吴旭君,周立波美国携枪携毒被捕,啄木鸟剧情片
危机管理和文化
“纯真饮料的使命是为了方便人们去做一些好的和使它味道好同时”。他们所有的产品都是健康例如果汁和橘子汁100%全碎水果和纯净,它富含维生素、纤维和植物营养素。蔬菜锅提供3份蔬菜。这些产品不含任何防腐剂,添加糖、添加剂或稳定器。他们在网站上表示,2009年4月7日,卫生部修订奶昔部分准则即2部分包括80 g的碎水果或蔬菜和150毫升的纯果汁。按照卫生部(2000)发现，他们声称,在一天最少吃5个不同部分的水果和蔬菜混合,人们可以将心脏病和癌症的风险降低20%。纯真果汁含有至少5种水果。 根据托马斯在营销杂志,无辜的情况下即增加了另一种产品。 As per Kotler when a consumer buy a product, they exchange something of value to get something of value benefits of having or using the product. Innocent drinks use Value-based pricing rather than Cost-based pricing i.e. their price is customer driven. As per Innocent drinks website states that their prices compared to market is much cheaper than that of homemade. To make a litre of strawberries & bananas and their mangoes and passion fruits recipe one of their staff Lucy T went to a leading supermarket and bought the exact amount of ingredients as per their market research they proved that their products are cheaper than of homemade and showed the comparison through graph. They also display offers going on supermarkets so that their customer's gets the best deal. "Innocent drinks mission is to make it easy for people to do themselves some good and to make it taste nice at the same time". All their products are healthy i.e. Smoothies and Orange juices are 100% whole crushed fruits and pure, its enriched with vitamins, fibre and phytonutrients. A veg pot provides 3 portions of vegetables. These products do not contain a any preservatives, added sugar, additives or stabilisers. They stated in their website that on 7th April 2009 ,The Department of Health revised the smoothie portion guidelines i.e. their 2 portion includes 80g of crushed fruit or vegetable and 150ml of pure juice. As per Department of Health(2000) findings they claimed that, in a day by eating minimum 5 different portion of fruits and vegetable mix, people can minimise the risk of heart diseases and cancer by 20% .Innocent smoothies contain at least 5 fruits as per the graph. According to Thomas at Marketing magazine , Innocent has added another product in its case i.e. Innocent squeezes and has launched Orange juice to compete with Tropicana apart from that they launched seasonal winter smoothie to fight the chill weather. 10% of their profit is donated towards their own charity that funds development projects in the countries to buy fruits. Founded in 2004, their vision is to make futures for the world's deprived people . Apart from this their projects includes:- Buy one grow one tree- To aid rural Indian communities it's a project wherein more than 86,000 to be planted. Big Knit Choir- Charity to help the aged and their concerns by knitting bobble hats, it raised more than ￡200,000 in 2008. Microloan Foundation- In helps women through training and loan. It helped setting 12 business cooperatives in Malawi in 2007. As per their website it states that "We sure aren't perfect, but we're trying to do things right". They majorly concentrate on five simple elements on ethics, they are:- Keeping things natural -only 100% pure fruits and vegetables are used. Responsible ingredients -healthy drinks Sustainable packaging- 100% recyclable and renewable bottles and cartons. Resource- efficient business-Business done with conjunction with Mother Nature by focusing on reducing carbon footprint. Sharing the profits- Each year 10% of their profit goes to the foundation. Employees-They have been voted the best Graduate employers in UK in 2009 as the recruits were trained well and in the end of last year their first line of orange juice was introduced. Apart from this in individual level company helps employees to be aware towards environment by thinking before travelling by plan, to use alternatives to fossil fuels and so on. Suppliers-They are covered with certificates if not company has its own set of standards to do business with them and since most of them are individual distributors that maintain a personal touch and responsibility that flows mutually in terms of quality. Since political and economical changes influences prices of Fruits, materials and so. For example change in percentage of VAT. In Sunday Telegraphs per Armistead, 2009,Innocent Drinks has made an attempt to compel the HMRC to remove tax on smoothies stating that under British Tax rules, consumers pay no VAT on "essential food and drinks". Since smoothies have fruits and has healthy properties should be considered for tax exemption. In this economic recession where banks are going through a credit crunch making customer hesitant to buy products, Innocent is trying proactively to help consumer not to pay VAT and making their products affordable to reach all the market segments rather targeting their high end segment. (Armitstead, 2009)
As per the article by Raine ,Packaging innovation and technical development to reduce carbon footprints and produces 100% renewable and recyclable packs to fit the shape and size. As per Germain 2009,people in mid twenties with money, eating unhealthy due to fatigue, time constrains and laziness. Innocent drink's target customers were like them. To make things better they made smoothies to gratify the 5-portions programme which is encouraged by government. Ethically branding of their product represents their personality to be natural i.e. being self and honest with innovative and simple packaging that's harmless to nature and that's also their product line. Very innovative and interactive website. They are environmental conscious company by buying fruits from certified farms as well as focusing on the reduction of carbon footprints. Mode of transportation of their fruits is by boats or rails as saves fuel. Market segmentation is through Facebook, Twitter, linked in and blogs i.e they targeted consumers. Free food and drinks in innocent office displays frequency marketing program. Customer is rewarded due to their frequent buys. In 2007, "FruitStock" free concert was organised and in 2008 they had a village fete thereby adding more variety. Innocent Drinks Company's corporate communication strategy within the company includes conducting stakeholder analysis to understand their individual stakeholders' needs and attitudes. This involved a series of focus groups with consumers aged 18 and over and with employees of the Innocent Drinks Company. It also included interviews with customers, non-governmental organizations and the media. The consistent use of the colours red and white, the lettering and the model-wave over time is an integral part of the company's corporate visual identity and is important to all stakeholder groups. If managed effectively corporate reputation can be a valuable asset that makes an organization more resilient in today's competitive environment. "Corporate reputation is influenced by the way in which the company projects its image via behaviour, communication and symbolism". It is a 'multi-stakeholder' construct that can be used to measure how effective an organization's communication system is . When information that stakeholders need to make a decision about a company is insufficient, they will sometimes turn to the reputation of that company to seal the decision.
|
