Innocent Drinks (HBS 9-805-031) - Case study solution Free Essay, Term Paper and Book Report
Innocent Drinks is a company that bases its strategy on very efficient elements. First of all the managers follow a special marketing strategy that add up to a powerful statement about the personality of the brand and is therefore the core of Innocent�s success. The company doesn�t follow a traditional strategy, but a so called guerrilla marketing approach, that enables to attract a high number of customers.
An important element of the Innocent strategy is the special packaging, which represents the company base to communicate with its customers. This matter is used to transmit relevant and creative messages at a time when they have their consumers� undivided attention. So far Innocent constantly changed label copy (within one year 32 labels every 3 months). Thanks to the special packaging of the offered products, they stand out precisely because they differentiate themselves compared the other beverages on the shelf. The second element is represented by the sampling through the delivery vans, fact that enables to transmit to customers a brand and product experience ......
Word Count: 2136
Page Count: 8.5 (250 words a page / double spaced)
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