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Alexis Correa, Soonmee Kwon, Eleanor Peery, Saskia Sumida
Background Info
Arden’s Garden is Atlanta, Georgia’s premier juice manufacturer. Products vary from bottled juices, to detox programs, to raw food snacks. Juices are made from fresh and local fruits and vegetables, and nothing else. In addition to being sold at Arden’s Garden stores, product can be found in coffee shops, grocery stores, restaurants, and health clubs in Georgia, Tennessee, and North Carolina.
Situation Analysis
● Brand has a strong self-identity with a clear mission to provide fresh, healthy drinks to consumers
● Healthy eating has become a growing sensation in US households, which has been beneficial for the juice category
● Fresh juice is a pricey category so companies must justify high prices with health
benefits and quality ingredients
SWOT Product Strengths ● Juices and smoothies made
completely from fresh and local ingredients
● Strong local following ● Cleanse/Detox classes and
events
Product Weaknesses● Product can only be bought in
three states● Highly competitive market ● Small company with limited
capabilities
Market Opportunities ● Increase reach beyond GA, TN,
and NC● Expand product range● Focus on advertising and social
media tactics
Market Threats● Increasing popularity of home
juicing ● Larger juice retail stores such
as Jamba Juice or Juice Appeal● Monopoly of bottled juices
Odwalla and Naked Juice
Marketing Problems
● Lack of awareness of Arden’s Garden ● Consumers perceive private labels to
be lower quality and likely lower nutritional value (Mintel)
● Prices are unappealing to consumers
Objectives
General
● To examine the Boston consumer’s awareness of the juice category
● To understand the marketability of Arden’s Garden in the Boston market.
Specific
● Identify main competitors ● Understand attitudes towards healthy eating ● Gauge purchase intention ● Determine overall evaluation of the product ● Develop a strategy for entry into the Boston market
Method-- Face-to-face Collecting Survey
25 Questions
● 3 Sections (Before Concept, After Concept, Demographics)
- 40 Respondents in Total
● College Students & Young Professionals
- Key Questions
● Price, Impression, Purchase Intention, etc
- Data Analysis
Results: Before Concept
Qualities of All-Natural Juice
Total Females Males
Taste 82 87 67
Fresh Ingredients 64 67 56
Health Benefits 69 73 56
Long shelf-life 18 20 11
Nutrition 61 63 56
Organic Ingredients 36 37 33
Variety of Flavors 62 60 67
Other 11 7 22
Results: Attitude & Belief
Maximum price willing to pay for juice
Results: Attitude & Belief
Boston’s Juice Selection
Results: Attitude & BeliefLikelihood of Trying New Juice Flavors
Female: 48%Male: 44%
Results: After ConceptOverall Evaluation
(No. of Respondents)
Total Male Female
(40) (9) (31)
Overall Evaluation
Top 2 Box% 63% 33% 71%
Mean Scores 3.85 3.44 3.97
Purchase Intention
Top 2 Box% 35% 11% 42%
Mean Scores 3.28 2.89 3.39
Results: After Concept
Overall
Impression
Results: After Concept
Total Females Males
Definitely Not Purchase 0 0 0
Probably Not Purchase 13 10 22
Maybe or Maybe Not 53 48 67
Probably Purchase 30 36 11
Definitely Purchase 5 7 0
Mean Scores 3.28 3.39 2.89
Top 2 Box % 35 42 11
Purchase Intention
Results: After Concept“If you were to see juices on a shelf in a retail space, which brand would you be most likely to purchase? Check one option”
Results: After Concept
What will convince Bostonians to purchase Arden’s Gardens product?
ConclusionFrom our gathered survey results, we’re recommending that Arden’s Garden enter the Boston market. This decision is supported by the survey results we gathered from our 40 participants.
Marketability in the Boston area:
● majority of survey takers (44%) believe that Boston’s juice selection is “somewhat limited”
● 95% never heard of Arden’s Garden before
Consumer attitudes and beliefs:
● 46% of total participants are “likely” to try new flavors of juice (5-point likert scale)
● Consumers mainly concerned with price and encouragement tactics (recommendations–85%)
● Female consumers (+)
Recommendations for Market EntryTarget: (primary) young female professionals (secondary) young families
Position: The juice that’s notmass-produced
Recommendations for 4Ps
“The freshly made juice,
with more nutrition and a great taste.”
● Promotion: BOGO
● Place: Newbury St
store location
● Price: $3.99
Thank you!