The Innocent Drinks Story

Indholdsfortegnelse
Q1: Make a company profile of Innocent.
- The Innocent Drinks Story
- Innocent’s mission and promise
- Innocent’s mission and promise
• Innocent encourages good health
• Innocent recycles, and produce their products sustainably
• Their moral political beliefs
• Their charity works

Q2: Use 2-3 models that you know by now to analyze the challenges of the company (ch. 1-2-3-5 in Kotler + QuickMBA.com)
- The Value Chain Analysis of Innocent Drinks
- The Value Chain Analysis of Innocent Drinks
• Inbound Logistics:
• Operations:
• Outbound Logistics:
• Marketing & Sales:
• Service:
- SWOT Analysis of Innocent Drinks
• Strengths:
• Weaknesses:
• Opportunities:
• Threats:
- Porter’s Five Forces
- Competitors in the industry:
• Froosh
• Tropicana
- New Entrants:
- Substitute Products:
- Suppliers:
- Customers:

Q3: Based on the above: How should Innocent change the 4 P's in DK in 2021-22 to achieve further growth?
- Innocent’s Marketing Mix is as the following:
• Product:
• Price:
• Place:
• Promotion:

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Uddrag
Innocent Drinks is a production company, that produces smoothies, juices and other beverages for supermarkets, coffee shops and other outlets to sell.

Innocent Drinks was established in 1999 in London, England by Richard Reed, Adam Balon & Jon Wright, 3 Cambridge University Graduates.

The 3 graduates sold their smoothies at music festivals and eventually gained popularity enough to start a business.

They came to this conclusion after creating a poll at a festival in London, asking if they should start a business or not. The majority wanted them to start a business.

Today Innocent has 350 employees, has won many awards for charity and sustainability and is dis-tributing their products to all of Europe, thus turning over 1.65 billion DKK a year.

Innocent Drinks was also completely Coca-Cola owned by 2013. But this hasn’t changed Innocent’s vision and way of doing business.