SWOT ANALYSIS<br />Strengths:<br />High Quality<br />Innovative Marketing<br />Diversification<br />Target Segmentation<br /> <br />Weakness:<br />Main source of supply - Florida<br />Too dependant on 3rd party’s distribution channels<br />Opportunities:<br />Market expansion of organic juices<br />Increase their market share in UK by acquiring other competing brands<br />Come up with exclusive shops<br />Threats:<br />Claims saying that it is not organic<br />Low priced competitors<br />Although the volume is increasing the rate of volume growth is decreasing<br />7/1/2008<br />5<br />
Marketing of Organic Juices Vs. Convenience Goods<br />In our view there a number of similarities and differences. However overall the process is similar.<br />7/1/2008<br />6<br />Similarities<br /><ul><li>Both types of goods are ELASTIC in nature with respect to price or income
Both goods’ target CONSUMER BASE is OVERLAPPING (organic juices cater to a slightly higher income bracket)
MARKETING STRATEGY is MOSTLY SIMILAR (wrt- promotion campaigns, platforms for advertisement, distribution channels for eg. Supermarkets)</li></li></ul><li> Marketing of Organic Juices Vs. Convenience Goods<br />7/1/2008<br />7<br />Differences:<br /><ul><li>Organic juices are relatively more consumer specific as CONVENIENCE GOODS can touch all income brackets- e.g.. Lower income brackets.
Buying behavior wrt convenience foods: Organic products its more meticulous & time consuming.</li></li></ul><li>Achieving higher growth without decreasing PRICE<br />7/1/2008<br />8<br />Profit margin has to be maintained<br /><ul><li>Introduce smaller tetra-packs of 250 ml and 500ml.
Search for other cheaper markets for fruits in Asia and Africa.
Study the complete marketing strategy of Tesco pure and Sainsbury pure</li></li></ul><li>Suitable channel for distribution for organic food:<br />7/1/2008<br />9<br /> DIRECT MARKETING<br /><ul><li>EXCLUSIVE SHOPS</li></li></ul><li>BENEFITS OF EXCLUSIVE SHOPS:<br />7/1/2008<br />10<br /><ul><li>No commission to middle man
Service Utility</li></li></ul><li>Communication Strategy: How effective was it?<br />Yes. The communication Strategy was effective<br />“HDM Total communications” Agency hired to provide integrated strategic and creative services<br />USP, Product differentiation :combination of fruit and vegetable juices(Apple & carrot)<br />Ready to pay a premium of 20-30% for health advantage & also safeguard the environment<br />Super markets: Loyal customer base<br />Free samples for trials to reach out to the masses<br />Print media, Woman’s Magazines, weekend supplements<br />LOGO: If it does not have the logo, then its not genuine<br />Posters to communicate to the people<br />7/1/2008<br />11<br />