Functional Beverage Analysis

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  • Functional Beverage Analysis

    1. 1. FUNCTIONAL BEVERAGES: OVERCOMINGCONSUMER BIAS TO OVERTAKE THE JUICEPRODUCTION INDUSTRY Sharon Tam Marketing Management- Sandra Metraux 4/23/12
    2. 2. 1/3 Of Adult Americans Are Obese 12.5 Million Children (2-19) are also at risk for diabetes and other unhealthy diet related illnesses
    3. 3. USDA recommends no more than 40g of added sugarAverage American drinksupwards to 120g daily
    4. 4. Campaigns promoting health andfighting obesity have emerged
    5. 5. JUICE PRODUCTION INDUSTRY
    6. 6. FUNCTIONAL BEVERAGES Ready to drink beverages crafted with vitamins, herbs, minerals and other healthy ingredients to offer physical vitality and mental benefits beyond hydration
    7. 7. HydrationEnergy DrinksEnhanced Fruit Wellness & WeightDrinks ManagementSoy Beverages Energy & Rejuvenation Enhanced Water HealthReady toDrink TeasPerformanceBeverages
    8. 8. KOMBUCHAKombucha is a fermented teabeverage that originated fromAsia and Eastern Europe Week to Months Yeast and Bacteria Cultures
    9. 9. KOMBUCHAReady to drink probiotic teathat promotes overall health “Wonder Tonic”
    10. 10. YERBA MATE TEA South American Rainforest Holly Tree 24 vitamins and minerals15 amino acids 0 calories
    11. 11. YERBA MATE TEAReady to drink tea that has the caffeinatedstrength of coffee, vitamin and antioxidantbenefits of tea and euphoric qualities ofchocolate
    12. 12. YERBA MATE TEA
    13. 13. DEMOGRAPHICS Generation Y (1972-2002)  “On the Go” hard working lifestyle  Energy Drink Consumers  Technologically Savvy  Naturally distrustful  Heavily involved with Social Media
    14. 14. QUANTITATIVE DATA Surveyed 30 Babson Students
    15. 15. QUANTITATIVE DATA Key Takeaways  80% consume energy drinks  83% drink to stay awake to finish homework and during parties  92% prefer Red Bull, Monster and Amp  These brands are culturally relevant and lifestyle appropriate  42% have interacted with these brands through social media (Facebook, YouTube)
    16. 16. DEMOGRAPHICS Lifestyle of Health and Sustainability  Men & Women (22-55)  College Educated and Informed Shoppers  Health conscious, active and culturally aware  Household income 75k  Motivated to embody a healthy and sustainable lifestyle
    17. 17. FOCUS GROUP 5 individuals (20-36) Presented randomized kombucha and yerba mate tea company websites and asked for feedback
    18. 18. FOCUS GROUP-KEY TAKEAWAYS Guayaki Yerba Mate Product Copy“Each…bottle contains caffeine levelscomparable to a cup of coffee…the stimulationis balanced by mates natural theobromines andtheophyllines.”
    19. 19. FOCUS GROUP-KEY TAKEAWAYS “Websites are too basic, lack web 2.0 integration and social media network. ”
    20. 20. FOCUS GROUP- KEY TAKEAWAYS Old Fashioned Folk RemediesNot Culturally Relevant
    21. 21. FOCUS GROUP- KEY TAKEAWAYS Foul Smelling and TastingMeant for “Hippies” andGreen Extremists
    22. 22. CHALLENGES Brand Image Trap- Consumers perceptions take a primary role within a brands strategy  Consumers associate kombucha and yerba tea brands as a strictly vegan, hippy and green activist product  Old fashioned folk remedy  Unappealing taste and smell Product Attribute Fixation Trap- Brand too focused on product attributes  Product Copy is too focused on functional benefits and doesn’t create an emotional connection with the consumer
    23. 23. SUGGESTIONS Brand Image Trap- “Foul Smelling & Tasting”, “Only for Hippies”  Product sampling tours to showcase beverages
    24. 24. SUGGESTIONS Brand Image Trap- “Foul Smelling & Tasting”, “Only for Hippies”  Expand to Walmart, Pathmart and Shoprite  Don’t limit themselves to organic grocers such as Whole Foods
    25. 25. SUGGESTIONS Brand Image Trap- “ Only For Hippies”  Targeting middle school and high schools to carry these natural and healthy products  Introduction to younger generation will build brand equity and foster a lifelong relationship
    26. 26. SUGGESTIONS Brand Image Trap- “Old fashioned folk remedy”, “Not Culturally Relevant”  Website makeovers  Invest in mobile marketing “advergaming”  Smartphone Generation
    27. 27. SUGGESTIONS Coca-Cola “Thumbs Up Everest”  Mobile adventure that gave away weekly prizes to a high score winner  Downloaded 350,000 times weekly
    28. 28. SUGGESTIONS Product Attribute Fixation Trap  Give the copy personality  Use simple language to explain the product  Use relatable language
    29. 29. QUESTIONS
    30. 30. EXHIBITS- SURVEY RESULT DISTRIBUTION

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