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Group Five SWOT Analysis
6
Target Audience cont.
According to the same study, cost, healthfulness, and all-natural ingredients represent value to millennial shoppers. These are the values millennials seek when shopping for beverages. This creates an opportunity for Ocean Spray.
Target Audience
Millennials; men and women aged 18 to 34.
According to data collected by Lightspeed/ Minitel, millennial shoppers are more likely to buy privatized brands/ store brands when flavors/ varieties are not available in name brand.
Strengths
Threats:
Phresh Advertising
conducted both a taste test as well as a survey to ask millennials whether taste, price, community involvement, or brand loyalty are motivating factors in deciding on a choice of beverages.
- Most popular brand of Cranberry Juice
- Grower owned
- Iconic
- Juice from family-owned farms
- Can look to put a healthy spin with highlighting the healthy benefits from drinking cranberry juice.
- Offers an organic line of juices
- In aisle competition - Welch’s, Mott’s, V8, Tropicana (out of aisle).
- Advertisements currently on have been the same for years.
- Can be seen as a older white male brand. Need to appeal to women and those younger in age.
Weaknesses
- Repetitive commercials
- Lacks youth engagement
- Steady decline of sales
Opportunities:
- Social Media
- Contracts with colleges/ high school food courts (i.e. healthy lunch vending)
- A new outlook on a 90+ year old brand
- Can be looked at as a brand that is trustworthy and authentic.
- Highlight cranberries as a superfruit
Threats cont.
- Welch's has been updating their commercials constantly
- V8's main appeal is that it uses vegetables and still tastes good.
- Tropicana uses celebrities to push their product.