As mentioned above, more and more people turn to organic food, which means the company must take advantage of this market expansion period. Even more, after the new organic smoothie will be strongly established in customers' buying preferences, it is recommended that the company develops other types of organic food.
When launching a new product, the marketing mix is very i8mportant, as well as controlling the launch and the immediate period. The target market for the new organic smoothie is consisted of individuals aged 14-60, with medium income, medium to high education, health oriented. It is recommended that the company continues this direction by developing a new organic smoothie for children, in order to cover all age groups.
Regarding the pricing strategy, it is recommended that the price for the new organic smoothie equals the average price practiced by competitors for their organic products. As mentioned in the introduction, if the rice is too low, customers will have doubts regarding the products quality, on the one hand. On the other hand, if the price is too high, potential customers might be reluctant to paying a higher price for a new product that they might not even like.
The distribution of the new product must follow a very short and flexible channel. This way, the time between production and consumption is reduced. Also, costs will also be significantly reduced, which will allow the company to establish an average market price for the new product.
The promotional campaign must be a very complex one. It must include the press, radio, television, cinema, outdoors advertising, print ads. In such conditions, the budget will be quite high. However, such a complex campaign will allow the new product to gather the required attention.
Product Concept Sheet
Company name: Orange Julius
Brand name: Orange Julius Smoothie
Product name: Orange Julius Organic Smoothie
Concept: nowadays, customers are more and more health-oriented. This includes special attention paid...
More and more individuals orient towards organic foods, especially regarding specific types of food consummated on a daily basis. Fruit smoothies are included in this category. For example, people drink food smoothies when trying to chill, when playing sports, when eating, when spending time in front of the TV, or with friends, or during all sorts of leisure activities. Given those circumstances, it is only natural that people orient towards healthier, organic smoothies. In order to address this market segment, Orange Julius will introduce the new Orange Julius Organic Smoothie. Target market: active individuals aged 14-60.
Benefits of the product: Orange Julius Organic Smoothie is a fresh made smoothie that provides bio-available vitamins and minerals, in addition to enzymes and co-enzymes. They are responsible for absorbing, digesting and converting food and for producing the energy required by the human metabolism (Burner, 2006). Many consumers have stated that organic smoothies' main advantage is the energy they provide. Also, consumers have stated that after consuming an organic smoothie they do not feel hungry for hours. Even more, some consumers have substituted certain habits, like drinking coffee, with organic smoothies.
Reference List
Burner, Tara (2006). Smoothies: Why They're Good for You and Numerous Recipes. Associated Content. Retrieved July 26, 2008 at http://www.associatedcontent.com/article/29908/smoothies_why_theyre_good_for_you_and.html.
The Morning Berry Smoothie (2008). Organic Eating Daily. Retrieved July 26, 2008 at http://organiceatingdaily.com/organic-beverages/morning-berry-smoothie/.
Smoothies - Your Best Fast Food Alternative (2008). Retrieved July 26, 2008 at http://www.articlesnatch.com/Article/Smoothies-Your-Best--Fast-Food -- Alternative/107809.
Yogurt and smoothie opportunities are booming, says Dairy Innovation Forum 2005 speaker (2005). Dairy Management Inc. Retrieved July 26, 2008 at http://www.innovatewithdairy.com/InnovateWithDairy/Articles/Articles_DBV2_081505.htm.
