Innocent Drinks: Marketing Trends, Brand Identity, and Future Analysis

This report explores various aspects of the Marketing Manager's role, focusing on Innocent Drinks as a case study. It begins by discussing current trends impacting the marketing landscape, including social, customer, technology, and mega-trends. The report evaluates the future marketing landscape, highlighting Innocent Drinks' innovative approach, conversational tone, and emphasis on healthy, tasty products. It delves into the brand's external and internal identity, value proposition, and the management of a new brand launch. The analysis covers Innocent's commitment to sustainability, ethical practices, and customer engagement. The report concludes by emphasizing the importance of adapting to changing consumer demands and leveraging technology for innovation and operational efficiency. This document is available on Desklib, a platform offering a wide array of study tools and solved assignments to support students.

Explore a number of
aspects of the Marketing
Managers role

Contents
INTRODUCTION...........................................................................................................................................3
PART 1.........................................................................................................................................................3
Discussion of trends that have and are impacting the marketing landscape...........................................3
PART 2.........................................................................................................................................................6
Evaluate the future marketing landscape................................................................................................6
Innocent drink select as new brand.........................................................................................................7
How does it integrate with trends around technology, social and the consumer?.................................8
What gap are you filling in the market why will it be successful?...........................................................9
What is potential future..........................................................................................................................9
PART 3.......................................................................................................................................................10
What is the external brand identity?.....................................................................................................10
What is the internal brand identity?......................................................................................................11
What is the Value Proposition of the Brand? What makes your brand attractive/different to the
consumer?.............................................................................................................................................11
The Management of the launch of the new brand................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
A market trend is defined because anything that changes the market in which the
organisation works. This might be as broad as intelligent systems, as volatile as customer
demand, or as manufacturing as new legislation. Market trends are market patterns that firms
examine to effectively guide their daily operations (Ojha and et.al, 2020). Examine market trend
detection instances based on customer wants, technological improvements, and market
demography. For this report selected organisation Innocent drink which is established in UK.
The company is mainly selling smoothies, juices and healthy drinks. In this report consist of
trends of brand in different perspectives like social, customer and many others. In second part
justification of selected brand and create Canva model for market trends in regard of product. At
the end of the report make poster in which present logo, tagline, brand colors and many others
that present identity of brand.
PART 1
Discussion of trends that have and are impacting the marketing landscape
Overview of brand: Innocent Drinks is a firm that makes smoothies and juice that are
offered in groceries, coffee houses, and other locations. Weekly basis, the firm sells over two
million smoothies. The Coca-Cola Corporation holds more than 90% of Innocent. Innocent is
now one of the leading smoothie and juice brands in the UK and Europe, with yearly revenue of
further than £350 million. Although the three partners remained on the company, they no longer
own the company.
Social trends: The firm was founded on the simple notion that every item comprises one
hundred percent (100%) fresh, unadulterated components without the use of food additives.
Younger and urban workers are the brand’s target clientele.
 Health: Through NPO commercials, health consciousness has expanded dramatically in
the United Kingdom. Consumers are getting increasingly health concerned as a
consequence of the commercials. Innocent has seized on this commercial by emphasising
their company's primary care advantages.
 Consumer Attitude: Consumers are becoming increasingly more health aware. As a
consequence, in order to accommodate consumers' needs, the Innocent Business

manufactures their smoothies with only organic ingredients. As either a result, people are
paying a premium for the specific product due to its excellent value. To provide
customers more options, the organisation has created a wide range of items (Moşteanu,
Faccia and Cavaliere, 2020).
 Corporate ethics: 10 percent (10%) of the firm’s earnings is donated to the Innocent
Organization, which strengthens the society via diverse initiatives such as comment
rehabilitation. Furthermore, the organisation assures that its products are farmed
responsibly and in suitable working circumstances.
 Brand image: Innocent created a reputable company with several health advantages.
Furthermore, the brand is reinforced through distinctive and delicate humorous
messaging. The form of communication is clearly recognizable with items having natural
components. Ultimately, billboard and broadcast advertisements have aided in the
development of the product’s quality and the firm's development.
Customer trends: These trends are based on customer needs and preferences. Innocent drinks
produce products as per customer requirements and fulfill it.
 Sugar debate is confusing customer: Pomphrey, on the other hand, is quick to point out
that, despite the recent glucose issue, its classic fruit drinks are a healthy alternative. "I
think the bad PR that has gotten out about smoothies has been misleading for customers,"
she informed Advertising Weekly. It's not really relevant to evaluate having a smoothie
to taking 3 doughnuts whenever the nutritive benefits of both is wholly separate.
 Carry out veg juices to the masses: In adapting to changing consumer demands, the
company introduced a line of fruit and vegetable juices. Pomphrey claims that flavor is at
the heart of its developments in order to gain market acceptance. As a consequence,
sample will be a larger priority for the business in 2016, with Pomphrey saying she wants
to use it "in an exciting and interesting approach," be it through in-store action potentials
or the employment of influencers and vloggers.
 Meet the needs of younger drinkers: Whenever it comes to what younger generation’s
desire from companies, we satisfy a number of such criteria. For instance, we operate in a
sustainable manner and donate 10% of our income to charity we are a kind and
personable company. However, there are many other businesses who do the same thing,

but we still need to notify customers its something we've consistently done for centuries
to do (Morkel, Nienaber and McNeill, 2021).
Technology trends: To become more sustainable Innocent drinks follow all the technological
trends that help to become innovative and attract customers towards their product. There are
mentioned some technological trends which are following by the Innocent drinks such as:
 Collaborating with branding creative agency Uniform, the team developed a customized
solution for the shooter containers that was entirely reusable, seeking to address the
problem of plastic pollution that has plagued the beverages industry.
 Atos will assist innocent in establishing a virtual workplace by offering the carbon-
neutral facilities with a portfolio of cutting-edge technologies, comprising dynamic LAN
and WIFI connectivity via innovative technologies, computation and memory, and
management consulting and management services.
 Throughout an internet structure that allows Wireless internet control either on here at the
blending in Rotterdam and virtually from innocent's London offices, Fruits Towers,
innocent will result in better operating performance and high protection.
 Scalable storage and computational solutions will provide in-depth collection of data and
insights on power utilization, assisting innocent in monitoring and adjusting the
company's energy consumption and driving operational efficiencies to achieve its
emissions reductions goals.
 Such trends are carried out new innovation in business that help in get success and
Accounting information, private executive decisions, and other trade secrets that
contributes to comparative edge can be protected using technologies. Clearly define;
technology assists firms in keeping their concepts apart from their competitors.
Mega trends: Megatrends are global macroeconomic and strategically components that
influence the planet. They are accurate and frequently supported by reliable evidence. They are,
by definition, large and encompass some of society's most significant challenges—as well as
possibilities. Megatrends are not a new notion.
 The firm has devised methods to decrease resource waste. The founders of the company
provide workers with the possibility of working in their areas of competence. The firm's

employees' approach toward the environment and individuals is reflected in the brand
recognition testimony. The firm's profitable and welcoming atmosphere has enhanced
employee satisfaction (Luo, 2020).
 Innocent also provides nutritious goods and devotes all of its efforts to engagement and
communications. They have a blogging page or website, for instance, which allows the
firm to receive useful input from its customers.
 "Responsibility" is a crucial concept employed throughout the company's marketing plan.
This phrase serves as the foundation for a new project established by the firm's working
committee in an attempt to greatly improve employee sustainable practices.
 Furthermore, the corporation has created an environment in which its employees can
advocate sustainable. Each employee is given recyclable notebooks and recyclable
flatware, and they are urged to commute by bike. FSC-certified workstations and a
vegetable patch on the workplace roof terrace increase worker participation in ecology,
whilst copy machines have been eliminated to conserve paper.
 These trends impacting on the business landscape in positive manner because it carry out
many opportunities for business.
Therefore these are trends which are following by the Innocent Drinks in order to get success and
growth. The mega trend follow by the Innocent drink is things do for the planet such as:
1. Climate change is a major issue, thus we must all do our part to limit global warming
under 1.5 degrees Celsius. We're now constructing our own carbon-neutral plant,
decreasing emissions in every beverage we produce, and are on track to be nitrogen with
2025 and net-zero by 2040. Score.
2. We're great lovers of this planet we're whirling along on here at innocent, and we'll be
doing everything we can to protect it. That involves accepting total accountability for our
influence on the environment and contributing to the resolution of some of the issues
confronting our planet and the individuals with whom we inhabit it. We're now on a
mission to combat the climate catastrophe by being carbon negative before 2025,
championing organic agriculture, and transforming our products into a fully supply chain.
That should have us occupied for the time being.

PART 2
Evaluate the future marketing landscape
A market landscape is a method of systematically identifying significant companies and
visualizing their capabilities, important qualities, and outreach approach. Whereas the principles
of marketing methods will remain at the heart of each effort, newer market dynamics are
developing that will rethink the way businesses communicate and connect to their clients.
Customers with infinite options must have a specific incentive or interest in a firm that extends
further than the item directly. Companies can no longer depend only on the performance of the
product or services; instead, they must deliver a customer experience that gets people returning
for even more.
Most drink packaging is intended to retain the beverage and give room for the brand,
nutrients, and regulatory requirements, but it infrequently gives an insight into the mentality of
everyone who creates the product. However, Innocent is unique, and its strategy to the beverages
sector has captured the interest of competitors while demonstrating that it is feasible to include
an unique voice tone into the design of something as simple as a smoothie or bottle of water. The
outcomes are assessed not only in cash statements; there is also a main aspect, and Innocent has
discovered itself and its product portfolio fueling the citizenry's rising knowledge of good
consumption of food.
Innocent drink select as new brand
There are mentioned different reasons to select innocent drink as new brand because it is
different from another brand.
Innovative design first: Innocent decided to put environmentalism at the forefront of the
package design phase. Collaborating with branding design firm Ubiquitous, the team produced a
100% reusable distinctive look for the shots bottles, seeking to address the problem of plastic
pollution that has plagued the beverages industry. Innocent also had to recognize the possibility
that it was dealing with a specific variety of container design and a lower water surface when it
came to industrial design.
Conversational tone: One of the most distinguishing characteristics of Innocent's personal brand
is its informality and friendliness. It seems rather like a buddy who'd just prepared them a

smoothies and is waiting eagerly for you to sample it, rather than a firm that is distant and
divorced from the product’s quality. The tone is immediately personable, and the company
comes off as level headed and not talking condescending to its clients, thanks to the sentence
"This formula is a touch unusual."
Healthy but tasty: The Innocent brand is built on items that are both delicious and healthy. This
is mentioned plainly in the bulleted of the product details: "It provides customers the benefits of
7 different varieties of fruit," and "excellent taste." The brand underlines its primary USPs in this
and other marketing materials, and intelligently stresses advantages instead of listing capabilities.
Specific simplicity: Food copywriters at Innocent excel at writing captivating product
information that are simple to read yet clearly explain what the customer is getting. "We've
crushed three of the world's foremost super fruits into it, a mix of plum, raspberry, and acai,"
explains what's in the bottle simply – something that's very essential to those purchasing
nutritious food goods.
How does it integrate with trends around technology, social and the consumer?
Trends around technology: Innocent Drinks is the most technically sophisticated fruit
juice firm in the world, and its present impact of technical ability originates from its small-
business ethos and mentality. With only an emphasis on social media, virtualized technology,
and big data, Innocent Drinks uses technologies to accomplish its "taste good, do good" slogan.
Atos will assist innocent in the creation of the industrial internet of things by proposing
alternatives such as proactive LAN and WIFI networking, technological innovation, computation
and memory, as well as a technical services packages and operational assistance. Throughout a
cloud-based technology, innocent will be likely to profit from greater operational efficiency and
security, as well as Wireless internet control on here at the Rotterdam mixer.
Trends around customer: Consumers have been increasingly wellness in recent years. As
a consequence, the Innocent Business manufactures its smoothies using only organic berries in
ways that suit used whenever. As a result, customers are prepared to pay a premium for the
commodity increases due to its excellent value. The firm has been able to raise customer
knowledge of the health advantages of its goods using different Combined Marketing and Public
relations methods promotion mix, including marketing, media affairs, and direct marketing. It is

clear that the corporation has gone to long way toward keeping the device's branding relevant in
the present market.
Through all the supplies of fresh products, the firm hopes to promote healthy eating
habits among its customers. The goal of any company, including the Innocent Corporation, is to
maximize revenues and become a best in terms of goods. Aside from profit maximisation and
being a technology champion in a dynamic industry, the firm's primary goal is to create jobs.
Both of the growers who provide the firm with raw resources and the firm's employees benefit
from the job creation.
Trends around social: Innocent's billboards and bus stop marketing initiatives cost a
fortune. However, in order to guarantee that money would not go to waste owing to a shortage of
women on the streets, they photographed their advertisements and shared them on social media
with a clever caption. Innocent Smoothies enjoys interacting with their customers through gifs,
polls, and other types of media. They are, after all, compelling kinds of media that may
strengthen a company's engagement with its consumers.
Feeling Good is Innocent's brand objective. Simple and true because they manufacture
delicious, healthful goods that are responsibly sourced, and they contribute 10% of their
revenues to charities.
What gap are you filling in the market why will it be successful?
The Innocent Company sells 1.5 million fruit smoothies every year and has a market share
of 60% in the United Kingdom. The firm has expanded into other nations, including the Rest Of
the continent and France. According to the tightening of spending power, the business for
Smoothies had a fairly severe turnaround, with a 36% fall from 2007 and 2009. The last three
years have been extraordinarily difficult for the Innocent brand, which has seen its worth
plummet by a third. In reality, this has been caused by the current economic downturn.
Moreover, the brand's reputation has taken a beating, made it extremely tough to recuperate in
the long term. Regardless of the fact that the brand's income has decreased, Innocent's customer
base has climbed nearly 80%. Innocent Company hopes to change buying habits between its key
demographic of 18-34 years old by redefining the Innocent brand in the British Market. This
would be to improve the company's sales revenue and turnover.

What is potential future
One of the most essential ways that Innocent has went approach building a strong brand is
by involving and attracting consumers in their stories and goods from the beginning. If they take
a short glance around the Innocent homepage, you'll notice that all of their material adheres to
this welcoming, somewhat off-the-wall approach. Clients who understand what to anticipate
from a business are more inclined to interact with them electronically on social networks or visit
the website more regularly. Continuity in colour, tone of the voice, and messaging has helped
innocent to influence people's perceptions of the how the business looks and smells.
The brand's quirky culinary messaging emphasises its down-to-earth attitude and coming
across more as lighthearted and enjoyable. "Tastes excellent and far superior than taking care of
business with a funnels and a length of hosepipe," may not give any extra knowledge about the
product, but it's sure to make the audience grin and improve their positive sentiments towards to
the business
Inspiration Expectation
Sustainability
Social Growth
Who
Farmers
Developers
Government
Basic Needs
Self improvement
Connection with the
world
Social Development
Drivers of change
Globalization
Climate change
Going green
Innovation Type
Disruptive innovation
Innovation
Inter-Wifi Glide
Met-
physica
l

PART 3
What is the external brand identity?
Tagline: innocent - natural, delicious drinks that do good for the planet.
Brand colors: We paused for a bit before responding with a simple "It's blue." The remainder of
the year was spent by Team Innocent pointing out in black and white that their drink will
continue blue, not green.
What is the internal brand identity?
Brand personality: Innocent products promote purity, simplicity, and dependability. Their brand's
tone is straightforward yet joyful, expressing positivity across all of their communication media.
To convey their thoughts, they will employ precise words and simple, natural images. Simplicity
will be promised by innocent brands.
Brand ethos: Natural: Be the absolute best of you at all times.
Enterprising: Take action rather than waiting to be persuaded.
Accountable: Stick to your principles and follow through on your obligations.
Business: Constantly bargain be strong and you'll get a good deal.
Mission: To keep people healthy, to assist those in need, and to ensure that our world is healthy
as well.

Vision: We may create little beverages, but we have great ambitions to make the world a better,
healthier place. That's why we're on a goal to be carbon neutral by 2025, donate 10% of our
income to charity, and fill our beverages with natural ingredients.
Brand launch: The whole campaign take one month for brand launch. For the launching use
RACE framework and apply in effective manner.
What is the Value Proposition of the Brand? What makes your brand attractive/different to the
consumer?
In the smoothie industry, Innocent is now the leading company. The product's brand value is
centered on "making it simple (for customers) to do some good."
The product's value proposition focused on "making it simple (for customers) doing some
goodness." Wonderful, organic fruit that has been smashed and placed in containers so you may
grab one on your way to the office" with a 250 ml bottle holding two servings of fruit
With Innocent's value proposition in mind, it's evident that they adopted a mixed differentiation
strategy. The importance placed on getting your "5-a-day" suggests that consumer-based
psychological characteristics, such as lifestyle choices and socially constructed value systems,
have influenced segmentation, whereas the habit of "grabing (a drink) on the way into work"
suggests reality demographic segmentation, significantly in relation of invasion and utilisation.
The Management of the launch of the new brand
Consider your advertising tactics. E.g., content marketing, influencers, press release etc.?
Marketing "include[s] marketing, media affairs, and product promotion," according to Stone and
Desmond. Innocent Drinks often publishes press releases on their webpage, in addition to
different television commercials and other forms of promotion, to describe their goods and
strategy.
What resources, including budget and people, will be required to launch the Brand