Innocent Swot and Pestle Analsis

In: Other Topics

Submitted By DavinaB
Words 3245
Pages 13
My chosen Company is Innocent.

It was founded by three friends who met at Cambridge University in the early 1990's.

They sold their first Smoothies at a music festival having spent £500 on fruit for the Smoothies. When finished their Smoothies, customers were asked to put their empty bottles in either a “Yes” bin or a “No” bin. The question the customers were asked was whether the guys should quit their jobs to make Smoothies. When they checked the bins, the “Yes” bin was full with only three bottles in the “No” bin. So the guys quit their jobs the next day.

They have since opened offices in Paris, Amsterdam, Copenhagen, Germany and Austria.

Innocent sold a share of their Company to Coca Cola in 2009. Coca Cola now hold a 58% stake in the Company though Innocent say that they have a “hands-off” approach.

Their product range now includes Innocent Smoothies (which contains 2 of your 5 a day), Fresh Juice, Kids' Innocent Smoothie Cartons, and Innocent Kids Juice. In 2008 they launched Veggie Pots (which has 3 portions of your 5 a day in every pot) and in 2009 they invented Fruit Tubes for Kids.

Innocent's mission statement is :
“to make natural delicious food and drinks that help people live well and die old”
(Source: www.binarymoon.co.uk, 2011)(i)

The Logo

The design brief (such as it was) aimed to emphasise the purity and naturalness of Innocent drinks. “We didn’t have any sophisticated marketing plan,” explains Dan Germain (Head of Creative, Innocent)(ii)

They chose a lower case font, it's very simple, it has a friendly feel about it.

The Innocent Foundation is a UK-registered charity that gives grants to non-government organisations and other charities, typically in the form of three-year partnerships. It was set up in July 2004 “with the idea of bringing nature and communities closer together for mutual…...

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