Description
The story of the Innocent drinks company - the highs and lows for the founders. It shows the motives behind founding the company, the excitement of start-up, and the integrated nature of the process. The financial aspects are also briefly covered.
Classroom Ideas
Follow up with a visit to the Innocent website (www.innocentdrinks.co.uk). Also web-search ‘Innocent Drinks Coca Cola’ to pick up the press coverage of when Innocent sold a share stake to Coca-Cola for £30 million. Students can design some market research to figure out how they could expand the Innocent business: targeting a new customer sector, a new country? Look in more detail at Innocent’s product portfolio. What extension strategies have been used to enhance sales and profits? What have the successes and failures been?
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