Functional Beverage Analysis
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Functional Beverage Analysis

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Functional Beverage Analysis Functional Beverage Analysis Presentation Transcript

  • FUNCTIONAL BEVERAGES: OVERCOMINGCONSUMER BIAS TO OVERTAKE THE JUICEPRODUCTION INDUSTRY Sharon Tam Marketing Management- Sandra Metraux 4/23/12
  • 1/3 Of Adult Americans Are Obese 12.5 Million Children (2-19) are also at risk for diabetes and other unhealthy diet related illnesses
  • USDA recommends no more than 40g of added sugarAverage American drinksupwards to 120g daily
  • Campaigns promoting health andfighting obesity have emerged
  • JUICE PRODUCTION INDUSTRY
  • FUNCTIONAL BEVERAGES Ready to drink beverages crafted with vitamins, herbs, minerals and other healthy ingredients to offer physical vitality and mental benefits beyond hydration
  • HydrationEnergy DrinksEnhanced Fruit Wellness & WeightDrinks ManagementSoy Beverages Energy & Rejuvenation Enhanced Water HealthReady toDrink TeasPerformanceBeverages
  • KOMBUCHAKombucha is a fermented teabeverage that originated fromAsia and Eastern Europe Week to Months Yeast and Bacteria Cultures
  • KOMBUCHAReady to drink probiotic teathat promotes overall health “Wonder Tonic”
  • YERBA MATE TEA South American Rainforest Holly Tree 24 vitamins and minerals15 amino acids 0 calories
  • YERBA MATE TEAReady to drink tea that has the caffeinatedstrength of coffee, vitamin and antioxidantbenefits of tea and euphoric qualities ofchocolate
  • YERBA MATE TEA
  • DEMOGRAPHICS Generation Y (1972-2002)  “On the Go” hard working lifestyle  Energy Drink Consumers  Technologically Savvy  Naturally distrustful  Heavily involved with Social Media
  • QUANTITATIVE DATA Surveyed 30 Babson Students
  • QUANTITATIVE DATA Key Takeaways  80% consume energy drinks  83% drink to stay awake to finish homework and during parties  92% prefer Red Bull, Monster and Amp  These brands are culturally relevant and lifestyle appropriate  42% have interacted with these brands through social media (Facebook, YouTube)
  • DEMOGRAPHICS Lifestyle of Health and Sustainability  Men & Women (22-55)  College Educated and Informed Shoppers  Health conscious, active and culturally aware  Household income 75k  Motivated to embody a healthy and sustainable lifestyle
  • FOCUS GROUP 5 individuals (20-36) Presented randomized kombucha and yerba mate tea company websites and asked for feedback
  • FOCUS GROUP-KEY TAKEAWAYS Guayaki Yerba Mate Product Copy“Each…bottle contains caffeine levelscomparable to a cup of coffee…the stimulationis balanced by mates natural theobromines andtheophyllines.”
  • FOCUS GROUP-KEY TAKEAWAYS “Websites are too basic, lack web 2.0 integration and social media network. ”
  • FOCUS GROUP- KEY TAKEAWAYS Old Fashioned Folk RemediesNot Culturally Relevant
  • FOCUS GROUP- KEY TAKEAWAYS Foul Smelling and TastingMeant for “Hippies” andGreen Extremists
  • CHALLENGES Brand Image Trap- Consumers perceptions take a primary role within a brands strategy  Consumers associate kombucha and yerba tea brands as a strictly vegan, hippy and green activist product  Old fashioned folk remedy  Unappealing taste and smell Product Attribute Fixation Trap- Brand too focused on product attributes  Product Copy is too focused on functional benefits and doesn’t create an emotional connection with the consumer
  • SUGGESTIONS Brand Image Trap- “Foul Smelling & Tasting”, “Only for Hippies”  Product sampling tours to showcase beverages
  • SUGGESTIONS Brand Image Trap- “Foul Smelling & Tasting”, “Only for Hippies”  Expand to Walmart, Pathmart and Shoprite  Don’t limit themselves to organic grocers such as Whole Foods
  • SUGGESTIONS Brand Image Trap- “ Only For Hippies”  Targeting middle school and high schools to carry these natural and healthy products  Introduction to younger generation will build brand equity and foster a lifelong relationship
  • SUGGESTIONS Brand Image Trap- “Old fashioned folk remedy”, “Not Culturally Relevant”  Website makeovers  Invest in mobile marketing “advergaming”  Smartphone Generation
  • SUGGESTIONS Coca-Cola “Thumbs Up Everest”  Mobile adventure that gave away weekly prizes to a high score winner  Downloaded 350,000 times weekly
  • SUGGESTIONS Product Attribute Fixation Trap  Give the copy personality  Use simple language to explain the product  Use relatable language
  • QUESTIONS
  • EXHIBITS- SURVEY RESULT DISTRIBUTION