Essay On Innocent Drinks

In the past two decades in UK, the types of drinks have been developing constantly, from hot to cold, from solid to liquid, even including Smoothies drinks. In 2009, Smoothies the share of market was 437 million pounds, although juice which output is almost 4.3 billion still plays a major role in drinks market. However, from 2009 to 2013，the annual average consumption growth of Smoothies was 23.1% far more than 9.1% in juice marketing. Innocent Drinks as the company just established at last 20 years is dominating in Smoothies market, and Indrak (2008) states that Innocent drinks “now boasts a £100 million turnover and mantle of number one smoothie brand in its home nation”. In addition, Indrak (2008) also points out that there was a dramatically decrease consumption in PJ brand as the result of the constantly development of Innocent drinks. The main purpose of this essay will discuss Innocent Drinks successful marketing strategies. In this essay, I will introduce three key strategies. Firstly, innovation strategy including Innocent Drinks focus on healthy production, new taste and creative packaging will …show more content…
Obviously, these strategies have a positive impact on Innocent Drinks to enhance its market, increase consumption and brand image in certain extent. However, there have a number of limitations to be considered because it is difficult to help Innocent Drinks lead to success only from three strategies, and these strategies may not main methods. In addition, some data are from Innocent Drinks official page so these data might lack of credibility. In the future, Innocent Drinks could consider that adopt marketing strategy to adapt the development of consumption market and can produce more types of healthy drinks to dominate drinks market in an increase competitive