Marketing Plan: The Champion Juicer

By upgrading their brand, it will help to identify the qualities of the products that set it apart from the competition. They have to make the

Manuel is very concerned since the forecasted sales and profit targets for the juice business have not been met for the second year in a row. Perceptions in the market are that Cerjugo juice is not of a high quality, and consumers do not appear to be aware of the degree of “freshness” in the products. In addition, the sales force does not seem to fully understand the juice product attributes and tends to focus on selling beer rather than juice products. Turnover in the sales force has increased dramatically and there has been a great deal of in-fighting between Jose, Feliz, and Maria. They always seem to be at opposing ends of an issue and Manuel has to make decisions that inevitably angers one or other of them. The last straw

Since there are many stores, like McDonald’s and Starbucks that are also providing all kinds of healthy smoothies with a price that is similar to Jamba Juice’s, buyers actually will not face high switching costs. Therefore, low switching costs enhance the bargaining power of buyers.

There were also reports of a generally unsatisfied and unproductive sales force, the root cause of this is a lack of job specialisation. The sales force is organized geographically with each employee controlling their own territory, however, each employee is responsible for selling both beer and juice within that region. Furthermore, most of the sales staff where already employed by Cerjugo before the acquisition of the juice business, accordingly despite being trained to sell juice as well, the sales force is more experienced and comfortable selling Beer and this has bred a lack of motivation to gain the expertise necessary to successfully sell juice to their clients.

Dale Wishewan is the president, co-founder and chief executive officer (CEO) of Booster Juice who led the company since its first location in Canada. In 2009, he decided to expand into the Indian market and his overall goal was to have Booster Juice stores across India. Additionally, Wishewan’s mission for Booster Juice is “to provide customers with an incredible, healthy alternative to fast food that’s great tasting, convenient and nutritious making it perfectly suited for today’s active lifestyle.” (Pg. 3) The situational analysis consists of the Strengths, Weaknesses, Opportunities, and Threats.

In order to keep his company ahead of the competition, he realized that further innovation should be a top priority. This has been full filled by opening a unique retail store in New York City called Chobani SoHo. Consumers now are part of the experience by directly contributing towards the creation of new yogurt flavors. In addition, this unique store is a very good place ,right in the heart of the metropolitan area of the city, for promoting the products but

Further reactions from competitors could be to provide cheaper alternatives that may appear similar to the offering provided by the Vigor brand. The result of this could be possible price wars to obtain market

Threat of Substitutes: Few substitutes such as bars for hard liquor, restaurant for food, etc. The threat is low because product sold depends upon customers taste and preference and there is minimal product differentiation.

In the following analysis, we will first identify the key issues that Sunshine needs to tackle. We will then evaluate the current market conditions of the manufactured juice industry, Sunshine, and its competitors. To find a suitable market match for Sunshine, we will look into the behavior and characteristics of orange juice consumers. Afterwards, we

With having only one of “The Four Ps,” (the place), Juice Guys had to come up with a marketing plan to develop the other three Ps; which were of product, promotion and price. Juice Guys knew they wanted to sell fresh juices and fruit smoothies; however, they needed to know if the consumers wanted more than just those products. Also, they needed to find a way to promote their new products and make their prices economically feasible for the consumers in this new place; which was Boston. In order to accomplish this, they needed consumers to let them know what they thought was the ultimate juice shop.

During the process of creating this infomercial about a product called Raw Juice based on Macbeth, I have researched about the the topics that I am able to do for this assignment. While searching for the most appropriate topic, I have discovered the recurring symbol of blood. Then I started to think about the concepts of how I am able to present it. Then I came across this idea of creating a drink that represents blood and sell it through an infomercial. Then I had started to watch Youtube videos about parodies of infomercial just to get an idea of how to make a funny and entertaining infomercial. After watching those videos, I started to write the script for the infomercial. Throughout the process of writing the script, I added some lines

Nantucket Nectars' numerous strengths have led to their success. They produce all natural products that have a great taste, have a very strong management team as well as a strong branding, guerilla marketing skills, possess the ability to exploit small, rapidly changing market opportunities, last good access to single-serve distribution in the New Age beverage market, and is the best vehicle for juice companies to expand into the juice cocktail category without risking their own brand equity. In addition, Nantucket Nectars' management team has the required knowledge and experience with the single-serve business and thus has the ability to add value to large player who wants to roll out new single-serve products.

End users are those individuals walking in the company stores, ordering a smoothie and a cookie, paying the cashier and then telling her friend how wonderful the ambiance is. This buyer segment does not purchase large amounts of product at one time and likely chooses Jamba because of the quality of the ingredients. With no switching costs and a growing industry offering many options, patrons of smoothie cafés can freely purchase their delightful cool beverage anywhere. According to the U.S. Census Bureau the number of stores within the “snack and nonalcoholic beverage bars” industry grew from 36,036 in 2002 to 49,463 in 2007 [ (U.S. Census Bureau) ]. This trend means that Jamba Juice will have to increase customer loyalty to battle the increased competition.

Chobani is a greatly successful company based in New York, where their Founder Hamdi Ulukaya moved to when he came to the states from Turkey (Chobani History 2016). Chobani is a company known for having the best Greek yogurt in the United States. Chobani prides themselves on having a high quality yogurt that is incomparable with any other brand of yogurt out on the market. This dedication the quality is what sets Chobani above everybody else is directly causing their positive business growth. By the end of 2015 Chobani’s revenue was at “$1.5 billion where their competitors were at $250 million” (Giammona 2015). What differentiates Chobani between its competitors is its dedication to the quality and the fact that the Chobani Greek yogurt is healthier than that of Dannon and in any other competitors brings as they use all natural ingredients on where others may have antibiotics and other unhealthy byproducts in their yogurt which can be poorer for health of the consumer. With Chobani’s small staff of 2000 employees and their solo headquarters and different type of product manufacturing, Chobani makes a huge difference in less mechanical and robotic form of creating the yogurt that those of the competitor’s process to creating quality within the product. Companies such as Coca-Cola or Pepsi Co would want to buy a Chobani there has been no offers them product differentiation such as the purchases the Coca-Cola has made with Vitaminwater (Martin, Sorkin

When the busy season ended, it was time for the boys to return to Brown and complete their education. Little did they know they were on the brink of discovering a multi-million dollar business with only a strong entrepreneurial spirit, a modest amount of money and a recipe for success. They could not know it then, but Allserve would lead them to the first channel of distribution for their future juice business.