Naked Juice Essay
Naked Juice
What are the attributes and benefits of your product/service? How do they relate to your target market?
BUSI-520
What are the attributes and benefits of your product/service? How do they relate to your target market?
When presenting the organic juices to consumers, Naked Juice truly understand how to use the benefit-based segmentation to distinguish the needs and benefits of its consumers. It is essential for a company to know who will be most prone to buy their products, in order for them to present their products in the right place to the right consumers. In Kotler & Keller, the “needs-based or benefits-based segmentation is widely used approach because it identifies distinct market segments with clear marketing implications” (Kotler & Keller, 2012, p. 228)
In an article regarding PepsiCo first …show more content…
national campaign for Naked Juice, they created ads in fitness magazines like Fitness and Shape, their target consumers age were between 25 and 35, who are “ health-conscious, active and balanced in their food choices” said Brad Armistead, marketing director of Naked Juice, he continue to say "Naked Juice is all about the transparency in our communication. If you turn to the label on the back of the bottle, you can see all the fruit that’s inside. We list out what you get in that bottle and our consumers have come to trust what we put inside." (Wong, Elaine, 2012)
It is not enough for Naked Juice to know who their consumers are when market targeting; the company needs to be aware of the convenience, in today’s busy world people need to have their essentials satisfied when need it.
Rachel Kenney, public relations and education manager, Naked Juice, agreed, noting: “The energy drink market continues to expand because all consumers need energy to stay on their feet. However, hectic lifestyles keep them reaching for convenient stimulants that are both unhealthy and unnatural.” Convenience includes how a product is presented/ merchandised in the store. Ideally, such beverages should be positioned in such a way as to catch the attention of wandering shoppers. Coldbox displays, refrigerators and barrel coolers have been used successfully to market energy drinks, as many consumers want to drink the product as they shop. Finally, counter space at the checkout is prime real estate in any store, but retailers interested in maximizing energy beverage sales should take advantage of the “grab and go” effect of impulse shopping. (Nutrition Manufacturer,
2012)
The Naked Juice product attributes such as “anti-oxidants,” “superfood” and “food-juice” have become the latest health trends, and Naked Juice sought to more clearly identify these attributes and link its brand to them. (Murphy Marketing Research, 2012) Both the attributes and benefits of the organic juices meet the desires of the consumers. Naked Juice continue to improve and expend their products to target not only the obvious consumers, but others who could be attracted just be buying a great product with a great taste.
Reference
Kotler & Keller. (2012). Marketing Management 14th Ed. New Jersey: Pearson Education, Inc.
Pursuing a Packed Market, Retrieved on April 15, 2012 from Web site: http://www.nutritionmanufacturer.com/trends.html
Wong, Elaine. Naked Juice Ads Tell ‘Naked Truth’. Retrieved on April 15, 2012 from Web site: http://www.adweek.com/news/advertising-branding/naked-juice-ads-tell-naked-truth-107838
What are the attributes and benefits of your product/service? How do they relate to your target market?
BUSI-520
What are the attributes and benefits of your product/service? How do they relate to your target market?
When presenting the organic juices to consumers, Naked Juice truly understand how to use the benefit-based segmentation to distinguish the needs and benefits of its consumers. It is essential for a company to know who will be most prone to buy their products, in order for them to present their products in the right place to the right consumers. In Kotler & Keller, the “needs-based or benefits-based segmentation is widely used approach because it identifies distinct market segments with clear marketing implications” (Kotler & Keller, 2012, p. 228)
In an article regarding PepsiCo first …show more content…
national campaign for Naked Juice, they created ads in fitness magazines like Fitness and Shape, their target consumers age were between 25 and 35, who are “ health-conscious, active and balanced in their food choices” said Brad Armistead, marketing director of Naked Juice, he continue to say "Naked Juice is all about the transparency in our communication. If you turn to the label on the back of the bottle, you can see all the fruit that’s inside. We list out what you get in that bottle and our consumers have come to trust what we put inside." (Wong, Elaine, 2012)
It is not enough for Naked Juice to know who their consumers are when market targeting; the company needs to be aware of the convenience, in today’s busy world people need to have their essentials satisfied when need it.
Rachel Kenney, public relations and education manager, Naked Juice, agreed, noting: “The energy drink market continues to expand because all consumers need energy to stay on their feet. However, hectic lifestyles keep them reaching for convenient stimulants that are both unhealthy and unnatural.” Convenience includes how a product is presented/ merchandised in the store. Ideally, such beverages should be positioned in such a way as to catch the attention of wandering shoppers. Coldbox displays, refrigerators and barrel coolers have been used successfully to market energy drinks, as many consumers want to drink the product as they shop. Finally, counter space at the checkout is prime real estate in any store, but retailers interested in maximizing energy beverage sales should take advantage of the “grab and go” effect of impulse shopping. (Nutrition Manufacturer,
2012)
The Naked Juice product attributes such as “anti-oxidants,” “superfood” and “food-juice” have become the latest health trends, and Naked Juice sought to more clearly identify these attributes and link its brand to them. (Murphy Marketing Research, 2012) Both the attributes and benefits of the organic juices meet the desires of the consumers. Naked Juice continue to improve and expend their products to target not only the obvious consumers, but others who could be attracted just be buying a great product with a great taste.
Reference
Kotler & Keller. (2012). Marketing Management 14th Ed. New Jersey: Pearson Education, Inc.
Pursuing a Packed Market, Retrieved on April 15, 2012 from Web site: http://www.nutritionmanufacturer.com/trends.html
Wong, Elaine. Naked Juice Ads Tell ‘Naked Truth’. Retrieved on April 15, 2012 from Web site: http://www.adweek.com/news/advertising-branding/naked-juice-ads-tell-naked-truth-107838