Anisha- Brand Audit

Pressed Juices & Finn Cold Press | A isha D’ Costa, 9 9 1
BRAND AUDIT- PRESSED JUICE AND FINN COLD PRESS
PREPARED BY: ANISHA D’COSTA, 4901923
PREPARED FOR: BRAND DYNAMICS MKT 70001, DATE 14/4/2014

Executive Summary
This report was written with a purpose of determining the viability of opening a Pressed
juice bar for a potential investor, in Hawthorn-Glenferrie road market. This was achieved by
conducting a brand audit of two existing and competing pressed juice bars who service in
the area, namely; Pressed Juices and Finn Cold Press.
This Brand Audit was performed by means of a physical visit to the Pressed Juice store,
Hawthorn and collection of numerous secondary sources of data including online articles for
research and analysis of the brand impact on consumers.
Both these brands have a unique selling proposition of selling cold pressed juices, a
trendsetter in the United States already, and recently in the Australian consumers hearts
and minds.
Pressed Juices have the leading edge of being the first ones to open in Melbourne whereas
Finn Cold Press is the niche player when it comes to hand-crafted, naturopathically designed
range of juices. Pressed Juices stores have incorporated its brand values of creating fresh
cold pressed juices on a daily basis through its consistent branding practices seen in their 10
store designs across Victoria and New South Wales, brand elements and campaigns leading
towards greater brand congruency. They are perceived as positively life changers by the
niche target audience.
Pressed Juices should continue with its brand associations leading to generating brand
recognition but should also look for greater advertising and promotional communications,
since its premium price being a slight deterrent with the larger group of customers. It should
focus on increasing its customer base from Melbourne & NSW to other parts of Australia
through stronger promotional campaigns.
In contrast, Finn Cold Press was found to be lacking brand congruency, maybe it still carries
the newest kid on block teething problems and currently has a lot to work on its social
media and promotional activities in order to generate enough brand recognition. It needs to
widen its horizons from only limiting itself to its very limited target audience and sitting
happily on its fabulous products; it should shift focus to brand recognition, awareness,
creating a logo, stronger online presence. At this point, Finn Cold Press really needs to
fasten its seat belts if it is to take off in this flight of pressed juices.
Lastly, for the potential investor seeking to open a store or online delivery of pressed juices
in Hawthorn has a lucrative opening, however they need to look into the current players
game plans before treading to this exciting market.

TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
1. INTRODUCTION 5
1.1 PURPOSE
1.2 SCOPE
1.3 LIMITATIONS
2. INDUSTRY OVERVIEW 6
2.1 JUICE INDUSTRY 6
2.2 COMPANY BACKGROUND 6
2.3 MARKET SEGMENTATION 6
2.4 KEY COMPETITORS 7
2.5 VALUE PROPOSITION 7
3. BRAND AUDIT
3.1 BRAND INVENTORY 8
3.1.1 BRAND ELEMENTS & TOUCH-POINTS 8
3.1.2 PRODUCT PORTFOLIO 8
3.1.3 BRAND VALUES 8
3.1.4 MARKETING STRATEGY 9, 10
3.1.5 COMPETITION 10
3.2 BRAND EXPLORATORY
3.2.1 SALIENCE 11
3.2.2 PERFORMANCE & IMAGERY 11
3.2.3 JUDGMENTS’ & FEELINGS 11
3.2.4 RESONANCE 12
4. CONCLUSIONS 12
4.1 BRAND COMPARISON
4.2 BRAND CONGRUENCY & PERFORMANCE 13.14
5. RECOMMENDATIONS 14, 15
5.1 PRESSED JUICES
5.2 FINN COLD PRESS
6. BIBLIOGRAPHY 17, 18
7. APPENDICES
7.1. PRODUCT CATEGORY HIERARCHY 19

7.2 TABLE OF KEY COMPETITORS 20
7.3 BRAND POSITIONING MATRIX 21
7.4 TABLE OF BRAND ELEMENTS 22
7.5 TOUCHPOINTS
7.5.1TOUCHPOINTS- WEBSITE 23, 24
7.5.2 TOUCHPOINTS- SOCIAL MEDIA 25-29
7.5.3 TOUCHPOINTS- STORES 30-42
7.6 EXAMPLES OF BRAND SALIENCE 43-45
7.7 BRAND VALUES DIAGRAM- PRESSED JUICES 46
7.8 BRAND VALUES DIAGRAM- FINN COLD PRESS 47
7.9 CBBE MODELS 48, 49
7.10 ADVERTISING CAMPAIGN FOR- PRESSED JUICES 50
7.11 BRAND AWARENESS CAMPAIGN FOR- - FINN COLD PRESS 51

Introduction
1.1 Purpose
The purpose of this report is to provide insights to a potential owner of cold Pressed Juices,
who wishes to provide service in Hawthorn, Victoria. This was achieved by assessing and
performing a brand audit on the two leading players currently servicing in Hawthorn.
1.2 Scope
The cold pressed fruit juice industry and the players operating in Australia were researched,
and the two leading brands- Pressed Juices and Finn Cold Press, analysed in terms of
branding and the message conveyed by them from the consumer s perspective by means of
a brand audit.
The two brands are also examined and evaluated with regards to the competitive landscape
and the positioning recommendations are provided to both.
1.3 Limitations
The research on this audit is limited to personal experience and secondary research. Both
the brands are in their nascent stage, less than 3 years in the market and shaping a new
trend in Australia, hence the data resources were a constraining factor. Most of the data has
been collected by store visits of Pressed Juices.
Finn Cold Press has an online presence only; hence the physical observation was not an
option.

Industry Overview
2.1 Juice Industry
The juice and Smoothie bar industry in Australia is $ 328 M with an annual growth rate of
4.3% and rising steadily thanks to health awareness (IBIS, 2014).. Juices and smoothies were
shot into the mainstream, with many consumers looking to them as viable and healthy
alternatives to fast foods or as meal replacements. This led to a proliferation of entrants,
both in the franchise and single-location business models, thus saturating the market in line
with a stabilisation of demand.
With a firm interest in healthy living continuing to drive demand, a new trend in fruit juices is
gaining acceptance in Australia. )t is the Cold Pressed Juices where the application of high
pressure processing (HPP) technology to juice production makes it possible, for the first
time in history, to safely process juices that are "cold pressed" from raw fruits and
vegetables, without damage to the taste and nutrients caused by traditional heat
pasteurization. Juicing aficionados recognize the term "cold pressed" as the ultimate form
of premium juice. Because cold pressing does not introduce nutrient-damaging heat, cold
pressed juices are considered raw—and are the freshest tasting, most nutritious juices
possible (Shawn, S, 2014)
This technology is in contrast to the other fruit juices which are processed in mixers or
blenders where Centrifugal juicers make juices frothy and even chunky as against Cold-
pressed juices are the beautiful raw and refined nectar without the fibre.
The industry overview is depicted in Appendix 7.1
2.2 Company background
Pressed Juices is a new kid on the block, founded in December 2012 and growing fast with 10
stores so far founded by Leo Pegoli. It prides itself in being Melbourne's first cold pressed
juice shop offering fresh, delicious, live juices that pack the greatest nutritional punch
around. In the early hours of every morning their team delivers the juices with a top-of-the-
range cold press, before bottling in. Each bottle has a three-day shelf life (Broadsheet, 2013)
Finn Cold Press is the newest cold pressed Juice company in Melbourne, founded by
Martine, who was Inspired by her love of good food and quality produce, she has created a
company that celebrates balance, not extremities They have hand-crafted, naturopathically
designed products, with balanced nutritional elements in the drinks, and every ingredient is
included for a reason.
Both the brands offer subscription-based deliveries, as well as cleanse kits for local delivery
throughout Hawthorn.

2.3 Target market & Segmentation
Cold pressing is a process that ensures that more vitamins, enzymes and minerals are
maintained from the fruit and vegetables than any other juicing method (Timeout, 2013,)
Unlike the fresh fruit juice bars, pressed juice are for a niche segment of health conscious,
high income, time pressed, middle age individuals who have a desire to look and feel good
which is satisfied by means of regular cleansing and detoxification programs offered by
pressed juices.
Pressed Juices targets this consumer group by home delivering the juice packs within
hours of an online order or in-store by employing a staff which is more than helpful in
providing information and health benefits of the new combination of juices.
Finn Juices is also catering to this target segment exclusive to inner Eastern suburbs of
Melbourne through exclusive online subscription deliveries.
2.4 Key competitors
Hawthorn suburb has a couple of fresh juice bars like Blenda juice, Cacao Green and Boost
on Glenferrie road which are dominated by Boost as a major player. In the fresh fruit juice
market, Kick juices and Feeling Fruity are the market followers to Boost Juice, however are
not located in Hawthorn.
Considering the niche target market of the cold pressed juice, there is relatively less
awareness and competition in the area, and a fair chance of success for the launch of the
new business player. Pressed Juices is the only retail store whereas Finn Cold Press services
through home delivery in this suburb. Although the craze for pressed juices is growing in
Australia, not every juice bar is selling the cold-pressed variety (Nicola, C, 2014)
My Goodness organics and The Farmer s Son are the second tier competitors in Melbourne
and Brisbane respectively who are also trying to carve a place in this ultra new market.
2.5 Value Proposition
Unlike standard juices, which are heat-pasteurized, the cold-pressed method of juice
extraction preserves more nutrients and enzymes of whole fruits and vegetables, this gives
Pressed juices and Finn Cold Press the unique selling proposition in the fresh juice market.

As quoted in the Daily Addict, 2014, A hydraulic press juicer makes their juices and it s as
close to raw as you can get . Not all juices are created equal, according to a new health
trend sweeping the US and Australia (Nicola, C, 2014)
Pressed Juices have a value proposition of offering daily fresh, delicious, live juices with no
additives, no pasteurisation or preservatives, and immediately bottled to ensure a shelf life
of up to 3 days when refrigerated, providing the greatest nutritional punch around pressed
juices.
Finn Cold Press holds the core values of a honest range of organic, cold-pressed juices and
smoothies which are hand-crafted and are naturopathically designed. Finn Cold Press has
been founded on the principles of accessibility, quality and passion
Please refer to Appendix 7.3 for positioning matrix.
3 Brand Audit
3.1 Brand Inventory
3.1.1 Brand elements & Touch-points
Brand elements are those trademarkable devices that identify and differentiate the brand.
The main ones are brand names, URLs, logos, symbols, slogans, jingles and packages (Keller,
2013, pg 170)
Pressed Juices are doing an excellent work on their brand elements, being a new kid on the
block, building a strong brand identity at this point, choosing a mix of the brand elements
whilst focusing on the brand recognition and awareness.
Whereas, Finn Cold Press has not been able to specify and highlight much of the
fundamentally core brand elements as yet in its brands inventory, thereby giving out very
little scope of brand recognition in this potentially huge yet untapped industry.
Please refer to Appendix 7.4 for Table of Brand Elements.
Please refer to Appendix 7.5 for a complete list of touch-points.

3.1.2 Product Portfolio
Pressed Juices have a vast and diverse product portfolio of 35 flavours of fruit juices and
smoothies made fresh daily. It also has a product category of 3 cleansing packs- Basic
Cleanse, Advanced Cleanse and Master cleanse.
Finn Cold Press has a product portfolio of 10 handcrafted juices and smoothies. Additionally,
they also have another product category of namely Signature, Nourish & Purify cleanses.
3.1.3 Brand Values
Pressed Juices has the following band values conveyed to their customers through its
consistent branding:
Cold pressed juices
 Fresh juices
 Extracted daily
 Knowledgeable and Friendly staff
 Delivering on time
 Free trials before you choose
 Closer to nature- raw and rustic
Finn Cold Press follows its values and share it exclusively with their customers through their
branding:
 Handcrafted juices
 Genuine health benefits
 Beautiful, organic products, flooding your body with pure liquid nutrition.
 Naturopathically designed range
 Never compromise on quality
 Supporting local farms
 Down to earth, basic and simple
3.1.4 Marketing Strategy & Supporting Marketing Programs
MARKETING
STRATEGY
PRESSED JUICES FINN COLD PRESS

PRODUCT  Pressed, delicious, live and nutritious
juices & smoothies
 Range of 35 different flavours of juices &
smoothies
 Have 3 product categories , namely their
cleansing rituals- Basic, advanced &
Master
 organic, cold-pressed juices and
smoothies
 10 different flavours of juices &
smoothies
 Have 3 product categories , namely
their cleansing rituals- Signature,
Nourish & Purify
PRICE  Premium priced juices
 $9 for a bottle & basic cleansing pack
starting $198
 Moderately priced juices
 Signature cleanse pack starting $ 70
PROMOTION  no TV/Radio advertising
 Events related to health & Wellness and
fashion. Were at Mercedes - Benz
Fashion Week on 10/04.14 at Carriage
works ready for the walking breakfast bar
at Alice McCall fashion show.
 Communities (Yoga, marathon run)
 Online community (Facebook, Twitter,
Wordpress, Instagram & Pinterest)
 no TV/Radio advertising or campaigns,
 Online Store
 Online community (Facebook, Twitter
& Instagram)
 Detailed description of each juice with
its benefits and source ingredients help
in choosing the right juice.
PLACE  Juices are sold through retail as well as
online.
 Few stores are located next to a gym with
the positioning concept of health &
wellness
 Sotres designs are just as clean & fresh as
the product
 Products are sold only through the
online store
 Having only online presence, they
have ’t ade e-shopping a simple
affair, hard to navigate & place orders.
PEOPLE  Friendly, knowledgeable & helpful
staff
 Virtual presence
DISTRIBUTION  Selling through 7 stores in Victoria,
and 3 in NSW and online orders and
home delivery to Melbourne &
Interstate as well(Appendix)
 Online orders and home delivery to
inner Eastern suburbs of
Melbourne
At this time, Pressed Juices has some campaigns in association with yoga sessions, fashion shows and
marathon runs. Finn Cold Press Is yet to launch its promotion through events.
They can take inspiration from the following example for organising events:
The Reebok Sports Club/NY, the five-star Club dedicated to helping Members achieve their health and
wellness goals, announces a strategic partnership with Organic Avenue, New York City's leading provider
of organic cold-pressed juices, whole foods, cleansing programs, and healthy lifestyle education. The
widely popular juices will now be available exclusively to Club Members looking to nourish their bodies
as part of their overall wellness regi es (News RX Medical newsletter, 2013)

3.1.5 Competition
Competition in Hawthorn- Glenferrie road in the fruit juice market is primarily between the
fresh Juice, smoothies and frozen yoghurts shops. However, when it comes to fresh juice,
Boost Juices dominate the area followed by Cacao & Blenda s juices which is also catering
towards breakfast and meals.
For this report, we are looking at pressed juices, and at a time when the trend of pressed
juices is still settling in the minds of consumers, there is little competition to Pressed juices in
this area. However, the potential owner of the Pressed juice business needs to comply with
the FDA regulation of On Nov. 5, 1998 which states, fresh juices that had not been
pasteurized needed to carry a warning statement to alert consumers to potential food
safety hazards (Lori, D, 2000)
Along with the need of healthy & nutritious juices, the relaxed store ambience and free trial
samples offered by the friendly staff is quite an invite to the rush & crowded Boost & local
juice bars. The hawthorn store is relatively new, opened in June 2013 and is totally in sync
with the Pressed juices value proposition of raw and fresh is seen in the store design,
décor, interiors, and staff uniforms.
From a global perspective, Pressed juices & Finn Cold Press will eventually have competition
from US, originally from where this trend has flowed in to Australian markets. In the US,
juicing, as a meal replacement or mere refreshment, has become a $5 billion business, and is
projected to grow by 4% to 8% a year. While juice fasts, or cleanses, have long been used to
shed unwanted pounds, the latest craze is best viewed as part of a national move, especially
among people in their 20s and 30s, toward healthier eating and greater consumption of raw
and organic produce -- in this case, conveniently packaged and easily quaffed on the run.
Whether bought off the shelf or custom-blended in hipness-drenched juice bars, super-
premium vegetable juices, in particular, are taking America's trend-setting cities and well-
heeled suburbs by storm, lending new meaning to the age-old concept of a liquid lunch. In
certain precincts of Manhattan and Los Angeles, almost everyone, it seems, is clutching a
bottle of the brackish-looking stuff (Blumenthal, 2012)
Ideally, a lucrative market for any potential investor who has one dominant competitor,
Pressed juice and a local distributor, Finn Juices to supply to this health conscious market of
Hawthorn.

3.2 Brand Exploratory
3.2.1 Salience
Both Pressed Juices and Finn Cold Press have been introduced less than 3 years in Australia,
so these players are in the brand recognition stage of introducing the concept of pressed
juices in the crowded fresh fruit industry.
Pressed Juice bars bring the positively life changing value proposition to its customers to
meet the need of cleanse program or even just a daily juice to look and feel best. Pressed
Juices have done this effectively through its blogs of Pressed Juices versus Centrifugal juices
and highlighting the benefits. These cues are helping build the brand recognition and
awareness (Appendix 7.6)
Finn Cold Press satisfies the need of a complete body cleanse by supplying all the nutrients
in its handcrafted cold pressed juices.
3.2.2 Performance & Imagery
Pressed Juices and Finn Cold Press create cold pressed juices that are premium to moderately
priced products respectively and their consumers love being feeling healthy and beautiful.
Both the players meet the utilitarian, aesthetic and economic needs of a healthy and
detoxifying real live fruit juice.
Both are becoming associated with the middle aged, health conscious, urban professionals with
high disposable incomes.
Pressed Juices have a brand personality of being reliable, intelligent, healthy, happy,
cleansing, innovative and up to date.
Finn Cold Press is thought of as being - Healthy, calm, wise, empowered, active, inspired,
innovative, beautiful, calm, raw, kind, healing and sophisticated
3.2.3 Judgments & feelings
Pressed Juices have been perceived as a credible and superior brand by it s customers, as
can be captured by the consumer reviews and individual blogs showing a high rate of
acceptance already. Excerpt from a blogger, With locations conveniently around
Melbourne and a gorgeous, easy to navigate store design I was pretty sold. They also give
provide a reusable woven bag to carry all those juices. Too much convenience (Millie, 2014)
(Appendix 7.6)

Finn Cold Press has a similar quality and class perception in the minds of its consumer base,
as again seen in the comments of its followers.
In fact, it is interesting to point that pressed juices niche market audience is becoming like a
cult group of consumers who have embraced this concept, and their intense passion can be
tracked on the love-respect axis, as a winning high in love rating for these juices.
3.2.4 Resonance
Resonance is characterized in terms of intensity, or depth of the psychological bond the
customers have with the brand, as well as the level of activity engendered by this loyalty
(Keller, 2013, pg 120)
Both the brands are already a success with their niche target and for attracting health and
wellness conscious people.
Pressed Juices has a strong attitudinal attachment as seen in the loyal customers, who have
tweeted as being Obsessed , Yum . A positive attitude seen in consumers, in spite of the
premium pricing. (Appendix 7.6)
Finn Cold Press has a strong one to one relation with it s customers as seen through its
Facebook page, where pictures of its existing customers is posted, depicting the relationship
and loyalty building by Finn. (Appendix 7.6)
Finn Cold Press also engages its customers with deals like $ 30 gift card with its online
community (Appendix 7.6)
4. Conclusions
4.1 Brand Comparison
The brand audit for Pressed Juices and Finn Cold Press has revealed the points of parity and
points of difference between the two as listed under:
Points of Parity:
 Cold Pressed Juices
 Fruits & vegetables are certified Organic or purchased from small farms

 Nutritionally high
 Raw, pure and fresh
 New entrants in the fruit juice market
 Home delivery of cleansing packs
 Bottle design & packaging
 Range of products
Points of difference:
Pressed Juices
 Store & online presence
 Consistent store designs and branding
 Trained & helpful staff
 Nationwide delivery
 Logo with the trademark hand pressing machine
 Recyclable bags
Finn Cold Press
 Online presence
 Exclusive delivery in Inner Eastern Melbourne suburbs
 Packed with love
 Naturopathically designed juices
4.2 Brand Congruency & performance
Both these brands have the competitive advantage of launching a premium product in the
Juice industry.
Pressed Juices is with a positive attitude of loving your life and health, drinking the best
juices for cleansing body and mind or just for fun. They take pride in creating fresh pressed
juices on a daily basis and even I think of them as reliable and lively who have embraced the
concept of a beautiful life.Pressed Juices has relatively done a superior brand congruency
job than Finn Cold Press due to their consistent brand image and campaigns.
Please refer to Appendix 7.7 & 7.8 for brand values.

5. Recommendations
Both the brands have the leverage to perform and sustain with this evolving trend of
pressed juices, and are at the start of a marathon, however some recommendations from a
consumer s perspective in terms of building a higher brand equity in the years to come.
5.1 Pressed Juices
In order to build their brand
 Use eco friendly packaging for their juices, like glass bottles instead of plastic bottles
which is inconsistent with their value proposition
 Focus more on secondary marketing associations and promotions for generating
maximum brand recognition
 Promotion using their in store nutritionists, by adding a leaflet of the benefits of the
individual juice purchased
 Introducing more brand association and credibility by endorsing health & wellness
experts or maybe personalities in the future
Please refer to Appendix 7.10 for advertising campaign for Pressed Juices
5.2 Finn Cold Press
Finn Cold Press has a lot of brand building to be done from the perspective of generating a
larger customer base and market share.
 Having only an online presence, the webpage needs a face uplift. Example- Taking
screenshots of homepage, social media sites, and other graphic designs and creating
a business Pinterest business page. Additionally, reading their own brand stories on
the website to think about the impact of their brand stories and Martine founder s
story. Are they effective? Are they engaging? At the moment, it isn t impressive.

 Have a wider social media presence. Example- Review the YouTube page and check
to see if they ve been tagged in any other online videos
 They need to have a logo
 The brand name itself needs more brand recognition efforts. Collecting and
reviewing all your printed samples from business cards, flyers, direct mail and POP
displays. Do they properly reflect your professional brand?
 Participating & creating Marketing promotions, events and campaigns. Finn Cold
Press needs to think how they are making a difference with your clients/customers
rather than simply focusing on their products which have already positioned
themselves.
 Reaching out to a larger market and suburbs, maybe through its loyal customer base
networks.
Please refer to Appendix 7.11 for Brand recognition campaign for Finn Cold Press

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>
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<http://the-owlsnest.com/2014/03/pressed-juices.html>
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Cold-Pressed Juices by News Reporter-Staff News Editor
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<http://www.au.timeout.com/melbourne/restaurants/venues/2675/pressed-juices>

7. Appendices
7.1 Product Category Hierarchy

7.2 Table of Competitors
Key competitors
Pressed Juices
My Goodness
Organics
They are an organic meal delivery service based in Melbourne who also deliver fresh cold-
pressed vegetable and fruit juices and nut milk blend smoothies
Source: My Goodness Organics, 2014 < http://mygoodnessorganics.com.au/faqs/> viewed
on 6/4/16
The Far er’s “o Bris a e’s first % organic, gluten free, vegetarian food and pressed juices delivery
service.
Sour e: Far er’s “o , <http://www.thefarmersson.com.au/> viewed on 6/4/16
Centrifugal Juices
Boost Boost Juice Bars is an Australian privately owned international chain of juice and smoothie
bars. Financial performance of Boost Juice Bars has grown in leaps and bounds in the five
years to 2012-13, with revenue expected to grow at an annualised rate of 6.9% over the
period, exceeding that of the industry (IBIS World, 2014)
Kick Juices Kick Juice Bars operate through licensees nationwide. Kick Juice Bars are yet to make inroads
to substantial market share growth, with the parent Pacific Retail Management equally
focused on the expansion of Go Sushi (IBIS World, 2014)
Feeling Fruity Feeling Fruity Juice Co is another well-established juice chain, albeit with only a small
geographic zone of operations located mainly in Victoria. The juice and smoothie bar offers
fresh juice, a range of smoothies and low-fat yogurt combinations. The chain has grown
significantly in the five years to 2012-13, as has the trend to focus on all natural, no additive
fruit juices and smoothies. (IBIS World, 2014)

7.3 . Brand Positioning Matrix
The positioning of the various juice bar players of hawthorn- Glenferrie road have been
outlined in the positioning matrix below. Pressed Juices and Finn Cold Press juices have a
clear positioning in the minds of their target audience, however it will take more for Finn
Cold Press juices to position itself as a pressed juice bar since it lacks store presence , yet
competing in the framework of the bigger fresh juice industry if it has to be successful in
carving a niche to continue successfully delivering juices to Hawthorn and maintaining its
clientele.

7.4 Table of Brand elements
Brand Name Logo & Symbols Store Design Slogans Packaging & Signage
Pressed
Juices
 Descriptive
brand name,
reinforcing the
brand
awareness of
this new trend
of pressed
juices as a
product
 URL
<Pressedjuices.
com.au> is
straightforwar
d and
consistent with
the brand
name
 Trademark
logo of a
traditional
black
coloured
hand press
machine
 Logo is a
literal
representati
on of the
brand name
 Logo builds
association
with the
cold
pressed
juices
 Distinctive
hence
recognizabl
e
 Design incorporates
placing fridges inside
wood
paneling, bright white
walls, light timber furniture
and high benches non
painted wood floors and
wood shelves in sync with
the Raw-concept of being
closest to nature
 apples, yoga books,
beakers of flowers and
naked globes (Emily, H,
2013 remind and
convince consumer of their
value proposition
 The lightings and décor are
all wooden and reflect the
brand values
 Hand written in chalk
boards with the juice of
the day
 Bicycles in earthy colours
and fruit basket
 Fruit baskets with real
fruits
 Communicate
persuasive
information
about their
brand
through their
tagline,
positively life
changing,
which is
embedded in
their logo
itself. This is
an
indispensable
means of
summarizing
the intent of
their
marketing
program
 Bottles
Wide mouthed
plastic juice
bottles
inconsistent
with their
environment
and health
conscious
market
 Bags
earthy, plain
brown paper
bags with their
distinctive logo.
The brown
colour is
consistent with
the brand
message of
being organic
and farm fresh
 Catalogues
Consistently
brown colour
with the
trademark logo
Finn
Cold
Press
 Not invested in
this
fundamentally
core brand
element and
may lose out
this trend picks
up
 URL
<Finncoldpress
.com.au> is
straightforwar
d and
consistent with
the brand
None Online Presence only No slogan  Wide mouthed
plastic bottles
with classic
signature style
description of
the flavour
which
reinstating the
freshness of the
product.
 This is a warm
tone, although
can work better
if adopted for
their brand logo
or name rather
than for
flavours which

name maybe generic
to many brands
7.5 Touch Points
Touch-points Pressed Juices Finn Cold Press Appendix Reference
Stores
 Display Yes No
 Interiors Yes No
 Décor Yes No
 Lighting Yes No
 Staff Yes No
 Bags Yes No
 Free Trials Yes No
 Uniforms Yes No
 Catalogues Yes No
 Nutritionists Yes No
Delivered cleanse pack Yes
 Juice Yes
 Recipes Online yes Yes
 Tips Yes
 Guidance Yes
Home-Delivery Yes Yes
Website Yes Yes Appendix 7.5.1
Social Media platforms Appendix 7.5.2
 Facebook Yes Yes Appendix 7.5.2
 Instagram Yes Yes Appendix 7.5.2
 Pinterest Yes Yes Appendix 7.5.2
 Twitter Yes Yes Appendix 7.5.2
 Google + Yes No Appendix 7.5.2
 Newsletter No No Not Sighted
 Blogs Yes No Appendix 7.5.2
 Tumblr Yes No Appendix 7.5.2
Mobile App
TV Advertising
Billboards
Events Yes
e- Mail Yes Yes
Community Yes No

Appendix 7.5.1: Websites
PRESSED JUICES
(Pressed Juice, 2014)
FINN PRESSED JUICE

(Finn Cold Press, 2014)
Appendix 7.5.2 Social Media
PRESSED JUICES- Facebook page

(facebook,2014)
FINN COLD PRESS- Facebook page

(Facebook, 2014)
PRESSED JUICES- Instagram
(Instagram, 2014)

FINN COLD PRESS- Instagram
(Instagram, 2014)
PRESSED JUICES- Pinterest
(Pinterest, 2014)

PRESSED JUICES-Blog
(Wordpress, 2014)
PRESSED JUICES-Tumblr
PRESSED JUICES- Blogger Community

(Wordpress, 2014)
Appendix 7.5.3 Stores
PRESSED JUICES- HAWTHORN STORE
Store

Wooden Crate Shelves
Lighting – Crates

Seating- Wooden Crates
Recyclable Bags

Recyclable Bags- For cleanse packs
Brochures

Trail Sample glasses
Promotion of the day

Staff- uniform
PRESSED JUICES- OTHER LOCATION STORES

South Yarra Store, Victoria Surry Hills, NSW
Geelong Store, Victoria Armadale Store
Bondi Store Brighton Store
Collins Store Mosman Store

Howey Place Store
PRESED JUICES- Packaging

Bottles
Bags
Delivery Box

PRESSED JUICES - Crochures
PRESSED JUICES- Lighting
PRESSED JUICES – Accessories/Décor

PRESSED JUICES – Wooden Crate Shelves Interiors filled with natural decor
PRESSED JUICES – Chalk board

PRESSED JUICE- Pot Holder- Wooden crate
PRESSED JUICES – Fridge

PRESSED JUICES – Seating
FINN COLD PRESS- Packaging

FINN COLD PRESS- products

Appendix 7.6 Examples of Brand Exploratory
Brand Salience- Pressed Juices Blog Message
Brand Judgments & feelings- Consumer Blogs, Millie, 2014

Brand resonance- Pressed Juices-(Consumer Tweets)
Finn Resonance- Consumer engagement & loyalty generation

Brand resonance -Finn Cold Press- Activity-(Gift cards)

7.7 Brand Values Diagram- Pressed Juices
Home
deliver
y
Active Raw
Life
changing
Cleanse
&
detoxify
Fresh
Fruit
&
Vegetable
Friendly
staff
Innovative
Here to
stay
Expensive
Warm
Healthy
Juices &
Smoothies
Body &
Soul
Reliable
Pressed Juices

7.8 Brand Values Diagram- Cold Finn Press
Home delivery
Health Raw
Love
Balanced
Cleanse &
detoxify
Juices &
Smoothi
es
Fresh
Sophisti
cated
Spiritual
Expens
ive
Femi
nine
Niutrion
Pressed
Juices

7.8 CBBE Models
Pressed Juices
Health freaks
Healthy Trustworthy
Superior Happy
High Quality Cleansing mind &
Delicious Body
Daily fresh juices Health conscious, high
Home delivery of packs income, young-middle aged
Trained nutritionists & friendly
Expensive Caring & loving life
Cold Pressed Juices, Healthy edge over the centrifugal fresh juices

Finn Cold Press
Still evolving
Handcrafted Sophisticated
Credible Love/Warm
Personalised
Moderately priced Feminine
Home delivery Cleansing your body & soul
Cold Pressed Juices, Healthy edge over the centrifugal fresh juices

7.9 Advertising Campaign for Pressed Juices
Campaign Goal:
To generate awareness to the consumers of Pressed Juices in Glenferrie- hawthorn suburb
on the 1st
Anniversary of the Hawthorn store thereby increasing the customer base and
consumer loyalty.
Campaign:
Pressed Juices will conduct a Pressed Juices: Health & wellness morning birds rally across
Hawthorn suburb and conclude with a yoga session at the Rathmines Road reserve followed
by a contest.
The morning rally will be in partnership with the Swinburne Health club, Swinergy and all
students will be invited to participate with discounted juice bottles at the start of the walk
towards the park.
The contest will commence after the 5 km walk to the park and a fitness session by the
Swinergy gym instructors for 15 min. The contest will be to speak on what Positive life
changing means to the participants. They may choose to speak, perform, write or draw
their thoughts.
Winning Contestants will win a month-long supply of Basic cleansing pack, followed by a
chat with the health 7 wellness guru and Pressed juice founder, Leo at the .
The winners will be the drivers of generating the brand awareness and are expected to be
ambassadors for the company for that year, attending public appearances on behalf of the
brand and company.

7.10 Brand Awareness Campaign for Finn Cold Press
Campaign Goal:
To increase brand recognition for Finn Cold Press
Campaign:
Finn Cold Press will host a logo designing contest in Hawthorn by partnering with the local
Health club of hawthorn during this Easter break. The contest will be organised for different
demographic groups. Finn will provide parameters for the design and the winners will get
certification from the Design Institute of Australia.
The winner along with the Logo will also be published in mX paper and the local newspaper
of Hawthorn.
The winner will be volunteering for more designs and maybe webpage development for
Finn Cold Press in later campaigns.

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