study case Innocent - strategies for building brand loyalty

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Innocent case study
Strategies for building brand loyalty
Reference Code: CSCM0132
Publication Date: August 2007

DATAMONITOR VIEW
CATALYST
Innocent is the leading smoothie maker in the UK, selling around a million fruit smoothies a week. The company has grown fast due to its successful marketing and brand positioning, which focuses on conveying product quality and personal connections to drive consumer loyalty to the brand.

SUMMARY


Consumers have responded warmly to the Innocent brand, with over 40,000 people signing up to receive information from the company via its website. Its commitment to providing a quality product has driven consumer loyalty, while running an ethically sound business has also gained it respect.



Three elements contribute to Innocent's consumer loyalty: branding, communication and product innovation.
Innocent branding aims to be simple and honest, and in touch with its core audience. Innocent has a distinctive brand voice which has only recently been conveyed on TV adverts. These retain a sense of 'innocence' by being filmed in a deliberately amateurish way. Meanwhile, product innovation continues apace at Innocent, renewing consumer interest in the brand.



As well as appealing to a broad ranging audience which seeks healthier foods, the company has attempted to attract children to the brand by bringing out a dedicated range for young consumers. Innocent also maintains good relations with its distributors, attempting to develop a personal relationship with its stockists.



Innocent has received criticism for trialing its products in McDonald's. Although accused of selling out to a large corporation with a poor reputation for healthiness, Innocent argues that it is merely making its products available in more areas where kids like to eat. This fits in with its brand strategy of providing consumers with a healthy, natural product.

Innocent case study
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