The document discusses innocent cereals, a line of breakfast cereals produced by innocent ltd. It provides an overview of innocent cereals' positioning in the market, their target demographic of young health-conscious professionals, and their focus on natural, organic and ethical products. It also discusses innocent ltd's portfolio analysis and strategies to develop new products that further their mission.

1. innocent® Cereals giving you 2 of your 5-a-day!

2. New Market Mechanisms New Market Development Deeper Market Penetration Derivative Products Platform Products R&D Strategic Portfolio Map Bar & Café

3. Cereals won fairly through the democratic procedure of voting. Evaluation Screen Innocent Evaluation tool innocent ideas Product advantage Market attractiveness Synergy with innocent innocent enough? Total Cereals 4.5 3.5 4.5 4.5 17 Café & Bar 4 4 4 4.5 16.5 Jam & Dipping 4 3.5 4 4 15.5 Ice cream 4 3 3 3.5 13.5 Story books 0.5 0.5 1 0.5 2.5

5. Portfolio Circle Positioning in innocent ® Product Portfolio Smoothietasty Juicy Milky Vegilicious innocently crunchy

6. Table reproduced from Kotler and Armstrong (2009) Brand Development Strategy Line Extension New Brands Multiband Product Category Brand Name New Existing New Existing Brand Extension innocent cereals

7. innocent Cereal ® and its Market Position 13.7% 30.1% 14.9% 5.1% 8.2% Others We find our niche!

8. Original source: www.lovemarks.com innocent Cereal ® - The Product LOVEMARKS It’s Love Strawberries Raspberries pink Grapefruits BRANDS Low Love High Respect High Love High Respect PRODUCTS FADS Low Love Low Respect High Love Low Respect It’s Joy Mangoes Pineapples Bananas It’s Magic Blueberries purple Grapes Apples

10. Support for an ethical and healthy life Tool for targeted social campaigns Mean that strengthens the corporate vision Improve their lives in a healthy and ethical way Opportunity to increase their shareholders’ return Listen to What Stakeholders Say Owners Employees Consumers Government Community

11. Service Offerings innocent Product Portfolio Business Requirements innocent Services Understand Targeted Young Professionals’ Needs  Mix “innocent cereals” with other products Shape up High blood pressure Look after your heart Breakfast Through Feedbacks  Adjust innocent’s products or services Intangible Inseparability Variability Perishiability Ownership Existing Products

14. 090017830 Anuja P. Vibe Manager 090006400 Brain H. Corporate Slave 080014363 Viswanath K.S. Secret Agent 090016369 Daniele P. Corporate Godfather 090011159 Nicole H. Design Geek 090015434 Christiane S. Fair Trade Fairy T H A N K S