Marketing Program Organic Juices

 Marketing Program Organic Fruit drinks Essay



Table of Contents

1 . Exec Summary__________________________________ p. 3 installment payments on your Background ________________________________________ p. 4 3. Supplementary Research_________________________________ g. 4 4. Qualitative Research_________________________________ p. 6th 5. Recommendations___________________________________ p. almost 8

1 . Exec Summary

This research studies on the Fresh Zealand organic and natural beverage market and investigates the current market situation and the purchasers' morals, attitudes and preferences which have been driving its growth.

Second Research

The secondary exploration section discovered statistical facts, such as the scale the domestic organic market – that is certainly valued for $40 mil (Cork, 2001) and that 846, 648 people (20% from the N. Z population) in New Zealand eat and drink an eating plan that is many of these organic (Coriolis Research, 2001). In terms of the industries progress rate, the organic sector has been going through a 47% increase seeing that 1991 and even more specifically the ambient organic juice marketplace grew for 3. 8% from 06 2006 to June 2007 (Lepionka, 2007).

The main brands in the New Zealand organic beverage market are Phoenix, az Organics in the smoothie sub-category – this brand has become growing in 28% since 2002 (Stock Exchange Announcement, 2005); Bell Tea's Twinings Organic tea bags would be the most dominating product inside the organic tea industry (Winters, 2001), furthermore The Real Wine Co. is among the most dominant brands inside the wine sector as it offers a range of 70 wines from Fresh Zealand and round the globe (OrganicDirect, 2007).

Fresh Zealand Organic and natural Specialty retailers sell 40% of organic and natural food and beverages and out of the grocery stores New World and Pak'n Save have the greatest market share of organic products marketed with 18% of this business and a turnover of $5. 7 million of organic products (Coriolis Research, 2001).

Qualitative Analysis

The Qualitative research uncovered the reasons why use organic beverages, these factors include; they will like the taste, they want to help sustain the natural environment, they look for the healthy alternative, they want to appear as " elite” and so they enjoy the novelty of purchasing and drinking organic and natural beverages.

One of the most favoured sub-categories were the chilled organic juices and " sparkling” drinks; these categories were also perceived to offer the highest demand. A reasonable selling price for a 275ml bottle of this kind of drink would be about $3. 00 – $3. 50 in a café and around $2. 80 for a supermarket.

The identified demographics of organic drink purchasers had been; young (15 – 40 years old) specialist people who reside in urban villages with the vast majority being girl.

The main perceived draw-backs with organic beverages was that the cost often discourages purchase and lots of people are previously brand faithful to standard beverages. Another draw-back of most organic drinks is all their low visibility on cafГ© and superstore shelves. All three interviewees simply knew with the Phoenix organics range together never noticed other organic and natural beverages inside the chilled refrigerators of supermarkets or cafГ©'s.


The main recommendations would have been to launch a Sparkling (carbonated) beverage and focus on distributing it to supermarkets in Auckland's " trendy” suburbs of New Marketplace, Parnell, Remuera and Takapuna. Additionally , a distribution proposal should be implemented with corner cafe owners adding the new drink to their menu's and encouraging pubs to are skilled the product as a ‘mixer' beverage with Vodka in " Happy Hours”.

The product needs to be offered in a 275ml ‘convenience' bottle that may be glass, with textured complete in locations. The shape with the bottle needs to be innovative still attractive and a smart design ought to be used on the labeling with the certified organic stamp clearly visible. Obvious bright colors should be utilized as opposed to famille rose.

2 . Backdrop:

An organic beverage is made with create that has been...

Sources: Coriolis Study. (2001). Organics in new zealand, future or failure? Retrieved Aug 20, 3 years ago, from

Cork, L

Lepionka, T. (2007). Charlie's reports record earnings. Recovered August sixteen, 2007, coming from

Grocers Review

New Zealand Organics. (2007). Meet to fresh Zealand organics…. Retrieved August 16, 2007, from


Phoenix, arizona Organic. (2007). Market. Recovered August sixteen, 2007, from

Figures New Zealand

Stock Exchange Announcement. (2005). Charlie's finds perfect diamond necklace in phoenix, az organics. Scoope Media, gathered August 8, 2007 by Newstext Plus database.

Wikipedia. (2007). Organic farming. Recovered August sixteen, 2007, coming from http://en.wikipedia.or/wiki/Organic_farming

Winter seasons, J

Assignment 1

Lecturer: Bodo Lang Semester 2, 2007


[pic] you, 2007

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