2. New Market Mechanisms New Market Development Deeper Market
Penetration Derivative Products Platform Products R&D Strategic
Portfolio Map Bar & Caf
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 Caf & 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
4. innocent Cereals
innocently fruity
Natural, healthy, Fair trade and organic
Product for all ages
mainly focus on young professionals
innocence
Stay in our domain
Do what we do best
Breakfast cereals sales are expected to grow by 3%
(Euromonitor,2009)
In 2009, healthy eating was IN (Euromonitor,2009)
Not just for breakfast
Why The innocent What The innocent
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 Its Love Strawberries Raspberries pink
Grapefruits BRANDS Low Love High Respect High Love High Respect
PRODUCTS FADS Low Love Low Respect High Love Low Respect Its Joy
Mangoes Pineapples Bananas Its Magic Blueberries purple Grapes
Apples
9. Source: Exactitudes (2010) Who wants to be innocent - Our
Target Group Young Pro. Socially conscious Health conscious Highly
educated Time- strained Primary Health Ethics Secondary
Natural
Safe
Ethical
Production
Initiatives
Package
Tertiary! -Low % of salt, saturated fats, etc. -Food digestibility
-Insurgence of allergies -Reduced energy/water use -Profit sharing
-Recycled/renewable packaging Needs Evolution
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 innocents products or services Intangible
Inseparability Variability Perishiability Ownership Existing
Products
12. We sure aren't perfect, but we're trying to do the right
thing. Future Ethical Positioning External Environment
Fair Trade Positioning
Fair & local employment
No discrimination (ethical background or physical
disability)
High respect and observation of national and international
trade laws
Fair trade partnership with different countries and
farmers
Regular inspection of on-site working environment (local
production)
Regular visit and inspection of contractors working
environment
Organic Positioning
Max. effort to use 100% organic raw materials
Max. effort to use 100% organic packaging
High profile positioning in : ecological ethics supply ethics
product ethics
13. External Environment Future Product Development The
Component Current Component Development Future Development The
Packaging
100% recycled and recyclable carton
Perfectly Innocent The Colours
Solvent-free
Not yet bio-degradable
R&D: 100% bio-degradable colours for packaging print The Glue
Not yet bio-degradable
R&D: 100% bio-degradable glue for packaging OR Fold up box (no
glue needed!) The Plastic Bag
100% recyclable
Not yet possible to use 100% recycled plastic
R&D: 100% use of recycled plastic for bags For freshness!
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
15.
Alara Wholefoods Ltd. 2010. Our Products . [Online].
Available at: http://alara.co.uk/124,l2.html . [Accessed 10
April 2010].
Carroll, A.B. and Buchholtz, A.K. 2006. Business and Society:
Ethics and Stakeholder Management. London: Thomson.
Cereal Partners. 2010. Our Brands . [Online].
Available at:
http://www.cerealpartners.co.uk/brands/default.aspx . [Accessed 10
April 2010].
De Pelsmacker, P., Geuens, M. & Van den Bergh, J., 2007.
Marketing Communications: A European Perspective . 3rd ed. Harlow :
Prentice Hall.
Available at: http://www.dovesfarm.co.uk/breakfast-cereals/ .
[Accessed 10 April 2010].
Euromonitor. 2010. Breakfast Cereals. (Updated 14th April 2010)
Available at: www.euromonitor.com . [Accessed 10 April 2010].
Innocent Ltd. 2010. Our Ethics . [Online].
Available at: http://www.innocentdrinks.co.uk/us/ethics/ .
[Accessed 10 April 2010].
Kellogg Company. 2010. Products . [Online].
Available at: http://www.kelloggs.co.uk/products/ . [Accessed
10 April 2010].
Kotler, P. & Armstrong, G. 2009; Principles of marketing.
12th ed. London: Pearson Education Inc.
MarketWatch. 2010. Food: Industry Update. Global Round-up,
Mar2010, 9(3), pp.59-60. Abstract from Business Source Premier
Database.
Available at:
http://web.ebscohost.com/ehost/detail?vid=2&hid=13&sid=873e846e-9bae-4979-9c2f-075cb036c0ba%40sessionmgr4&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=48617934.
[Accessed 10 April 2010].
The Co-operative. 2010. Website. [Online].
Available at: http://www.co-operative.coop/food/. [Accessed 10
April 2010].
Traidcraft. 2010. Breakfast Cereals . [Online].
Available at:
http://www.traidcraftshop.co.uk/c-27-traidcraft-fair-trade-muesli.aspx
. [Accessed 10 April 2010].
