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Digital Marketing

Group 5

Brian Howard

Ciaran O'Meara

Kevin Hughes

Oisin Lynch

Background to Innocent

-Started in 1999 selling smoothies at a music festival.

-Put up a sign asking people if they thought should the guys give up their jobs to make smoothies.

-A bin saying 'Yes' and a bin saying 'No' in front of the stall.

-At the end of the weekend, the 'Yes' bin was full, so the guys resigned from their jobs the next day and got cracking.

Coca cola 2009 - 18% 2016 - 90%

Current Market

Highly competitive - Pepsi Co. (Tropicana) , Happy Monkey Smoothies

Coca-Cola has proved vital -protected Innocent from a sharp downturn in performance as the recession

Brand

Innocent's UK volumes plunged by 23% in 2007

a decline in sales from £112m in 2007 to just under £99m in 2008,

The company slipped from a £12m pretax profit to an £11m loss.

Coca-Cola offered £30m for an 18 per cent share of Fresh Trading.

Search Engine Optimization

innocentdrinks.ie was indexed in 2003

4 Years after the company was founded

This is a long time for a website

Allowing Innocent to take advantage of organic growth

SEO

Main competitors for the keywords are also owned by Innocent Drinks

Use of blog posts allowed more internal and external backlinks to be created.

Social Media

Extremely active on Instagram, providing high quality content.

Social Media

All platforms contain short form content

Encourages a community to form by promoting engagement with posts

Recommendations

Focus on building out their website.

Balance between social media platforms and website content

Making innocent.ie mobile responsive.

Helps the website search better in google

Recommendations

This can confuse the google algorithm

Reviews are a form of online social proof.

builds credibility.

Allows google validate the business

Strategy for Innocent

SWOT

Target Market

  • Health conscious consumer
  • Juice, smoothie and fruit fans
  • Adult and children market

Online Value Proposition

  • Natural sources
  • Want to help and create, do good attitude

5 Values

  • Natural
  • Entrepreneurial
  • Responsible
  • Commercial
  • Generous

Innocent

Strengths

  • Innocent smoothies are owned by Coca Cola, which represents quality and innovation
  • Strong financial backing
  • Uses organic fruit and veg which provides competitive advantage
  • Award winning brand, recognized as a social brand with strong ethical values, reinforced by its organisational culture
  • Wide range of products

Strengths

Weaknesses

  • Innocent drinks has a reliance on its main products
  • Relatively new to the market, doesn't appeal to all markets
  • Charges a premium price for its product, price is generally high in the market
  • Sales fall during times of reduced disposable income
  • Negative relationship with Coca Cola sugar industry

Weaknesses

Opportunities

  • Target the non sugar market
  • Increase in consumer health awareness
  • Coca Cola ownership allows access into European markets in order to target more consumers
  • Growth in beverage consumption
  • Environment friendly organisation increases consumer sales
  • Reduced price of production

Opportunities

Threats

Threats

  • Increase in new entrants into the market
  • Reliance on fresh fruit, environment changes could have major impact
  • Local brands in other countries can be difficult to overtake
  • Increased competition within the industry putting downward pressure on prices, could lead to reduced revenue for Innocent Drinks
  • Regulations on international trade keep changing, requires compliance by companies if they are operating globally

Objectives

Objectives

Main objectives for e-marketing

- Grow sales

- Add value

- Get closer to consumers

- Save costs

- Extend the brand online

SMART

To make goals clear to understand and to follow, each goal must be;

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Timely

It is in Innocents best interest to conduct a SMART analysis to ensure that there is no errors and everyone know exactly what goals need to be achieved.

Why are these objectives SMART?

  • Grow Sales: Access to new markets through the Coca Cola reputation and growing awareness of healthy eating.

  • Add Value: They are producting new product every year.

  • Getting closer to consumers: Developing new incentives for consumers and to ensure that their award winning brand remains.

  • Save Costs: Always trying to develop new ways of waste management and trying to become more sustainable with the external enviromental pressures from society.

  • Expanding the brand online: We live in a society where e-business is becoming part of everyday life.

  • As the markets is very crowded, their goals and objectives need to be well thought out and obtainable.

Sell – Serve – Speak – Save – Sizzle

5S's

Sell - Grow sales: Innocent don't use direct selling online. Many people like to research online and purchase offline.

Serve- Add value: sharing information anywhere anytime, mainly ingredients, sustainability. Engagement measured. (activity/duration/social tools)

5'S

Speak- closer to customers: very little two way dialogue.

No online chat box only a phone number.

Save- Costs: could introduce online services, transactions, cost per click or cost per acquisition.

Sizzle- Extend brand online: have a very good online brand image - sustainability. Could offer new experiences.

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