Bab 8

Financial Objectives of a firm

1. Profitability

Drinks and ready meal maker Innocent had a record year last year, turning over
196.4m up from 150.8m the year before. Profits are up almost 200pc to 12m.
Innocent has seen significant international growth over the last two years. It now
owns subsidiaries in Denmark, Sweden, Austria and France and is the top-selling
smoothie brand in Europe.
Last year, UK sales of Innocent branded products in the grocery, convenience
and impulse category grew 36.3 per cent to 213.5m in 2012, making it the
eighth biggest-selling drinks brand in the region, according to Nielsen Scantrack
data.
In this latest filing, Innocent confirmed Coca-Colas intention to buy up all
remaining shares in holding company Fresh Trading Limited this year. Innocent is
now a fully-owned subsidiary of Coca-Cola.
Innocent was launched in 1999 by Cambridge University graduates Richard Reed,
Adam Balon and Jon Wright. The three founders remain directors at the company,
although none is involved in the business day-to-day activities.

2. Stability
Our vision is for innocent to grow into a global, natural, healthy food and
drinks company one that makes stuff which is good for people, uses
lighter footprint ingredients, packaging and production techniques, and
which supports charities in the countries where our fruit comes from. In
terms of our international expansion, its a big goal, and to get there we're
going to need a bit of help.
The investment means we now have the funds to do what were here to
do; get more healthy stuff to more people and places across Europe and
beyond. And, lets face it, times are pretty hard economically speaking,

and this investment gives us the added stability to weather the tough
headwinds most businesses are facing.

BAB 7
ETICAL FOUNDATION
Packaging
Most consumers perceive innocent as a premium brand, which
isreflected in the way they rate the
brands
packaging. As can be seen fromFigure 2 (see appendix), compared to
its main competitors, Innocent receivedthe highest score for its
packaging, with an average of 5, whereas
supermarkets
own brands received the lowest, with an average of 3.Tropicana is the
runner-up in this category, scoring a very high 4 on average,whereas
Coldpress and Happy Monkey both scored an average low 4.

BAB 6
CUSTOMER INTERFACE
1. Target Customer
Potential Customers
As stated earlier, Innocent is a really strong competitor to other
smoothiecompanies as it was rated the healthiest and tastiest
smoothie according toour survey. Potential customers cannot realize
this unless they try it. One wayto attract more customers is to give free
samples to those that have nevertried innocent smoothie before, and
taste will convince them if its good or not.More than that they can use
advertisements emphasizing how thesesmoothies are produced and
also how environmentally friendly this companyis and the activities
that this company does. Moreover, schools around the UKcould plan
education trips to their factories so students that are their maintarget
will become aware of how these juices are produced and how
theyrecycle materials in order to produce the packaging.
7.2.2- Current Customers
In order for the company to
keep its current customers
, it has to sustain thecurrent way of producing its smoothies. In
addition, one the most importantreasons that Innocent has been rated
as the most ethical company is due tothe fact that they operate under
environmentally friendly conditions. Moreover,Innocent should try to
increase their advertising through social media, such asFacebook,
Twitter and other online blogs. Thus, will make the company
morecompetitive and innovative by raising brand loyalty of its
customers as well.On the other side of the coin, word of mouth can also
be suggested forInnocent as an effective way of advertising, which can
be spread acrosscurrent customers and will create an even better
brand image. By spreadingto customers the activities of this company,
customers might start to perceiveInnocent as an efficient company,
which does not only produce and deliverproducts and smoothies, but
which can also make significant environmentalchanges.