Innocent Drinks: Seven Strategy Lessons From The Setbacks Of Europe’s Biggest Smoothie MakerNew Nutrition BusinessApril 1, 2010 27 Pages - SKU: CDGQ2642513 |
| Countries covered: Europe Innocent Drinks rocketed from start-up to over $200 million in retail sales within eight years, creating a brand new category in Europe - fruit smoothies - and enjoying premium prices. But between 2007 and 2009 its sales plunged by 29% (Neilsen), and prices were slashed. It’s easy to blame the economic downturn for Innocent’s recent sales decline, but during the downturn many other premium health brands actually grew their sales by 20%-30% even as Innocent’s fell. This unique 27-page report sets out the seven strategy lessons that can be learnt from the experience of Innocent. These cover:
Innocent’s packaging and distribution, marketing communications, brand positioning, pricing strategies and European brand expansion are all examined in detail. |
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