Innocent Case Study

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Innocent Case Study
Strategic Management, 14.-18. September 2009
Anita Stähli, Claudio Becker, Jessica Fernando, Quentin Crausaz Innocent: Short Introduction
Innocent
Product Line – Smoothies, Kids Smoothies, Orange Juice, Thickies, Veg Pot, Superfruit Smoothies, Pure Fruit Squeezies
Vision
Innocent Vision
„To be the Earth’s favourite little food company.“
This vision was left unchanged by the team because it is a good vision for 2030. The only question is, if the company wants to stay „little“ or if it wants to grow. We then concluded that this is concerning rather the image and not the actual size. Mission & Matra

Innocent Mantra
„To make good food.“
Innocent Purpose Statement
„Our purpose has and always will be to make food good. We promise that everything innocent ever make will always be natural, delicious, healthy and sustainable.“ Mission Statement (proposed by the team)

„Our purpose has and allways will be to supplying health-conscious adults and children world-wide with 100% natural, delicious, healthy and sustainable food. We make use of our competence in alternative marketing methods and foster a good relationship with our stakeholders in order to guarantee a philosophy of sociocultural, economic and environmental well-being. We are maintaining an internal culture that is responsible, entrepreneurial, generous, commercial and natural.“ External Audit

Economic Forces
- Rising fruit prices
- Raw material prices rising (Shipping/Import/Export)
- Big multinational companies like Coca Cola -> Threat
- Financial Crisis; Money is saved, cheap products wanted
- Level of disposable income
Social, Cultural, Demographic, Environmental
- Trends toward healthier life (Lifestyle)
- Trends toward sustainability and care for environment
- Trend: Fair trade products; supporting suppliers
- Willingness to pay more for sustainable food
- Community Thinking / Behaviour of people, Identification with brand - Less time for cooking/eating; Everything „ready to go“, convenient food - Not all cultures yet have awareness for environment/health - global warming influences farming, growing raw materials

- Internationally different income levels
Political, Governmental, Legal
- Government supports sustainability projects
- Increasing Taxes
- International Labour Organization (worker’s rights)
- Import / Export Regulations
- Strict Hygiene Standards
Technological
- Renewable Energy Sources
- Renewable Materials
Competitive Forces
- Market Saturation  Trendy concept is copied
External Factors Matrix
Competitive Profile Matrix
For the competitive analysis, we chose the two main competitors in Switzerland: Mövenpick and Betty Bossi Smoothies. In comparison to those, Innocent is the best Smoothie, winning through its Innovation, Brand, Marketing and Sustainability. The competitors strenghts are in Price and Quality.

Internal Audit
Managment
- Has won the award „Employer of the Year“
- Reward System: Share Options, Extra Holidays, a new hat
- Introduced objectives so that people could manage workload better - „well-being committee“ to help balance work/life
- committee to care for the environment and culture
- No clear strategy / plan / goals known...
Marketing
- Very good in using alternative marketing strategies
- Distribution & Delivery used for brand promotion (cow vans & lorries) - Distributors need to be signed up at international Labour Organization - Good network of local retailers as distribution channels

- Environmentally friendly sourcing, special policy (GCTTF)
- Ethically sourced supplies
- Company Name & Design of the Brand differentiates product offer clearly - Market segments: Adults, Children // or: Smoothies, Kids Smoothies, Thickies - Target Group: Young Urban Professionals
- Price: quite high! But quality is also high
- Communication with customers via: Blog, Weekly E-Mail News, Flickr Group, Facebook, YouTube, Twitter, Website
- „Won cause related marketing“ reward...
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