A Go-To-Market Overview for a Premium Juice Retail Experience Concept

2. THEPROBLEM
Orange Juice
consumption has
been in decline with
usage hitting the
lowest levels in the
last 30 years

3. THEOBJECTIVE
change the
perception of a
commodity
product, in this
case the orange
and it’s most
popular
consumption form
orange juice

4. DESIGN
PROCESS

6. RESEARCH
FOCUS
 Market Supply
 Demand and Consumption
 Competitive Analysis
 On-Site Primary
 Surveys

7. On-site observations and
results of in-person
interviews were organized
to gain a view into the
customers world
EMPATHY
MAP

9. A-HA
MOMENT

11. Opportunity to position a
Brand
at the intersection of
Natural+
Healthy+
Beverage+
Experience

12. ZAG17 STEP
Leveraging a Brand
development white board
process

15. THE
VALUE

17. THECHANNELS

18. Retail
App

19. THEORGANIZTION

20. App Dev
Product
Design
Retail
Supply
Chain
Marketing Operations
To drive traffic
and
engagement,
brand
promotion is
critical.
Guerilla
marketing on
campuses,
public
relations, as
well as
inbound
marketing will
be key
activities.
Activity
around app
experience
including UX
and
beverage
options/cont
ent is critical
to ensuring
that the app
learns over
time
The chefs of
the
organization,
these
individuals
specialize in
the
development
of new juice
based
beverages.
Deliver the in
store
experience
each and every
day, these
individuals
represent the
physical
manifestation
of the brand
by creating an
experience
that moves
beyond the
product.
Responsible
for the
management
of relationships
with key
partner
suppliers.
Back office
support
responsible for
financial
management,
employee
relations and
other
operational
tasks viewed
too critical to
outsource.
 Product Mgr
 Developer
 Nutritionist
 Food Engineer
 Line Manager
 Store Manager
 Mixologist
l
 Purchaser
 Logistics
 Mkt Manager
 Coordinator
 Accounting
 HR
 Finance
 Legal

21. REVENUE
STREAMS

22. Retail
Mgmt
Menu R&D App Dev
Marketing
/ Brand
Formation
3rd Party
Products
Sale of In-House Designed/Produced Beverages
Sale of Third Party
Beverages, Food Items and
Misc.

23. …a naturally healthy beverage
experience