Naked Juice Marketing Paper
The Product
Brand Schemas Schemas are a set of beliefs or associations about a product or brand. These beliefs and associations effect the way consumers think of a product. Everyone had their own ideas about different brands of juice. For example, Rachel* and Lacey* thought that drinks from juice bars such as Jamba Juice and Robeks were very high in calories. As a result these people saw these brands of juice as meal supplements. One person we interviewed thought that Jamba Juice was the best juice out there and did not have a preference to juices sold in supermarkets. One of the things this consumer liked about Jamba Juice was the atmosphere because it made him feel healthier. Other consumers found brand juices to be superior because of their taste and quality. For example, Cindy* thought Naked Juice tasted “very fresh”. Tropicana and Jamba Juice were mentioned by Cindy as brands with a good taste. For this consumer, a schema for Tropicana and Jamba Juice would be a good taste. Lacey cited Welch’s as a personal favorite because of its unique fruit blends. Rachel had a negative experience with Naked Juice after she purchased it at a local Starbucks. She thought the taste was “disgusting” and would not purchase it again. For this consumer the brand schema for Naked Juice is poor taste. The different opinions between Cindy and Rachel demonstrate how brand schemas can vary widely from consumer to consumer. While no one else mentioned poor taste for Naked Juice, the company would not exist today if all consumers thought this poorly of the product.
Product Category Schemas
We asked people why they drink juice and found that one of the schemas associated with juice is health. Everyone except Lacey cited health as a reason to drink juice. Lacey did not report health as one of the considerations when she drank juice but instead cited weight loss, which we felt was a subcategory of health, since keeping in shape is a way to stay healthy.
People feel that
Brand Schemas Schemas are a set of beliefs or associations about a product or brand. These beliefs and associations effect the way consumers think of a product. Everyone had their own ideas about different brands of juice. For example, Rachel* and Lacey* thought that drinks from juice bars such as Jamba Juice and Robeks were very high in calories. As a result these people saw these brands of juice as meal supplements. One person we interviewed thought that Jamba Juice was the best juice out there and did not have a preference to juices sold in supermarkets. One of the things this consumer liked about Jamba Juice was the atmosphere because it made him feel healthier. Other consumers found brand juices to be superior because of their taste and quality. For example, Cindy* thought Naked Juice tasted “very fresh”. Tropicana and Jamba Juice were mentioned by Cindy as brands with a good taste. For this consumer, a schema for Tropicana and Jamba Juice would be a good taste. Lacey cited Welch’s as a personal favorite because of its unique fruit blends. Rachel had a negative experience with Naked Juice after she purchased it at a local Starbucks. She thought the taste was “disgusting” and would not purchase it again. For this consumer the brand schema for Naked Juice is poor taste. The different opinions between Cindy and Rachel demonstrate how brand schemas can vary widely from consumer to consumer. While no one else mentioned poor taste for Naked Juice, the company would not exist today if all consumers thought this poorly of the product.
Product Category Schemas
We asked people why they drink juice and found that one of the schemas associated with juice is health. Everyone except Lacey cited health as a reason to drink juice. Lacey did not report health as one of the considerations when she drank juice but instead cited weight loss, which we felt was a subcategory of health, since keeping in shape is a way to stay healthy.
People feel that
Cited: Armstrong, Gary and Philip Kotler. Principals of Marketing: Tenth edition. Saddle River, NJ: Prentice Hall, 2003. Boone, L. E., & Kurtz, D.L. (2004). Contemporary Marketing (11th ed.) Ohio: South- Western. Jamba Juice Website. Retrieved April 1, 2005 from www.jambajuice.com McCarthy, E MA: Irwin, 1991 Naked Juice Website Tropicana Website Retrieved March 25, 2005 from www.tropicana.com The Scope of an Industry (Jan, 2004) Association(IHRSA). Retrieved April 1, 2004 from http://cms.ihrsa.org/IHRSA/viewPage.cfm?pageId=804 William, M