1.1 Marketing Strategy
Innocent’s marketing strategy focus on emotional messaging and charity to establish an ‘ethical’ brand image rather than its product. For instance, the new strap line ‘Taste Good Does Good’ aims to highlight they want their product to taste good but at the meantime do people some good by 10% of business profit given to the charity which helps to establish their ethical brand image.(Marketing Magazine, 2013)
1.2 TOWS Analysis
Recession- Due to the European debt crisis in 2011 is the most urgent crisis facing the global economy which causes a decreased in disposable income(Forbes, 2011), people will try to questioned every non-essential purchased and as Innocent product are considered more expensive compare to others therefore their sales could be affected negatively.
Own label threats- Since the global financial crisis in 2007, own label has gained up to 13% of market share and create an encroaching threat to Innocent. (Levy, 2011) Own label brand such as Sainsbury, Tesco has positioning theirself as low cost alternative which is a good option for consumer that suffer with budget constrain and declining consumer confidence after the recession.
Coca-cola buys stake- The US drinks giant; Coca-cola has bought an 18% stake in Innocent smoothies in 2009 for 30 million pound and has now upped its shareholding to 58%. (BBC News, 2010) Innocent’s moral and ethical stance has bought into question as they always advocate helping people live well and die old.
Health awareness trend- According to the World Health Organization (2013), more than 1.4 billion adults, 20 and older , were overweight and synonyms with the increasing consumer health awareness(Food Manufacturing, 2013) has created a great opportunity for Innocent as their smoothies are made up of 100% pure fruits with no sugar and concentrated added.
Pay more attention to CSR- According to Miester (2012), public are now