The Success of Innocent Drinks Using Competing Values Framework and Pestel Analysis.

Changes in lifestyles have altered people 's perspective about traditional carbonated soft drinks, and this trend has opened an opportunity for healthier alternatives. Expected to spend over $200 billion in the year 2017, Millennials have a significant purchasing power (PR Newswire, 2017). By putting credence on healthier purchases, beverage companies have opportunities to make products for consumers that play a role in their diets.

In this case, principles of Goal setting principles have been applied to represent an alternative to working harder, which is working smarter. The citation below shows has been achieved:

In the launch of Innocents, they started off by selling their products in a local shops as their business has grown over the years their market share has also gradually increased. The business found a unique way of making profit and distributing it around, this is done using cow vans. Innocents drinks use demanding by p giving products in as many as outlet as possible.; The business strategy has been shifted from push to pull as being the largest in UK and successful brand name, consumers demand the product. Innocent’s product is now available in many retailers, more than 7000 retailers demand their product including: ASDA, TESCO, COFFEE SHOPS such as STARBUCKS. Export has already been started by the business in Europe and Ireland. Children

New Global Product/Service Description: The final product is a pre-portioned package of fresh seasonal fruits and vegetables ready to be blended into nutritious breakfast smoothies. These packages are refrigerated and fresh, never frozen or otherwise processed. Different sea-sonal fruits and vegetables will make up the ingredients for each blend, and multiple blends will be offered during each season. The smoothie blends are all designed to optimize nutrition and taste, making them a convenient and healthy breakfast option that is also satisfying and pleasing to the palette. The marketing strategy will place emphasis on the quality, nutrition, simplicity, and convenience of the breakfast smoothie blends as one simple and unified prod-uct line. We will use penetration pricing to gain market share but once we have a stable cus-tomer base we will switch to premium pricing. Our product will be offered through grocery stores in USA and Lithuania as well as online grocery stores. In order to attract customers, we will advertise our product with a tremendous amount of information about our product and its many advantages.

Business Concept: NaturalnFreshBev LLC is a Sacramento, California based non-alcoholic beverage startup, founded by Rajib Datta along with Melinda Cates in 2016 with a business opportunity to serve high quality and healthy non-alcoholic beverages with local origin to the consumer as well as engage the brand with the customers of new generation by providing health conscious choices. The growing heath and obesity concern with high sugar contained carbonated soda drinks, the shift in generation cycle and the consumer preference are the key driver behind the rising demand of the low calorie non-alcoholic beverages in the market place. With the fast growing popularity of the non-alcoholic beverages made with natural and organic products, our

Today, Europe’s favourite smoothie company is selling their natural healthy product in 15 countries and employs over 250 people across Europe. In just over a decade, innocent has established itself as an iconic British company with a market leading position in its home territory and across much of Europe.

The ways in which the basic principles of effective goal setting operate in this particular context are based on the elaboration of what are commonly known as SMART goals.

Innocent Ltd. is a fresh business that has been exceptionally successful in creating wholesome and natural smoothies. The company has appeared in the Sunday Times for four consecutive years in the ‘Fast Track 100’, a list of the fastest growing privates companies in the UK. The company has aimed to place itself on the side of the consumer as supporting green issues and responsible business practices and this has evidently proved to be in favour with the company’s brand image which has resulted

Whilst there are many opportunities for Healthy Potion, the business must also take into consideration a variety risks emerging from external influences. One of the strongest influences currently affecting Healthy Potion is the power of suppliers. Healthy potion currently relies on a single supplier to import their concentrate from China. As the concentrate is a unique product, it would be fairly difficult for Healthy potion to switch suppliers. This means that the power of the supplier is relatively high and that the price of input is extremely volatile. It is clearly evident that the need for diversification is imminent for Healthy potion as it gives the business something to fall back on if their relationship with the supplier becomes unstable. In relation to competitive rivalry, Healthy Potion faces strong competition in the beverage market. Although it is able to separate itself from other beverages by being ‘healthy’, many larger corporations are also starting to adopt this health trend. This is reflected with Coca-Cola which geared the majority of their marketing efforts in 2013 towards the Coke Zero and Powerade Zero sugarless brand (Carey 2013). This is further

Not least because of the unique idea of ‘selling’ ‘healthy hedonism’. SoBe’s first beverages were based on teas and juices supplemented with herbs and nutrients, namely ginseng, ginkgo and guarana. These contents suggested healthy products. However, ‘healthy’ soft drinks seem to be something entirely new, especially for young people who often do not attach great importance to healthy products at all. However, the combination of these aspects with an image of pleasure (hedonism) and ‘coolness’ made these ‘lifestyle-drinks’ attractive to the target group.

Marketing development- innocent uses colourful and fruits to appeal to the new customers in their adverts by using natural backgrounds and fruits, if you look at the image below it shows the way innocent try to appeal to a new customer base, and that by using the word ‘Squeeze’ which to new customers would mean that innocent drinks are health and 100% pure fruits juice with no added flavouring or other added chemicals.

As a private retail company, Healthy Potion has few external stakeholders and it means that the owner has the perfect control of all stores. In addition, the business has obtained a brand name, which has a large amount of recurring customers from the significantly increasing sales, and it helps to improve the customers’ power and loyalty (Guthrie 2008). However, there are several weaknesses existing in the business. The production of the beverages requires the importation of some special concentrate from China and that means there are high delivery costs and import duty costs.. Nevertheless, the single-product business model lacks diversity and can hardly satisfy customers’ expectation in products and have sustainable growth in the future. Healthy Potion is a business that produces unique healthy non-alcohol beverages, and it is a relatively new business in the beverage industry. That means the business has a tight budget and limited financial resources, such as funding, sources of income and investment opportunities (Australian Beverage Council 2013). The business also faces with opportunities as well as threats. Healthy Potion keeps in firm connection with Chinese suppliers and it can bring benefits to getting increasing reputation and competitive advantages in the international financial

The overall brand image of “Innocent Breathe desk garden” should be natural, fun and a resource of a good mood. The material associations mainly come from the header brand Innocent drinks, (Riezebos, 2003). Innocent has high perceived performance on the pure and natural ingredients that provide adequate fibres to healthy body, (Innocent.com). That means Innocent will evoke a direct material association of healthy ingredients. From customer’s perspectives, however, Innocent hardly ever mentions immaterial associations about its products. For instance, Innocent always uses animals, fruits or even just a bottle to endorse its products, rather than any human beings. That repeatable marketing communications indeed enhance customers’ familiarity of “good for health”. But when customers’ needs go beyond physical health, Innocent will not be able to cope with them because the former familiarity. In order to avoid suffering from “stereotype limitation”, a method to show the familiar brand in a different context is appreciated (Shimp, 1991, cited in Randi, 1997). With regard to that theory,

Having established the controls TNT have put in place, we can now explore the facts of the cases from a range of perspectives. Normative theories assist in explaining the rational perspective in the sense that they help explain why individuals aim the maximize behavior. Such behavior is considered rational and driven by self interest that are ranked through personal wealth and thus behavior us maximized through profits, returns in relation to share prices, dividends and rewards. Specifically rational systems aim to reduce transaction costs, focus on division of labor and specialization of tasks . March and Simon (1958) argued that rational actors who contained relevant information aimed at maximizing satisfaction in behavior . Satisfaction was based on bounded rationality whereby most individuals are partly rational and are affected by decision making as they have limited information and limited time to process that information. Scott (1998) argued the notion of the rational perspective being based on the classical management theory. Here the organizations are highly organized in away that will allow them to achieve

The Rational Decision Making emerges from Organizational Behavior. The process is one that is logical and follows the orderly path from problem identification through solution. The Rational Decision Making is a seven step model for making rational and logical reasons: