Running head: COKE’S PEPPLE DETOX JUICE
Coke’s Pepple Detox Juice
Jaclyn Hurley
Southern New Hampshire University
5/20/2018
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COKE’S PEPPLE DETOX JUICE
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Introduction
Coca-Cola Company is world’s largest producer of carbonated soft drinks and captures
about 50% of the global market share. Although it began as a pharmaceutical drink, it has
evolved over the years due to the consumer taste and preferences. The company operates in more
than 200 countries worldwide. Being the world’s largest beverage producer, it focuses on
creating a green environment, promotes healthy living, and create a conducive environment for
the associates hence promoting the economic boundaries of the regions of its operation. The
company has a significant share in the top-five distributors of soft drinks brands globally, CocaCola, Diet Coke, Fanta, and Sprite. The drive of the company is to refresh the world, inspire
moments of optimism and joy as well as building value and make a difference in the market. The
first mission statement of the company has seen it develop over the years and outweigh its
competitors to the extent of becoming the world’s leading company in beverage production.
Brand Idea and concept.
Coke products are known for various benefits like easy of digestion due to gastric acid in
the fizzy drinks, acts like brain stimulant, increases energy and can help to eradicate nausea
(Walker, 2018). Nonetheless, in the recent past, people keenly investigate what they put in their
bodies. They try to avoid the sugared commodities to prevent health complications. The concern
for good health yielded to less consumption of Coke product translating to massive losses.
People avoid consuming taking some of Coke's product because of the added sugars during the
preparation and processing of the soda. When these excess sugars enter into our bodies through
coke consumption, the body converts the sugars into energy, and if the heat is not consumed, it is
converted into fats. The excessive use of sugar creates several health risks like high blood
pressure, heart diseases, obesity, smaller brain and lowered memory capacity, cancer, damages to
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blood vessels as well as type 2 diabetes and stroke. Now that people are running away from
Coke, it is high time for the company to add a blended detoxifier purely extracted from apple and
pear fruits juices.
Even though the composition of Apple and Pear is sugary, there is every reason to
consume it because it contains antioxidants (Recipes & Corner, n.d.). Scientists have proved that
Apple has a polyphenol content that increases its anti-oxidation capabilities. It also boosts lipid
metabolism, and aids in cholesterol absorption and can minimize chances of cancer infections.
On the other hand, pear fruit and juice is known for its nutritional and medicinal capabilities.
Pear juice has both sugar and organic acid suitable for human consumption. For example, the
low glycemic load means the carbohydrates contents are converted into sugars slowly. Phenolic
acid promotes faster food digestion, softens the blood vessels and lowers the cholesterol content
in the body. The soluble Pectin fiber impasses into fatty substances and helps lower cholesterol
levels too and reduce the risk of heart disease and cancer also. Most importantly pear juice is rich
in Vitamin C essential agent of anti-oxidant which promotes healthy body metabolism and help
to repair tissue and prevent any severe impairment.
With these two types of fruits, Coca-Cola can help to retain its market share and creating
a new soft drink, Pepple Detox. The new product, Pepple Detox will bring joy to the company in
that most people will start buying the new product. The product will be sold to everybody
because health issues currently cut across all ages, from youngsters to the old people. It will help
people to detoxify their bodies while enjoying and refreshing themselves. The blended coke’s
detox, Pepple detox will be significant in health and agricultural sector as the farmers will be
tasked supplying more pears and apples to the Coke’s processing plants to manufacture Pepple
Detox and meet the rising demand of the consumers.
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Features of Pepple Detox Juice
The new brand, the Pepple Detox juice will be characterized by high natural mineral
elements like Potassium, Magnesium, Calcium, and sodium (Essa & Salama, 2002). These
elements are essential for proper muscle and nerve functionalities, keeping the heart in good
health. It aids in water regulation in the body and electrolyte levels hence maintaining protein
and carbohydrate metabolism. Other components of the Pepple Detox juice will include
polyphenol content that increases good for anti-oxidation, good lipids metabolism, and aids in
cholesterol absorption and can minimize chances of cancer infections (Essa & Salama, 2002).
These desirable characteristic of the Pepple detox juice are appealing to everybody, and it will
rain dollars upon market penetration.
Marketing strategy for Pepple Detox Juice
To market the new brand juice, the company need to deploy different strategies for
marketing, both internal and external strategies. This could include advertisement and promotion,
the company could use its unique marketing strategy by formulating an outstanding message to
create awareness to the target market segment. To certify brand usage, Coca-Cola would use
direct distribution, advertising, and even collaborative engagements with the brand to motivate
and remind consumers about the existence of Pepple Detox Juice. The company could also be
keen on packaging graphics and visual identity systems, VIS (Company and Moye, 2017). The
packaging design the Pepple Detox Juice should have an appealing appearance of the brand.
Other forms of marketing to consider could be deploying four Ps of marketing, product, price,
place, and promotion. Now that the brand, the product was ready, the marketing team could
further gather more information from the customers regarding the improvement of the product.
For the price, the company could ensure even though their price is a bit higher than that of
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regular juices, it is also reasonable to every customer. To identify the most convenient client is
the most vital marketing strategy that could be used by the corporate. Since Pepple Detox Juice
will be rich in nutrient, vitamin C and other natural minerals like Potassium, Magnesium and
Calcium that aid in the good flow of blood in the vessels and prevent chronic diseases regulates
heart activities, it will better if they could target on general consumers and but emphasize on
people with chronic diseases. Finally, the company could focus on promoting the brand either
through the social media or holding camps to create awareness about the existence of the Pepple
Detox Juice
How the company is differentiating from competition Alignment of pricing with market
position and corporate mission
Despite the existence of other juices in the market, the company has to strategize on the
issue of pricing the brand product. It could consider competitive pricing strategy by setting prices
based on the rates of the opponents and the current market. Although the market is very
competitive, the company should consider establishing a higher price than the competitors
because the brand is worth. Since the firm is well known to many consumers, they could find it
easy to purchase from Coca-Cola and thus to give it an opportunity to capture a considerable
market share despite the existence of several juice brands in the market. In the beginning, the
company could set a higher price than its opponents since the supply of the Pepple Detox Juice
will be low in the market and the demand is expected to be too high (Wickford, 2018). But with
time, the product will be in the market, and thus, demand declines and customers might not be
ready to pay the set price. Due to decline in order, the company could consider setting
comparatively stable costs over time and device a promotion mechanism when needed.
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The effectiveness of existing branding, and implications for new product, Pepple Detox
Juice
Other juices and even some Coke brand juices are still in the market and have some the
components for the proposed juice. The consumers will have to experience the new Coke juice
brand. Since all the ingredients exist in the market, it will be a better option for the company to
blend them into one juice, Pepple Detox Juice. Blending will help to put several components
together easily because sources are readily available.
The existence of other brands in the market will facilitate faster marketing of Pepple
Detox Juice translating to high returns. It will be easy for the company to corporate the labor
force and use minimized budget to manufacture the new product. With all available resources
and expertise in juice production, the firm will easily derive a desirable formula for the product.
A desirable characteristic equals to consumers willing to buy the product.
Critical demographic features of target market by Pepple Detox Juice brand
After design, a product, the next step a corporate embarks on, is the target market. An
excellent choice of the target market translates to a lucrative return. For the Pepple Detox Juice,
the company chose a niche of the market to be the youth active in social media (Jaekel, n.d.) and
mothers who do most of the shopping for their families. Through the social media, the company
will manage to reach broad clients, mostly youths, youths and young adults who spend most of
their time on social media platforms. The company will target youth demographics and the
content developed by the advertisement team suit every single channel. The promotion strategy
should be somehow comedic because it encourages customers to set a part-time to be idle and
enjoy being on the social media platforms.
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Since the Pepple Detox Juice targets customers who spend time on the internet, the
promotion team could channel their marketing skills to them and show them how the best is the
new brand. They could upload video clips on social media like Facebook, Twitter, Instagram and
all other channels and the youth would watch them, like and buy the product and make referrals
to their friends and parents. That the best way to describe the target market for the brand is that,
say that they are youth who are more energetic, like experiencing new thing and ideas, spends
some of their time on social media, and are very interactive. Thus making the product well
known readily over the shortest period. This is the best target group for the company because the
other market segments, like the aged people, might be reluctant to purchase the Pepple Detox
Juice in the claim that it’s just juice like any other.
Other behavioral or psychographic characteristics of the target market
Youths are very significant and influential customer to the entrance of the new product. If
the product promoters can learn their psychological and behavioral characteristics, it could be
straightforward to capture a considerable market share on the market entrance. They acutely
perceive things differently, and their behavior changes as well. Most of them actively participate
in sports and that they need a lot of energy to remain active (Trott, n.d.). And since Pepple Detox
Juice is rich in nutrients, it therefore good to target them. They also have different demographic
behavior, socio-economic characteristics. The target market for this brand is actively involved in
various activities, and thus they need a lot of energy to carry on their duties and to grow as well
making it an excellent venue for the marketing team to concentrate on them with a guarantee of
success into the market.
How Pepple Detox Juice meets a specific want or need of target market
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The goal of any company to produce a new product is to meet the needs of the target
market segment as well as making profits out of it. Pepple Detox Juice has filled the gap of their
relevant consumers by ensuring that they benefit from improved nutrients and composition of the
product. The juice will be manufactured in high processing standards making it more suitable for
consumption by human life (Vale, 2014). The composition of the juice also makes it more ideal
for the people who are health conscious in that it has a polyphenol content that increases its antioxidation capabilities. It also boosts lipid metabolism, and aids in cholesterol absorption and can
minimize chances of cancer infections. This altogether improves standards of livings due to its
authenticity, naturally produced and genuinely produced. Hence the product has closed the gap
that was in the market for diehard Coca-Cola consumers who wished to have a blend of Detox
juice from the company.
Defends choice of target market relative to product success, based on analysis of target
market’s characteristics, needs, and wants
The success of any product to the market depends on the choice of the target market, the
characteristics, needs and wants of the market segment. The success of the Pepple Detox Juice is
attributed to the fact that there is a readily available market and the channels of marketing are
available making it possible for the product to flourish in the market. The presence of social
media will contribute a lot toward the success of Pepple Detox Juice because the information and
marketing will be posted to the press and available to target consumer to view it and make the
immediate action. These actions could be going to buy the juice or passing the information to the
friends. And in most cases, if the data is delivered to the mothers, then they could include the
juice on their shopping list since they do most of the shopping in the house.
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Judges how much target market is willing and able to pay for product or service, using
target market analysis and research on close competitors’ prices to justify a response
Based on prevailing market prices of the juice the target market for the Pepple Detox Juice
are not willing to pay the Company the proposed cost because they think that Coca-Cola brand is
overcharging them. For example, the current price is $4.29 for a bottle of 52 oz which is as twice
as the regular juice costing $2 for b4 oz bottle. If the amount is reduced, the customers would be
more than willing to purchase the new product in the market.
Fixed and variable cost
Packaging and good taste of Pepple Detox Juice are variable costs. These are direct supplements of the
Coca-Cola production can be identified directly from the description of variable costs which is the expenses that
change in proportion to the activity of a business. The sweeteners and packaging are the. They vary depending on
the production volume; for example, they rise as production increases and fall as production decreases. Variable
costs differ from fixed costs as fixed costs remain the same despite production output(Harris, 2014).
Contribution margin can be defined as sales revenue minus variable expenses. This is the amount of revenue that is
available to contribute to covering fixed expenses after all variable expenses have been covered.
Warehouse
$1.5m
Shipping
$3m
$1.5m
Variable cost
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Packaging
Variable
Sweeteners
variable
Workers
Variable
Evaluates whether targeted consumers are willing and able to pay more for product or
service if it aligns with their preferences for socially responsible and ethical behavior,
justifying response with evidence
The customers are willing to spend more on the Pepple Detox Juice provided it meets their
preferences and ethically manufactured. Three customers conducted a taste on Pepple Detox
Juice, and they all agreed that they could be willing to spend some extra coins on the brand
provided it does not violate the ethics.
Pricing strategies
Pricing of Pepple Detox Juice utilizes a licensing framework. Generation and promotion
are taken care of by Select Pepple Detox Producers. Brands are progressively running the
product engaged promotions that look to depict products as real and common. Presently CocaCola is featuring supportability alongside dietary esteem. Pepple Detox Juice national normal
cost will be between $4.29 for a 52 oz. bottle. This will be over double the cost of traditional soft
drinks and marginally more than what the competitors sell in the market.
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References
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2.) Code of Ethics - Strategic and Competitive Intelligence Professionals (SCIP). (2017).
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3.) Essa, H., & Salama, M. (2002). Effect of macerate enzymes on the yield, quality, volatile
compounds and rheological property of prickly pear juice. Nahrung/Food, 46(4), 245. doi:
10.1002/1521-3803(20020701)46:43.0.co;2-i
4.) Harris, C. (2014). Fixed and variable costs: Theory and practice in electricity.
5.) Jaekel, B. TBS' largest-ever social campaign spoofs common tropes | Mobile Marketer.
Retrieved from https://www.mobilemarketer.com/ex/mobilemarketer/cms/news/socialnetworks/22956.html
6.) Recipes, A., & Corner, H. Cloudy Apple Pear Juice. Retrieved from
https://www.happyfoodstube.com/cloudy-apple-pear-juice/
7.) Trott, O. Behavioral & Psychographic Segmentation: How To Develop Buyer Personas.
Retrieved from https://medium.com/data-dump/behavioral-psychographic-segmentation-how-todevelop-buyer-personas-17498dde968f
8.) Vale, J. (2014). Super juice me!: 28-day juice plan
9.) Walker, E. (2018). The surprising health benefits of drinking Coca-Cola. Retrieved from
http://home.bt.com/lifestyle/health/healthy-eating/surprising-health-benefits-of-coca-cola11364003752974
COKE’S PEPPLE DETOX JUICE
10.) We Tried Coca-Cola's New "Premium" Juices So You Don't Have To. (2018). Retrieved
from https://www.buzzfeed.com/rachelysanders/Pepple Detox Juice-milk-tastetest?utm_term=.fk6dA3le3#.liz8EJOlJ
11.) Wickford, H. (2018). Factors Influencing Pricing Strategy. Retrieved from
http://smallbusiness.chron.com/factors-influencing-pricing-strategy-54489.html
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