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Naked Juice Powerpoint
- 2. Naked Juice Henry Brown Justin Fisette Geneviève Larose Angela Thomson Andrew Vellekoop
- 4. A Background on PepsiCo
- 5. A Background on PepsiCo
- 8. Naked Products Juices Coconut Water Smoothies
- 10. Strengths
- 11. Weaknesses High Price Low Customer Awareness
- 13. Threats
- 18. Blog?
- 19. The Naked Truth - A YouTube Channel
Editor's Notes
- Background Pepsi was started in 1932, Frito Lay in 1935 PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc Current CEO-PepsiCo-Indra Nooyi The four major divisions of the PepsiCo family PepsiCo Americas Beverages PepsiCo Americas Foods PepsiCo Europe PepsiCo Asia, Middle East & Africa PepsiCo Canada In October 2008, PepsiCo Canada's businesses reorganized into two business units - PepsiCo Beverages Canada, which includes brands such as Pe psi, Gatorade and Tropicana ; and PepsiCo Foods Canada, which includes Frito Lay Canada and Quaker foods & snacks. In 2010, PepsiCo Canada merged its beverage bottling and brand business operations, forming one unified Canadian beverage organization – PepsiCo Beverages Canada. PepsiCo Canada Presidents-Richard Glover (Beverages) Marc Guay (Foods) Performance with Purpose PepsiCo Canada is committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose . Performance with Purpose is at the heart of every aspect of our business. We believe financial achievement can and must go hand-in-hand with social and environmental performance. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability.
- The Naked Juice Company was created in Santa Monica, California in 1983 by Jimmy Rosenberg. He began on a small scale, producing the fruit drinks at his home and selling them under the "Naked Juice" name in-person on the beaches in Santa Monica. As a result of this initial popularity, the juice drinks were first made available commercially via a local grocery store which agreed to carry the products. Distribution soon expanded to a wider range of stores in the Los Angeles metropolitan area, followed shortly thereafter by growth into the San Diego region.
- In 2006, in prospects of alleviating potential supply limitations, Naked Juice decided to open two new direct delivery centers. One located in Sacramento, California and the other in Seattle, Washington. As Angela has previously mentioned, PepsiCo was seeking to separate its products into two categories: Good for you and Fun for you. PepsiCo acquired Naked Juice in 2007 hoping to integrate this new product line with the recent ownership of food and beverage brands with a health and wellness aspect. In the same year that PepsiCo purchased Naked Juices, the company had recorded annual sales of $150 million within the U.S. Several financial analyst believe that the purchase of Naked Juice was initiated because PepsiCo wanted to complete with Coca-Cola’s purchase of Odwalla.
- Naked Juice offers three lines of products which consists of more than 20 variants; juices, smoothies as well as the newly introduced Coconut water. This product was introduced in 2010 and is currently only available in The U.S. Products are available in all 50 states, Canada as well as the U.K. In Canada, Naked Juice products are primarily located in Starbucks locations. This is due to PepsiCo and Starbucks partnership established in 2010.
- Sustainability a. Rainforest Alliance are a non-profit organization that's committed to conserving biodiversity and ensuring sustainable livelihoods for farmers and their families. Some benefits of this partnership are as follows: Clearer, Cleaner H2O through contamination controls. Erosion Reduction through soil conservation practices. Wildlife Refuge in critical ecosystems such as wetlands and forest patches are preserved to keep our furry, flighty and fishy types in their homes. Better Lives for Farmers, their families and communities reap the benefits, too. They're given access to healthcare, transportation and education programs. Waste Reduction through more composting and recycling, where possible. b. Bottle Reincarnation – shown through Naked Juice`s reNEWbottle, the packaging of the Naked products are made from 100% recycled plastic. This signifies using 50 percent less energy than if we started with virgin plastic. c. Efficient packaging – the square bottles allows the company to fit more bottles into boxes when shipping. d. LEED Manufacturing Certified - Developed by the U.S. Green Building Council, LEED's main goal is to implement practical and measurable environmentally friendly building design, construction, operations and maintenance solutions. To start, we use as much natural light as we can, thanks to oversized windows. In addition to reusing and composting as much waste as possible, we've also installed 1,824 solar panels. These panels provide us with an energy amount that is equivalent to what it would take to power approximately 25 Southern California Homes for a year. 2. Good Health a. No Added Sugars or Preservatives b. Boosts such as Barley Grass and soy Protein c. Veggie for Life – Although most products are vegan friendly, some do contain dairy. Dairy can be primarily found in the Naked Juice smoothies. All products are guaranteed to be 100 % vegetarian friendly.
- Each juice focuses on a different health aspect (Digestion, Protein, Low Calories) reNEWabottle design is eco friendly Naked Juice focuses on sustainability as well as quality, all their bottles are made of recycled plastics. They estimate that their packaging reduces virgin plastic consumption by 7.4 million pounds per year.
- One downside of the fruit beverage industry is the high price of drinks. Naked Juice imports the majority of their fresh ingredients and this increases the costs of producing the drinks. Naked Juice’s are still fairly new to Canada and so customer awareness isn't as high as it should be.
- Health-Conscious attitudes have been continually increasing in North America. This provides a great market for PepsiCo to release healthy drink products such as Naked Juice.
- Odwalla – has been around longer then Naked Juice, traces of e.coli were found in Odwalla drinks in 1996 leading to one death and 66 reported illnesses. POM Wonderful – focuses on Pomegranate based products Bolthouse Farms – Old company that has been around for 90+ years, well established.
- After analyzing their social media accounts, it’s clear that they have a strong loyalty and some quality “likes”. All their pages are consistent with their website as far as the look goes, although the facebook page is a little bland. From the website, if you click on the Facebook logo, it will bring you to the Wall for Naked Juice, which is not the best choice for a brand. This link should either fall on their Product Guide app since it is more visually appealing and informs the user, and because there might be a negative comment on the Facebook wall. While we are not saying they should screen and remove all negative comments, it might be more useful for Naked Juice to direct the interested consumer to the product rather than straight at possible negative comments.
- As you can see, there are no negative comments which is a good thing, unless they already screen them out. But, this page is bland to look at, and should not be the first thing an interested consumer sees. Facebook pages should be more fun by adding different apps or contests that get the user to return to the page. Right now, this is a one time page, where a consumer will not go back.
- This page is a lot more visually appealing, and a consumer can scroll here and look at all the different products and what they are.
- As was mentioned in a previous slide, the Naked Twitter account is very interactive. Many consumers seem to tweet their appreciation of the product, and Naked Juice replies with a casual and humorous comment and hashtags, such as a tweet I’ll show you on the next slide. This humour is also consistent with their apparent brand image which can also be seen on their website with things like a playful typeface, pictures and of course their name. As well as replying to tweets, they post fun facts about fruit, like the farthest a grape has ever been spit (28 feet, 7.25 inches). This is a great example of what a corporate Twitter account should be like.
- As I mentioned in the other slide, here’s a funny tweet in reply to a user saying “I have to try that @Naked_Juice, I see everybody drinking it”. The Naked website claims to have a blog, but it has not been updated since August 18 th , and promoting an unmanaged blog looks sloppy. Either this should be removed, or it should be updated frequently, giving advice on leading that healthy lifestyle they’re targeting. What their blog has been used for most is introducing new products, when the purpose of a blog should be more towards presenting ideas and creating discussion. Their blog is merely an ad with a lot of copy. They should drop this and concentrate on Twitter and Facebook, and integrate a YouTube channel into both of these.
- The cool thing about having an official YouTube page is that Naked Juice will finally have a common place to host all our videos. The channel will consolidate all of Naked Juice’s video promotional efforts online so they are available in one, easy to find place. Currently, the 4 th result when you search for “Naked Juice” on YouTube returns “Butt Naked Juice Rap”. We don’t want this. We want our customers to come to the largest video streaming website on the web and be able to find and connect with the brand; simple, right? It will be a place where we will post the best user-submitted videos, encouraging visits. We’ve enabled the Channel settings to allow for “video responses” from users. We will have people monitoring these responses and the best ones will be uploaded on our channel for the world to see. The main feature of the YouTube channel will be the “ Naked Truth About… ” series of videos. Currently we have an introductory video in the series titled “The Naked Truth – Our New Website”. This video outlines the changes made to the Naked Juice website and discusses some of our key values and commitments. The first true video in the series is also live, titled “The Naked Truth – Plastic”. This video focuses on the ReNew bottle used by Naked Juice and the brand’s belief in the 4 th “R”; Reincarnation. It outlines Naked’s commitment to being an environmentally conscious organization while also educating the viewer on the sad state of plastic in today’s world. In the future, these videos will primarily be focused on the social and environmental issues and causes that are important to Naked Juice and our consumers. (i.e. Sustainability, Healthy living). The key to having successful and relevant YouTube channel will be a proactive attitude toward releases and community interaction. Being consistently reliable with uploading new and engaging content will keep users coming back. We will monitor user comments to generate further ideas and will interact with those who choose to post on our channel. The videos will be easily integrated with our Facebook Fan Page, Twitter, and News section of the website (the former Blog). We’ve also began creating playlists on YouTube, maximizing the features of the Channel to offer the best experience possible to our viewers. At the moment, playlists for all Naked Commercials (user-submitted or official) and for the Naked Truth About… series are live.