PURE RAW JUICE Fahad Alotaibi, Aishah Mohammad, Sami Al Zaria, Anna Patricia Aguilo, and Theza Mae Anora Table of Contents Company Introductory Video Overview: Executive Summary and Organization Overview S.W.O.T. Analysis Target Market Analysis Marketing Mix Analysis Conclusion Overview Executive Summary The company’s purpose is to produce healthy options for the consumers. Though the company is a small local business in Baltimore, it builds an origination that is known by its goodwill and reputation from the people. Through S.W.O.T. Analysis, the company has a promising growth in the market. It’s focused mostly on those who are conscious of healthy lifestyle and wellness, as seen through the Target Market Analysis. A lot if its marketing strategies rely on word of the mouth and social media. Overview “Fueling Healthy Lifestyles Organization Overview The company is newly found in 2014 aiming to fuel Baltimore’s Healthy Lifestyles and is voted Baltimore’s Best Juice Bar. Pure Raw Juice makes eating healthy, fast and fresh easy in Baltimore area. They have delicious cold-pressed juice blends, smoothies and bowls that are made from the freshest produce. Their mission is to make healthy eating a habit everyone can adopt. They hope with the ability to get quick, healthy food on the go, consumers will be able to maintain their busy life without sacrificing their health. Situational Analysis (S.W.O.T.) Strengths: - Provide healthy, fresh juices, bowls and smoothies with high nutrition. Superfoods, fruits and vegetables are fresh and organic. Appreciation received by the local people is very strong. Weakness: - Newly established brand and have not much recognition outside Baltimore. Very limited food category. Company is still unable to offer juices and smoothies in all flavors. Situational Analysis (S.W.O.T.) Opportunities: - - Has high potential because of the increasing healthy trend of eating and healthy lifestyle Can increase their sales by focusing on social media marketing. They can improve their brand name by forming alliances with other well-known brands or other local small businesses that focuses on health and wellness. Increasingly becoming an alternative to fast food. Situational Analysis (S.W.O.T.) Threats: - Change in tax rates and economy Have stronger and well established competitors Can easily be defeated and outshadowed by bigger competitors Increase of blenders and juicers, which increases the accessibility of homemade juices and shakes Manufacturing cost is rising day by day Target Market Analysis Demographics: - - Age: teen and up Gender: open to all Education attainment: open to all Income: those who can afford their healthy products Ethnicity: open to all Target Market Analysis Lifestyle: - People who are conscious of their health and wellness People who wants to change their eating habits to a healthy one Students and adults who are active, goes to the gym and plays sports Patronage: - Most consumers usually come to the store during their lunch time and after work hours Marketing Mix Analysis: Product Strategy 1. 2. 3. 4. Currently the stage the products are in is introductory/growth stages a. The “healthy” trend is still within its early stages of growth One market-product strategy they could use is: Market Development a. They need to reach out to a different area besides Baltimore b. New Target Market segment c. Open one in DC area One way to strengthen is to increase market and presence a. They need to advertise more to gain more popularity Brand Equity: low-medium Marketing Mix Analysis: Product Strategy Service 1. Based on the SERVQUAL model, Pure Raw Juice is on par with the model: a. Responsiveness - they are very quick to help out customers and their needs b. Assurance - they are very knowledgeable on the product, materials and company c. Tangibles - the materials and equipments are organized and up to date d. Empathy - they are very attentive and care for the customer’s requests e. Reliability - they are dependable and accurate in their service Marketing Mix Analysis: Pricing Strategy 1. 2. 3. 4. 5. Cost-Oriented Pricing Strategy a. Sales/Revenue - Cost/Expenses = Gross Profit Demand-Oriented Pricing Strategy a. Customer's Demand The company better fit Hi-Lo pricing strategy The price point that the company is currently using is actually its best fit for its current position in the industry Pricing Adjustments: a. Segmented Pricing b. Promotional Pricing Marketing Mix Analysis: PLACE ● ● ● ● Pure Raw has two locations - Towson and Federal Hill. They are located here in order to cater to a specific market and to have direct access to their sources. Pure raw is a business-to-consumer(B2C) company. They operate in a direct channel, where the producer has access to the consumer. They sell their products and their service, and prepare their food in the store ready to sell to consumers directly. They source their produce and perishables from local agricultural farms around the area in south Maryland(Gorman Produce Farm). Most non-perishables and other raw materials are bought in restaurant depot or ordered online(AMS acai, nuts.com for boosters). They also team up with other local companies like Relive Kombucha to sell their products in store. Marketing Mix Analysis: PROMOTION ● ● ● Promotional mix: ○ Sales promotion: coupons, displays, rewards, deals ○ PR: event sponsorship ○ direct marketing: social media Factors to consider: ○ Product life cycle: Introduction - Growth ○ Nature of product: Health & wellness, risk: manufacturing cost ○ Nature of market(target audience): prestigious, active and healthy, young and upcoming individuals Goal: ○ Increase short term sales ○ Inform about products and business ○ To condition shoppers to sales and garner loyalty Conclusion Pure Raw Juice’s products for the consumers’ health have a good chance of success. There is already a demand of these products because more and more people are caring about their health and aware of the benefits of a healthy lifestyle. By providing services and goods, the company increases its revenue and reputation as it further builds customer relationship. Conclusion Questions? References & Appendices - http://smallbusiness.chron.com/calculate-food-cost-restaurant-39551.ht ml http://www.businessdictionary.com/definition/cost-oriented-pricing.htm l https://www.mbaskool.com/business-concepts/marketing-and-strategy-t erms/11992-demand-oriented-pricing.html http://smallbusiness.chron.com/definition-pricing-strategy-4686.html https://www.accountingtools.com/articles/2017/5/16/high-low-pricing https://marketing-insider.eu/price-adjustment-strategies/
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