Marketing plan: fresh juice

Résumé du document

As a young health-oriented student I decided to launch the idea to bring health products to people instead of the other way around because these days everyone is concerned with being healthy and slim (clearly evidenced in the number of people sporting; the numbers of light-products,…). At the same time, this should be attainable with the least effort possible. Fresh fruit juice is one of those products that takes fairly long to prepare in small doses and therefore is skipped very often. This is where Fruitness comes into the picture. Fruitness provides the possibility to easily consume your daily dose of fresh fruit juice at work, at school, … Fruitness offers a small assortment of orange-based fruit juices to match everyone's taste and it makes for the perfect refreshment during a break from working. The exclusivity of our business model lies in the concept of delivering fresh juices directly to companies.

Extraits

[...] These will also be placed on the bar counter from which the drink will be served. These will show photos of the juices available and will describe the fruits used and the nutritional information and benefits of the juice as a 100% pure fresh juice that is unpasteurized. As such, as many vitamins are retained as possible. In addition, Fruitness will have no added sugar, in comparison with Tropicana's juices with ‘less sugar'. As sugar depletes the immune system and Fruitness juices will be rich in natural vitamin C with no added sugar, it can be marketed as a true immune boosting juice. [...]

[...] Some of our major direct competitors are Minute Maid (Coca Cola Co.) and Tropicana (Pepsi Co.). Their main advantages are their size and expertise. Their weakness is their disability to deliver a fresh juice to the market. Fruitness will be launched on a pilot-scale in the Ghent-area, as this is a well-known market for the founders. Ghent has a flourishing business life which offers room for a company such as Fruitness. Mission Statement Fruitness provides a solution to increased awareness towards health and better-for-you products. [...]

[...] Packaging As the share of glass (which is frequently used for chilled juices) in the packaging mix declined in Western Europe, Fruitness is following the trend and using the lighter and more convenient opaque 2l HDPE bottles for the storage and distribution of the freshly squeezed juices. These bottles are dark inside and thereby prevent light from reaching the juice and destroying the vitamins. References National Arts Marketing Project. (2002, April 10). SWOT: A Planning Tool for the Future. A concise guide to employing S.W.O.T. Analysis. [http://www.cultural- alliance.org/pubs/swot.htm] Slater, S. [...]

[...] If a delivery is skipped we can not produce fresh juices. So in order to have the most reliable supplier we will have to show some flexibility towards them Buyer Power Since we offer companies the convenience of having fresh fruit juices delivered to their offices, we have quite a unique selling proposition. Their alternative is to sell soft drinks (which most already do) or to find other producers of fresh fruit juices, with the risk that those will not deliver to their location. [...]

[...] F.; Olson E. M. (January-February 2002); A fresh look at industry and Market analysis, Business Horizons Blueprint for Your Library Marketing Plan: A Guide to Help You Survive and Thrive. Bottom Line: Managing Library Finances 18, no (2005) : 202-203. [...]