Introducing "Naked Juice" to Hong Kong
There is a niche market for new, trendy and novelty products in the food market in Hong Kong. In addition to that the imports of fruit & vegetable juices have grown 30% from 2004 to 2005 and 80% for US imports of juices. According to AC Nielsen one of the top three functional food types in Hong Kong is fruit juice with added supplements/vitamins and fermented drinks containing good bacteria. Also organic fruit juices are popular.
Based on these facts I suggest introducing Naked Juice to Hong Kong. Naked Juice is a California based company producing all-natural, 100% juices and juice smoothies made from the best bare-naked fruits, with no added sugar and no preservatives. Their product portfolio consists of pure fruit juices and smoothies but also of some enriched with antioxidants, protein and vitamins. They have 22 different flavors divided on the different product families.
The Target Market is the affluent middle class that, according to the Market Profile, provides a nice market for new, trendy products, and is therefore especially interesting for the smoothies. In addition to that all health conscious people are a target market.
Concerning the product strategy I would suggest introducing at first only the product family "pure juices" and "antioxidant". So, that would be three flavors from the family "just juices" and six flavors of the family "antioxidants". According to the Market Report, one of the most appealing factors of health foods is "Antioxidants", so this product family is the best one to introduce the fruit smoothies. After some time of introduction and success in the market, the fruit smoothies of the other product families could be introduced.
The service that should be available is the website www.nakedjuice.com which should then also needs to be available in a Hong Kong version. That means the product portfolio needs to be...
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