Promotion - Advertising

We will use different advertising tools such as magazines, cable TV, billboard, sports radio, and broadcast TV .
We run the ad on the TV channels with the programs aimed towards our target market during shows that are popular with our targeted audience.
We are also publish our advertisements in fitness magazines and health oriented magazines such as Men's Health or Shape for women.

Because our advertising effort primarily affect the opinions of the target audience and don't always create an immediate action, we also need to plan special promotions that will encourage quick action, and we believe using coupons, samples, and price discounts/sales are a better tool for promotions. We will mainly use pioneering advertisement techniques to draw in consumers to our newer coconut water product line. For our already established premium juice line, we will be using comparative advertising techniques to influence consumers to chooser our products over competitors.

The promotional objective of Naked Juice is to inform and remind young professionals 
who are health conscious, active and balance in their food choice.We chose to be informative because we want to educate consumers about our products in order to increase demand. Since Naked Juices has been around for awhile and our regular juice line is in the maturity stage of product life cycle, we also would like to use reminder promotions to keep our brands in the minds of consumers when purchasing super premium juices. By presenting an affordable and unique way for customers to maintain healthy eating habits in an on-the-go environment.

The Target Market

Our target market are consumers with a strong sense of living a healthy lifestyle. These will also include people who are heavily involved in the fitness culture and people who are looking to lose weight.
We will target all individuals who are:
• All life-cycles which is anyone married, single, divorced, widowed, parents or no children.
• Our main priority is to target individuals in the generation Y age group more specifically
individuals in their 20's and 30's.
• We will also be mainly looking at individuals who are in the upper middle, middle and
working class.
• Ethnicity will not be a factor in our target market.

SWOT Analysis

This is short version of our SWOT analysis. You can click on the image to see larger picture

Price

Naked Juice has an elastic demand because the change in price of their products will cause a change in demand. Costs that correlate with naked juice products include direct materials; plastic renewable bottles, raw juice, vitamins, protein powders, packaging materials. Naked juice would also occur direct labor such as assembly line laborers. Manufacture overhead costs would be occurred including; indirect labor such as workers not directly associated with production, indirect material cost including materials that are not raw materials such as grease for the machines and other indirect manufacture costs such as depreciation and utilities. Prices for Naked Juice products are going to be somewhat fixed because of the various competitors and the variety of others choices offered to consumers (Manufacturing cost, 2013). The average selling price per 15oz bottle to retailers will be $3.29 which is about a 30% markup to reach the objective of the ROI for the shareholders.

Mission Statement

Naked Juice is a producer of natural fruit juice drinks that revolves around two core values sustainability, and good health. Naked Juice strives for sustainability by having partnership with sustainable non-governmental organizations, a recycled and renewable bottle, efficient packaging, and a Leed- Certified bottling plant. Naked Juice also concentrates on delivering customers health conscience products by having no added sugar, no preservatives, and containing “boosts” consisting of added vitamins or nutritious vegetables

The History

In 1983, Santa Monica, California, a young man named Jimmy Rosenberg started Naked Juice business by selling the product out of his own home. Nothing is better than a sip of fresh home-squeezed blend of fruit in a hot summer day. Naked Juice quickly won the heart of beach-goers in Santa Monica and began to appear in local grocery stores. They eventually spread across Los Angeles. Two decades later, Naked Juice has become a national brand dedicated to “Creating the best all natural, 100% juice with no added sugar or preservatives.” 

In 2006, the company opened two new-direct delivery centers in Sacramento, California and Seattle, Washington, In November 2006,  Naked Juice became part of PepsiCo which allowed Naked Juice to expand in marketing and distribution. Since then, Naked Juice adopted PepsiCo’s core values which focus on stimulating innovation and placing an emphasis on results, especially the ones that contribute to future growth

Naked Juice lovers can now enjoy a wide range of products such as Juices and Smoothies, Coconut Water and Power Garden. 

Welcome!

Welcome to our blog! Our group has decided to feature Naked Juices as the candidate for our marketing plan. We look forward to your comments and suggestions as the summer goes by. Thanks for stopping by.