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Group 5
Brian Howard
Ciaran O'Meara
Kevin Hughes
Oisin Lynch
-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%
Highly competitive - Pepsi Co. (Tropicana) , Happy Monkey Smoothies
Coca-Cola has proved vital -protected Innocent from a sharp downturn in performance as the recession
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.
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
Main competitors for the keywords are also owned by Innocent Drinks
Use of blog posts allowed more internal and external backlinks to be created.
Extremely active on Instagram, providing high quality content.
All platforms contain short form content
Encourages a community to form by promoting engagement with posts
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
This can confuse the google algorithm
Reviews are a form of online social proof.
builds credibility.
Allows google validate the business
Target Market
Online Value Proposition
5 Values
Main objectives for e-marketing
- Grow sales
- Add value
- Get closer to consumers
- Save costs
- Extend the brand online
To make goals clear to understand and to follow, each goal must be;
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.
Sell – Serve – Speak – Save – Sizzle
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)
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.