Naked Juice Marketing Essay Example

juice and found that one of the schemas associated with juice is health. Everyone except Lacey cited health as a reason to drink juice.

Lacey did not report health as one of the considerations when she drank juice but instead cited weight loss, which we felt was a subcategory of health, since keeping in shape is a way to stay healthy. People feel that there are many health benefits that can be reaped from juice. Jeff* thought that juice had a lot of vitamins, was good for the eyes and gave him more energy. Lacey, who started drinking juice to lose weight, thought she could already feel a difference in the way she felt. She was “starting to feel more energetic all of the time. Whether these results are real or not, consumers feel that juice has positive effects on the body and that is another schema for juice. Many of the consumers we interviewed also mentioned thirst as a reason for drinking juice. While consumers feel juice is healthy, many consumers feel it satisfies the problem of being thirsty. Jessica said she drinks it “whenever I am thirsty or feel that I need a drink. ” When asked the question, “what are the top three reasons you drink juice? ” John and Jeff both cited to satisfy thirst as their first reason.

As mentioned earlier, some consumers thought juice from Jamba Juice, Robeks and other juice bars were too high in calories. For this reason, Lacey said she would not drink this kind of juice and preferred to drink “straight juice”. Thirst and taste were tied for other reasons that people chose

juice as a drink. Many of our interviewees thought juice tasted good and was a tasty way to get the fruit requirements, but do not always get around to eating. Jessica* felt that water was healthier to drink than juice, but she did not like the taste of water and therefore preferred to drink juice.

Half of the consumers we interviewed thought juice was strictly a drink, while the other half thought it could be a drink or a meal supplement. Those that consider juice was only a drink consumed juice with a meal. However, those that thought juice could be either a drink or a meal supplement thought it depended on what type of juice was being consumed. If the drink is just regular orange or apple juice and low in calories, consumers thought juice was drink. On the other hand, if juice was from a juice bar and higher in calories then the juice was a meal supplement because it would not normally accompany food.

Hierarchical Categories for Product At the broadest level or superordinate level, juice is a beverage. Anything drinkable falls into this category, but other beverages in this group may not be a substitute for juice, even though they are grouped together. At a basic level, juice is considered a healthy beverage. Other drinks that fall into this category that were brought up by our interviewees are water and tea. The basic level has smaller distinctions that are being made. At the subordinate level, the finest distinctions are being made and consumers will decide what kind of healthy beverage they want and juice would be in its own

category.

Some consumers might slot juice into an even smaller category and choose only freshly squeezed orange juice or something else that is an even finer distinction. Scripts for Usage A script for usage is how a consumer uses a product. Many people feel that products can only be used in a certain way or at a certain time. There were two scripts we found consumers to have when it comes to juice. The first is how and where they purchase the product. The second is when they use the product. All of the consumers we interviewed except for Jeff said that they purchased juice at a grocery store.

Jeff said he purchases his juice at Sam’s Club and Cindy said she purchased Naked Juice at Costco in addition to purchasing juice at a grocery store. For our purposes, we see that people purchase their juice at two places: grocery stores and whole sale warehouses. While most of the people we interviewed said they also drink Jamba Juice or something equivalent, only one person acknowledged that they purchased juice at a juice bar in addition to a grocery store. Rachel mentioned that the smoothie type juices are purchased at juice bars around her town and can also be purchased at a local health club.

There was a variety of responses given by our interviewees about when they actually drink the juice that they purchase. Cindy and Rachel both said that they do not drink juice at night because they think of it as a daytime drink. Cindy also said that she never drinks juice away from home. A lot of the people

we interviewed said they tended to drink juice more at home than they do when they are out and about. Lacey did mention that she liked the convenience of single serve bottles of juice because she could take them “on the go” with her. John* and Jessica said that tend to drink juice when they are thirsty.

Overall, I think people agreed that juice was more of day time drink, but how and where people consume it tends to be vary by individual. Marketing Effort As it is shown in the schemas for juice, consumers mainly see juice as a healthy beverage. We may think that the marketing efforts of all brands are similar; however, they all have different marketing efforts geared to their product. House brands are treated more like a commodity, mainly relying on price, sales and coupons to sell them. We see from our interviews that many people rely on price when buying juice.

However, many companies’ efforts to differentiate their products have been very successful, making their brands unique from their competition. As seen in the interviews, Tropicana is a brand that is a prominent component of the evoke set for juice. Their products are packaged mainly in bottles, cartons, and gallon containers. Tropicana’s most popular product is orange juice, and includes many variations of this one product alone. Examples of the variations are low acid, healthy heart, light, and healthy kids. Tropicana’s prices are significantly cheaper than their competitors, but still more expensive than bottled water, soda, and tea.

Tropicana distributes mainly to supermarkets and their promotion efforts utilize coupons in and out of the store, and

Point-of Purchase advertising. They feature TV ads, and their slogan is “Start Your Day Right”. Naked Juice was also a popular response in our interviews, therefore, we can also conclude that Naked Juice is in the evoke set for juice. Naked Juice has a line of pure, all-natural juices, smoothies and fortified smoothies. Naked Food-Juice promotes itself as “simply food you drink”. Naked Juice mainly features freshly squeezed juices and yogurt blends in single serve bottles.

The brand name suggests it has the benefits of the fruit. Many of the flavor names describe the health benefits. Green Machine, Protein Zone and Power-C are examples. Even juices with only one flavor have a benefit implied on their name. “Just O-J” implies the drink is additive free. Naked Juice offers a wide variety of flavors and blends, including a line of Naked Organic Food-Juice products. Naked Juice’s packaging is simple. It does not industrialized, giving a more “natural” image to the brand. It is one of the more expensive juices on the market, implying quality in its products.

Naked Juice is carefully distributed to college campuses, gyms, health food stores, and supermarkets. Promotion efforts rely on word-of-mouth advertising, the internet, and limited publicity. Naked Juice was the winner of the 2004 Veggie Awards in the category “favorite juice”. This award is offered by Veg News Magazine, whose circulation is driected to vegetarians and people that want to live a “cruelty-free lifestyle”. They also received a very good review from Women's Health & Fitness Magazine in 2003. Odwalla products and 365 Organic also have similar marketing programs.

Because more people mentioned Naked Juice in our

interviews, we focused on that brand. Jamba Juice was also a popular response on our surveys. Jamba Juice features a large variety of freshly squeezed juices, smoothies, yogurt blends, and boosts. They offer three different single serve sizes featuring flavors with very creative names. Jamba Juice is priced higher than other juice brands and they offer a very unique shopping experience which is only available at their juice bars. According to their website, Jamba Juice can be found at select Whole Foods Markets, college campuses, airport locations as well as many other locations.

Jamba Juice relies on word of the mouth advertising and their logo is “get positively charged” seems to work well for both product and consumer. Memory for the Brand The marketing efforts for Tropicana effectively influence the memory for their brand, making them part of the evoke set for the product, which is very important for low involvement purchasers. Buying juice may be high involvement for some people, but it seems that the target market for Tropicana is more low involvement subjects. The marketing efforts for many other companies, such as Minute Maid, are very similar to that of Tropicana.

Most of the interviews mentioned Tropicana, so we concluded that Tropicana has done an excellent job shaping the attitudes of consumers and helping them remember their brand. Tropicana has a clever slogan which helps the customer recall its brand. It is implied from the slogan that Tropicana juice is a healthy breakfast beverage, and that is how their product is remembered in the minds of customers. Tropicana’s ads emphasize family life with happy family members sitting at a table together

drinking Tropicana. This image is portrayed in their media coverage and the website.

This image of Tropicana is processed even more easily because of the repetition of the image, constantly reinforcing the message. This image targets consumers’ own emotions, such as warmth of family life and it becomes a lot easier to recall the brand name when deciding what brand to buy. In the interviews, we often heard that Tropicana and Florida’s Natural are “family juices”. Therefore, it is seen that these brands did a good job positioning their product. Like Tropicana, Naked Juice is already part of the “top-of-mind memory” for juice, being easily recalled from memory.

The marketing effort for Naked Juice is totally different to that of Tropicana. The catchy brand name suggests the benefits of a “bare naked fruit”, enhancing the memory for their product. It is very well coordinated and congruent. Every aspect of its marketing effort reinforces one another, helping enhance the memory retrieval for the brand. Their flavors also suggest benefits for the brand and therefore the product as well. Simple inferences here shape attitude and memory toward juice. Jamba Juice also has the same strategy, using creative names for flavors, inferring the benefits of their juice and making it easily retrievable.

Jamba Juice differentiates themselves from competitors though their distribution strategy. They have their own walk-in stores where drinking juice becomes a neighborly experience, meeting energetic employees in an inviting environment. They are able to appeal the five senses to make people remember their good experience in their stores, and consequently remember their brand. Jamba Juice seems to be the most well known of

the juice bar chains and have become the prototype of juice bars. Attitudes about the Brand The feeling of family life and warmth in Tropicana ads affect the attitudes toward the brand.

If people like the feeling of the ad, they will think favorably about the brand as well. The distribution of Tropicana is also geared toward families, because supermarkets are the places parents go to buy their groceries. With the addition of Point-of-Purchase advertising and coupons in supermarkets, it reinforces people’s retrieval of the brand. Brand exposure and familiarity is often acquired from one generation to the next. One generation enjoys Tropicana because their mothers did so, and exposure over time leads to good feelings and attitudes toward the brand.

Naked Juice’s marketing efforts target consumers who have a higher concern about health and environment. They are targeting a niche where one choice of juice requires an educated decision. This group then influences other consumers who may be low effort subjects to begin drinking Naked Juice. The spokespeople from the various magazines who gave award to Naked Juice have credibility because they were independent evaluations. Therefore, support arguments about Naked Juice go up, counter arguments goes down, and source derogation goes down. Normative beliefs seem to play a very important role for drinkers of Naked Juice.

Many of our interviewees had been introduced to Naked Juice by a friend and that’s why they drink it. Normative beliefs are also an important attitude shaper for Jamba Juice consumers because many of its customers were also introduced to the product or the juice by a friend. The packaging for Naked Juice also plays

an important role in shaping the consumers’ attitude. The organic and “natural” looking product, implies that the juice inside is also natural. Product distribution plays a key role because Naked Juice is distributed to places where health conscious people shop.

As Lacey mentioned in her interview, she pays more attention to the juices she sees in multiple places. Therefore, because Naked Juice is distributed to places health-oriented people go, these people will be more likely to notice Naked Juice and begin drinking it. The attitudes toward Jamba Juice are also strongly shaped by the experience in their juice bars. Their juice bars can evoke SEVA emotional responses to the brand, influencing attitude. Outside stimulants such as music are able to create a positive mood and stimulate good memories.

These attitudes combined with normative influences can predict behavior, inducing consumers to act on their attitudes and buy a particular product. Pricing is an external influence that can affect a person’s attitude about a brand. Naked Juice has a price skimming strategy which suggests that it is of good quality. Decision Making Decision making here is very complex because it depends on what type of customer they are and what the individual’s objectives are. If you are buying juice for your family, you might first think of Tropicana or Minute Maid or Florida’s Natural because these brands are positioned as family juices.

Although, consumers may choose another type of juice when out with friends. In the interviews many people mentioned they were not influenced by ads. However, they acknowledged to not buying brands they are not aware of. Obtaining the Product Problem Recognition In

order to obtain a product, the consumer should first recognize there is a problem, and that they need something to solve that problem. The need for a drink can be recognized simply by being thirsty. However, this does not necessarily equate to needing juice. The recognition that people need to drink a juice may be much more complex than the realization of that they are thirsty.

There is a difference between the ideal self and the actual self. The ideal self is an expectation of how one should be. There may be simple expectations, such as a person’s desire to be as energetic as they once were and progressing to the need to be healthier and therefore drink juice. It helps that people compare themselves to others, possibly realizing that they are not as healthy as their neighbors. They may even want to have the “perfect body” that is so often portrayed in the mainstream society; as a result, people begin drinking juice or having “juice diets” as we saw in one of our interviews.

There is a growing trend, particularly in American culture, to improve fitness and health. According to IHRSA, more and more people are joining gym and adopting some type of fitness program. We can see in Graph 1 (note that y-axis does not begin with zero), there is a large growth in health club memberships in the U. S. each year. The year between 2002 and 2003 had the most significant increase, where approximately 3. 1 million people joined health clubs. These numbers increase consistently each year and illustrate the growing awareness and swing to a healthy living.