Are the Marketing Schemes of Innocent Effective?

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Are the marketing schemes of Innocent effective?
1. Introduction
Innocent is a non-alcohol beverage company, which makes smoothies, juices, juices for kids and veg pot. Innocent started in 1999 from selling smoothies in music festival. Now Innocent, one of the subsidiary brands of Coca-Cola, has become UK number 1 smoothies brand. Innocent sales in 2012 increased significantly by more than 35% while Coca-Cola, majority stakeholder in Innocent, increase merely 0.8% in the year. Another beverage market leader, Pepsi sales rose gradually by 7.4%. It seems possible that these results are due to the extraordinary marketing management of Innocent founder. Innocent has been a unique-identity healthy and social responsible brand.
The increase in innocent sale could be attributed to its unique marketing strategy.

This essay would investigate marketing schemes of Innocent that could contribute to this success. This will include background of the brand, marketing schemes based by demography, company social responsibility and recommendation from this study

1.
2. Background

Innocent was started in 1999 after selling their smoothies in a music festival. (Innocent,1999) It began with smoothies and expanded into food, juice and juicy water for kids. The name Innocent comes from the main characteristics of drink, which are pure, fresh and unadulterated. (Cheesman,2007) In 2009, Coca Cola Company bought stake from Innocent with 18% stake, Coca-Cola has then gradually increased its share, into 58% in 2010, and a more than 90% shareholding in 2013. (Price,2013) And since the deal with Coca- Cola, “Innocent has flourished: we 've doubled in size, improved the social and environmental standards of how fruit is grown, got our natural, healthy food and drink to more people across Europe and donated millions of pounds to charity” (Innocent, 2013) , (mintel,2013) Innocent is the number-one smoothie brand in the UK and in many of the



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