Innocent case study: strategies for building brand loyalty

This report on Innocent forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the company has grown fast due to its successful marketing and brand positioning, conveying product quality and personal connections to drive consumer loyalty to the brand.



Report Highlights

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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Company Overview 2
Personal connections are key to the company's success 3
Consumers have responded warmly to the Innocent brand 3
Its commitment to providing a quality product has driven consumer loyalty 3
Initiatives contributing to loyalty include branding, communications and product innovation 3
Innocent branding aims to be simple and honest, and in touch with its core metropolitan audience 3
Innocent has a distinctive brand voice which has recently been conveyed on TV adverts 4
Product innovation continues apace at Innocent, renewing consumer interest in the brand 6
Kids are a new audience for Innocent 7
Innocent targets children with their own kids range 7
Innocent also focuses on building strong relationships with distributors 8
Innocent builds healthy distribution relationships alongside its consumers 8
Innocent trials kids' smoothies in McDonalds which, despite criticisms, could develop into a symbiotic partnership 9
Innocent is criticized for selling out to big business 9
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 10
Ask the analyst 10

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Figure 1: The Innocent product range in 2006 included smoothies for kids and bigger cartons 2
Figure 2: Innocent adverts aim to convey a distinctive brand voice 4
Figure 3: Innocent's grass-covered vans provide distinctive ways for the company to communicate with its target audience 5
Figure 4: The Innocent blog provides an online forum for conveying the Innocent message 6
Figure 5: The company has a dedicated kids' website containing games and fun facts 8

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