CASE STUDY

PureBlend Fresh Juices

1. Generation of the idea

a. Product name: PureBlend Fresh Juices

b. Description of the product idea:

PureBlend Fresh Juices are premium quality juices made from a carefully curated
selection of fresh fruits and vegetables. Each bottle is packed with nutrients and vitamins,
offering a refreshing and delicious taste experience. The juices are cold-pressed to retain
maximum nutritional value and flavor. Varieties include Green Vitality (kale, spinach,
cucumber, apple, lemon), Tropical Burst (pineapple, mango, orange, carrot), and Berry Boost
(strawberry, blueberry, raspberry, beetroot). The packaging is sleek and eco-friendly,
designed for convenience and sustainability.

c. Defining the category of consumers:

PureBlend Fresh Juices are targeted towards health-conscious adults, fitness enthusiasts,
and individuals seeking convenient ways to incorporate more fruits and vegetables into their
diet. They appeal to a broad demographic interested in wellness and natural products.

d. Establishing the product category:

PureBlend Fresh Juices fall under the premium category due to their high-quality
ingredients, cold-pressed production method, and unique flavor profiles.

e. Moment of consumption:

PureBlend Fresh Juices are perfect for consumption as a nutritious breakfast option, a
post-workout refresher, or a mid-day pick-me-up.

2. Development of marketing strategies

a. Determination of the distribution area

Initially, PureBlend Fresh Juices will be available locally, targeting health food stores,
organic markets, and upscale grocery stores within the region. Distribution will gradually
expand to cover national stores networks and online platforms for broader accessibility.

b. Identification of the main competitors in the market for the proposed product

Competitor Strengths Weaknesses

Naturo Juice Locally sourced ingredients, wide Limited distribution, brand
variety recognition
Urban Unique flavor combinations, trendy Higher price point, niche market
Monkey branding

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 biofreshTM Organic ingredients, established brand Limited availability, higher price
point
Fruttissima Diverse product range, recognizable Competition from larger brands
packaging
Dozadefresh Cold-pressed, focus on wellness Limited distribution, smaller scale
production

3. Business Plan

a. Objectives:

 Capture a 10% market share in the local cold-pressed juice market within the first
year.
 Expand distribution to national stores networks within 18 months.
 Position FreshFusion Juices as the top choice for premium, locally sourced juices.

b. SWOT ANALYSIS

Strengths Weaknesses
Locally sourced ingredients. Limited brand recognition initially.
Artisanal production process. Higher price point compared to mass-
Eco-friendly packaging. produced juices.

Opportunities Threats
Growing trend towards healthy living. Competition from established juice brands.
Potential for collaborations with local Fluctuations in ingredient availability and
farmers. pricing.

c. Assessing the product in the market before launch:

Conduct sensory evaluations with 20 individuals representing the target demographic to

assess acceptability and purchase intent.

4. Establishing the technological process and the sales techniques:

a. Technological process

 Source fresh, locally grown fruits and vegetables.

 Cold-press to extract juice while preserving nutrients.
 Bottle in eco-friendly, recyclable packaging.
 Implement strict quality control measures to ensure freshness and consistency.

b. Necessary equipment

 Cold-press juicer
 Bottling and labeling machinery

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 Refrigeration units for storage

c. Promotion plan

 Launch a campaign featuring social media marketing, influencer collaborations, and

sampling events.
 Partner with health and wellness influencers for product endorsements and reviews.
 Conduct in-store tastings and demonstrations to drive trial and awareness