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The innocent drinks s11423051

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Guys, Please leave a comment- Relationship marketing for The company " Innocent Drinks"

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The innocent drinks s11423051

  1. 1. FATHMATH JUHAINA RASHEED S11423051| BBA B13 [RELATIONSHIP MARKETING]
  2. 2. Table of Contents Introduction ..................................................................................................................................... 3 PRODUCTS ................................................................................................................................ 4 SITUATIONAL ANYLSIS ............................................................................................................ 5 Customer Audit ........................................................................................................................... 5 Macro Environmental Audit........................................................................................................ 6   Politicalsituation: ...................................................................................................... 6   Economical: .............................................................................................................. 6   Socio -cultural: .......................................................................................................... 6   Technology: .............................................................................................................. 6 ANALYSIS OF RELATIONSHIP MARKETING STRATEGIES ............................................... 7   Price: ......................................................................................................................... 7   Product: ..................................................................................................................... 7   Promotion:................................................................................................................. 8   Place .......................................................................................................................... 9   People:...................................................................... Error! Bookmark not defined.   Process: .................................................................... Error! Bookmark not defined.   Physical evidence and packaging:............................ Error! Bookmark not defined. RECOMMENDATION OF FEASIBLE STRATEGIES ............................................................... 9 Summary ....................................................................................................................................... 10 o Bibliography.............................................................................................................. 11
  3. 3. Introduction “Innocent Drink” was found in 1999, by three Cambridge university graduates namely; Richard Reed, Adam Balon and Jon Wright. The company, Innocent, started out by selling smoothies at a music festival. The technique used by the company to identify if the product has a potential market, they put up 2 bins with a big sign saying ‘yes’ and a bind which says ‘No’. The people who bought the smoothies were asked if they thought the business for making smoothies should be stopped. When the boys counted the drinks it the “yes” bin which was full. As a result they decided to give up their jobs. After quitting their jobs the three of them started to find investors to invest with them to get started, it was a struggle for them. But eventually they found a wealthy American Businessman, Maurice Pinto who decided to invest £250,000. The company currently is one of the companies dominating the UK Smoothie market having attaining about 75% - 80% of the market share. And it is reported that the company sells two million smoothies per week (BBC News, 2009). Throughout the successful years, the company has managed maintain a very interesting working environment and staying true to their brand values. In an interview given by Co-founder Richard Reid said to the BBC News : "Every promise that Innocent has made - about making only natural healthy products, pioneering the use of better, socially and environmentally-aware ingredients, packaging and production techniques, donating money to charity and having a point of view on the world - will remain. "We'll just get to do them even more.” They contribute 10% from their profit to charity and are continuously participating in fund-raising events such as ‘The Big Knit’. The Big Knit is a charity who works with the AGE UK to help and keep the old people warm and healthy during the cold winter. The company encourages customers to knit hats, and these hats were put on the innocent drink bottles which were then
  4. 4. sold and from each bottle 25 pence was donated and will be donated even now directly to the older people. As the business grew bigger, at first the aim was to avoid the big-business image. Therefore the innocents markets on their own private ownership, own ethics and Morales, recyclable packages and promoting them as environment friendly carbon footprint. However in the year 2009, the company announced that the company has agreed to sell 10-20% of its share to The Coca-Cola Company. This brought whole lot of negative publicity and their website received numerous negative backlashes and the customers even encouraged to boycott the company. According to Mr. Reed "We chose Coca-Cola because as well as providing the funds, they can help get our products to more people in more places. Plus, they have been in business for more than 120 years, so there will be things we can learn from them." The company wanted to go global, in April 2012 The Coca-Cola Company increased their stake up to 58%. This created opportunity for the Innocent Drinks Company to become the official smoothie and juice of the London Olympic Paralympics Games. Moreover in the February 2013, the Coca-Cola’s total stake increased to 90% which left the three founders with a diminutive share. PRODUCTS The company has number of products in the production line. Smoothies being their primary product consist of whole crushed fruit juices with no artificial flavors. Followed by this is a super smoothie, which is a mixture of fruits and vegetables, botanicals and crushed seeds. Two flavors of juices, apple and orange. Extra smoothie juice, kids’ smoothies, kids’ juice and kids’ fruity water are available. Moreover, 4 different flavors of noodles pot, Veg pots filled with healthy vegetables and not other additions and lastly the fruit tube, a tube pure fruit puree.
  5. 5. Source: Innocent official website SITUATIONAL ANYLSIS Customer Audit Before the Coca-cola invested in the Innocent Drinks Company, the company has a very selective range of customers, which was the UK market. As mentioned previously, the company has attained about 75- 80% of the UK’s market and sells their products over 15 countries around the world. The coca-cola investment brought the introduction of the products to the European market. And by 2010, Innocent Drink has become the number one in the European market. However as mentioned earlier, after Coca-Cola Company invested with the Innocent, many of the customers expressed negativity towards the Innocent company because they feared that the values and standards of the Innocent drinks will be violated. Hence, Innocent Drinks Company had to explain about the big step which they took. It was believed that the company needed the necessary changes; the company explains it as they needed a “sugar daddy” to carry on the business. More to this the co-founder Mr. Reeds described the relationship with the Coca-Cola Company as “beautiful” because though the Coca-Cola owns 90% share of the company, the founders of Innocent Drinks are able to run the company (Neate, 2013).Moreover, The Coca- Cola Company promised not to intervene in the business activities of the Innocent Drinks. As a result Innocent Drinks are exposed to a wider customer base and able to attain advantage from marketing and the buying power of the Coca-Cola Company.
  6. 6. Macro Environmental Audit Macro-environmental audit is the external factors which affects the business in order to identify current and future progress.  Political situation:  The U.K government recommend to specify about the fruit juice products i.e.; it should be identified whether it is concentrated or 100% fruit juice  Government has set minimum wage rate in therefore the company expense can increase  Economical:  Economic growth: recession is a reason that can affect the sales of the Innocent.  Unemployment: due to high unemployment, people are switching to cheaper brands.  Socio -cultural:  Consumer attitude: people are becoming more health conscious, therefore innocent’s product is designed to fulfill this criteria  Brand image- the clean brand image of innocent has led it business from nothing to a million dollar business. The company also creates uniquely humored consumer communication pattern with the customers.  Technology:  Innovative company: in contrast to uniquely designed products and the company has its own data base according to Mr. Reed  Advance manufacturing of products- eco friendly bottles
  7. 7. ANALYSIS OF RELATIONSHIP MARKETING STRATEGIES  Price: o According to Kotler “when a consumer buy a product, they exchange something of value (the price) to get something of value (benefits of having or using the product)”. Therefore the company follows the value based pricing strategy. From the company website it is known that the prices of the products are cheaper than the homemade product.  Product: o Exclusive smoothie flavor for a supermarket: the flavor is maintained in all the store around the countries. The fruits are picked from farms especially the founder has tested and approved. o Environment friendly: as there are many environment lobby group, The Innocent uses recyclable plastics in creating the bottles and packaging of its products. o Size choices: availability of size choices makes the product more interesting. Some consumers wants to store a big packet for a longer time, whilst the other needs just a significant amount to be store according to the size of the family or people they are serving. Therefore, the company has smoothie cartons in both sizes which are 250ml and in 750ml packs. And the smoothie bottles do have the choice of choosing from bottles sizes 250ml to 160ml small bottles. o Healthy and beneficial: the products of the company are 100% purely naturally which means no preservatives, artificial colorings or sugar is added to the products produced by the company. o This includes the packaging process: which the company ensures that the production method to have the lowest impact on the environment. And the sustainability of raw ingredients strategy: have their own minimum standards set for covering all farm management, environment and economic issues. Moreover, the quality of the drink, the rich smoothies and the juices gives customers the full confidence in the product for being 100% natural
  8. 8.  Promotion: o In the year 2011, the company launched an on-pack promotion for the smoothie brand that featured the retired athlete Kriss Akabusi: the giveaway prices were; money- off coupons for future purchase, health and fitness apps, free day-pass at gyms. (Eleftheriou-Smit, 2011) o Charity donations: the big Knit as mentioned earlier is a big donation platform to good causes. o Sponsor of 2012 official smoothie and juice of the London Olympic Paralympics Games. o The Innocent Drink is popular for the humor used in delivering their products. o The customers are given advices through website and in labels in products. Source: the company website: (http://www.innocentdrinks.co.uk/us/being-sustainable/production)
  9. 9.  Place o Randomly the company chooses a random retailer to sell their drinks. This is awarded as “Retailer of the month” and a posh certificate is given and other benefits are given for the hard work that they have done. o Available at supermarkets: it is available in almost every supermarket in the U.K and some more European market such as Spain, Italy France, Germany, etc. o Innocent on Restaurant Menus: for instance the McDonald sold Innocent Drinks for some time. The company held it first a grown-ups meeting (AGM) in other words an annual general meeting, with enthusiastic “Innocent Drinkers”. The humor they share with customers is one reason that the customer keeps coming back other than the quality products. Most employees who have left the organization has left to set up their own business, with great experience and lessons earned by working at the Innocent Company. RECOMMENDATION OF FEASIBLE STRATEGIES Innocent Juice Bottles As the company produces different flavors and sizes of smoothies the following strategies can be implemented to make the item more popular. Premium Volume Channel: as now the company has all the resources to do marketing and promotions, it should focus more on making the product available in bigger market such as Asian countries. This will help to increase their customer base along with sky rocketing the sales and profit earned. Make it more transparent: as mentioned earlier the company is now a sub company under Coca-Cola Company, they should make as transparent as possible about the ingredients that is put into these 100% natural Smoothies, the profit to coca-cola company and as well as to make the charity fund transfers also more transparent.
  10. 10. Making it available at juice bars by creating one of their own. As currently they are just marketing through other retail shops and through social media. Setting up their own shops make it easier to market and share the knowledge which the company has about the product Make marketing through a gym, by promoting their high protein juice. For instance making it available at local gyms. Creating more flavors of juice, as currently they have only two flavors available. Making it available in different sizes, and promoting it in schools, Making interesting packaging from time to time to attract more people Summary To conclude the overall business is looking in good state, however the company needs to stick to their moral ethics and objectives. The assignment focused on the types of products produced by the company such as smoothies, juices, variety of kids juices, noodles pot, veg pots and fruit tubes. The current customer base is the U.K market by dominating around 79% of the market share. Moreover the macro environmental issues, political, economical, social and technological issues were identified. Furthermore, the relationship marketing strategies were identified, which are, price, place, product, promotion, people, process and physical evidence. Most importantly the feasible strategies to improve one of their products for Juice were given. (Act No.: 15/2010 (Tobacco Control Act), 2014)
  11. 11. o Bibliography o Eleftheriou-Smit, L.-M. (2011, December 8). Innocent to launch 'Healthy New Year' on-pack promotion for smoothies. Retrieved July 3, 2014, from Marketing Megazine: http://www.marketingmagazine.co.uk/article/1108523/innocent-launch-healthy-new-year-on-pack- promotion-smoothies o ND. (2009, April 7). Coke buys into Innocent smoothies .BBC News. Retrieved July 6, 2014,: http://news.bbc.co.uk/2/hi/uk_news/7986901.stm o ND. (n.d). The Essential 7P’s To An Effective Online Marketing Strategy. Retrieved July 4, 2014, from Marketing Mix: http://marketingmix.co.uk/ o Neate, R. (2013, February 22). Coca-cola takes full control of innocent. Retrieved July 6, 2014, from The Guardian: http://www.theguardian.com/business/2013/feb/22/coca-cola- full-control- innocent o Reid, R. (2009, April 7). Coke buys into Innocent smoothies. (B. NEWS, Interviewer) o The Big Knit. (nd). Age Uk- Love Later Life: Retrieved July 5, 2014 on, http://www.ageuk.org.uk/get-involved/raise-money/the-big-knit/ o Turner, C. (2008, jan 23). The Marketing Secret behind Innocent Drinks. Retrieved July 5, 2014, from Utalk marketing.com Retrieved from: http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=4113&Title=The_marketing_ secrets_behind_Innocent_Drinks o (2011, 03). The Success of Innocent Drinks Using Competing Values Framework and Pestel Analysi.. StudyMode.com. Retrieved 03, 2011, from http://www.studymode.com/essays/The- Success-Of-Innocent-Drinks-Using-617962.html Eleftheriou-Smit, L.-M. (2011, December 8). Innocent to launch 'Healthy New Year' on-pack promotion for smoothies. Retrieved July 3, 2014, from Marketing Megazine: http://www.marketingmagazine.co.uk/article/1108523/innocent-launch-healthy-new-year- on-pack-promotion-smoothies N.a. (2014, october 18). Act No.: 15/2010 (Tobacco Control Act). Retrieved from Tobacco control laws: http://www.tobaccocontrollaws.org/legislation/country/maldives/laws
  12. 12. ND. (2009, April 7). Coke buys into Innocent smoothies . Retrieved July 6, 2014, from BBC News: http://news.bbc.co.uk/2/hi/uk_news/7986901.stm ND. (n.d, n.d n.d). The Essential 7P’s To An Effective Online Marketing Strategy. Retrieved July 4, 2014, from Marketing Mix: http://marketingmix.co.uk/ Neate, R. (2013, February 22). Coca-cola takes full control of innocent. Retrieved July 6, 2014, from The Guardian: http://www.theguardian.com/business/2013/feb/22/coca-cola-full-control- innocent Reid, R. (2009, April 7). Coke buys into Innocent smoothies. (B. NEWS, Interviewer) Retrieved July 1, 2014, from BBC News: http://news.bbc.co.uk/2/hi/uk_news/7986901.stm The Big Knit. (nd). Retrieved July 5, 2014, from Age Uk- Love Later Life: http://www.ageuk.org.uk/get-involved/raise-money/the-big-knit/ Turner, C. (2008, jan 23). The Marketing Secret behind Innocent Drinks. Retrieved July 5, 2014, from Utalk marketing.com: http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=4113&Title=The_marketi ng_secrets_behind_Innocent_Drinks

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