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Smoothie - Market Study

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Smoothie - Market Study


The smoothie market

› Smoothie market & PESTEL analysis › The market trends  Situation and evolution of the offer  Situation and evolution of the demand



The micro environment: Porter’s five forces
› The offer › The consumers: segmentation › The distribution channels



The competitors

› Competitors › Tropicana: the leader › Innocent: the precursor



Offer’s description: Marketing Mix

2



Marketing strategy
› Segmentation › Target/social style › Positionning

 

SWOT New market and opportunities
› Smoothor: the smoothie creator  The concept  Marketing Mix  The target:/social style: B2B  The target/social style: B2C  Positionning  Distribution channels



Sources
3



Marketing strategy
› Segmentation › Target/social style › Positionning

 

SWOT New market and opportunities
› Smoothor: the smoothie creator  The concept  Marketing Mix  The target:/social style: B2B  The target/social style: B2C  Positionning  Distribution channels



Sources
4

Main Market: Smoothies’ Market

Generic Market: Market of soft drinks

Complementary Market: market of fresh fruit juices, fruit sodas , yogurt drinks… Politic Economic Social
Technological

Subsidiary Market: Market of glasses, crackers and sugary
 Government encourage the consumer into eating a better way (5 fruits&vegetables per day)   Rising prices of fruits and vegetables Crisis

 New way of comsuption: ’nomadism’  Popularity of fair trade  Improvement in terms of preserving fresh food

Ecologic Legal

 Green packaging are always more used  News standards to respect  No legal definition: they can adapt the products to their goal

Smoothies

OFFER

Real smoothies fruits/vegetables

Smoothies ’ new type’

Smoothies+ Milk


Smoothies + ice cream

Smoothies+ Yogurt

Smoothies+ ingredients

Consumer trend to snacking (fast drink) « bio » is fashion : everybody wants to care about environement
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