Marketing Strategies on Innocent Smoothies - Article Example

 Marketing Strategies on Innocent Smoothies Introduction In 1999, Adam Balon, Richard Reed and Jon Wright established the Innocent Drinks when they first bought its £500 worth of fruits, turned it into smoothies, and sold the smoothies at £1.80 each from a stall in a festival in London. (Innocent, 2008a; Hickman, 2007; Money Week, 2006) Being able to capture roughly 72% of the market share, the company is already selling as much as 2 million smoothies each week earning as much as £96M as of 2007. (Innocent, 2008b; MySpace News, 2007; Hickman, 2007; Scott, 2007) Innocent smoothies are made of 100% combined pure fruits with no sugar, additives nor concentrates. The formula and process used in making the product made the company instantly gain its own identity from other similar products. As a result of the company’s unique marketing strategy, the London-based drinks company was able to double its profit annually. (BBC News, 2007) For the purpose of this study, the researcher will concentrate on examining the marketing techniques used by the company upon positioning its product line in the market. To enable the researcher to understand how the company was able to increase the expected company’s profit up to £100 million in 2007 (Innocent, 2008b), the researcher will analyze Innocent’s market segmentation strategy by analyzing the personal comments made by the key stakeholders, the customers, suppliers and investors in terms of being able to establish a strong brand name in the market place within a short span of nine (9) years. Eventually, the researcher will carefully examine the potential competitors within the market in order to determine the major factors that could negatively affect the profitability of the business. Prior to the conclusion, the researcher will provide some recommendation on how Innocent Drinks could retain its current position in the markets. Marketing Techniques used by Innocent Drinks in Positioning its Product in the Market Constantly Producing Different New Recipes to Attract the Consumers Innocent Drinks has been producing Innocent smoothies made from fine recipe for all ages. Among the common smoothie flavours offered by Innocent Drinks include: the combination of: (1) cranberries & raspberries; (2) strawberries & bananas; (3) blackberries, raspberries & boysenberries; (4) oranges, bananas & pineapples; (5) mangoes & passion fruit; and (6) pineapples, bananas & coconuts. (Innocent, 2008c) In order to maintain the product-life-cycle of Innocent smoothies, the company continuously produce different new recipes to be sold to the public under ‘Our Smoothie of the Month’ or ‘Seasonal Smoothie’. (Innocent, 2008c, 2008 f) In line with this matter, Innocent Drinks started by selling only 3 different receipes in 1999 and ended up with 30 different recipes in 2007. (Innocent, 2008b) Basically, it is necessary for Innocent Drinks to introduce new flavours regularly in order to maintain and capture a bigger share in the local market even before the company reaches the maturity stage. (Kotler, 2000: 303 - 313) Effective Advertisement through Innocent Drinks Packaging and the Use of Unique Vehicles Among of the most important marketing techniques that Innocent Drinks is using to position its different product lines in the local market includes: (1) packaging; and (2) unique advertising strategy using their modified vehicles known as ‘Cow Vans’, ‘Dancing Grass Vans’, and ‘Tiny Grass Vans’. The driver of Dancing Grass Vans (DGV) would personally transport Innocent Smoothies all over its target market. These vans were intentionally designed with horns, eyelashes, udders, tail in order to attract the attention of its loyal and potential consumers. (Stallard, 2004) At the side of each DGV are two large side-windows where the driver could easily pass on the drinks to Innocent Drinks consumers. On the other hand, Tiny Grass Vans (TGV) are used for making emergency deliveries all over the town. (See Figure I – Photos of ‘Cow Vans’ and ‘Dancing Grass Vans’ on page 19) Environmental and Social Contribution to the Local Citizens Innocent Drinks has started using 100% recyclable PET bottles in order to help prevent climate change. (YouthXchange, 2008; National News, 2007) Even though the new bottles are 10% more expensive than the traditional PET bottles used by food and drinks manufacturers, the use of the new bottles enables Innocent Drinks to prevent as much as 55% cut on its overall carbon emission as part of the preparation of the Innocent Drinks smoothies. Innocent Drinks is not only practicing environmental friendly business strategies by using only recyclable materials in the packaging of its different product lines but also actively raising some funds to financially support the older population to keep them warm during winter months. Since 2003, Innocent Drinks have been financially supporting the older generation through its Big Knit project for Sainsbury’s. (Innocent, 2008d; Rachel, 2007) For every Innocent Drink bottle with knitted hats sold, Innocent Drinks together with Sainsbury will donate as much as 50p for the older population. (See Figure II – Photos of Big Knit Project on page 20) Encouraging the local people in town to support the funding for the older population through knitting hats is a very successful campaign in terms of publicly promoting its brand name. The group of knitters in town who have been called to actively participate in the Big Knit project are the ones who are spreading the news about Innocent Drinks’ ‘project for a good cause’ to other people. Since Innocent Drinks has been actively judging the grand winners for the hat designs and uniqueness, knitters are being pushed not only to make ordinary knitted hats but to create different hat designs to attract the buyers of Innocent Drinks to consume more bottles. (Innocent, 2007) In the process, each person who has bought bottles of smoothies with the hats on are encouraged to submit photos of these bottles and knitted hats for a chance to win one year supply of Innocent Drinks smoothies. (Rachel, 2007) Aside from the charity funds collected from the Big Knit project and other charity programmes like the Innocent Village Fete, as much as 10% of the company’s profit goes directly to charity. In order to financially support the rural development projects in different countries where Innocent’s fruit supplies are produced. (Reed, 2007) Innocent Drink’s Market Segmentation Strategy Innocent Drinks has positioned its product as naturally good food for good health designed for people with busy lifestyle. (Scott, 2007) Since the company uses mainly different kinds of fruits as their main ingredients, the company manages to promote the consumption of their different product lines as 24-hour food and drinks for breakfast, lunch, snacks and dinner. In line with the strict use of natural fruits, the company manages to promote some of their product lines as ‘superfoods’ which has the capacity to act as: (1) a natural detox for the human body (Innocent, 2008h), a natural vitamin C supplement (Innocent, 2008i); and as a natural slow-releasing energy drink (Innocent, 2008j). In order to effectively identify a target market, it is necessary to divide Innocent Drinks’ consumers into different subgroups. (Rogers, 2005: 15) In line with this matter, the marketing manager should establish a target market for Innocent Drinks’ smoothies by developing specific market segmentation. To do so, the marketing managers should create market segmentation by clearly identifying and examining the market segment of consumer characteristics related to demographic, psychographic, and geographic factors. (Kotler, 2000: 8, 263) Demographic Segmentation Demographic segmentation is normally used to examine different variables related to the consumers’ age, the size of family, family life cycle, gender, income, occupation, educational attainment, religion, race, generation, nationality, and social class. (Kotler, 2000: 263 – 266; Rogers, 2005: 19) Basically, socio-economic factors such as family income, the educational attainment and occupational status of each family member can be used in order to determine the financial status of each target market in terms of being able to purchase the different product lines of Innocent Drinks sold in the local market. (Rogers, 2005: 22) Given that Innocent Drinks Smoothies are made of 100% natural fruits without the use of sugar nor other additives, the product can be considered as a necessity for good health regardless of a person’s age, gender, income, size of the family, occupation, educational attainment, religion, race, nationality or social class. (See Table I – Market Segment for Innocent Drinks Smoothies: Demographic on page 22) However, it has been reported that most of the consumers that patronizes the products of Innocent Drinks belongs to the age brackets of 15 to 19 and 25 to 34 years old primarily because of their busy lifestyle schedule of hardworking students and professionals. (Grocer, 2007) In order to satisfy the needs and wants of Innocent Drinks’ target market, the company manages to search and develop different attractive recyclable packaging materials for each consumer. (YouthXchange, 2008; Reed, 2007) For individual consumer, Innocent Drinks smoothies are made available in 250ml PET bottles perfect for one-time consumption. (Innocent, 2008e) These recyclable bottles are designed for easy carrying to school, offices, and other recreational areas. For the family purposes, Innocent Drinks managed to design and develop a big 1 litre and 1.5 litre cartons that could make the smoothies last longer than in bottles. (Innocent, 2008f) To satisfy the specific needs of school children, Innocent Drinks developed new packaging designs exclusively for kids. (Innocent, 2008g) (See Figure III – Photos of Innocent Drinks Packaging on page 21) Psychographics Segmentation As compared to demographic segmentation, determining the psychographic segmentation for Innocent Drinks is more difficult to measure because it involves non-tangible variables. (Mitchell & Haggett, 1997) As part of the psychographics segmentation, marketing managers need to examine and measure specifically the consumers’ lifestyle, individual personality or attitudes and the values of the company’s prospective consumers. (Kotler, 2000: 266 – 267) Aside from being eco- and social friendly individuals, most of the people who are purchasing Innocent Drinks smoothies are health conscious. (Michael on Speed Reading, 2007) The mobile lifestyle of many people today are convinced to pay the high price of Innocent Drinks smoothies in exchange for a quick healthy drink that the company is offering. (Mobile Age, 2007) On the other hand, the personality and values of Innocent Drinks consumers give importance to health and family relationship. These are basically the major factors that made the local consumers to develop a significantly positive attitude and buying behavior on Innocent Drinks product lines. (See Table I – Market Segment for Innocent Drinks Smoothies: Psychographic on page 23) In response to Innocent Drinks psychographic segmentation, the company make use of this knowledge in promoting Innocent smoothies. (Fawkes, 2007) For this reason, the company has recently announced the schedule for ‘Our London Fete’ which will be held at the Regent’s Park in London on August 2 & 3, 2008. (The Innocent Village Fete, 2008) The Innocent Village Fete is designed as a family entertainment yearly affair wherein the family could play different games, watch musical entertainments and enjoy varieties of food and drinks together with the rest of the family members. (You Tube, 2007) As part of a charity program, entrance tickets are priced at £5.00 and £2.50 for adults and kids respectively. In order to increase people’s interest in joining the 2008 Innocent Village Fete, a family of 4 will be given a chance to win £100 travel allowance to London and an overnight accommodation in an exclusive studio at the Sherlock Holmes with free continental breakfast and other prizes. (Tiscali Lifestyle, 2008) In line with last year’s fete, Innocent Drinks was able to raise as much as £150,000 for charity coming from a total of 50,000 people who came to join the celebration. (Scott, 2007) Behavioural Segmentation Behavioural segmentation focuses on the consumers’ decision to purchase or not to purchase Innocent Drinks’ product lines including the frequency wherein each consumer buys and consumes the product. In the process of determining the consumers’ behavioural segmentation, marketing managers would normally determine the occasions, benefits, user status, usage rate, loyalty status, buyer-readiness stage and attitude with regards to Innocent Drinks product lines. (Kotler, 2000: 267 - 270) In relation to demographic and psychographic segmentation, majority of the regular consumers of Innocent Drinks smoothies are those individuals with an on-the-go lifestyle because of the health benefits they get from the product. Because of the high cost of Innocent Drinks smoothies, the usage rate of the company’s regular consumers vary depending on their financial capabilities to purchase the product. In terms of consumers’ attitude on Innocent Drinks smoothies, thousands of Innocent Drinks consumers remain loyal and has a strong positive attitude to the brand because of its good tastes and the nutrients the product is giving to its consumers. (Innocent, 2008k) For this reason, the buyers readiness to purchase the product significantly increases over time. (See Table I – Market Segment for Innocent Drinks Smoothies: Behavioural on page 23) Geographic Segmentation Geographic segmentation basically divides Innocent Drinks’ target market based on geographic units such as the nations, states, regions, countries, cities, local government areas, or community area. (Kotler, 2000: 263; Rogers, 2005: 24) Even though the company is planning to go global, the major countries that Innocent Drinks is serving as of 2008 includes the urban and suburban regions of Belgium, Denmark, France, Germany, Netherlands and Sweden. Regardless of the metro size, Innocent Drinks smoothies are distributed throughout the grocery stores in different state and regions of its target countries. Aside from selling Innocent smoothies in more than 7,000 coffee shops, retail food outlets, department stores and in the schools (Answers.com, 2008), Innocent Drinks has recently tried to expand its market through a partnership contract with Mc Donald’s. (Reed, 2007) Even though the said marketing strategy resulted to a debate in terms of the appropriateness of selling a Innocent nutritious drink in Mc Donald’s fast food restaurants, the research findings of the company shows that 72% of its regular drinkers are stronly supportive and 17% do not mind making the drinks readily available in Mc Donald’s fast food restaurant outlets as compared to 9% who are against such arrangements. (See Table I – Market Segment for Innocent Drinks Smoothies: Geographic on page 23) Potential Competitors of Innocent Drinks Among the well-known competitors of Innocent Drinks throughout the United Kingdom includes: (1) Pete & Johnny Smoothies; (2) The Feel Good Drinks Co., (3) Odwalla (owned by Coca-Cola); and (4) Naked Juice (owned by PepsiCo.). (Laurent, 2007; PR Newswire, 2004) As of 2004, the biggest competitor of Innocent Drinks is Pete & Johnny with 28% of the market share. (PR Newswire, 2004) In 2007, the market share of Pete & Johnny was down to 13%. (MySpace News, 2007) Most of these competitors promised to give their consumers natural, pure and fresh fruit ingredients. (Stallard, 2004) However, the truth is that most of Innocent’s competitors does not 100% give their consumers what they claim to give. In line with this matter, Dan Germain – the head of creative at Innocent stated that “Innocent’s competitors are selling something that doesn’t derive from nature.” (Computer Arts, n.d.) Unlike Innocent Drinks’ close competitors, the main packaging used by Innocent is a clear bottle which allows the consumers to personally see through the contents of the drinks. (Computer Arts, n.d.) It is mainly the Innocent Drinks’ simplicity, honesty, and the freshness of smoothies the company is offering to its consumers that adds up to its’ significantly increasing success. The fact that the company was able to make a unique personality of its brand makes more consumers attracted to its product. (Stallard, 2004) Major Factors that could Negatively Affect the Profitability of the Business A bad publicity with regards to Innocent Drinks smoothies should be avoided to enable the company to remain as the top producers of smoothies throughout the United Kingdom. Since Innocent Drinks was able to rise up to be the leading producers of smoothies, it is unavoidable for some of its competitors to try to make an issue that could negatively affect the public brand awareness that the company was able to successfully establish over time. Recommended Ways to Make Innocent Drinks Retain its Current Position in the Market The researcher highly recommends five major marketing strategies in order to keep Innocent Drinks’ market share constantly increasing as well as in maintaining the brand equity of Innocent Drinks smoothies. Remain Honest to their Valued Customers First, the company was able to position itself as a well-known producer of 100% natural fruit-made smoothies. In line with this matter, the company should remain honest to their valued customers in terms of giving them 100% pure ingredients. Being honest to the consumers will enable the company to maintain a long-term business relationship with its existing loyal consumers. Basically, modifying what has been publicly accepted recipe could cause a serious damage to the company’s brand name. Continuously Search for Other Eco-friendly Packaging Materials Second, the company should continuously search for other eco-friendly packaging materials in order to attract more people to patronage the Innocent smoothies. By doing so, the company could end up finding other cheaper 100% recyclable packaging materials in order to cut down on its production costs without suffering the quality of its different product lines. Normally, a company that is known to cause harm to the environment could increase the risk of developing a group that will convince the local consumers to boycott purchasing the different product lines that Innocent Drinks is selling. Continuously Innovate New Smoothie Flavours Third, the company should not get tired of innovating new flavours that could hightened the curiousity of the local consumers to try a variety of natural fruit-made smoothies. Basically, the ability of the company to maintain the product-life-cycle of Innocent smoothies is one of the major keys to its success. In line with developing new Innocent smoothie flavours offered to the public as ‘Our Smoothie of the Month’ or ‘Seasonal Smoothie’ (Innocent, 2008c, 2008 f), Innocent Drinks could effectively maintain and capture a bigger portion of the market share even before the company reaches the maturity stage. (Kotler, 2000: 303 - 313) Continuously Promote on Social Campaigns Fourth, the company should continuously exert an effort in promoting their social campaign for the older generation, the global fruit planters, including other forms of charity work such as housing and educational assistance for the poor. Instead of paying a high price for expensive advertisement costs, the company should make use of similar marketing tactics such as their yearly campaign for Big Knits and the Innocent Village Fete. These two marketing techniques are no doubt more effective in terms of building a stronger emotional attachment with its consumers aside from its significant impact over the establishment of a better brand name for Innocent. Start Doing a Marketing Study on Going Global Fifth, the company should start making a more deeper marketing study in terms of going global. As soon as Innocent Drinks is able to reach the maximum market growth potential in each of its selected target geographic locations, the company will eventually become stagnant. Going global is the best way to avoid stagnation in the growth of its business. The study on going global strategy requires a lot of study in terms of knowing the different socio-cultural factors that may affect the success of Innocent Drinks in other countries. For instance, it is possible that some of the third world countries may not be able to afford the high cost of Innocent Drinks smoothies or some people may prefer to drink coffee or soda instead of natural fruit drinks. Discussion Innocent Drinks was able to successfully position Innocent smoothies as 100% natural fruit drink designed for the specific needs of consumers with a very busy lifestyle. Basically, critically analyzing Innocent Drinks’ demographic, psychographic, behavioral and demographic segmentation allows the marketing managers to develop a more effective marketing strategy to be able to grab a bigger market share and profits on behalf of the company. For example: knowing that Innocent smoothies are good for all ages, the company manages to develop a different packaging specifically designed to capture the interest of school-age kids. (Innocent, 2008g) The social dimension or the corporate social responsibility behind each bottle of Innocent Drinks smoothies has a significantly great impact over the success of the company. (Southon, 2007; Computer Arts, n.d.) Aside from offering the consumers with natural fruit drinks, the management behind the company was able to effectively create a good public brand awareness by being able to personally connect with its target consumers. (PR Newswire, 2004) The social commitment of Innocent in line with its massive campaign to financially support the older generation, the promotion of family get together, and its charity works to financially assist the fruit growers based on different countries significantly contributes to the good name that the company has established since 1999. (YouthXchange, 2008) As a result, the Innocent Drinks is considered to be the leading producers of smoothies throughout the United Kingdom today even though Innocent Drinks’ Strawberry and Banana smoothie is priced as high as £3.12 per litre as compared to Pete & Johnny’s £2.79 per litre. (MySpace News, 2007) In line with the success of Innocent Drinks, some of its competitors such as the PepsiCo and Smoothie Revolution Ltd. have tried questioning the nutritional claims of Innocent. (Sky News, 2008) Despite the negative claims of other competitors, the Advertising Standards Agency (ASA) dismissed the complaints right after consulting a nutrition expert stating that “smoothies may have increased health benefits over juice since smoothies are more closer to the whole fruits.” (Sky News, 2008) Another similar complains was heard when Odwalla (owned by Coca-Cola) and Naked Juice (owned by PepsiCo.) stated that Innocent has breached is being dishonest with regards to the medical and scientific claims that Innocent’s superfoods has a ‘natural detox’ in their drinks or more anti-oxidants as compared to five actual portion of fruit and vegetables. (Laurent, 2007) Upon scientifically testing Innocent’s claims with the use of ORAC tests, the result shows that the range of anti-oxidant values of Innocent superfoods is 1640 micromoles per 250ml of Innocent superfoods but not ‘even more’ than the anti-oxidant quantity of five portions of fruits and vegetables per day. (McNally, 2007) Conclusion The use of market segmentation enables the marketing researcher to develop an effective marketing strategy for Innocent Drinks. The success of Innocent Drinks can be noted due to the fact that the company is able to almost monopolized the entire local markets of smoothies. In order to maintain its current position in the market, the company has to continuously focus on developing more smoothie flavours, as well as its corporate social responsibility strategies. The company should also avoid making false nutritional claims in order to maintain its good reputation in the food and beverages industry. Given that Innocent Drinks is about to reach its maximum potential growth in its target market, it is highly recommended that the company should start its marketing study on going global. By doing so, the company could avoid stagnation in terms of its profitability growth and success. *** End *** Figure I – Photos of ‘Cow Vans’ and ‘Dancing Grass Vans’ Source: Innocent Drinks, 2008 Figure II – Photos of Big Knit Project Source: Innocent Drinks, 2008 Figure III – Photos of Innocent Drinks Packaging Source: Innocent Drinks, 2008 Table I – Market Segment for Innocent Drinks Smoothies Table I – Market Segment for Innocent Drinks Smoothies Demographic: Age Family Size Family Life Cycle Gender Income Occupation Education Religion Race Generation Nationality Social Class No age preferences 1 – 2; 3 – 4; 5+ Young & single; young & married; with or without children; old & single; old & married Male, female Under £9,999; £10,000 – 14,999; £15,000 – 19,999; £20,000 – 29,999; £30,000 – 49,999; £50,000 – 99,999; £100,000 and up Professional and technical; managers, officials and proprietors; clerical, sales; craft people; forepersons; operatives; farmers; retired; students; homemakers; unemployed. Grade school or less; some high school; high school graduate; some college; college graduates. Catholic, Jewish; Muslim; Hindu; Protestant; Others. Asian; Black; Caucasian; Hispanic; White; etc. Veterans; Baby boomers; Generation X and Y. Americans; British; Belgians; Chinese; Denmark citizens; Filipinos; French; German; Italian; Japanese; Swedish; etc. Lower-lower; upper lower; working class; middle class; upper middle; lower upper; upper-upper. Psychographic: Lifestyle Personality Values Diet/Healthy lifestyle; eco- and social friendly lifestyle; mobile lifestyle. Health and family conscious individuals. Positive attitude and buying behaviour on health products Behavioural Occasions Benefits User Status Usage Rate Daily consumption Better health Non-drinkers; Ex-drinkers; potential drinkers; first-time drinkers; and regular drinkers. Light, moderate, and frequent product drinkers Demographic: Country City or Metro Size Density Belgium; Denmark; France; Germany; Netherlands; and Sweden. Under 4,999; 5,000 – 19,999; 20,000 – 49,999; 50,000 – 99,999; 100,000 – 249,999; 250,000 – 499,999; 500,000 up. Urban and suburban. References: Answers.com. (2008). Retrieved April 20, 2008, from Innocent Products: http://www.answers.com/topic/innocent-ltd?cat=biz-fin BBC News. (2007, January 2). Retrieved April 19, 2008, from Richard Reed, Innocent drinks : http://news.bbc.co.uk/2/hi/programmes/hardtalk/6225099.stm Computer Arts. (n.d.). Retrieved April 20, 2008, from Case Study: Innocent Drinks: http://www.computerarts.co.uk/in_depth/features/case_study_innocent_drinks Fawkes, P. (2007, January 18). PSFK. Retrieved April 20, 2008, from Innocent Drinks Interview at Influx: http://www.psfk.com/2007/01/innocent_drinks.html Grocer. (2007). Sales of Smoothies Triple to Hit 64M [Pounds Sterling] (Vol. 230(7798)). William Reed Ltd. Hickman, M. (2007, October 3). Belfast Telegraph. Retrieved April 20, 2008, from Innocent Smoothies Found Guilty of Making False Health Claims: http://www.belfasttelegraph.co.uk/features/food-and-drink/article3022064.ece Innocent. (2007, December 4). Retrieved April 19, 2008, from Grand Hat Judging Grand Winners: http://innocentdrinks.typepad.com/thebigknit/2007/12/grand-hat-judgi.html Innocent. (2008a). Retrieved April 19, 2008, from Our Story - The Untold Truth...: http://www.innocentdrinks.co.uk/us/?Page=our_story Innocent. (2008b). Retrieved April 19, 2008, from Cheatsheet: http://www.innocentdrinks.co.uk/press/?Page=press/cheatsheet Innocent. (2008c). Retrieved April 19, 2008, from Smoothies: http://www.innocentdrinks.co.uk/our_drinks/smoothies/ Innocent. (2008d). Retrieved April 19, 2008, from The Big Knit Story: http://www.innocentdrinks.co.uk/thebigknit/?Page=thebigknit_story Innocent. (2008e). 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Retrieved April 20, 2008, from Innocent Hats: http://www.behindthebuzz.com/innocent-hats/ Reed, R. (2007, May 2). Innocent. Retrieved April 20, 2008, from Daily Thoughts: http://pages.citebite.com/e1e6h8m9q9vmr Scott, S. (2007, August 21). SmallBizPod. Retrieved April 20, 2008, from An Interview with Innocent: http://www.smallbizpod.co.uk/blog/2007/08/31/an-interview-with-innocent/ Sky News. (2008, April 3). Retrieved April 20, 2008, from Innocent Squashes Fruity Rivals: http://news.sky.com/skynews/article/0,,91251-1311475,00.html Southon, M. (2007, October 23). Telegraph.co.uk. Retrieved April 20, 2008, from Viewpoint: let's drink to being natural and responsible: http://www.telegraph.co.uk/money/main.jhtml?xml=/money/2007/10/23/ybview123.xml Stallard, L. (2004, March 22). Brand Channel. Retrieved April 20, 2008, from Innocent Drinks: http://www.brandchannel.com/features_profile.asp?pr_id=172 The Innocent Village Fete. (2008). Retrieved April 20, 2008, from Regent's Park, London: http://www.innocentvillagefete.co.uk/ Tiscali Lifestyle. (2008). Retrieved April 20, 2008, from Win a Fun Packed Family Weekend with the Innocent Village Fete: http://www.tiscali.co.uk/lifestyle/competitions/win-london-weekend.html You Tube. (2007). Retrieved April 20, 2008, from Innocent Village Fete 2007: http://www.youtube.com/watch?v=cKbTFsyLmaY&feature=related YouthXchange. (2008). Retrieved April 20, 2008, from Dinking with Conscience: http://www.youthxchange.net/main/innocentdrinks.asp Read More