Marketing Strategies on Innocent Smoothies
... Strategies on Innocent Smoothies
In 1999, Adam Balon, Richard Reed and Jon Wright established the Innocent Drinks when they first bought its £500 worth of fruits, turned it into smoothies, and sold the smoothies at £1.80 each from a stall in a festival in London. (Innocent, 2008a; Hickman, 2007; Money Week, 2006) Being able to capture roughly 72% of the market share, the company is already selling as much as 2 million smoothies each week earning as much as £96M as of 2007. (Innocent, 2008b; MySpace News, 2007; Hickman, 2007; Scott, 2007)
Innocent smoothies are made of 100% combined pure fruits with no sugar, additives nor concentrates. The formula and process used in making the prod...