Naked Juice Case Study
Today, increasing numbers of Americans are choosing healthy alternatives for the cola drinks that have dominated the beverage market for decades. Some of these alternatives include so-called “super-premium” brands that place a high priority on providing consumers with the best quality ingredients available. One such firm is Naked Juice which leveraged its humble direct sales beginnings into a national enterprise that was subsequently acquired by PepsiCo. The purpose of this case study is to identify the strategies used by Naked Juice to reach its current position in the beverage industry and an analysis of PepsiCo’s current marketing strategies and their implications for Naked Juice in its portfolio of subsidiaries. In addition, a discussion concerning the optimal key marketing metrics that the parent company should use to evaluate the performance of Naked Juice and an assessment concerning whether these measures should be different from its traditional carbonated soft drinks are followed by an analysis of the marketing decision process and some of the major changes within the industry. Finally, an analysis of the marketing decision process and some of the major changes within the industry are followed by a summary of the research and key findings concerning Naked Juice’s current status and likely future in the case study’s conclusion.
Strategies used by Naked Juice to reach its current market position
Naked Juice (hereinafter alternatively “the company”) reached its current enviable market position by transitioning from its original personal direct selling strategy to network marketing using various regional distributors across...
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