The Innocent Drink Ltd. produces smoothies and sells them in a little recycable bottle with a little smiley on it, for a not so little price. How could a little smoothie company become one of the fastest growing companies in the UK? (Lane, M. 2007) Because they insist on their principles making juices out of purely 100% fruit and know how to sell it.
Table of content:
Introduction
Task 1 (a)
Task 1 (b)
Task 2
Bibliography
Introduction
The Innocent Drink Ltd. produces smoothie`s, sells them in a little recyclable bottle with a little smiley on it for a not so little price. How could a little smoothie company become one of the fastest growing companies in the UK? (Lane, M. 2007) Because they insist on their principles making juices out of purely 100% fruit and know how to sell it.
Task 1(a) Comment critically on the factors which may have contributed on the company’s successful development so far.
The Chartered Institute for Marketing (CIM) says “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability” (Quoted in Brassington, Pettitt, 2007, p 3). In this case, the management process was based on the entrepreneurial spirit of 3 Friends, who founded the Innocent Drink Company and created an innovative brand.
While in the US pure fruit juices already enjoyed a great popularity, pre-packed smoothies have been very unfamiliar in the UK market. (Simmons, 2008, p. 18) When the company introduced the Innocent Drink, the product value needed to be matched to the customer needs in the UK. Because the consumer requires to see an outweigh for the premium price. (Stokes, Willson, 2002, p 126) And in fact, the greatest asset the Innocent Drink now has is its Image. The brand is mainly based on the emotional value for the customers. It represents a developing lifestyle in the society. When the company launched in 1999, the UK consumer taste just begun to change and the people became more health conscious. (Simmons, 2008, p 26) Reality shows like Jamie Oliver’s campaign for healthier school food started to broadcast and contributed the change in the consumer habits. (Butler, 2008) The healthy Innocent smoothie has been at the right time, at the right place. (Adcock, D. 2001, p. 2)
Innovative was the way the company communicates with the customers. The package is used as communication board with the consumers. On the bottles they use an informal “chatty” language which is usually used between best mates. (Simmons, 2008, p 65) This gives the drink a personal characteristic, and makes the customer feel like a part of the Innocent family.
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- Corinna Schmidt (Autor:in), 2008, The Growth of "Innocent Drink Ltd.", München, GRIN Verlag, https://www.grin.com/document/125737
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Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen.