visual content as a very important part of their marketing strategy. Innocent Drinks’ social media team won ‘Best in-house client team’ at The Drum Social Buzz Awards 2019. Home Blog Social Media 15 Reasons Why Innocent Drinks is Crushing the Competition on Social Media, Julia Samoilenko This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis, what further actions they can take to maintain their market share. Here are the best social media practices that Innocent, a company that specializes in making healthy drinks, uses to beat the competition and take the lead. The use of humour and entertainment and its friendly and relatable manner of engaging with consumers (Link Humans, 2016) is a technique for innocent drinks to express their brand personality and stimulate positive which is likely to result in an exponential sales increase (Madersen, 2006). The company has a lot of product range including juices, smoothies, thickies, veg. They should be stored between 0-5° C, which, luckily enough, is the temperature of your average fridge. and followers and convey a lot of information in a concise format. How does it differ from usual professional content, Here are the best social media practices that Innocent, Baby don’t hurt me, don’t hurt me, no more. In the beginning, Innocent used the local shop for its products but as the popularity of products multiplied, the company gradually gained a great market share. Let’s dive deeper into the types of visual messages to harsh comments can be difficult, but this company London, Paris, Rotterdam - 28 September 2020. heart of UGC — it’s any form of content such as photo and video, created by will fit every business. We’re very proud. More aggressively, they should try to increase their market share by reducing their prices which are quite high currently and by further increasing promotion. Innocent smoothie is considered a premium brand by its consumers as they relate high cost and high quality with the product as compared to its competitors. Sometimes, new products help in compensating the loss of failed products but the company must remain conscious in launching a new product because it is difficult to develop, have to carry out rigorous market research and there are also long lead time involved and if it fails, it will bring bad image to the brand and will affect the brand equity so the company must use all the processes of product development from idea generation to commercialization in order to mitigate the risks associated with new products. This reduces the cost of having different brand policies for different products. What’s more, Google love videos too: embedding videos into But here, in an extract from Piper’s new book 'Going Global: 30 Years 30 Insights', Innocent co-founder Adam Balon says it wouldn’t have happened without quick thinking and serious investment. Innocent should also make good use of collaboration with the Coke as it can provide the company with lot of distribution channels. Innocent drinks has a long range of products which they claim to be made up of pure and fresh fruit and which are free from any kind of preservatives. Evidence of this is a great number of followers, likes, comments, and shares of their posts. It’s a big step for a little company. It is now the largest smoothie brand in UK and the fourth largest overall. The company is using family branding policy as all of its products use the company name. Our smoothies are made of nothing but whole crushed fruit and pure juices, so it’s completely safe to freeze them. Different post types, thorough posting time and frequency and everything in between don’t help you get nearer to explaining what you actually should do. of your company and add more context and emotions in a short message. your website increases views and improve your ranking: There are literally thousands of different Innocent drinks should closely monitor the environment and conduct market research to identify issues as consumer behaviour, competitors’ strategies which can have an impact on their brand or positioning (O’Malley, 1991). Click here to find out more about fermentation. driver of increased sales. This is not a problem for anyone aged more than 12 months. To avoid that, business name and logo. First and foremost, strong brands tell a story by communicating their values and beliefs. *PET stands for ‘polyethylene terephthalate’. more about your company than about communicating with people. hashtags show a 17 percent drop in engagement. The Food Standards Agency says that honey should not be given to infants under 12 months old because of the small risk of botulism. What’s more, UGC communicates with prospects At the same time, more than 50 percent of marketers see social media as a Innocent changed the label quite frequently to maintain the attention of its consumers Innocent made the customers loyal by doing little things but they made huge difference for them. With rivals in a crowded market place starts with your brand. Also, the Fair Trade scheme predominantly certifies cooperative and and family run small holdings – not all of our fruit is available from these types of farms, so Fairtrade isn’t always applicable to our growers. No they’re not organic. When a customer feels that, that builds an emotional connection with Innocent has also taken support from television commercials and they are using it since 2005. you Customers are allowed to visit their offices. It is a technique of communication and reminding the consumers regarding the products as well as to get opinions from clients. Let’s face the truth: using too many hashtags make people annoyed. The company has highlighted the importance of their smoothie by injecting in peoples mind that drinking smoothie is part of their healthy lifestyle. Why? Instagram. The only thing to remember is that you should Innocent should make use of its brand name by launching new products like ice cream. Launched in West London’s Parsons Green, Innocent started off by selling fruit smoothies out of a van but has since seen growth of epic proportions – helped in part by being acquired by Coca-Cola in 2013.. Its latest results prove that demand for the drinks … This is a completely safe, natural process but it means the smoothie goes fizzy. After starting the business in 1998 in a friendly way, innocent drinks have become a very established brand now. Well-known GIF files are a great way to give handles negativity with grace. Innocent has developed its brand image by providing excellent satisfaction, by being genuine, healthy and socially responsible in the eyes of their consumers and once the image is developed, they were able to attract the customers. The company has found a unique method of selling and distributing their products using cow vans. We first met them at a banana plantation in Costa Rica, and were so impressed with the work they do, that we now only buy banana from Rainforest Alliance approved plantations. Creating sincere consistently measure the performance of your social media activities and adjust It helps in rising of profits and profiles. History. Marketing Strategy of Innocent Drinks. Different promotional strategies can be adopted. Please always keep them chilled and drink them on the same day you open them. The ground elements of every brand is a Let’s take a look at Innocent’s social In April 2009, investment by Coca-Cola is seen as a wise step because as a result of decrease in sales, it was necessary to maintain the brand value. As they develop new standards for new fruits, we will assess their suitability for our growers. In other words, the benefits are endless with a Thickies – no (they contain dairy produce and honey). Audits are conducted by an innocent staff member or an independent third party. prospective clients are searching for you when online. Get the latest and greatest digital marketing In a little over a decade, Innocent Drinks have grown from being a start-up staffed by three Cambridge University graduates, to a multi-million pound business selling millions of smoothies and healthy food products every week. This will help the company to be proactive in their approach rather than reactive. “Marketing”. Because we don’t use preservatives, stabilisers or additives they generally last about as long as a pint of milk. Innocent must focus on strategies which help them to attract new consumers and in retaining the existing customers. But not everyone knows about the risks of using hashtags. accounts one more time. And then, use this innocent should also ensure that its product is available in as many places as possible. It’s a great scheme but we felt that Rainforest Alliance looked at a broader spectrum of issues (both social and environmental), which we thought was a better fit with our own ethos. The Marketing Strategy of Innocent Drinks. So can I recycle your plastic bottles and tetra pak cartons? The truth is that nobody wants to see an endless feed of pitches on their Instagram or Facebook accounts. to create your own GIFs. After the investment by the coke in the company, innocent will now have more distribution channels and will have access to new places as well. Yes. For Innocent, 2015 was a year of innovation.Besides launching its own coconut water and its refreshment drink Bubbles, the brand has also added a new range of fruit and veg coldpress juices to its portfolio.. With the help of the Facebook Ads Social networks’ users want to consume engaging and interesting things that The company has a marketing team which is involved in analysing competition and come up with new ideas regarding the products and strategies. Branding has been effectively used as a strategic tool for marketing by innocent smoothies and that helps the company to maintain its share in the market or in keeping its competitive position. In 1999, back when Innocent first started, they sold their smoothies at a music festival. good place to start is to analyze the data from Instagram Insights and Facebook The company emphasized that it is less expensive to purchase innocent smoothie than to buy fruit and make it at your own. ways to use video content in your social media accounts and market to prospects And that completely made sense on paper." Innocent Drinks: The Origin Story. But as the Rainforest Alliance expands into new certification territory, like pineapple, we’ll be keen to keep on building our relationship with them. Innocent drinks is enjoying product width from smoothies to veg. No, it just isn’t applicable for certain countries and certain fruits, like those that we source from the UK. spam or irrelevant messages, By clicking Send Me The Sample you agree to the terms and conditions of our service. Here you can find Instagram People do want to engage with the brands they love. In this article, we’ve put together the best practices shown by Innocent, the brand that crushes competitors on social media. New York: Oxford University Press, Pg 374-382. spam or irrelevant messages, We use cookies to give you the best experience possible. they connect with. Customer satisfaction is very important because that will encourage them to buy the products of the company again and they will also become a source of advertisement by referring the companys’ product to others as well (Gilson, 1986). The company’s objectives are that their product should be delicious, healthy and sustainable and their vision is to make world healthy by providing their products. You should also drink it on the day of defrosting. The company has been engaged in certain social projects such as giving money to charity, providing drink for homeless etc which are important for long term sustainability of business and to have a good image in the eyes of your consumers. Check out this picture of a fresh banana and one that’s defrosted. Marketing strategy is also a one of the strength of the innocent Drinks. Labeling helps in promoting a brand and provides useful information about the product. Nearly 70 percent of companies cite high-quality 100%. Clear plastic, in other words, said our Stu, who knows about these things. And there is a communication team also which make an effective communication link with its consumers by website, news and feedback. Customers also perceive it less risky in buying a brand product with which they are emotionally attached. Most of their packing is 100% recyclable and they are making efforts to use minimum material and that too with little carbon footprint. pots and some of their drinks target specific customers as drinks for the kids. tailor your posts to each platform to take advantage of their features (a live This brand action They have done advertising and sales promotion very effectively. social networks, especially when running a business account. The innocent foundation is a grant giving charity that was set up in July 2004 with the idea of bringing nature and communities closer together for mutual benefit. consumers on social media and publicly available to other prospects. Drinks brand Innocent turns 18 this year; a fact that seems to surprise even those who have been with the brand for a while. An experienced employee is another speciality of the success of Innocent Drinks, which helps to steer them forward with expertise and knowledge. It is a method of communication and reminding the consumers about the products and also to get feedback from customers. Secondly, they are quality conscious. Innocent’s premium positioning is a key advantage and it also has developed a strong connection with its consumers over the passage of time. company operates is a proven method to make them feel like they’re part of your Drinks 2015). The company has won many awards from the year they have started. knowledge to build your own marketing strategy. The best solution here is to start by You know how powerful video content has that company: But since you can never predict if your Innocent’s success has been made possible just because of effective and innovative way of marketing which they adopted. Why invest in social media content creation? Considering that, don’t hesitate to inject these This is shown through the company’s claim to take responsibility for the impact their business has on the environment and make the impact as positive as possible. want to incorporate into your marketing strategy in a few following sections. competition and take the lead. relationships with brands. Our drinks are made from 100% pure fruit and nothing else. All the good stuff gets boiled away and you’re left with a sugary syrup which then has to have lots of horrid stuff added back afterwards to make it taste like fruit again. EXCLUSIVE: Innocent Drinks is on a mission to build a workforce of sustainability superheroes. A strong brand builds consume. + social media tips every week! The It is also aiming to create bottles that don’t use any oil-based plastics. efforts have resulted in increased site traffic. Having a Google Ads account, you can create advertising messages for Developing a user friendly website, publishing a book, inviting people to visit the company’s headquarter, banana telephone where customers can give suggestions and view are clear signs of market oriented company. In this case study, the team offers an … The company strategy has been shifted from push to pull as being the largest seller in I-J and successful brand name, consumers demand the product. Innocent’s SMM managers actively reply to people and respond to someone’s questions in real-time. Chances are, one day you will need to comment on earth-shuttering or take a stand on something important to your company. Its main competitors are Tropicana and own label brands which are still quite behind in terms of market share. 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