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Transcript of Naked Juice
• Own-label smoothies may start to erode market share from previously dominated by companies such innocent
• Innocent hold nearly 80% market share (Mintel, 2011)
• Consumers are reassessing their spending habits due to the economic climate – especially in non-essential categories
• Price seems to play a very important role in the buying habits of consumers – premium price tag for the drink is a barrier to purchase
• Supermarkets represent 95% of all smoothie sales in the UK - dominant channel to entry • Premium priced smoothie, active lifestyle
• Important not to take the brand away from what has already been established in the US - already winning formula
• Positioned as a 'healthy lifestyle brand' focusing on providing additional benefits through their smoothies - place emphasis on the 'added value' ingredients such as the anti-oxidants, vitamins, herbs and minerals.'
• In order to justify the price of the product, the brand must position itself as a premium quality alternative to Innocent Positioning Media Launch Strategy • Continue to push social network activity – Facebook, Twitter, Pinterest, Flickr
Look to target active lifestyle groups
Establish a sense of loyalty - important role in customer decision making process when purchasing smoothies
Engagement with customers, discuss problems/issues they bring up
Always on strategy
• Online banner adverts – creating awareness on targeted sites
• Sponsor active lifestyle events (or at least have a presence at events)
• Billboards or posters – areas to consider: shopping centres, airport/other travel terminals –refreshment focus/healthy/portability - drive impulse sales Creative ideas/executions • Keep things simple, come across 'clear cut'
• Reflect the simplicity of products contents within any adverts produced for the brand (All above the line advertising)
• Reassure consumers that the contents in all natural with no added 'yucky stuff' – PR
• Push the idea that taking a Naked Juice to work is practical - carrying a bag of fruit is not - ease of consumption and portability (Location based advertising)
• Target out-of-home consumption
• Aim to create a unique and engaging brand personality, using an unmistakable tone across every aspect of advertising - make it about more then just blended fruit in a plastic bottle (Red Bull = a way of life/culture, not just a drink) Target Audience Target 25-35 year old age range - although there are opportunities to target the older population, possibly by focusing on functional benefits such as lowering cholesterol - added benefits when compared to just consuming fresh fruit and vegetables
Usually more health conscious
Active and balanced in their food choices
Higher level of disposal income
The age group is already accustom to purchasing smoothies and should therefore continue their 'habit' as they grow older • PepsiCo’s aim is to become a “healthier company by 2020” – not going as hoped, in the UK (Guardian, 2011)
• Previous failure with PJ’s smoothie’s due to price - failed to create a brand personality despite arguably creating the UK smoothie market
• Only 41% of consumers who purchase smoothie’s do so on the go – market portability (Mintel, 2011)
• Health and convenience will remain a long-term consumer trend in the UK – will deliver growth within the smoothie market - high market attractiveness (Mintel, 2011)
• 64% of people choose particular smoothie brands due to their fruit content, or relative amount of fruit (Mintel, 2011)
• Consider smoothie’s that have added benefits to the consumer – ‘Booster ingredients’
• Innovation in packaging the product – vary the sizes available
• Price – 49% buy smoothies when they are on promotion (Mintel, 2011)
• Starbucks purchased Evolution Juice - no longer selling Naked Juice in Starbucks owned stores Areas that should impact any strategy Who Why Strategy in 3 words Pure