Innocent is a production company that sells juices and smoothies to supermarkets on a worldwide level. It was founded in 1999 by three friends: Richard reed, Adam Balon and Jon Wright. After a successful event at festival where they sold their smoothies, Innocent has grown a lot - from being a little stall at a festival to one of Europe’s best-selling smoothie companies, with a revenue on £304 million as of 2016 and a consistent increase of market share which is currently around 71% Their mission is “to make it easy for people to do themselves good - and that doing so should taste good too”. This is done by the natural taste of healthy products which also are sustainable sourced and giving 10% of all their profits to charity. The company has four categories of products: juices, smoothies, kids’ products and coconut water.
SWOT analysis
The analysis highlights the strengths, weaknesses, opportunities and threats they could face.
Strengths:
In recent years, innocent has consistently grown. Reynolds reports that after the 2012 Olympics their annual sales had grown with more than 35%.
They partnership with Coca-Cola and Coca-Cola bought the majority of their shares (90%). Also, this has enabled them to utilize Coca-Cola’s marketing, buying and media power, their wealth in terms of experience and available capital. Through the partnership Innocent became the official smoothie at the Olympics. Innocent has received several awards - in 2011 they won the price for the best new product (apple juice), best packaging (for its carafe), Partnership with and international charity in 2017. These awards boost the brands awareness when it comes to charity but also costumer perception. From the costumer’s point of view, innocent is a brand with strong ethical values in addition they topped the list of social brands in 2012. Strong ethics, environmental-friendly policies and actions come to make the world a better place, is an advantage for companies for the purpose gain reputation.
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