Marketing Research : The Marketing Problem / Opportunity / Issue Addressed

In the nineties Juicy Fruit was a struggling brand. It was failing to keep the rhythm with sugar-free products that were promising breath freshness, intense mint flavour, a sexier new format and a larger pack. Excel and Dentyne Ice had become market leaders, with always new flavours and by heavily spending on advertisement. Both were growing fast. Juicy Fruit was a boring and old-fashioned sugar stick with a flavour that didn’t last enough. In 1992 it had launched a sugar-free tab with the TV support. In 1998, it had launched the “Value Price Proposition”. It was

Dist. LEXIS 96108 at *7-8. The box mimics the design of health food cereal boxes, despite “sugar” and “corn syrup” being third and fourth on the ingredients list. Sabach, Exhibit A. This contrasts with Videtto v. Kellogg USA, 2009 U.S. Dist. LEXIS 43114, *7-8 (E.D. Cal. May 20, 2009), where fancifully design elements including the spelling of “Froot” and the mascot signaled that the cereal was unhealthy. Similarly, the box claims “100% nutrition.” Sabach, Exhibit A. This could be misinterpreted to mean that the cereal contains 100% of daily nutrition, like the possibility that “‘all natural ingredients’ could … be interpreted … as a claim that all the ingredients in the product were natural.” Henderson, 2011 U.S. Dist. LEXIS 41077 at *31. Dominik Sabach implies that because of these factors, “he intentionally chose “Complete Blueberry Pomegranate” over other cereals…. Based on looking at the cereal boxes, Dominik believed that … other cereals … were likely to contain greater quantities of sugar and artificial sweeteners.” Sabach at 8. Thus, this packaging is “false, misleading, and reasonably likely to deceive the public.” Id. at

This market is a smaller and less important market segment. The reason Sunshine Fruit Juices have chosen people these ages for the secondary target market is because they seem to prefer drinking other things and are simply not as interested as the people in the primary target market.

By making a false statement in regard to the product’s ingredients, this is misleading consumers as to the composition of the

Juice boxes always claim to be made with real fruit juice when they really only have about 5%, but moms are looking to give their children the very best. There are some commercials targeted just for the mom in mind though, such as: Jenny Craig, Weight Watchers, and cereals that are good for you like Special K. Moms who do not have much time on their hands need an easy way to lose weight, so when they see these commercials they may think it will get them a little thinner without the effort of committing to a gym. Lastly, there are commercials for hair color, shampoo, conditioner, and makeup. Herbal Essence chooses to show how using their product will take you away from all the hassles of the world when you use it. What mom wouldn't want that?

The Naked Juice lawsuit was a turning point for PepsiCo. The company has become more cautious on labelling and marketing ever since. PepsiCo has recognized the importance of social responsibility to its reputation. The company added

While there are many kinds of common brand name products to choose from in the store, some of these products makers aren’t providing consumers with the real truth behind what goes into the making of these products. Just like in the video of Fake Blueberries and Betty Crocker, General Mills and Target Stores. In the video clip it shared with the consumers how

Are consumers concerned about the health claims by Naked Juice and the actual ingredients? Do customers prefer competitors’ products like Organic and Non-GMO alternatives? Are consumers that are aware PepsiCo owns Naked Juice now more concerned with the ingredients and health aspects of Naked Juice? Is there a specific age group of consumers that is more concerned with the health aspects of Naked Juice?

We start with the best ingredients, focus on minimum processing and offer consumers natural juice beverages that are simply fresh, energizing and delicious.

The Dietary Supplements, Super Nutrients, and Health Claims: An Interprofessional Panel Presentation discussed the concept of consumers relying on vitamins and supplements. Specialists from business, marketing, biochemistry, psychology, and health science were gathered to provide their perspectives on unprofessional health claims. In the panel, a YouTube video explained the Dr. Oz Effect, a phenomenon which when Dr. Oz mentioned a product in public, the sales for that super nutrient will skyrocket. The professionals continued to share knowledge in regards to marketing making unrealistic claims gain quick income. The panel ended with each professional’s input on how society should considerate the content of vitamins and supplements.

Q3.In your opinion, is your company good at marketing? Explain your answer with a few examples.

This ad is for Del Monte fruit cups. I found this ad in a Better Homes and Gardens magazine. The ad claims to have ‘super’ fruit with veggie power. In small print at the bottom of this advertisement, Del Monte claims to have 75% fruit and 25% vegetables in each fruit cup. The health claim on this is advertising is that everyone who eats this fruit cup, they will be getting the right amount of veggies and fruits from each fruit cup. Just by glancing at this ad, many people will think that they are making a healthy choice by choosing this item at the grocery store because it has both vegetables and fruits in one cup.

While health foods stores attract consumers to purchase health supplements, many manufacturers use health food stores to promote their bogus products. In March 1999, the FTC filed a complaint in federal court against the makers of Vitamin O. The company ran false ads claiming the Vitamin O supplement prevents cancer, heart, and lung disease by adding an extra oxygen supplement to the bloodstream. With no scientific evidence to prove the benefits of Vitamin O, the two companies from Washington agreed to a settlement of $375,000 for consumer compensation. The settlement prohibited the Vitamin O manufacturers from making claims that were unsupported about the Vitamin O health benefits. Testimonials and endorsements of product represented through previous experience from members of the public who used the product were also prohibited in the settlement. In conclusion, marketing agents with false science beliefs have one common goal: To sell! We as consumers must be aware and informed of unknown supplements that claims to have a great deal of impact to your life. These products are known for its testimonials by doctors and actors that make claims of using the product. Pseudoscience supplements have caused serious illnesses and even death due to consumers lack of knowledge when purchasing these products. It is strongly recommended that consumers research the companies and the product that advertise false products very carefully before purchasing a supplement that claims to

The clients leave their stores with a better feeling about themselves since they understand that when they choose Jamba, they have opted for a healthier lifestyle.”(jambajucie.com) Jamba Juice must try to execute this vision statement by adding organic fruits and vegetables and advertising on the new addition. People want to sat healthy and aren’t going to go to Jamba Juice if they find out it is not healthy. Jamba Juice needs to market them so that it can make a better impression of the store in people’s mind.

It does not contain any false statements. While it does contain “Complete Blueberry Pomegranate,” this text is merely ambiguous and is qualified several times on the front face of the box - described by Plaintiffs as being the only one visible prior to purchase. Id. The box clearly states, in bolded letters, that it contains, “Naturally and Artificially Flavored Crispy Whole Grain Flakes and Crunchy Fruit Flavored Clusters.” Id. This is a complete and accurate description of the product; there is no embellishment or liberty taken that might suggest that fruit is an included ingredient, as in Williams, 552 F.3d at 939 or Henderson, 2011 U.S. Dist. LEXIS 41077 at *33-34. Even the words, “100%” and “Nutrition,” are qualified using an asterisk (a symbol used to lead a reader’s eyes to clarifying text) to tell the consumer exactly what the words mean – that the cereal contains “100% Daily Value of 12 Vitamins & Minerals,” which it does in every complete serving. Compl. Ex.