Rynkeby- Lifestyle is also about living healthy
Table of contents
2. INTERPRETATION AND TERMINOLOGY:2
4. THE PROBLEM STATEMENT:3
6. IDENTIFICATION OF THE PROBLEM:5
6.1 CONSUMER LIFESTYLES- DENMARK6
6.2 DRINKING HABITS OF THE YOUNG PEOPLE IN DENMARK:6
6.3 SOFT DRINKS MARKETS - DENMARK:7
6.4 MARKET SHARE OF RYNKEBY’S FRUIT AND VEGETABLE JUICE:7 7. QUESTIONNAIRES REGARDING CONSUMPTION OF FRUIT AND VEGETABLE JUICE IN DENMARK8 8. STATISTICAL DATA OF OUR SURVEY:13
9. ANALYSIS OF OUR REPORT:19
9.1 HEALTH CONCERN:19
9.2 DRINKING HABITS:19
9.3 PURCHASING HABIT:19
9.4 CONSUMER PREFERENCES:20
10. OUR ANALYSIS USING PORTER’S FIVE FORCES:20
RynkebyA/S is the most popular juice company in Denmark and has introduced a variety of organic and premium fruit and vegetable juice brands targeted at the young people but it fails to achieve growth sales in this segment.
Recent research shows that there is a growing concern of obesity and life threatening diseases among the younger generation of Denmark today. Due to the fast and hectic city life, the youth have adopted unhealthy lifestyles by eating brunch and drinking unhealthy carbonates.
But there are variety of other reasons behind the low sales of fruit and vegetable juices other than unhealthy life style. After doing some qualitative and quantitative research we have been able to analyze the problems the juice market (Rynkeby) is facing today and also we have been able to offer some solutions and recommendations as well.
2. Interpretation and terminology:
To begin with, we have decided to interpret the issues of our project and we would define the problem as to why Rynkeby’s present strategy in selling its new variety of fruit and vegetable juices based on a heath focused theme, is not doing well in the Danish market. We have interpreted the word life style as the eating and drinking habits of the young Danish people, who are addicted to eating unhealthy brunch food and drinking unhealthy soft drinks and energy drinks in order to cope up with the fast life of today. These people are taking their life for granted. Diet colas are being mistaken for low sugar healthy drinks. Beers are also consumed in large amounts together with or without daily meals.
Our primary focus will be the younger generation, from the ages between 15 –25, but we will also be looking at the other possible target groups within this target group. We are going to be analyzing all kind of ready to drink juices in the Danish market as compared to Rynkeby. In our research we will not be analyzing the company’s internal strategies but we will only concentrate on the external one. Since we have been strictly instructed to write mostly about the Quantitative research within a limited number of pages ( 20 pages) we will put our desk research data bases in the appendixes. We will not contact the company for information, as it is very costly. So we will only make our analysis based upon the data collected from the primary research as well as secondary research (desk research, store checks, our own assumptions). We will be conducting our field research in Fyn and we are going to conduct not more than six interviews per person.
4. The Problem Statement:
We are appointed by the Rynkeby Company to analyze and assess the problem for the low sales of their fruit and vegetable juices among the youth of Denmark. According to the information gathered from our secondary research we can assume that there could be various problems linked to the main problem as to why Rynkeby is failing to attract the young Danes into drinking their healthy fruit and vegetable juices? These are:
What is the buying behaviour of the potential target group for soft drinks?
Are they prices...