“Involving ‘yes' and ‘no' bins at a festival” (Growing business: 2007) (1) It's the way that Richard Reed, Adam Balon, Jon Wright started their business in 1998 just after their course in Cambridge University got over. Innocent was designed to be a 100% natural brand, according to founders, the aim of Innocent' founders is “to leave things a little bit better than we find them” (Innocentdrinks.co.uk: 2007). This shows that Innocent is not just a profit business. Its founders wanted to be proud of their business plan (Great Brand Stories Innocent: 2006). Now Innocent Smoothie generates a turnover of 100£ million (Case study) which gives Innocent a market share of around 72% (Innocentdrinks.co.uk: 2007). The Innocent success is thanks not only to the product but also to founders and the way they manage the business with a completely new style of management. The brand is beginning to become a global brand, with product introduction in new countries like France, Denmark, Netherlands, Belgium and Germany.
Tags: Branding innocent drink, Managing the brand, Brand strategy of innocent drinks, Marketing strategy of innocent drinks
[...] (Count: 2744) References [Online] Growing Business MMVII, Richard Reed Innocent Drinks Available at: www.growingbusinesses.co.uk/06959143453287628381/richard-reed- innocent-drinks.html Published: 13/02/2007 Seen: 03/11/2007 [Online] Innocent Drinks Official Website, December 2007 Available at: www.Innocentdrinks.co.uk/?Page=our_story John Simmons, Great Brand Stories Innocent, Cyan, Published in 2006, page 26 Assignment Case study [Online] Innocent Drinks Official Website, December 2007 Available at: www.innocentdrinks.co.uk/press/?Page=press/cheatsheet The chartered Institute of Marketing, Brand Strategy, page Arnold 1992 Available at: www.cim.co.uk/mediastore/Brand_eGuides/eGuide4.pdf Matt Haig, Brand Failures, Public, Published in 2003, page 248 Kevin Lane Keller, Alice Tybout, The principle of positioning, Market Leader, Issue 19, Winter 2002, page 65 Vytautas Janonis, Aiste Dovaliene, Regina Virvilaite, Extract from ISSN 1392-2785 Engineering Economics 2007 No.1 Relationship of brand Identity and Image. [...]
[...] We can imagine if one day the quality may be wrong, or drinks become unhealthy (because of storage or building), the innocent image could be damaged a lot. It's the main risk of a strategy that not includes any distance between image and word definition. The five main values of Innocent are constantly shown in all publications from Innocent. We can see Innocent as a green company because of their goals to make people healthier. By looking at their website weeks ago they launched a charity campaign called “HATOMETER” which is “keeping older people warm this winter” (Innocentdrinks.co.uk)(11). [...]
[...] But the “Smoothie” word is against the brand portfolio, which includes Innocent water. So we point out now one of the main trouble in Innocent, the strategy starts to go against its main value which made the success of Innocent in its beginning. Implementing the marketing mix According to the “levels of a product” theory by Jobber (2006)(14) we can consider that innocent products are relative all to the relative dimensions. - Core: The main product is based on the “Smoothie” product natural without any added ingredients - Actual: All characteristics of an actual product are present in Innocent products. [...]
[...] In the Innocent case, the main identity of the brand depends on the product itself. So we can argue about the weaknesses that can hurt the company. The brand image is formed when the brand identity is combined with brand identity and positioning. These are the elements that the innocent consumers see and for some may contribute to the added value of innocent drinks. It could be a contradiction between brand identity and its personality. Innocent founders try to set the brand as 100% natural as possible, but the main personality is based on its tone of voice. [...]
[...] To look closer at the factors of Innocent that contribute to its strategy and positioning we need to use the Brand Onion (adapted from Interbrand 2002). The internal vision and values build up Innocent's brand identity. The Innocent isn't a traditional British company, since his beginning from the music festival in 1998; the growth of Innocent surprised everybody. His value and vision are very different from same company in the UK drink market. The motivation of their founders is ambitious, they want to sell product 100% natural in different packaging, with the same target: People who want to have health product. [...]
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