Marketing and sales strategy of Juicy Fruit Smoothies

merchandise and sales strategy of bosomy evoke beguilersThis opportunity analysis document identifies and summarises the background, status and future plans for the cr finishion for rich start allot sweet talkers Ltd. This idea is juice and Smoothy Bar which is seen in just ab come forth shop centres, cinemas and department stores. This reinvigorated type of melodic line organization entrust dourer the consumer a wide cultivate of beverages ranging from soft drinks to ingathering flavoured beverages with nutritious ingredients. In increment, this new-fangled-fashionedfoundfangled caper give wander a variety of ice creams and chocolate.Beverages atomic number 18 among the most sell sufficient items that mountain can bye. Selling beverages like nonplus juice, vitamin c juice and nectar juice is most profit open during the pass where a frozen juice or charmer drinks can be re hoting relief from the heat of the sun. This is the reason wherefore it im part be a darling idea to start a agate line sell juice take and smoothie drink if seeking a nigh and profitable starting start up business.The Juice and Smoothie defacement has been has been a undefeated crossroad brand all(a)(prenominal) over the world. voluptuary return Smoothies Ltd leave alone intent 100% nutritious fruits to promote a sizable advertising campaign and tempt conscious closelyness goers. This business exit open one juice and smoothie bar and testament continue to expand in obtain centres, entertainment spots, institutionalise companies and gyms. fertile reaping Ltds start up cost is 7 meter. The principal(prenominal) source of the cost is from the general operating expenses such as payroll, endurers, insurance, advertising and a nonher(prenominal) overheads. The remain costs be the overheads that ar normally associated with opening up a premise. We select an investment of about 100,000 to get the business started.The start up assump tions is illustrated belowStart-up FundingStart-up funding for expenses 54000Start-up assets funding 17000Total Funding take 71000AssetsNon cash assets from start-up 5000 inventorying 2000 ample Term Assets 10000Total Assets 17000Liabilities great Term Liabilities 100000Total Liabilities 100000Start-up Requirements advert 5000Insurance 2000Marketing Promotion 5000Payroll 40000Repairs Maintenance 1000Shipping Delivery 1000Internet 1000Total Start-Up Expenses 54000Start-up AssetsStart-up Inventory 2000Other Current Assets 5000 wide Term Assets 10000Total Assets 17000Total Funding Required 71000ObjectivesThe objectives of dingy ingathering Smoothies Ltdargon the followingCreate a as undisputable-wide sales staff. construct strong sales revenue by 2013.Maintain tight suss out of cost and operation during expansion.To success amply expand our fruitsMission Statement mettle almost Fruit Smoothies Ltds mission is as follows feeling Our fruit juices atomic number 18 the highest select, most nutritious sustenance productsbecause we testament accept nonhing less.Innovative Our products shake always been in the forefront of the health and nutrition wave. Innovative products, state of the art manufacturing, quality assurance and labor expertise are the bases for our ago and future successes.Integrity Our clients depend on the quality of our juice products. Our allegiance to the highest standard is the foundation of our customers trust in Oasis Juice.Delivering freshly make juice to consumers depends on extensive cooperation and mutual reliance between supplier and retailer. We stand behind our product, our strike and our word.Comp any(prenominal) DescriptionBusiness interpretation dispirited Fruit Smoothies Ltd allow offer a range of smoothies, juices and vim drinks. au jus Fruit Smoothies Ltd impart deplete over 50 divergent flavours that can hardly be bought in this store, while still exchange the already popular ones, such as Power Punch. These refreshment drinks are fitter than soft drinks as they are made from real fruit and blended together to make the smoothie.In order to make these smoothies we exit use frozen fruit. Put it in the blender a considerable with rough frozen yogurt for thirty seconds and the smoothie is ready to serve. It is really artless and upper berthy method but it creates a great tasting product.Long Term Aim of the Business spunky Fruit Smoothies Ltd allow be a great opportunity to enter the food and beverage industry providing the consumer with an different business to choose from when they decide on their commodities. The main long term aim of the business is to ply excellent customer felicity, be miles ahead of the leading competitors and to be profitable. Many good deal like smoothies and other sweet like products but blue-blooded Fruit Smoothies Ltd provide add much healthier options that lead assist in the agonistic advantage. brand-new smoothie rules leave alone be impl emented as snip goes on and to a greater extent promotions go forth be on offer.Key Features and BenefitsKey Features of down(p) Fruit Smoothies Ltd exit takeSkilled staff who are sure of the need for high quality in every smoothieOnline service where customers impart be made available of the ingredients in each smoothie and also the weekly special offers, without having to go into the store.Key Benefits to customers bequeath includeGreat tasting drinks made in front of your eyes diligent serviceAbility to sit d testify in store and please your smoothieSmall Large Size (low prices)Huge selection of flavours epicurean Fruit Smoothies Ltd plans to be as customer palsy-walsy as affirmable and and whence will offer lower prices than the competition. We will welcome critical review from customers on how we can improve our products and of workable different flavours of smoothies. We believe that this will be a great success as we will be giving the customers exactly what t hey want. The customer will also be able to decide in the store what fruits they want in their smoothie, without the need for the recipe being in use. However, we will deliver to charge a approximately higher price in order to provide this service. We will be the only conjunction to provide this service and we think that it will be extremely popular.As people are increasingly trying to eat healthy we feel that now is the perfect time to get into the smoothie securities industry. We piddle a wide range of grade outlets such as chocolate shops, sandwich parallel bars, gyms, sports clubs, health clubs and hotels, as well as having stores of our own in shopping centres through and throughout the untaught.Most people know that fruit loses its nutritional content over time however what most people dont know is that this loss occurs within winks. hence, it is crucial that the ingredients be as fresh as possible in order for the customer to receive level best benefits. Juicy F ruit Smoothies Ltd has taken this under consideration and has a agreement that is focused on maximising freshness.Value PropositionAt the minute there is no company providing the customers with high quality fresh smoothies at a low price. The recipes are very limited and the prices are high. Juicy Fruit Smoothies Ltd will be the primary smoothie bar that offers a wide range of smoothies at affordable prices.ProductsJuices/SmoothiesEnergy DrinksIce lapSweets/ChocolatesAnalytical Spending and OutsourcingJuicy Fruit Smoothies Ltd has a need for analytical spending in order to find out what kinds of fruits and smoothie flavours people are looking for. The study landing fields that would need to be analyzed would deliver to be types of fruits, recipes, ice cream flavours, and potentially meals in the future. At this spirit level in time Juicy Fruit Smoothies Ltd should be focusing on spending for look into what kinds of fruits people in the area would desire. Juicy Fruit Smoothie s Ltd should also focus on trying to analyze how they can transport fruits from areas at a low cost. This would entail finding good merchant marine routes, good areas to find quality fruits, and also how to go about acquiring them for a decent price. Through these tests Juicy Fruit Smoothies Ltd should be able to figure out a way to get a good quality product thus giving them an advantage on the competition.It would be good for them to try to outsource the testing for recipes to outside service providers. This would allow them to get a more than(prenominal) than wholesome perspective on what kinds of blends to use in the smoothies and also would allow Juicy Fruit Smoothies Ltd to be more forward looking and potentially expand into the ball-shaped merchandise at some headland in the future. This way they do not throw to focus completely on just the local area for business and will be able to become more profitable through expansion.Barriers to EntryProductsThe Smoothie and Ju ice Bar industry is a successful industry will many businesses doing quite well despite the frugal downturn. The main competitors such as Zumo already are a global brand and would adjudge more stakes in the market and experience. That alone(predicate) whitethorn cause concern for the success of Juicy Fruits.Loyalty to CustomersIn any market or sector it is cognise that customer satisfaction gives a better competitive edge for businesses already in the market. Since firms that have a high reputation and have built up their stage business over the years, the customers will remain loyal to that business which gives that business a competitive advantage.Economies of ScaleLarge and more experienced businesses may be able to put away more efficiently due to stripped costs. These businesses are also more experienced because of the length of time spent in the sector thus giving them more of a competitive advantage. grind onward epitomeStrengthsThe Smoothie Juice market is a widel y known and successful industryJuicy Fruit Smoothies Ltd will provide quality products than the leading competitor including fresh fruitsChocolate Cadburys and Nestle will be our suppliersDrinks Red Bull Coca ColaSmoothies Fresh Fruits with nutrientsProfessional products that will be sold to colleges, schools, restaurants and gymsSuccessful due to the unquestionable ability to provide crystallise of the range products including healthy options.WeaknessesOur rival companies like Zumo and needy may have a better stake in the market and more experience along with knowledge.The competitors may formulate new tactics for the new entrant Juicy Fruit Smoothies LtdOpportunitiesFuture developments in the smoothie recipes and promote business expansion earmark allergy free products such as peanut free drinks and chocolatesThreatsThe major competitors such as Zumo Innocent both(prenominal) contamination to the food supply and shortagesPossible increase in supplier costs outline Implemen tation SummaryJuicy Fruit Smoothies Ltd will penetrate the smoothie and juice beverage industry by creating and deploying new smoothie and juice products and brands. The business will also locate in a logical and more accessible area. Shopping Centres Gyms are the busiest places that a lot of consumers go to for recreation. Since that Juicy Fruit Smoothies Ltd is promoting healthy beverages it is a discipline step in military position in a gym. We want to let the customer experience a fast and friendly service without the bring out of waiting too long for their purchase. The business is for a customer that wants a quick drink on the go and who wants to get in and out fast.Juicy Fruit Smoothies Ltd has identified that the market is busy and the potential heading customers will range from school and college goers to business people who will be passing by the juice bar at regular intervals and that is why location is a number one success pattern.In addition to providing a quality product and an extensive menu of delicious items, to look customer awareness and consignment, as well as positive semipublic and media support, Juicy Fruit Smoothies Ltd can continue to offer more promotions if it deems to be a successful juice and smoothie bar.Strategy PyramidJuicy Fruit Smoothies Ltd strategy is to show people that JF has an excellent product, convenient accessibility, and with a community benefit. To execute on this strategy, Juicy Fruits will be locating its bars at easily accessible with the Dublin area. Juicy Fruits will be pricing its products competitively and training the staff to the highest standards in the countryIn doing so, Juicy Fruit Smoothies Ltd has toProvide a customer with a quality product at a competitive priceProvide the customer with a more convenient method for obtaining their desired productDemonstrate how Juicy Fruits appreciates customer loyalty buy offering promotions, coupons, loyalty cards, etc.Continue to implement future marking s trategies and to ensure that Juicy Fruits will be ahead of the leading competitorsIdentify future developments and possible merging with other retail companies such as Spar or CentraContinue will some market research in the area of customer satisfaction. Are the customers satisfied with the level of service? Are they keen with the products? Any feedback? This could be done through feedback cards.Strategy Pyramid.jpgMarket AnalysisTarget MarketThe target market is vast, covering almost all demographics, with an emphasis on the age group of 15-35 i.e. older school goers, students and childlike professionals. Thus locating the franchises near colleges, shopping centres and in town is important. possibly it might also be beneficial to cooperate with a legitimate institution in Ireland for the start up of the company, i.e. cooperate with a shop, such as Centra or Spar, using their well known brand represent to help solidify the propose of this new franchise. This again would result in an addition to the already high start up costs, but it may well be the smartest and most effective route forward.An in depth researching of the market prices would also be needed and Juicy Fruits would most sure have to charge less than its competitors in order to gain a foot hold in the market. This might have to be act for several months/years in order to persuade people away from companies like Zumo. This would result in low income for the first few write up periods and with the high start up costs the margin for a healthy profit in the first two years is very low.However, all of this being said, the fact that there is only one other Smoothie and Juice Bar company out there in the market in Ireland at the moment means the potential for a new company is excellent, as long as an efficient strategy is put in place to effectively corner a section of the health food market.Market SegmentationThe effects of the industry affect how we will have to market, as well as what services/ products we will have to offer in Juicy Fruit Smoothies Ltd. For example, we will have to bust our juice and smoothie products from others as well as focus on their weaknesses and exploit them. The major competitors we have in the beverage industry are cafes and corporations such as Starbucks. Juicy Fruits will have to be sure to specify how much healthier their product is in comparison to drinking chocolate and why it is a better choice. This will hopefully allow for them to attract customers away from the competition as well as allow them to gain a solid foothold in the market. Geography segmentation is not a very large part of Juicy Fruit Smoothies Ltd concerns. The target market/customers for the company are a very large range that doesnt target anyone in particular. Just your average people, the only part of the geography that would be major is being sure to be in a densely populated location such as in business district Dublin or directly on/near the campus. Now we will loo k at the different tiers that Juicy Fruit Smoothies Ltd would be come to with.Tier 1 (Industries Juicy Fruit Smoothies Ltd can leverage on their own)Fruit and SmoothiesIce CreamTier 2 (Industries that can be leveraged with help from a partner)RecipesOrganicsTier 3 (Future industries to get involved in) nourishment (full meals)VegetablesFitness tiltThe two main competitors in this industry are Zumo and Innocent. Zumo has been in Ireland since 2001 and are the largest juice and smoothie bar chain in Europe, with over 100 bars in 13 countries. Their company is extremely similar to ours as they make up their smoothies in store also. We will have an advantage over Zumo as we will have a greater selection of smoothies and also the customers will have the option of choosing the fruits that go into their smoothies. We expect to steal a lot of their customers due to this.Zumo is already a well established company and have had the luxury of charging high prices for their product and having a huge mark-up. In order to break into their market we assign to have cheaper prices and also have special offers weekly. E.g. For one week have the Power Punch smoothie at 1.50. This is extremely good survey and although we will not be making that much profit off this deal, we expect that it will attract customers into the store and also that we will sell quite a large amount of the products on special offer.Innocent is a UK based company which was founded in 1999. They provide smoothies and juices also, however the fall upon difference between our company and theirs is that we intend to make ours fresh in store whereas their product comes readymade in cartons and plastic bottles. Their product is sold at a cheaper price than ours however a lot of the goodness is woolly in the smoothie and also the majority of people find that it doesnt perceptivity as nice as the freshly made smoothies.Competitive favourJuicy Fruit Smoothies Ltd will be successful if it is able to converge t he key customer criteria. This includes high quality product, affordable prices, speedy and friendly service. It will have advantages over other smoothie providers for the following reasonsJuicy Fruit Smoothies Ltd has a keen interest in satisfying the customer, and therefore spends time perfecting their recipes. The wide range of flavours that Juicy Fruit Smoothies Ltd will provide should satisfy all tastes. The customer will have the ability of choosing what goes into the smoothie on off chance that there isnt a recipe that suits the customers taste.We will provide high quality smoothies in less than a minute. This speed is vital in order to compete with the competitors as customers will not be willing to wait for over 5 minutes for their smoothies. This time will be increased drastically if there is a queue. Therefore it is vital to us that the smoothie is made and in the customers hand in two minutes.This speed is also good for the quality of the product. As adumbrate earlier, the nutrients leave the fruit within minutes, therefore this process keeps our product as healthy as possible also adding to its appeal.Marketing/ gross sales StrategyMarketing StrategyThe Fruit Juice and Smoothie bar market is currently occupied, in Ireland, by one major company, Zumo. The Zumo chain of bars is, at present the only realistic competition to the introduction of a new franchise of smoothie bars.The creation of the new chain Juicy Fruits would most certainly result in direct retaliation from this major competitor and plans must be put in place to denounce the products that Juicy Fruits intend to sell from those of Zumo. Similarly, other areas of competition, such as java houses like Starbucks and Insomnia must be planned for. An emphasis on the healthier aspects of a smoothie over things like coffee must be stressed in an beforehand(predicate) advertisement campaign.As there is only one major competitor in this area there is unequivocal room for growth in the marke t. An enlightening and cost effective advertisement campaign would be essential and would have to be run early in the life of the company, perhaps even before the first Smoothie and Juice bars opened. This obviously will result in a high start up cost however the lack of any effective advert campaigns currently from Zumo would result in excellent market coverage for said ad campaign.Market ShareDue to well established companies already in this market, we expect to initially have a small market share. However, once we have an advertising campaign in place we expect this to rise to approx 5% within one year.Advertising and PromotionAs already stated, it would be essential to run an informative advertisement campaign early in the companys development. This would be necessary in order to corner the market early on in the business development. It would be my recommendation to run this advert campaign before the first store opened its doors in order to generate some prevision and create a slogan about the new franchise.It would also be wise to run discounts and offers for the first few weeks of existence, in order to adjourn in more potential customers. Deals would have to be good replete to pull current Zumo customers away from their usual purchases.As Ive said in the above section, forming a partnership with a well established company would be very beneficial to the future development of the franchise. This would convey some trust towards the company and perhaps add loyalty to the brand name from those already loyal to the shop that Juicy Fruits will now operate out of, (Centra, Spar etc.)Getting the correct theme for the Smoothie and Juice Bars will also be essential. The current competition, Zumo, uses green and discolor as their main act upon and is very easily distinguishable. Juicy Fruits would have to also use colours that implyed healthiness and fruitiness, without using the same colours as Zumo. It is essential that Juicy Fruits remains differentiab le from Zumo. I would suggest the use of blues and reds on all things Juicy Fruit this would powerfully differentiate the franchise from the competition, and suggests a cool, healthy atmosphere.An advert campaign would get people buying smoothies instead of other commodities such as coffee should also be run, targeting young professionals. It should be noted that, in the morning, a full smoothie has just as much energy providing substances as coffee, and is substantially healthier. This campaign should be run later in the companys development, as the already high start up costs do not need to be added to from the get go.It should also be made assimilate that our smoothies and juices are significantly cheaper than the competition (and we will have to make this the case, at least in the first one to two years of the companys life) in order to draw potential clients out from Zumo and bring them in to us. last quality produce would be required, with an emphasis on fair merchandise fru its in order to increase popularity with the public. Perhaps a companywide statement manifestation Juicy Fruits will only buy fair trade produce would be in order. This would also be an excellent selling point for the new business and would hopefully draw in new customers.Sales StrategyThe promotional and marketing side of the business will be about 1000. When the company is set up the business will then open up with promotions such as a buy 1 get the 2nd at half price offer. This type of strategy has been very successful with food and beverage industries and I have no doubt that this type of strategy will give Juicy Fruit Smoothies Ltd the start-up success it needsPricingI have analysed the pricing object for Juicy Fruits competitors along with our prices which are as followsJuicy FruitsZumoSmoothies3 large, 2 smallSmoothies4Energy Drinks1.50Energy Drinks3Soft Drinks1.50 bottle, 1 canSoft Drinks1.70Ice Cream1.20Ice Cream1.50Fruit Juices1.00Fruit Juices1.50Chocolate1.00Chocolate1. 30From the table above, Juicy Fruits pricing turning away is quite better and attractive than Zumos pricing scheme. Zumos products are much more expensive than Juicy Fruits which would help the consumer on choosing a product for less. It would be a decision of supply and demand.Research DevelopmentIn the food and beverage industry, the requirement for RD is a crucial element as it involves checking your competitive advantage and also keeps tabs on your competition. Juicy Fruit Smoothies Ltd will be providing new smoothie recipes and will require more market research to ensure that these recipes have not been already invented.If and when a new recipe is invented patents, copyrights and branding wakeless requirements will need to put in place. If the new inventions and products are not legalised then anybody could take the products and use them for their own. With legalisation, this helps to eliminate this with the legal system.Staffing OperationsManagement (including Board) Organ isational ChartStaffing Training PlansWith Juicy Fruits the recruitment and commerce procedures will be like the same as many other businesses. The main procedures that this business will take will be an discourse, exploit appraisal and there will be a trial period.The main key areas that Juicy Fruit Smoothies Ltds employment procedures will undergo will beConduct a note analysis and restrain what the responsibilities of the parentage will beDetermine what skills are needed to carry out these responsibilitiesDraft an advertCandidates to be chosen based on interview performance, availability and referencesAt the end of about six months there will be a performance appraisal which will evaluate the job performance of each staff member in order to fit his/her employmentThe performance appraisal will help toInform employees on the status of their performanceCheck to see if the employee might require more trainingIdentify personnel decisions to analysis salary increases or bonuses quantify and provide communication between the employee and administrationThe trail period will be for one month and upon completion of that period there will be a small performance appraisal as mentioned above.Since the Juicy Fruit Smoothies Ltd is just starting up, there will be minimal amount of staff that will be required until the business expands which will then be a requirement to hire addition staff. power ManagementJuicy Fruit Smoothies Ltds management team will inhabit of a Director, an working(a) Director, a Managing Director, and Accountant, General Manager a Supervisor.In order to deliver efficiency to the consumer it is critical that the products and machinery is up and running and that everything is fully operational.The Board of Directors will be as followsDirector (Stiophn mack Suibhne)Operational Director (Padraig Sheehan)Managing Director ( Barry Cunneen)Accountant ( Jesse Dunham)OperationsThe main operational requirements for Juicy Fruit Smoothies Ltd will includeLocation for the businessStaffingInventoryFunctional Website (for promotional purposes)It is imperative that staff be fully trained on the equipment to include manual handling training and healthy and gumshoe before the initial opening of the business. All legal requirements will need to complete before opening.Factors Determining SuccessThe main factors that will determine the success and future success of Juicy Fruit Smoothies Ltd areCompetition it will be important for me and my colleagues to keep an ongoing track of the businesss competitors in order to reach full market potential. Since that Juicy Fruit Smoothies Ltd already has competition with some main companies offering the same type of products, it will be our job to continue to expand the business and continue to offer bigger and better offers and products.Reducing Overheads ensuring that the overheads will remain low will be our top priority and will continue to be a business objective. The main methods of re ducing costs will be both change insurance requirements and cutting supplier costs as the business continues on.Development for Juicy Fruit Smoothies Ltd as already mentioned, Juicy Fruit Smoothies Ltd will expand from one premises to many others pending the success within the first year of business. Market research such as surveys or questionnaires may provide feedback on our products and help to assess customer satisfactionHigh Customer Satisfaction customer satisfaction is the top success factor for this business and it will operate a boomerang approach to returning customers if they are kept happy with the products and service.Other Operational FactorsThe main operational factors that need to be addressed areQuality Assurance Keeping the products and customer service up to date will be a main priority.Location Juicy Fruit Smoothies Ltd will need a location in either a shopping centre or a gym to start up. Many of these jui