Innocent Case Study- Marketing

Topics: Management, Festival, Organizing Pages: 3 (818 words) Published: November 22, 2011
Innocent is the market leader in the £171 million smoothie market in the United Kingdom where it has a mammoth 71 percent market share. It started off very unconventionally when three entrepreneurs namely Richard, John and Adam started selling their smoothies at a Music festival in London and for feedback asked its customers to dispose their cups into two boxes “Yes” and “No” to help determine if they should quit their jobs to sell smoothies. With an overwhelming response to this experiment the entrepreneurs quit their respective jobs to form innocent with the help of an American investor in 1999. Like its roots the company till the present day is run in an unconventional way. Its headquarters are called “Fruit Towers” and its Managing Director has a title of “Chief Squeezer”. The company also has a green thumb and tries to minimize environmental damage. The company also takes part in various social causes The company likes to keep in touch with its loyal customers through its newsletter where once signed up a person is a part of the “Innocent Family”. The company has also been hosting a free music festival called Fruit Stock which has been very successful over the past few years so much so that that the response last year was a little too much for the company to handle. Thus Jamie Mitchell, Innocents highly qualified current Managing Director has to make decision about an event that would help maintain Innocent’s highly reputable Brand Image. Option 1 Continue with Fruitstock – This option is safe bet for the organization as its success has been proven and the company can continue with what it has been doing over the years i.e. The company organizing an music festival in London’s Regents Park to give the family touch. Besides due to its previous success the organization would easily find sponsors to bear the cost burden. But, the fact that last years event had close to 150,000 people attending and a greater number of people expected this year could make the...
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