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Need help with my writing homework on Strategies of Innocent Drinks Company. Write a 1500 word paper answering;
Need help with my writing homework on Strategies of Innocent Drinks Company. Write a 1500 word paper answering; The report will outline the process of launching new products in the developed economies and other stagnated markets. In this light, the discussion will look at some of the key challenges and success factors that come with this process in these markets. Other areas of discussion will be the product idea, its unique competitive advantage, the product’s market, its competitive analysis and the marketing strategy employed by the producer. The paper will base its case study on the Innocent Drink.
As earlier mentioned, Innocent Drinks Company was launched in 1999. The drink (smoothie) which is the main product created by the company is made up of wholly crushed fruits that are used to make natural juice with no additions and other artificial flavours. Additionally, the company also produces a super smoothie which is comprised of a mixture of both fruits, crushed seeds, botanicals and vegetables. Other products by Innocent Drink include smoothie for kids and kids’ fruity water and noodles pot among others. The company prides itself on producing purely natural products and juices that are unique from its competitors.
As earlier mentioned, Innocent Drinks dominates the UK smoothies’ market with a market share of about 80 percent. The company also currently operates in about 15 countries, most of these in Europe. Following the acquisition of about 90 percent of its share by Coca-Cola, Innocent Drinks has been able to penetrate more markets while leveraging on the Coca Cola’s expansive market. However, the acquisition process met various challenges with the customers airing their dissatisfaction citing a probable loss of the product’s quality. However, a double assurance from both Coca-Cola and Innocent Drinks was provided that nothing will be altered in the products. The company currently sells over 2 million smoothies every week (Rashid 2014).
