Alexis Correa, Soonmee Kwon, Eleanor Peery, Saskia Sumida

Background Info

Arden’s Garden is Atlanta, Georgia’s premier juice manufacturer. Products vary from bottled juices, to detox programs, to raw food snacks. Juices are made from fresh and local fruits and vegetables, and nothing else. In addition to being sold at Arden’s Garden stores, product can be found in coffee shops, grocery stores, restaurants, and health clubs in Georgia, Tennessee, and North Carolina.

Situation Analysis

● Brand has a strong self-identity with a clear mission to provide fresh, healthy drinks to consumers

● Healthy eating has become a growing sensation in US households, which has been beneficial for the juice category

● Fresh juice is a pricey category so companies must justify high prices with health

benefits and quality ingredients

SWOT Product Strengths ● Juices and smoothies made

completely from fresh and local ingredients

● Strong local following ● Cleanse/Detox classes and

events

Product Weaknesses● Product can only be bought in

three states● Highly competitive market ● Small company with limited

capabilities

Market Opportunities ● Increase reach beyond GA, TN,

and NC● Expand product range● Focus on advertising and social

media tactics

Market Threats● Increasing popularity of home

juicing ● Larger juice retail stores such

as Jamba Juice or Juice Appeal● Monopoly of bottled juices

Odwalla and Naked Juice

Marketing Problems

● Lack of awareness of Arden’s Garden ● Consumers perceive private labels to

be lower quality and likely lower nutritional value (Mintel)

● Prices are unappealing to consumers

Objectives

General

● To examine the Boston consumer’s awareness of the juice category

● To understand the marketability of Arden’s Garden in the Boston market.

Specific

● Identify main competitors ● Understand attitudes towards healthy eating ● Gauge purchase intention ● Determine overall evaluation of the product ● Develop a strategy for entry into the Boston market

Method-- Face-to-face Collecting Survey

25 Questions

● 3 Sections (Before Concept, After Concept, Demographics)

- 40 Respondents in Total

● College Students & Young Professionals

- Key Questions

● Price, Impression, Purchase Intention, etc

- Data Analysis

Results: Before Concept

Qualities of All-Natural Juice

Total Females Males

Taste 82 87 67

Fresh Ingredients 64 67 56

Health Benefits 69 73 56

Long shelf-life 18 20 11

Nutrition 61 63 56

Organic Ingredients 36 37 33

Variety of Flavors 62 60 67

Other 11 7 22

Results: Attitude & Belief

Maximum price willing to pay for juice

Results: Attitude & Belief

Boston’s Juice Selection

Results: Attitude & BeliefLikelihood of Trying New Juice Flavors

Female: 48%Male: 44%

Results: After ConceptOverall Evaluation

(No. of Respondents)

Total Male Female

(40) (9) (31)

Overall Evaluation

Top 2 Box% 63% 33% 71%

Mean Scores 3.85 3.44 3.97

Purchase Intention

Top 2 Box% 35% 11% 42%

Mean Scores 3.28 2.89 3.39

Results: After Concept

Overall

Impression

Results: After Concept

Total Females Males

Definitely Not Purchase 0 0 0

Probably Not Purchase 13 10 22

Maybe or Maybe Not 53 48 67

Probably Purchase 30 36 11

Definitely Purchase 5 7 0

Mean Scores 3.28 3.39 2.89

Top 2 Box % 35 42 11

Purchase Intention

Results: After Concept“If you were to see juices on a shelf in a retail space, which brand would you be most likely to purchase? Check one option”

Results: After Concept

What will convince Bostonians to purchase Arden’s Gardens product?

ConclusionFrom our gathered survey results, we’re recommending that Arden’s Garden enter the Boston market. This decision is supported by the survey results we gathered from our 40 participants.

Marketability in the Boston area:

● majority of survey takers (44%) believe that Boston’s juice selection is “somewhat limited”

● 95% never heard of Arden’s Garden before

Consumer attitudes and beliefs:

● 46% of total participants are “likely” to try new flavors of juice (5-point likert scale)

● Consumers mainly concerned with price and encouragement tactics (recommendations–85%)

● Female consumers (+)

Recommendations for Market EntryTarget: (primary) young female professionals (secondary) young families

Position: The juice that’s notmass-produced

Recommendations for 4Ps

“The freshly made juice,

with more nutrition and a great taste.”

● Promotion: BOGO

● Place: Newbury St

store location

● Price: $3.99

Thank you!