laws of North Carolina. In 1903 on June 16th the U.S. Patent Office accepted the mark and Pepsi Cola was registered. Pepsi Cola was now a fully functioning company. (Copeland,

Eighteen-year olds throughout the United States are considered legal adults in almost every way, with one notable exception: the privilege of having an alcoholic beverage.

In 1999, three university friends, Richard Reed, Adam Balon and Jon Wright established what was soon to be called Innocent Drinks. Soon after, they introduced their first smoothie into the market, at a stall in a London music festival. In fact, consumers where asked to throw their empty bottles in cans marked “yes” and “no” to determine if the three business men should continuous selling their product, the majority agreeing “yes”. After numerous name changes that ranged from “Fast Factor”, “Hungry Aphid” and “Nude”, the business came to be known as “Innocent Drinks”.

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

United Beverages’ CEO is debating with his department heads on the course of action the company is going to take in the future. Their flagship product, GangBuster, has been highly successful for the past 5 years. However, they have been thinking of entering the market for Energy Drinks for kids. Paul Diaz also comes up with a revolutionary idea of the dual-drink, having two separate flavored drinks in a bottle and being able to mix both flavors. Due to the limited resources of United Beverages, they have two weeks to decide whether to expand their portfolio or not?

Innocent Drinks was started by three friends in 1999 that developed premium smoothies that contained 100% natural fruit with no water or added sugar. The aim was to provide people with quick ready-to-go and healthy food and drink options. The company is now one of the best-loved and fastest growing businesses in Britain. The highly successful Innocent Drinks sells $2 million smoothies per week across Europe, building a 72% market share in the 8 years since they were founded (Anne 2008).  They give 10% of their profit to charity and continually participate in fund-raising activities such as ‘The Big Knit’. Throughout the years, Innocent has managed to