...Case Study: BOOST Juice While a prime reason for choosing any drink is to quench one’s thirst, it is when consumers continually demand a particular brand that marketers know they have done their job well. There are many ways in which we san slake our thirst, and large amounts of money are spent on positioning branded drinks in various categories – such as those competing in carbonated beverages, water and milk drink sectors – not to mention the sums spent on convincing us that we need to drink more of that type of drink. You might think there is very little room left to grow the market, or feel that the industry is overcrowded. After all, Australasia isn’t North America, which has almost ten times the local population. California alone has the same population as Australasia. Nevertheless, while there have been failures, juice bars targeting the health-conscious have sprung up in many different locations, particularly in shopping malls. A big player in this market, Boost Juice, was founded by Melbourne-born Janine Allis in 2000. It experienced 257% growth in 2003/04 and by then had 100 stores and a turnover of nearly $20 million. By 2007 there were 180 stores throughout Australia, with three in Chile, two in Indonesia, and one each in Kuwait, Singapore and Dubai, and turnover had risen to over $90 million. All this in seven short years! More than 150 of the stores are franchise operations. When high-profile investors such as the co-founder of Flight Centre, Geoff Harris, testify...
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...In order for Boost Juice to increase their success, competitive advantage strategies such as cost leadership, differentiation and focus have to be implemented or improved. Competitive advantage strategies help create and maintain an advantage over competitors which makes the business more profitable because they are able to meet the needs of consumers. Cost leadership aims to lower production costs without increasing product prices which has a direct effect on profit margins. Boost Juice implements this strategy by purchasing their products in bulk. This in turn ensures a discount as it is cheaper to buy their produce in large amounts, therefore, maximising profits. Differentiation is another significant strategy which is used to develop unique...
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...McDonald’s Smoothies: Creative Brief |Client/Brand: |McDonald’s Australia |Date: |September 2, 2011 | 1. The Company McDonald’s Australia is a 3.2 b dollar business. It is not only known to people for its iconic golden arch, mouth-watering burgers, fries and nuggets, but also for its community service, strong partnership with local growers and suppliers and an array of corporate social activities. 2. Brand Issues McDonald’s is a recognized representation of fast food and often not deemed as a ‘healthy’ food option. Therefore, McDonald’s goal to stretch its product range to fresh fruit smoothie is a challenge. Further in Australia, there are established players, specifically targeting smoothies and fruit drink segment. Customers therefore, have a wider available choice already. When the scenario is like this, reasons why people would still buy McDonald’s smoothies are: • No competitor can provide mix benefits of a great range of meal options and cheerful in-store ambience along with smoothies that McDonald’s can. • With 808 restaurants in Australia, out of which roughly 30% operates 24/7, McDonald’s offers widest availability and greatest convenience than any of its competitors. • In 2009, McDonald’s introduced McCafe that offers finely brewed made to order coffee drinks that has been a great success. It means if smoothies can be properly positioned keeping consistency...
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...innovation at the company……………………………9 10. Future management strategies, recommendations. 5 11. Conclusion …… 5, 6 12. Bibliography ……………………………………………………………6, 7 Executive summary Boost is one of the fastest growing juice bars in the world, famously known for their healthy juices and smoothies .The company started from a single shop in Australia to over 350 stores worldwide. The report gives a complete understanding of boost journey and their management practices. The management practices are divided in to three main categories HR management, International business management practices and technology management at the company. Introduction Boost juice bar is one of the most popular juice and smoothies brand in the world. Since its start in the year 2000 boost has achieved a significant growth in juice and smoothies retail industry and is one of the most competitive company. Boost has expanded from a small store in Adelaide Australia to international stores in Asia, Europe, Russia and Middle East by the means of franchising. This report is presented in order to get a brief understanding of their business performance .A management analysis will be provided to explain the advantages , disadvantages and recommendation which will help the company to achieve its future goal. Background Every boost store has a energetic feel to it with the loud music pumping, the staff dancing to rhythm of the music to make you a fresh...
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...Brand Profile: Naked Juice Brand Name: Naked Juice Naked Juice Company engages in the manufacture and distribution of juices and fruit smoothies in the United States. It offers juices, juice smoothies, and protein smoothies. Naked Juice sells its nutritional product line through supermarkets, club stores, health food stores, and neighborhood markets. It also operates stores in Los Angeles, California. The company, formerly known as Ultimate Juice Company, was founded in 1983 and is headquartered in Azusa, California. As of January 5, 2007, Naked Juice Company is a subsidiary of PepsiCo, Inc. The overall beverage industry’s growth rate is at 2.6 percent per year. The super- premium juice category grew 42 percent in 2005 and is currently a $640 million market that is expected to reach $1.4 billion by 2008. The Beginning: A young man in Santa Monica, California started naked Juice in 1983. Thirsty beachgoers were delighted by this home-squeezed blend of fruits. The juice quickly caught on and was adopted by a small discount grocery store near the beach. It soon spread to neighboring stores and eventually across most of Los Angeles. Two decades later, Naked has become a national brand dedicated to “creating the best all- natural, 100% juices and juice smoothies, made from the best bare-naked fruits, with no added sugar and no preservatives.” Brand Image: Everyday juice smoothie with no added sugar and no preservatives. Brand Quality: Naked Juice is made to be a high...
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...COMMUNICATIONS (A) DATE : OCTOBER 29, 2012 TO : DR. ONU FROM : TEAM 4 SUBJECT : A SHORT REPORT ABOUT STUDENT CUSTOMER’S BEHAVIOR IN BANGALORE TO VEGETABLE JUICE PAGES : 9 I. SUMMARY Indian students don’t drink vegetable juice much. Primarily, they drink soft-drinks, fruit juices, and hot drinks. They buy beverage at school, groceries stores, and gas stations sometimes. 90 percent of students drank vegetable juice before but a portion of them don’t want to drink it anymore because of taste. Indian students like vegetables such as tomato, potato, carrot, etc. and spend about 8,000 rupees on average for foods and drinks per month. Price is the primary factor when they consider to buy a product. Major Indian students use products that can help them in learning and willing to recommend vegetable juice for their friends and relatives. In order to capture this market segment, Coca-Cola should do market and customer behavior carefully before launching new line of vegetable juice production. Coca-Cola should consider the places, price and recipe for the product. Moreover, they should diversify the range of vegetable juice also and a good marketing strategy can help them to win customer. II. BACKGROUND Coca-Cola wants to establish the new line of production, vegetable juice to Indian students in Bangalore. This report is analysis and recommendation of the recent survey’s result about customer behavior before launching the new line of production. Aiming...
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...Is A Critical Social Issue. Submitted To: Dr. Blake Escudier Date: May 24, 2015 Submitted By: Mehvish Imtiaz The critical reflection paper is based on Kotler, Chapter 22, and page 690, “Breakthrough Marketing: Starbucks”. It talks about all the milestones that Starbucks has come across since 1971 starting from Seattle and today having a global presence. The company started as selling the finest imported coffee beans and coffee-brewing equipment and then expanding into a sociable gathering spot for its customers. Today, Starbucks has over 12,400 stores with 115,000 employees and almost US$8 billion in revenue worldwide. The company gets 70 percent of its business before 2 p.m., according to a recent USA Today article, therefore, to boost up the evening sales, Starbucks plans to expand into alcohol sales to “thousands of select stores”, over the next several years (The Associated Press, 2014). The critical issue for me here is that it is not an ethical move by the company to go into something that affects the society socially just for the sake of boosting evening sales, I do not agree that any business can start doing anything to double up their sales, after all we altogether are bound with some social responsibilities. When we hear the word, or see the logo of Starbucks, an instant image comes to our mind, the image of a place where one can sit and read books, a family place, a feeling of impressiveness, and the list goes on and on. After hearing the news of alcohol being...
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...Juice Bar project 1) U.S. sales of organic food and beverages have grown from $1 billion in 1990 to $26.7 billion in 2010. Sales in 2010 represented 7.7 percent growth over 2009 sales. Experiencing the highest growth in sales during 2010 were organic fruits and vegetables, up 11.8 percent over 2009 sales. Organic food and beverage sales represented approximately 4 percent of overall food and beverage sales in 2010. Leading were organic fruits and vegetables, now representing over 11 percent of all U.S. fruit and vegetable sales. According to Organic Monitor estimates, global organic sales reached $54.9 billion in 2009, up from, $50.9 billion in 2008. The countries with the largest markets are the United States, Germany, and France. The highest per capita consumption is in Denmark, Switzerland, and Austria. 2) The growth in popularity of juice bars has been directly related to the push for more health conscious beverages. Many juice bars offer healthy 'boosts' or mix-ins, which add to their popularity. Juice and smoothie bars are popping up everywhere--in gyms, airports, grocery stores, cafes, malls and college cafeterias. Soaring juice sales and growing demand for healthy, natural produce make the consumer market ripe for juice bar businesses. If you are thinking about starting up a juice bar business, you will need to study the market and competition, and acquire the necessary licenses and permits. You may also want to consider hiring a consultant with a track record of helping...
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...FEASIBILITY OF ESTABLISHING A FRUIT JUICE SELLING CHAIN IN DHAKA CITY i FEASIBILITY OF ESTABLISHING A FRUIT JUICE SELLING CHAIN IN DHAKA CITY Prepared for: Prof. Abu Yousuf Md. Abdullah Institute of Business Administration Course Instructor, M101 Principles of Marketing Prepared by: GROUP 8 Md. Mainuddin, ZR 23 Abdullah Al Azad Adnan, ZR 47 Tasnuva Sultan, RQ 48 Shafquat Ahmed, ZR 39 Institute of Business Administration (IBA) University of Dhaka January 03, 2009 ii January 03, 2009 Mr. Abu Yousuf Md. Abdullah Professor Institute of Business Administration (IBA) University of Dhaka Dear Mr. Yousuf: This letter is regarding our final report for M101 Principles of Marketing, entitled “Feasibility of Establishing a Fruit Juice Selling Chain in Dhaka City”, and due January 03, 2009. After doing extensive research on the topic and interviewing people from walks of life, we have found out that it is certainly not impractical if not feasible, and interestingly enough, people, in general, are intrigued by this idea. We believe that this report will aid in the future study of the topic and add new information to the established concepts and perceptions about fruit juice selling industry in Bangladesh. The purpose of this report is to explain and figure out the key factors that have an effect on the viability of the fruit juice selling chain in Dhaka city. As specified in the research proposal we submitted earlier, the report begins with an elaborate...
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...backing it up by any medical science) 3. Recession/economy slowing down/ consumers spending less money in supermarkets Opportunities 1. They could improve their brand by making their own store (juice bar) 2. Being mostly owned by Coca Cola creates many opportunities to operate internationally 3. Government and the EU passing legislation to promote healthy food/drinks Weaknesses 1. High price 2. Do it yourself (People making juice themselves because it is much cheaper) 3. Allergy to certain fruits Strengths 1. Being known as a friendly environmental company (Good Reputation) 2. Widely known brand (Majority of the market) 3. Seasonal Products (Innocent Big Knit) 4. Wide range of products Threats and weaknesses 1. Innocent can manage their threats and competitors by lowering their price of products as they higher than supermarkets using their own brands such as Tesco. Also during the recession they could make extra promotions to make it more affordable their consumers. 2. They can use the advantage of convenience when facing DYI products. Also promoting them as a healthy company that operates with government schemes could boost their sales even though their prices seem higher. Weaknesses and opportunities 1. Market diversification is a risky venture and establishing a juice bar could potentially fail, losing them money. 2. Coca-Cola are known for their aggressive marketing strategies which may compromise Innocent’s values as a company. Strengths and threats 1. They...
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...Quench is manufacturing and distributing the fruit juices since 80 years in the US and now in the UK also. Atlantic Quench is famous for its Cranberry juices and dried Cranberry i.e. Crantanas. The company made the strategic alliances for its manufacturing and distributing of fruit juices with Gerber and Coca-Cola in 2013 and 2007 respectively (Ofori, 2013). The company has to buy raw materials at high price and unpredictable harvesting of Cranberry affects the share value of it. The company is famous for its canned and bottled juices and has introduced diet, white Cranberry and other flavored juices. Competitors The company Atlantic Quench has its competitor in its every field of work from manufacturing to selling of the product i.e. Fruit juices. In the UK, the consumers are health and diet conscious, so the company has larger market for its product range. The company faces cut throat competition in the UK with Tropicana, Rubycon and The ChagWorth Valley. According to the recent report about the Fruit juice and products, Tropicana is the leading brand with around 15% market shares in the UK (Elepu, Nabisubi, and Sserunkuuma, 2016). Customers Atlantic Quench has consumers in all the segments of the market, whether children, youth or adults. The people of the UK are health conscious so the company has wide market coverage for fruit juices. As per the current trend prevailing in the country, consumers prefer fruit juices over soda and soft drinks. To attract the consumer...
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...Market research project report On Usage and Attitude study Of Dabur Real Juice Submitted Towards Partial Fulfillment Of Master of Business Administration SUBMITTED TO SUBMITTED BY DR P.K Agarwal payal morwani Head Of The department MBA MBA Roll No.pgfa1337 COLLEGE OF ENGRINEERING & TECHNOLOGY IILM ACADEMY OF HIGHER LEARNING PlotNo-17&18 Knowledge Park – ll Greater Noida ACKNOWLEDGMENT It is said that life is mixture of achievement, experience, exposure, dreams and efforts to make those dreams come true .There are people around who held you enable realize those dreams come true. There are people around who held you enable realize those dreams .During these sixty days of training I gained invaluable experience in the field of Marketing .the exposure that I went through during the past two months has given immense improvement in my knowledge base where I can put my theoretical knowledge in practical use. At the very outset, I would like to express my gratitude to Mr. N.A Zaidi and Mr. Rakesh Sharma for providing me with a wonderful opportunity to pursue my project in...
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...this page Nicholas Pantazelos Marketing Principles Jamba Juice Feburary/5/2002 Marketing often comes down to making your customers intelligent enough to buy your products or services. They have to understand what it is you’re selling, how it’ll help them, and how much better it is than any other solution. Jamba Juice is a leading juice and smoothies retail chain in the country. Started in 1990, originally called The Juice Club, their stores are now open in most states giving their customers an unexpected health experience by offering the best ingredients, remarkable service, and amazing flavor, nutrients and variety. Jamba Juice is a company that follows on living a balanced lifestyle that integrates nutrition, fitness and fun. Its passion for health and uncompromising commitment to quality are the keys to its customers’ fulfillment and consequently to its success. Jamba Juice is known for their fresh-squeezed fruit and vegetable juice blends that are made on the spot with no additives such as sugars, preservatives, or artificial flavors. The company’s main goal is to augment the daily experience of its customers, its community, and its team members through the life-nourishing qualities of fruits and vegetables. The main marketing issues for Jamba or any other company are social, economic, technological, competitive, and regulatory when compared with a environmental scan of the United States of America. If a Juice Club were to be open near the University Of Massachusetts Lowell...
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...from Ocean Spray and launched its own Fruit Works brand. Other new brands like Nantucket Nectars, a line of 100 percent juice drinks packaged in unique bottles, and Campbell Soup Co.'s V8 Splash, a carrot-based blend of fruit juices targeting younger consumers, were entering the marketed threatened to squeeze out even more market share from Snapple. To breathe life back into Snapple, Traiarc had to invest heavily in new product development and employ dynamic marketing strategies that would differentiate Snapple from competitors and recapture the attention of consumers. Triarc soon announced that it would apply the same marketing principles to Snapple that it used to turn around its successful Mistic beverage line: edgy advertising, strong distributor relationship, colorful labels and focused street sqles. The first set of Snapple ads under Triarc's direction featured Wendy's reappearance on a desert island and the on a desert island and the labels of several of Snapple's products fotured Wendy's face to symbolize the return of Snapple to its core values. Whipper Snapple. Perhaps the most innovative and important development to emerge out of Triarc's product development efforts was the Whipper Snapple, a ruit smoothie beverage introduced in the summer of 1998. Sweet Tea. Triarc also undertook efforts to revive Sanpple's sluggish sales of bottled juice and tea beverages, adn to explore new opportunities within these bottled beverage categories. To create greater appeal...
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...QINGBO FENG SALES MANAGEMENT FRESH FRUIT STAND BACKGROUND Tulane students typically eat little fresh fruit, and after some research, I conclude it into several basic reasons. First, this is a food culture thing in American hospitality industry. Sometimes people simply don’t like fruits and vegetables, but often American diet is simply not fruit or veggie-centric. If you look at most menus posted in LBC in front of each food counter, you will notice that the entrees are primarily meat or grain based: “BEEF STEAK”, “ROSTED CHICKEN”, “PASTA DISH””SAUSAGE PIZZA””SANWADGE””STEAMED RICE””HAMBURGER”… Salad served in LBC tends to consist of some vegetables and fruit, but the amount of fruit is really limited. Usually, Fruit is only an after-thought in most dishes, or people tend to enjoy fruit during the break in afternoon. But existing cup-fruit is standardized and is not flexible for the preference of different fruits. it’s disappointing for some people because of the limited varieties there. Different people have different appetite for fruit. For example, Apple is known as the “king of fruit”, but I still keep on hearing some people’ complains about the bad taste of apple. Furthermore, fruits and vegetables also haven’t been extensively packaged in ready-to-eat forms. There are rows and rows of “open and eat” lunch meats, cheeses, cereals, granola bars, crackers, but just a handful of easy to consume, fresh fruit options. Most fruits require washing and peeling, perhaps chopping...
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