fruit juice - ceres marketing report project
TRANSCRIPT
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Established - 1923 South Africa
=
Fruitfulness
Product
PricePlace
Promotion
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Product
•100% fruit juice •No added sugars, preservatives or colorants •High in nutrition and rich in vitamin C •Naturally low in fat •Cholesterol-free •Ideal for a healthy lifestyle •Pasteurized to guarantee quality •12-month shelf life •Available in a wide variety of great tasting exotic fruit flavors •South Africa’s premier juice since 1982 • Available in more than 84 countries worldwide •Endorsed by the Ceres Quality Seal
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Flavors
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Which company represent
Since 1973 40 years experience
in Mauritius?
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Price
Big
Small
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PlacePromotion
No adverts since last 5 years
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Objectives
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VisionObjectives
To be the preferred juice among
mauritiansBetter achievement and customerSatisfaction
Promote their product with newpackaging and adverts
Become on local market at end of the year
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Competitors Analysis
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Competitors
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•Food Canners Limited •Sunny / Sungold •Leader on local market
•100% Fruit Juice •Preferred by Mauritians •High Quality •Wide Variety of Flavors •Affordable Price
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•March 1976 in Thailand •Concentrated juice andvegetables •Contain high nutritionalvalue and health benefits •ISO 9002
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•South African fruit juice •Exotic Tropical flavors •Concentrates, purees andother natural fruit ingredient •Export worldwide •Large range of 100% purefruit juice
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•Imported from South Africa
•No Sugar, no Preservatives add •Variety of juice flavors
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Price of Products
0
17.5
35
52.5
70
Ceres Dewlands Sungold Sunny Tipco Camisa
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Target Segmentation
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MASS MARKET
PSYCHOGRAPHICS
TARGET
MARKET
SOCIOGRAPHICS
DEMOGRAPHICS
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Vals Framework
Innovators | Thinkers | BelieversSparkling water, expensive and quality product
AchieversLow calorie domestic drinks
ExperiencersEnthusiasm to try and have fun
Energy Drinks
MakersMake their own
StriversLow cost products
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Target Audience
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Consumer BuyingDecision Process
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Consumer BuyingBehavior
Cultural Social Personal Psychological
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Complex BuyingBehavior Variety SeekingBuying Behavior
Dissonance
Buying Behavior
Habitual Buying
Behavior
High Involvement Low Involvement
Significant Differencesbetween brands
Few Differences between
brands
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Buying DecisionProcess
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Purchase
Post-Purchase Behavior
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ResearchMethodology
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•Observation
•Focus Group •Survey
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Sampling Size
Rose Belle Population
12619
Sample Size
= 95
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Limitations
No Support from
Focus on one distributor only
No secondary information on Net
One man Survey
Expensive Products for Group Focus
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Observation
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Focus Group
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Taste
Dewlands Camisa Tipco Sunny Ceres
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Concentrated
Dewlands Camisa Tipco Sunny Ceres
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Packaging
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CommentsSweet
Packaging
OK
MoreConcentrated
Taste
Good
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Survey
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Age Range
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Drink Fruit Juice
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Buying Fruit Juice
A few times a week A few times a month
One or more time a day A few times a year
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Brands
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Switch Brand
0
10
20
30
40
Somewhat Likely Not Likely Likely Not at all Extremely Likely
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Recommendation
Design
Innovate Packaging
More
ConcentratedOffer
DiscountAdvert
LowerPrice
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FeasibleRecommendation
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Product
Concentrated
More Sweet New Flavors
Improve Juice
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Product
Improve Packaging
New Design
Add more graphics
Try irregular design
for packaging
Build Display Stand
to place in
supermarket
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PriceIncentives Review Price
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Promotion Mix to
enhance Ceres
Sales Promotion
Advertisement
Promotion
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Conclusion
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Thank you for your attention