Smoothie - Market Study

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The smoothie market

› Smoothie market & PESTEL analysis › The market trends  Situation and evolution of the offer  Situation and evolution of the demand



The micro environment: Porter’s five forces
› The offer › The consumers: segmentation › The distribution channels



The competitors

› Competitors › Tropicana: the leader › Innocent: the precursor



Offer’s description: Marketing Mix

2



Marketing strategy
› Segmentation › Target/social style › Positionning

 

SWOT New market and opportunities
› Smoothor: the smoothie creator  The concept  Marketing Mix  The target:/social style: B2B  The target/social style: B2C  Positionning  Distribution channels



Sources
3



Marketing strategy
› Segmentation › Target/social style › Positionning

 

SWOT New market and opportunities
› Smoothor: the smoothie creator  The concept  Marketing Mix  The target:/social style: B2B  The target/social style: B2C  Positionning  Distribution channels



Sources
4

Main Market: Smoothies’ Market

Generic Market: Market of soft drinks

Complementary Market: market of fresh fruit juices, fruit sodas , yogurt drinks… Politic Economic Social Technological

Subsidiary Market: Market of glasses, crackers and sugary
 Government encourage the consumer into eating a better way (5 fruits&vegetables per day)   Rising prices of fruits and vegetables Crisis

 New way of comsuption: ’nomadism’  Popularity of fair trade  Improvement in terms of preserving fresh food

Ecologic Legal

 Green packaging are always more used  News standards to respect  No legal definition: they can adapt the products to their goal

Smoothies

OFFER

Real smoothies fruits/vegetables

Smoothies ’ new type’

Smoothies+ Milk


Smoothies + ice cream

Smoothies+ Yogurt

Smoothies+ ingredients

Consumer trend to snacking (fast drink) « bio » is fashion : everybody wants to care about environement New way of consumption « nomadism » and consumer are looking for good and healthy products



DEMAND





Offer



The distribution channel

-Various offer : all kind of fruit/vegetables
- Different sizes and packaging


The consumers: the segmentation

-Urban habitant: It is generally known that rural residents are less sensitive to trend than those in urban areas. -Young (15-30 years) will tend to consume a lot, since it allows them to show that they are''in the trend.'‘ - People beyond the age of 30 can eat for different reasons, the main reason for this target consumers turns out to be the standard of health (young women, young working mothers) - Smoothies are mostly drunk by young and active, connected, concerned about their health and the environment, dynamic, modern

-Supermarkets and hypermarkets(Carrefour, Monoprix ... G20). -Rays "Take away" of some retail chains: (G20, eight to eight, Shopi, Monoprix ...) -Bakeries. -Caterers: Lafayette Gourmet, Drugstore Publicis, Colette, Bert's, Scoop ... -Vending Machines of food or drink (in universities, subway platforms ...). -The company restaurants.



Competitors

-Big companies ( Tropicana, Immedia, Innocent, Knorr) -Smoohies bar -Website: proposing recipies to made smoothie



Immedia = This is the story of a small French brand of "smoothies" rising, rising, and its first steps in advertising. Immedia was inspired by the brand communication English hit Innocent, arrived in France in 2005: humorous, and close dialogue with the consumer, humanitarian work, etc.. Weakness: However, we can worry about the future because unlike the other groups present, the French brand has no plans to extend its range and also its targets. Tropicana = Tropicana Smoothie launched a range of three recipes for whole fruits mixed, associated with. This brand based the strategy on the reputation of its range of fruit juices and has a linear disribution . Indeed, just arrived, they did not...
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