Brand management of Innocent Drinks

Résumé du document

“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.

Extraits

[...] - Augmented: few characteristic of augmented product are also present in Innocent product. The warranty can be assimilated as a reliable contract. According to the website you can contact easily the “banana phone” like any after sale service. To analyse and criticize the implementing of brand strategy we need to use the 5th which is the main concept of marketing mix and according to Jean Noel Kapferer (The New strategic brand management)(15) the tool for influencing demand in the marketing mix. [...]

[...] This shows that Innocent is not only a profit business. His founders want to be proud of their business plan (Great Brand Stories Innocent: 2006)(3). Now the Innocent Smoothie generates to Innocent company a turnover of 100£ million (Case study)(4) which give to Innocent a market share around 72% (Innocentdrinks.co.uk: 2007)(5). The Innocent success thanks not only to the product but also to founders and the way of manage the Innocent business with a completely new style of managing. The brand is being to be global brand, with product introduction in new countries like France, Denmark, Netherlands, Belgium and Germany. [...]

[...] It could damage the brand image for its consumers. Innocent have to look after its value in order to have a safe growing. We can compare Innocent to Coca Cola, because it is the world biggest drink seller and Innocent want to become the world biggest drink seller (Great Brand stories In the beginning of the Coca Cola drink, it was just a sold in drugstore, now Coca Cola isn't known as a “health seller”; it's just the contrary. Innocent have to take care to its product and the image that emanate from them to keep its “health image”. [...]

[...] They want to have an ‘innocent' 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. [...]

[...] Since their “yes' bins in the music festival, they acquired experience in fruit buying and using. The company innovates by proposing seasonal tasting with around 35 varieties since the launch of Innocent smoothie. Main Targeted consumers are urban workers, more generally people who take care about their health and having no time for sport centre. The product is interesting also for people who want to have their 5 portions of fruits and vegetable per day. Brand as a company Innocent isn't a traditional British company. [...]