Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Jupí

725
views

Published on

Published in: Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
725
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Case study Jupí: Juiced for inspiration Creating a "juice competence" for a CSD producer 2.3.2010 www.idealisti.eu 1
  • 2. Creating a  juice competence   Creating a "juice competence”  for a CSD producer  What matters in With international premium  Challenge players like Rauch and Pfanner  juice? Are you In 2001 Kofola has been well  on one hand and well  g g going to be established as a brand of local  established local competitors  p CSD. However, the producer of  CSD H h d f like Relax, Toma, and Hello on  believed you can Kofola felt a strong need to  the other, Jupí needed to  do well in juice broaden its portfolio to be able  develop its own unique  if you are a cola- to appeal more to retail as well  proposition, product and brand  as horeca clients and to serve  as horeca clients and to serve portfolio. drink producer? the fragmented soft‐drinks  How to “juice” need scope better. Even though  Solution your customers Santa nápoje ‐ as was the  Working closely with product  producer called at that time  producer called at that time ‐ development specialist in  development specialist in for insight and had historically some  Kofola, we developed a number  get relevant experience with producing fruit  of "juice stories" for a very  concentrates (mainly for  broad product portfolio ‐ feedback from catering purposes), entering  gp p ), g ranging from basic family ranging from basic family‐ them? th ? the competitive juice and juice‐ oriented positioning to  drink category was quite a  premium positioning.  different challenge alltogether.  Continued  on the next page > 16.4.2008 www.idealisti.eu 2
  • 3. Creating a  juice competence   Creating a "juice competence”  for a CSD producer  “Kofola was  Rather than going into  Further down the road, we also  product/concept development  developed brand names and  able to develop  straight away, we explored the  identities for Kofola's juice  and market a  p potential of these narratives  brands. whole range of  with consumers. Consumers  were not asked to make the  juice products.” typical product concept "guess  The Result work" ("Try to imagine that this  Kofola was able to develop and  sentence and these pictures  market a whole range of juice  k t h l fj i would turn into juice. How  products ‐ starting from  would you feel about it? Would  Frupper (a juice‐based soft  it appeal to you?" etc.), but  drink) to the premium Snipp  were encouraged to interact  were encouraged to interact (which is now being re‐ (which is now being re‐ with the stories themselves.  marketed). Some of the brands  Based on the level and quality  established themselves as  of interaction each "brand  important tactical vehicles  narrative generated narrative" generated,  ( pp ) (Frupper) while others played a  p y candidates were chosen for  strategic role in creating  further development and  Kofola's juice competence (Jupí  testing.  and its concepet of Jupíland).  Continued  on the next page > 16.4.2008 www.idealisti.eu 3
  • 4. Creating a  juice competence   Creating a "juice competence”  for a CSD producer  About Idealisti Today's ideas will become  tomorrow's world Not only we (still) have ideals but also we  Not only we (still) have ideals but also we believe that most of what we experience  today and what makes up our world has  been here yesterday in a form of an idea.  We believe in the transformative power  of thoughts (in the form of brands, for  example), in their power to move also  l ) h l very material and sometimes heavy  things like pianos, buildings, cars, jars of  face care lotions or even people.  We help create and steer brands – ideas  which have the ability to animate  which have the ability to animate organizations, infuse consumption with  meaning and bring about good things to  life. We always do it in dialogue with  those in charge of brands (which is just  about anyone who has ever heard of the  ) brand) and with the notion that all the  ideas­brands will have to compete for  their existence in the free arena. 16.4.2008 www.idealisti.eu 4