2. Launched in 2007, BluePrint®, a brand of The Hain Celestial Group, Inc. (NASDAQ:
HAIN), is the pioneering line of raw fruit and vegetable juice and juice beverages.
The brand includes BluePrintCleanse®, the line of juice and juice beverage cleanses designed
to detoxify and purify the body, and BluePrintJuice®, the line of juice and juice beverages sold
in individual bottles and available in select retail outlets and online.
BluePrintCleanse® brand was created to offer different cleanse levels customized to one’s
dietary habits and history.
BluePrint® juice, juice beverages, non-dairy beverages are delivered to homes and offices in the
U.S. and Canada, and are also available at select retail outlets.
Company Overview
5. Problem Statement
How to increase company revenue? Company growth strategy is market
development by increasing sales to new types of customers (segments). Our
goal is to discover new market segments.
Success criteria:
Segment the market
Provide actionable insights for market targeting
Provide actionable insights 4Ps tactics (product, price, promotion, place)
Increase brand awareness by 30% and revenue by 15%
6. Model Selection
Rationale Cold pressed juice market is relatively new
BluePrint has little knowledge about segments in cold
press juice market
BluePrint has a new approach to sell juice and the
company wants to implement this approach to the new
market segments
Model Ward’s descriptive Post Hoc segmentation method:
Ward’s agglomerative hierarchical clustering with
Dendrograms allows to identify the number of clusters
(segments) in the dataset
8. Solution Process
Define Problem Select Model Conduct survey
Collect and
Analyze Data
Execute Ward’s
Method(R)
Analyze and
Interpret Results
(excel)
9. Research Methods
IBISWorld foodbabe.com
Pinterest Google Trend
huffingtonpost.com Forbes.com
Secondary
Research
Primary
Research
1. Created survey seeking to identify
groups among people who drink cold
pressed juice:
One qualification question
Four identifier questions
Ten statements to rank
10 points Likert scale from 1
(strongly disagree) to 10
(strongly agree)
2. Conducted survey:
Online
Sample size:60
Gender: 32 Females, 16 Males
Age: 25-67
10. Primary Research Method Survey
We wanted to
get responses
only from
people who
are familiar
with cold
pressed juiceMainly focused on demographic
classification questions because we
surveyed only California residents.
Psychographic questions are covered
in the body section.
19. Research Analysis
Summarized the means for each group, highlighted largest values for each
statement, S, and demographic question (Excel)
For Excel,
please click
below
20. Model Results
Segment 1
”Healthy Eaters”: replace food with juice rather than
binge on junk/processed food, have highest income level
and oldest group
Segment 2
"Real Juicers" : Like juice for what it is: nutritious food
and thirst quencher
Segment 3 “Taste Lovers” : drink juice for the taste
25. Competitive Analysis
Launched
Revenue
in
2014
Cer9fied
Product
Purpose
Retailers
Suja
2012
$45m
USDA
Organic,
Non-‐
GMO
&
Cold-‐Pressured.
Supplement
PHARMACA
SAFEWAY
WHOLE
FOODS
MARKET
Blue
Print
2007
$100m
USDA
Organic,
Non
GMO
Project
Verified,
Vegan,
Raw,
Gluten
Free
and
Kosher.
Cleanse
SAFEWAY
WHOLE
FOODS
MARKET
Bristol
Farms
Market
Online
(US
delivery)
Organic
Avenue
2000
$35b
USDA
Organic,
Cold-‐
Pressured.
Cleanse
8
Own
stores
in
NY
Juice
Press
2012
Organic,
No
hpp,
Cold-‐
Pressured
Cleanse/Supplement
21+
Own
stores
in
NY,
Online
(US
delivery)
Liquiteria
1996
USDA
Organic,
Non-‐
GMO
&
Cold-‐Pressured.
Cleanse
Own
retailer
stores
in
NY,
online
Juice
Genera9on
1999
Cold-‐Pressured
Cleanse
12
Own
stores
in
NY,
Online
26. Market Comparison
Company $ per
Bottle
Brick &
Mortar
Online
Organic
Avenue
$9.00 Yes Yes
Suja $8.99 No Yes
Blue Print $9.99 No Yes
Liquiteria $8.75 Yes No
Juice
Generation
$9.95 Yes Yes
Juice Press $10.99 Yes Yes
28%
28%
28%
1% 14%
1%
Suja Blue Print
Organic Avenue Juice Press
Liquiteria Juice Generation
Source: Wall Street Journal, Beverages Industry Magazine
29. Result Interpretation
Segment 2
"Real Juicers" : Like juice for what it is: nutritious food and thirst
quencher
Trend
toward
healthy
ea.ng,
consuming
more
natural,
organic
products
Ac.ve
lifestyles
becoming
increasingly
popular
in
the
US
http://www.nielsen.com/us/en/insights/news/2010/global-trends-in-healthy-eating.html
http://blog.euromonitor.com/2014/01/the-top-10-global-consumer-trends-for-2014.html
https://www.twst.com/news/648-apparel-footwear-retailers-benefit-from-active-lifestyle-tre
30. Result Interpretation
Segment 3 “Taste Lovers” : drink juice for the taste
http://www.euromonitor.com/fruit-vegetable-juice
http://qz.com/176096/how-america-fell-out-of-love-with-orange-juice/
31. Brand Awareness
Offline Media
Online Display
Advertising
Out of home
advertising
In store
Advertising
PR, trade shows,
Industry specific
events
others
Segment 1
(27%)
Campaign on
Radio, TV,
Food network,
cooking shows
Advertise in health/
fitness and healthy
cooking websites
such as skillet.com
Advertise on public
displays in gyms,
hospitals, restaurants
Door to door
pamphlets,
coupons
Giving Special
offers, discounts,
Generating
awareness
Run a word of
mouth
Segment 2
(46%)
Campaign on
Radio, TV,
Food network,
cooking shows,
Workout shows
Advertise in health/
fitness websites like
such as
menshealth.com,
bodybuilding.com,
etc., Facebook ads
Advertise on public
displays in gyms,
restaurants, out door
sports venues
Coupons and
partnering with
gyms (nutrition
drinks and exercise
+ package)
Giving Special
offers, discounts,
Generating
awareness
Run a word of
mouth, viral
campaign,
Facebook
contests
Segment 3
(27%)
NA Facebook ads
Mall, food courts,
Movie theaters,
Entertainment
Free samples
Free samples in
events
Viral
campaign,
Facebook
contests
32. Conclusion
Three segments have distinct characteristics and
can be targeted
First segment has financial and growth potential
Second segment has good potential, alignment,
and marketability
Third segment is less marketable (only interested
in taste of juice)
