Own Labels In The Uk Smoothies Market Marketing Essay

Own Labels In The Uk Smoothies Market Marketing Essay For the purposes of this report a smoothie will be defined as a drink that is made with pure crushed fruit, but which may also include a small amount of fruit juice or purà ©e, yogurt, milk or soymilk, and is smooth in texture (Mintel, 2010). 1.2 The UK Smoothie Market Although the smoothies market in the UK enjoyed a period of exceptionally strong growth of more than 150% between 2005 and 2007, this has now been stalled by the impact of the recent economic recession and consumers switching their loyalty to alternative, cheaper pure fruit drinks. As well as suffering from unfavourable economic conditions, smoothie manufactures have failed to convince UK consumers that the drinks are not full of calories and are not bad for their teeth., despite strong contradictory evidence from the British Nutrition Foundation. The result of all of this is that the smooothies market declined by some 36% between 2007 and 2009 (Mintel Report Sales Brochure, 2010). The brand leader in the smoothie market, Innocent, has largely been responsible for fuelling the growth in the market and despite the general market downturn, it still commands an 80% market share. However, Innocents market share has been boosted, not just by its own performance, but also by the decision taken by PepsiCo to remove its PJs brand in early 2009. PepsiCos rationale for removing the brand was that it enabled it to focus on its best selling Tropicana brand, which added a smoothie to its range in February 2008 (Lewis, 2008). The smoothie market is now showing signs of a fragile recovery and Mintel forecasts that improved economic conditions, together with the increased penetration of the childrens market, will see the smoothies sector returning to growth soon see Figure 1 below (Mintel Report Sales Brochure, 2010). FIGURE 1 Trends and Forecast for Volume Sales of Smoothies, 2005-2015 Total Index % annual change m litres 2005 27 66 +69 2006 52 127 +93 2007 70 171 +35 2008 60 146 -14 2009 45 110 -25 2010 (est) 41 100 -9 2011 (fore) 44 107 +7 2012 (proj) 48 116 +9 2013 (proj) 53 130 +12 2014 (proj) 58 141 +8 2015 (proj) 64 155 +10 2.0 The Importance of Branding in the Smoothies Market With consumers becoming increasingly sophisticated and confident in being able to differentiate between the offerings of various suppliers in a marketplace, the value of a strong brand has never been more critical (Mitchell et al., p.201. 2003). According to Aaker (p.95, 1996), to be successful, brands should offer consumers a value proposition, which constitutes functional, emotional and self- expressive benefits. Branding is critical in the soft drinks market as a whole. For example, Coca-Cola (a stakeholder in Innocent) believes that 96% of its total worth as a business can be attributed to its brand (Knox, 2004). In the smoothies market the brand leader, Innocent, has demonstrated the value of a strong brand. The name Innocent positions the brand as simple, pure and safe thus delivering both functional and emotional benefits within its brand value proposition. There are a number of reasons why branding is critical to success in the smoothies market, namely: Consumers are cynical about manufacturers claims of the health benefits of smoothies. Consumers believe smoothies are too expensive compared to other fruit drinks. Because smoothies are a relatively new product in the market they do not resonate with the 45+ age group which is a potentially significant market segment for smoothies. The distribution of smoothies relies too heavily on the big supermarket chains leaving them open to competition from supermarket own brands. Smoothies brands have largely recognised the value of branding in the marketplace and this is evidenced by a three fold increase in total advertising spend in the sector in 2009/10. The leading brands have built up a lot of brand equity as a result (see Figure 2). However, despite this the leading brands have not been able to rely on their brand reputation and equity to boost sales, rather they have had to discount the price of their products extensively in 2008/9, which may impact negatively on the equity of the brands in the longer term. Figure 2: Personalities of Various Smoothie Brands, May 2010 Benecol Innocent Ellas Kitchen Tropicana Average Base: internet users aged 16+ who have heard of the brand 1,517 1,795 674 1,718 % % % % % Authentic 10 19 10 16 14 Boring 9 2 4 3 4 Cool 6 21 10 16 14 Delicious 9 35 10 28 21 Engaging 5 12 6 8 8 Exciting 4 19 9 11 11 Fun 5 26 12 15 14 Genuine 14 23 12 20 17 Healthy 42 49 19 36 36 Natural 23 43 18 31 29 Refreshing 9 30 11 34 21 Special 9 22 8 11 12 Tired 4 1 3 3 3 Traditional 8 7 8 19 10 Unappealing 11 4 5 4 6 Unhealthy 1 1 2 2 2 Vibrant 4 18 8 13 11 Source: GMI/Mintel 3.0 The Threat from Own Labels in the Smoothies Market The growth of supermarket own label brands is having a big impact on the sale of manufacturer branded, fast-moving, consumer goods (Veloutsou, 2004). Supermarket own label brands are no longer just the lower quality and lower priced alternatives to manufacturer brands that they once were as since the late 1990s they have been offering a genuine quality option for consumers (Burt, 2000). Porters (p.49, 1989), includes the threat from substitute products as one of the five forces in his model of industry competitors see Figure 3 below. FIGURE 3 : Porters Five Forces Model of Industry Competitors : Substitute products, in the form of own labels, pose a significant threat to established brands in the smoothie marketplace. The leading brands, such as Innocent, are suffering from consumers switching to own label smoothie and fruit juice products, in the shorter term, due mainly to price considerations. The extent of this switch is evidenced by the fact that the large supermarkets now dominate the fruit juice drinks market with their own brands (Keynote, 2010). 4.0 The Brand Position of Tropicana in the UK Smoothes Market Best known for its fruit juice products Tropicana launched its smoothie in 2008 supported by a  £4.5 million promotional campaign. Owners PepsiCo intended that the Tropicana smoothie would fill the gap left by its withdrawal of the PJs brand. However, despite the huge investment in promotional support and PepsiCos knowledge of the soft drinks market, Tropicana has failed to deliver. Although it is now the second largest of the manufacturer brands, in terms of market share, it is a long way behind the brand leader, Innocent. Its sales and market share have also taken a nosedive from its peak of 2008 see Figure 4 below. Figure 4 : Trends for Take-home Market Share of Smoothie Brands, 2007-2009 2007 2008 2009 2007-09  £m % share  £m % share  £m % share % point difference Innocent 150 71 120 71 100 80 -33 PJs* 25 12 10 6 na na na Tropicana Smoothies 8 4 15 9 3 2 -63 Ellas Kitchen 1.5 1 2.2 1 2.5 2 67 Sub-total 185 88 147 87 106 84 -43 Others 4 2 5 3 4 3 Own-label 22 10 18 10 16 12 -28 Total 210 100 170 100 125 100 -40 * brand discontinued in late 2008 Despite its poor sales performance in 2009, Tropicana is not a bad performer, in terms of its appeal to consumers, with just over two-thirds of those surveyed by Mintel saying that they liked it and would buy it again. However, most consumers still regard Tropicana as a juice and not a smoothies brand. 5.0 Summary and Conclusions Following a significant period of growth, the smoothies market has declined in the last two years and is only just showing signs of recovery. The market is dominated by Innocent and other brands, such as Tropicana, have failed to establish a meaningful foothold despite massive marketing spends. Brand reputation and equity is key to the success of smooothies and Innocent has successfully established its brand in the consumer psyche. In terms of leveraging its brand then Tropicana has an inherent problem inasmuch as it is still best known as a fruit juice, not a smoothie, brand. It needs, therefore, to build its reputation as a smoothies brand by delivering a value proposition targeted specifically at smoothie drinkers and supported by its brand strength in the juices market. The fact that consumers generally like its smoothie product and would buy it again are a good foundation for future growth. Also, considering the brand personality scores shown in Figure 2, where Tropicana is generally in second place, there are opportunities to build on the brand attributes of authentic, cool delicious fun and genuine, in future promotional activity. The short shelf life of all smoothies makes it difficult for them to penetrate the on-trade. However, smoothies have not really targeted themselves at the impulse purchase consumer and, consequently, this is a potential area of growth as is the largely undeveloped childrens market. -

Faculty Reaction Paper

Jeerer Tarot It's a very good film. I am amazed with the lines of the actresses, I felt every single word coming out of their mouth and it's like I'm a part of that scene. The actresses were very good, they portrayed the role given to them excellently. The characters acted naturally like they're Just having a quarrel on a real life. The teacher on a violet shirt fits her role very well, Just the way she walked and her gestures, she already looked like a brave woman.The shot and angles are quite impressive because it's very artistic and it also beautifies the whole film. I noticed that the glass fell down and broke into pieces and that symbolizes their friendship, a shattered friendship because of different principles in life. Even though the film was so short they still had a chance to put conflict on it. I was also a bit unsatisfied with the ending because some of my questions are not answered (who is the student they're talking about and what happened? . Teacher plays a great role towards how they influence and affect students and how a student can be molded to have a better personality. The teacher n the film says † angostura aka Eng high school†, but before she resigned, she taught college students, in short she wants to teach high school students so that when those students enter college they will be open minded and they would also be exposed to the real world and know how hard life is.To cut the story short, the teacher always wanted her students to learn something not Just inside the four corners of the room, but also learn something outside that they could not learn inside the school. On the other side, I'm also in favor of what the other teacher (wearing white) said, because if hose students were trained earlier, they will have a better personality and being open minded towards things.During college days, I think that most of us had completely developed our personality that's why it's already hard for us to deal with something we're really not into. It's also true that Joan has a good intention towards those students but I also agree that she taught it to the wrong students, students that are fully molded by an opulent family and through the years they are not doing those things that's why Joan should have go with the flow towards the rules and regulations of that college.

The Risk Management Pl A High Level Overview Of The...

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The Problem Representation Of Art - 1937 Words

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Essay on The American Revolution Was a Real Revolution

The American Revolution was definitely revolutionary. The people broke free from Britain and gained independence. Only one third of the colonist enthusiastically supported the revolution. The colonist were unhappy and being treated terribly by their motherland and trouble started to brew. The thirteen colonies that became the United States of America were originally colonies of Great Britain. By the time the American Revolution took place, the citizens of these colonies were beginning to get tired of the British rule. Rebellion and discontent were rampant. The main reason the colonies started rebelling against mother England was the taxation issue. The colonies debated England’s legal power to tax them and they did not wish to†¦show more content†¦The citizens of the middle colonies were especially unenthusiastic about the revolution. Among those that did support a change, not everyone that joined the movement favored violence. Quakers and members of other re ligions, as well as many merchants from the middle colonies, and some discontented farmers and frontiersmen from southern colonies opposed the use of violence, and instead favored discussion and compromise as the best solution. The patriots were able to gain a great deal of support for a violent revolution from the less well to do, from many of the professional class, especially lawyers, some of the great planters and a number of merchants. Support for the revolution increased when it became clear that King George III had no intentions of backing down. The Revolutionary War erupted on April 19, 1775. The reason the British and the Americans resorted to using arms after a decade of fighting verbally over the rights of the British subjects in the colonies was because both sides had finally became convinced that force alone couldn’t decide the issues that divided them and war broke out and didn’t end until 1783. 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Collectivism Enforced by the Government Free Essays

Synthesis Essay Halley Dunlop In the books, Anthem, Fahrenheit 451, Harrison Burgeon, and the movies The Hunger Games, and Wall-E, the government contains all of the people to make them equal. They strictly control the societies and allow no differences. Within all of these sources, there are certain individuals who choose to rebel against their government, but with rebellion comes the need to find yourself first. We will write a custom essay sample on Collectivism Enforced by the Government or any similar topic only for you Order Now The pitfalls of the quest for equality are the lack of individuality, inability to be creative, and lack of intelligence. One of the pitfalls is the lack of Individuality. In the book, Fahrenheit 451 by Ray Bradbury, Montage finds himself following the society because that Is the way that he grew up and he believes he is happy doing it. When Montage meets a girl, Claries, she began to help him come to realize that he was unhappy and that he must become an individual. â€Å"Darkness. He wore his happiness as a mask. (peg. 91†² This quote is important because it is the first time that Montage questions the way he is living, and the first time that he thinks about his Individual happiness. Because Claries Is already an Individual, she has to help Montage overcome the governments’ ewer of concealing his personality and help him to be himself. Also, in the book, Anthem by Any Rand, the government restricts all possible factors of being an individual. Equality attempts to showcase his invention of electricity to the council members, and they said, â€Å"What is not done collectively cannot be good. (peg. 73)† This quote is significant because it shows how council believes that any kind of individuality Is a crime. The government has drilled the idea of â€Å"we† Into the minds of their whole society to make sure they have no thoughts about themselves as individuals. In addition to the other books, Harrison Burgeon by Evensong, the government overtakes the society and forces them to wear handicaps so no one person is any better or worse than the next. This act of collectivism restricts all individuality. â€Å"She must have been extraordinarily beautiful, because the mask she wore was hideous. And It was easy to see that she was the strongest and most graceful of the dancers, for her handicap bags were as big as those worn by two- hundred-pound men. peg. 169)† This quote Is Important because It puts an image In our mind about how much the government tries to make sure that every man and woman is stripped of their own selves. Individuality is non-existent in this story because the handicaps given to the society do not allow them to have complete thoughts. The government believes th at when the people have complete thoughts, they might be thinking about themselves, or how to overthrow them, or how to escape their handicaps. In all of these books, collectivism Is present In the society to make it more difficult for someone to stand out, be different, or cause someone to be jealous. Equality, Harrison, and Montage are the ones who managed to overcome the government to make a statement and ultimately find who they really are and make themselves happy. The next pitfall of the quest for equality is the inability to be creative. When the government takes away the society’s individuality In Fahrenheit 451 , their ability to have creative thoughts and actions Is taken away a. â€Å"Stuff your It’s more fantastic than any dream made or paid for in factories. † This quote by Montage is basically stating that people should live how they want with no regrets. It goes along with the idea of creativity because your own wonders and dreams are ways of thinking creatively. Since that is not allowed in their society, it is considered a risk, so if they are living life as if they were to die in ten seconds, it would be better to have creativity in that time instead of sitting around and watching TV and being anti- social. In addition to that example, in the book Anthem, when Equality is in the Home of the Infants, he explains how everything was plain and boring. â€Å"The sleeping halls were white and clean and bare of all things, save one-hundred beds. peg. 2)† This quote shows the reader how their society wants the children to grow up; plain and bare of all things. They do not want the wall painted colors, or the children to have toys because then they will start asking questions and that is not a part of their society. Creativity is an individual trait, and the collectivism in that book does not allow individuality. The final example o f a society that inhibits creativity is in the movie, The Hunger Games by Gary Ross, based on the book by Suzanne Collins. In the movie, Catkins Evergreen is a very creative girl, which makes her stronger than the there and therefore she is frowned upon by her opponents and the government. At the end of the movie, Catkins and her partner, PETA, are the only contestants left, but only one person can win. She uses her creativity and finds a way out of the government’s rules and makes sure they don’t get their way. Catkins pulls out poisonous berries and they were to either eat them, and have no winner, or Just threaten to eat them, so they could both win. This ties in to the pitfall because in her quest for equality, she found a loophole in the restrictions on creativity, but she will eater be punished for her actions. These examples show how the lack of creativity is a major set-back in a society. The final pitfall in the quest for equality is the lack of intelligence. In Fahrenheit 451, Mildred is a good example of how uneducated someone could be, in a society with collectivism. Mildred is completely under the spell that the government has cast over the society and she constantly is forgetting things. Education and individual intelligence is not a priority in their society; therefore everyone relies on their technology. Maybe you took two pills and then forgot and took two more, and forgot again, and were so dopey you kept right on until you had thirty of forty of them in you. (peg. 17)† This quote shows how Mildred can be senseless to the point where she can’t recognize when she is putting her life in danger. This is an issue because in order to find equality, one must have the brains and be able to rely on their own instincts. Also, in Anthem, intelligence is allowed to some people but not to others. Equality wants to be in the Home of the Scholars, but because he is so smart, the nuncio makes him a street sweeper which involves no intelligence at all. â€Å"We would accept of life mandate, and we would work for our brothers, gladly and willingly, and we would erase our sin against them, which they did not know, but we did. (peg. 25)† When Equality says that, he shows that he is accepting the Job that the council has given him, but he is not necessarily happy about it. He wants to expand his intelligence but he can’t because the government no longer allows him to do studies. When he said, â€Å"erase our sin against them†, he is talking about the fact that he was society. The last example of how the government causes their society to lack intelligence comes from the movie Wall-E. In the movie, the move all of the people into space because the earth is no longer able to sustain human life. The captain, who is like the government but only for the spaceship, does not give the people on the ship information about earth. They are completely oblivious to the fact that Earth has been destroyed. This ties along to the other books because of how the influence of the government can make people so clueless. Hunger Games, and Wall-E, the collectivism that is enforced by the government intros and brainwashes the society. The three major pitfalls while looking for equivalence and equality are the lack of individuality, inability to be creative, and lack of intelligence. Without individuality, you cannot be creative. When you do not have creativity, you have no way of being truly intelligent. These three pitfalls cause a domino effect because without one, you cannot have the other. This is why the societies in the stories are not functioning the way they should, and is also why people are chose to disobey the government. How to cite Collectivism Enforced by the Government, Papers

Rewriting a Novel from a Third Person Point of View free essay sample

Begin writing the novel in the third person, using Claries as the central character. WORD COUNT 390 Sunshine hit on her in the early morning through the big French window, Claries wakes up bleary-eyed, she stands up, walks to the big French window, opens her long embroidered curtain, breads in deeply and smiles: What a nice, fresh new day. Walking out the room to the balcony, Claries observes those nameless flowers she planted one week ago. How beautiful! She talks quietly to herself. Obviously, she loves those dewdrops on pink and yellow petals.Claries changes her sport suit and gets ready for some early morning exercise, its 70 clock, if you look at the street, only few people are walking, they are walking with blank expression on their face. She likes to stand next to the street for few minutes and then starts walking until she feels like she is one part of the nature. We will write a custom essay sample on Rewriting a Novel from a Third Person Point of View or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page But today, its a bit different, she meets her new neighborMontage; he Is a fireman, Claries can see those big letters Fahrenheit 451 written on his working suit. Noon are a fireman. Claries sounds certain and disappointed. Yes, ha-ha, and I am pretty sure you are my new neighbor. He sounds proud. l heard from my uncle that long time ago firemans Job was to stop a fire and not to start It, have you ever heard that? Her eyes are wide opened like a kid who Is waiting for an Important answer. That sounds ridiculous; fireproof houses cannot catch fire, all we need to do Is to burn books, how old are you? He laughs but looks a bit confused. Im 17, how long have you been doing this job, Is this fun for you? She sounds Like she Is Interrogating him.He frowns: Of ours It Is fun, you can always smell kerosene, although I have been doing this Job for 20 years, I am never weary of smelling that. K, I have to go start working now. He Is walking faster. Are you happy? Asks Claries with a low voice but loud enough for him to hear It. He turns around but she already turned her back at him, What a weird girl, of course I am happy. He Is frowning again. Claries goes back home, waters her nameless flowers, she Lies down on her soft bed: l hope he can be happier, but If I burn books, I can never be happy.