1. Political
• £75 million spent on the healthy eating -
“change4life” – marketing campaign in 2009/2010
Economic
• UK smoothie market grew 513% between 2006 and
2008 to be worth £282 of which Innocent held around
a 62% share of.
• UK fruit and health drink market grew to £2.92 billion
in 2007 and continues to grow year on year although
at a decreasing rate.
Social/Environmental
Last year there was a 2.7% increase on the amount of
money spent on fresh fruit in the UK and a 2.8%
increase on the amount spent on fresh vegetables.
Increasing pressure to be socially and
environmentally responsible.
Technological
Increased supply chain efficiency through SaaS
(software-as-a-service)
All Directors interviews are on youtube in addition to
updates on Facebook,Twitter,Website.
Innocent’s external environment: pestle analysis
•Responses: Align advertisement with Gov. “5-a-day”
innitiative.
Responses: premium pricing strategy
Innocent recommend £2 for 1L or around
£1.50 for a small convenience bottle
Responses: 100% recyclable packaging, 10% profits goes
to charity, Fruit is transported by road or boat where
possible and Innocent encourage suppliers to endorse
the same values.
Editor's Notes
Political – Advertisment for innocent
Economic –
Social/Environmental – The department for environment food and rural affairs found last year that the average UK person spends £34.31 on food and drink and the trend is moving slightly in favour of healthy foods with for e.g 2.7% increase on fruit and 2.8% on veg. Healthy eating trends are catching on particularly in affluent areas.
Socially and Environmentally Responsible – 100 packaging etc etc
Technological - Globalisation and the emergence of the internet has opened up a whole catalogue of new business opportunities, not only for the sourcing of raw materials and products more efficiently and cost effectively, but also for building trading relationships and developing new sales channels. The implementation of the externally managed service (Saas) has allowed innocent to streamline business operations, automation of order and invoice processing can also improve resource efficiency – innocent is already saving 20 hours a week previously spent on processing orders and invoices by hand (with more to come as they migrate more customers onto EDI – electronic data interchange.
Facebook, Youtube Etc – helps maintain “personal” relationships with customers & promotes philanthropic activities.
