Rtd Fruit Drinks-Category Attractiveness Analysis

C515
RTD Fruit Drinks-Case Analysis 2
Category Attractiveness Analysis
Group 4

* Customer needs and behavior * 100% juiced product in bottle form * Plastic bottles-enter vending market segment? * Sugar Free (I don’t know same as diet?) * Snapple + Energy product * Powder form to add to bottled water * Low calorie option (pretty low already 100-120 calories)/low carb * Large carton option in more flavors

* Market or market segment size and growth rate
Market Potential * Units (in liters): *use market volume from datamonitor report pg. 11? * Revenue: *use market value table from datamonitor report pg. 10? * Number of prospective customers: ??? * Market consumption: 17.5 billion liters by the end of 2014 (1.7% for five year period 2009-2014)(datamonitor) * Market performance: $22 billion by the end of 2014 (0.6% for five year period 2009-2014)(datamonitor) Growth Rate *market forecast datamonitor report pg.29-30? * Units: * Revenue: * Number of prospective customers:

Future Market Expansion * Snapple’s target segment may constitute a platform for expansion in the smoothie segment of the market (Snapple smoothies has a catchy ring to it and is already an established brand name that consumers know, trust and like). I don’t know if frozen concentrate products are becoming obsolete but expansion into this segment is a possibility as well. Fountain Snapple?

* Macro Trends

| | Attractiveness | | | High Low | Market size | | + | Market growth | | + | Sales cyclicity | | + | Sales seasonality | | + | Profit level | | + | Profit variability | | + |

CUSTOMERS
We primarily serve two groups of customers: 1) bottlers and distributors and 2) retailers.
Bottlers buy