Brand management of Innocent Drinks

Type :

Presentation

Pages :

10 pages

Format :

.doc

Published date :

01/16/2009

$ 19.95 Add to cart

Summary :

 
 

Table of Contents Brand management of Innocent Drinks Table of Contents

 
  1. Introduction.
  2. Innocent's strategy.
  3. Implementing the marketing mix.
  4. References.
  5. Biography.
  6. Appendix.

Abstract

"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.

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