ROSE FRESH LEMONADE REBOOTGeorge Kipilo III

Christopher SpeerNicole HamiltonRachael KotulaKristin Schmidt

Mission Statement“Family-based values have

allowed Rose Fresh to provide customers with the highest

quality natural beverages for over 100 years. We focus on

customer needs to assure the production of the freshest, tastiest beverages on the

market.”

Introduction “When life gives you lemons, make

lemonade” Catered to the thirsty steelworkers of

Pittsburgh A mixture of unique new flavors and popular

classic flavors with a simply Rose Fresh twist Plan to capitalize on new markets while

bringing the people what they want and deserve Fresh and Deliciously Simple Beverage

Goals President Dena Rose commissioned our taskforce

to conduct research on the beverage industry in order to gain knowledge to revamp the company

Each member of the taskforce examined one specific aspect of the industry.

Aspects include Industry changes throughout history Success of leading competition Advertising methods Health Aspects

Regain a standing in the industry

History We were established in

Pittsburgh over 100 years ago Flourished during the height of the steel industry

Most loyal customers have been with the company for a long time and are gradually entering older age brackets

Objectives Reach a wider customer base

Prepare the company for the introduction of new products

Capitalize on new groups of customers

Business Plan The changes to our company and current product

The introduction of our new products

Our plan for expansion New advertising strategies

Strategy In preparation of the changes in

the company Drop “Lemonade” from our current name Call the company “Rose Fresh”

Expand the product into teas and juices

Strategy To reach the objective of reaching a wider

customer base: Expand the company from just nation-wide

to the rest of North America Including Mexico and Canada

Improve and update the design of the label for the company

Improve our methods in which we sell our product throughout North America

Placing more effective advertising throughout North America.

Strategy

Capitalize on new groups of customers: Skewing our advertising toward

18-24 year-old consumers/college-aged consumers

The placement of advertising in Southern states and Mexico

Advertising in certain magazines and on certain television channels

Plan of Action-Introduction of New Products into the Company

Company name modification Dropping “Lemonade” from the name of the company Changing the name to “Rose Fresh” Change allows the company to expand the product

line Lemonade AND to other products

Show that Rose Fresh is modern through new products

Maintain our existing customers Provide them with original lemonade product

Attract new customers Provide them with a whole new product line

Plan of Action-Introduction of New Products into the

Company Will include original, popular lemonade Will expanded to two more major

categories Iced Teas Juices

Iced Tea + Juices + Lemonade = complimentary

Iced Teas

“Simply Southern Sweet Tea” Traditional Flavor Promotes Rose Fresh’s concept of

natural and simple

Iced Teas

“Black and Yellow” Created by mixing lemonade and

iced tea Used the name to show the

Pittsburgh roots of Rose Fresh The colors for Pittsburgh are black

and yellow (or gold) Hit Wiz Khalfia song = “Black and

Yellow”

Plan of Action-Iced Tea Promos

“Simply Southern Sweet Tea” Smooth and classic Ads may include:

Handsome, well dressed, young black man Actions of a gentleman/good deeds

Play on alcohol ads Subject gets the girl, but through classic

chivalry

Plan of Action-Iced Tea Promos

“Black and Yellow” Endorsement from Wiz Khalifa

Attract fans Fans are in target market

Creates a more credible product and company

Attract sports fans Pittsburgh Steelers Pittsburgh Pirates Pittsburgh Penguins

Juices

“Citrus Ass-Kick” Designed to be a natural energy drink

similar to orange juice. Contains Vitamin C Common product that many people

will recognize Contains citrus fruit, like Lemonade

Juices

Unnamed Pomegranate-Blueberry Undeveloped name Product helps to attract more

health-conscious consumers More unique flavor

Plan of Action – Juice Promos

“Citrus Ass-Kick”

Natural energy drink Promotions will feature

Lazy people trying product then doing crazy stunts

“You just need a Citrus Ass-Kick!”

Target market will appreciate the play on words and abrasiveness of the name

Plan of Action-Juice Promos

Unnamed Pomegranate-Blueberry Consumers will name the product

Submit and vote on website This connects consumer to product

Potential ads include: People trying product and coming up with

crazy names “This Pomegrizzle Bluebizzle is the shizzle!”

Think you can come up with a better name?

Plans of Action-Reaching a Wider Customer Base

Rose Fresh would like to expand the company Throughout North America

Includes both Canada and Mexico Plan on building production factories

Provides job opportunities giving the company a better reputation Reach new customers

Improve and modernize the label Bottle in recycled glass rather than plastic Company is focused on creating healthier, more natural

products Switching to glass bottles can help accomplish that

Plans of Action-Reaching a Wider Customer Base

Selling our product in a variety of markets Supermarkets Convenience Stores Online

Company Website Place more effective advertising

Plans of Action- Capitalizing on New Groups

of Customers Advertise to 18-24 year olds College-aged consumers Some ads skewed toward African-

Americans Largest Consumer group Easily persuaded to buy new products

Attracted to new and unique trends More advertisements in southern states

and Mexico Untapped advertising market People who drink the most iced tea and

fruit juices live in these areas

Plans of Action- Capitalizing on New Groups

of Customers Focus advertising to specific television channels and magazines

Magazines: Glamour Cosmopolitan Sports Illustrated

Television Channels: MTV BET Comedy Central ESPN FOX

Channels attract younger viewers Help promote our advertisements to our target audience

Budget Name Drop

Repaint Trucks Promotional Materials Labels Website Redesign

Advertising Billboards Commercials Magazines Radio To Mexico To Canada Promotional Materials

Letters Surveys Coupons

Budget Product

Production Glass Bottles Logo Design New Flavor Design

Production New Equipment More Space More Labor

BudgetShipping To MexicoTo Canada More Trucks

Rose Fresh

Simple Natural

Modern Current