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According to their website Innocent Drinks make 200 million in sales each year. That they are so dominant in the European smoothie and soft drink market and the market’s leading smoothie brand in the United Kingdom may also result from their distinctive marketing strategy and their unconventional methods of selling their drinks and the associated experience for the consumers (see Simmons, 2011:12), which is conveyed through recipe books, many charity projects, experiential marketing with an own festival and with nature-oriented decorations of the company’s vans, their rule book and the brand message.
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- Lioba Frings (Autor:in), 2015, The Marketing Strategy of Innocent Drinks, München, GRIN Verlag, https://www.grin.com/document/368133
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