Marketing and Fruit Juice
Contents:
1 Contents
2 Introduction
3 Market analysis
4 Company analysis
5 Competitor analysis
6 Customer analysis
7 SWOT analysis
9 Recommendation
11 Appendix-1
Introduction
Mr. Juicy already a key juice producer and distributor in Hong Kong, dominating over 65% market share in Hong Kong. It offers wide range of juice including orange, grape, blackcurrant ,apple, pink grapefruit and mango. It is owned by AS Watson, a wholly owned subsidiary of Hutchison Whampoa Limited.
In the world’s fastest grow¬ing economy are beginning to demand a brand-name product like us when they order juice for the home, a mixer with their nightclub drink. Mr. Juicy always is considerable to be the prime local product that discerning consumers specifically ask for by name.
Cope with the expansion of the AS Watson group. Mr. Juicy will launch more new products and sell to different countries and locations worldwide. Our marketing department proposes this 2013 marketing plan to capitalize on an opportunity identified to potential bankers or investors for funding to secure distribution.
In the following sections, it will contains ‘Current market situation’ and ‘Marketing objectives’.
Marketing analysis
Mr. Juicy is a leading juice producer in the chilled category since 1974. We are provide wide range of premium, delicious and high quality products. When selecting customers to serve, our marketing segmentation is based on Hong Kong population. Among total population 7.25million people, we divide 3 age groups into a) Teenager, b) Adult and c) Elderly as follows table (Data from Census and Statistics Department website). Teenager group is served with additional nutrients of Vitamin D, E, C which currently has advertising on TV. For Adult group, they are served with mixtures of new fruits flavors like Fuji apple, Mango and peach.., etc. For Elder group, they are likely to shifting between soft drinks categories to RTD tea and fruit/vegetable juice set
1 Contents
2 Introduction
3 Market analysis
4 Company analysis
5 Competitor analysis
6 Customer analysis
7 SWOT analysis
9 Recommendation
11 Appendix-1
Introduction
Mr. Juicy already a key juice producer and distributor in Hong Kong, dominating over 65% market share in Hong Kong. It offers wide range of juice including orange, grape, blackcurrant ,apple, pink grapefruit and mango. It is owned by AS Watson, a wholly owned subsidiary of Hutchison Whampoa Limited.
In the world’s fastest grow¬ing economy are beginning to demand a brand-name product like us when they order juice for the home, a mixer with their nightclub drink. Mr. Juicy always is considerable to be the prime local product that discerning consumers specifically ask for by name.
Cope with the expansion of the AS Watson group. Mr. Juicy will launch more new products and sell to different countries and locations worldwide. Our marketing department proposes this 2013 marketing plan to capitalize on an opportunity identified to potential bankers or investors for funding to secure distribution.
In the following sections, it will contains ‘Current market situation’ and ‘Marketing objectives’.
Marketing analysis
Mr. Juicy is a leading juice producer in the chilled category since 1974. We are provide wide range of premium, delicious and high quality products. When selecting customers to serve, our marketing segmentation is based on Hong Kong population. Among total population 7.25million people, we divide 3 age groups into a) Teenager, b) Adult and c) Elderly as follows table (Data from Census and Statistics Department website). Teenager group is served with additional nutrients of Vitamin D, E, C which currently has advertising on TV. For Adult group, they are served with mixtures of new fruits flavors like Fuji apple, Mango and peach.., etc. For Elder group, they are likely to shifting between soft drinks categories to RTD tea and fruit/vegetable juice set