In 1998 during a festival in London, three twenty year old students decided to sell fruit juice. The success was beyond their expectations and when they were newly graduated, they decided to start a real company that has just opened an office in Paris, having already conquered the UK, Denmark and the Netherlands.
In 1998, the company launched Innocent on the market. A new and easy way to eat fruit. With all of the daily intake of fruit contained in one small 250 ml bottle, Innocent smoothie isout to conquer thhe market of the active urban youth who is health conscious, but pushed for time.
But what's a smoothie? Recognized with sound values such as health, welfare and shape, smoothies are drinks mixed with fruit or fruit pulp, which emerged after the U.S. began to invest in the European market.
The name of Innocent was not chosen at random. Indeed, each smoothie is composed of 300 grams of fresh fruit, a "pure" amount recommended by the National Health and Nutrition institute. It must be said that Innocent has responded early to a social problem, which is none other than the fight against obesity and, therefore, helps promote a balanced diet.
Although the fruit juice has been around since almost time immemorial, it has not always been regarded as such, and businesses are increasingly responding to the demands of consumers who complain of immeasurable quantities of dyes, preservatives and other additives of any kind.
Tags: Innocent Smoothie, origin of Innocent Smoothie, competition study of Innocent Smoothie
[...] Innocent Smoothie offers, a homecoming of developing a natural product that gives consumers the feel of the fruit picked from the tree they could squeeze on their own, through its new concept. However, the market for fruit juice is very competitive and Innocent Smoothie will need to highlight its competitive edge to win and continue to remain on top. Who are the competitors of Innocent Smoothie? How does it tackle the competition? On what benefits do the customers play? Innocent Smoothie and the global market We can consider that Innocent Smoothie belongs to a global market of fruit juice or even, more broadly, refreshing drinks such as sodas. [...]
[...] Faced with such a delightful natural product, consumers are more likely to pay the 2.7 € from their pocket. - Communication One feature of this brand is that it has managed to develop without advertisements or traditional campaigns. However, the advertising is done through the name, logo, and packaging. Indeed, few products are as consistent in the marketing mix. Innocent announced a new way to ensure more innovative marketing, which is to build up the quality, ethics, human and civic engagement in the tradition of Ben & Jerry's and Stonyfield. [...]
[...] - Distribution: Innocent smoothie is not yet on sale throughout France. Recently arrived in the French market, this drink is mainly distributed in Paris and its environs at the moment. But the brand does not stop there, because it works on the sale of its product throughout the rest of the country. For its current distribution, Innocent has selected several outlets, which happen to be: - Monoprix - Daily Monop - Cojean - Great Grocery - Publicis Drugstore - Berts' - Pasta Cosy - Columbus However, this product is also available in canteens of many healthy companies and several Parisian cafés. [...]
[...] Indeed, it is clear that in the face of competitors such as Tropicana, Innocent may struggle to be invited to the breakfast table despite its recognized nutritional intake. However, Innocent seems to have inspired many food giants such as Pampryl (Orangina-Schweppes), which launched its own "smoothie". Another advantage of Innocent is its specialization in the market (the company only offers smoothies unlike with Minute Maid e.g. nectars and 100% juice). Finally, one might conclude on the fact that Innocent is a young and dynamic company that brings a breath of new marketing on French territory. [...]
[...] What are the competitors of Innocent Smoothie? We distinguish the direct and indirect competitors. - Direct competition of Innocent Smoothie consists of all brands within the category "100% fruit juice" The law defines the category "100% fruit juice" to include all the juice whether concentrated or not, containing only fruit juices (oranges, apples, grapefruit . They can not contain any preservatives or dyes. Whether it is fruit juice made from concentrate or not, the nutritional value is equivalent. - Indirect competition is composed of products belonging to categories such as nectars and fruit drinks (close competition) but also all the sodas at large (farthest competition). [...]
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