700 words

based on  https://gloryjuiceco.com/pages 

1. Marketing strategy– product/service focus and goal setting 

a. Stage of the product life cycle:

In which phase of its lifecycle is the product? Explain your rationale and identify what strategies they have adopted or need to adopt to extend their lifecycle or develop a new product.

b. Segmentation: 

Outline your segmentation strategy/analysis and selecting best target market(s) and explain related target market profile(s) (you may create new segments) including demographics, psychographics, behaviours, and geographical considerations.

c. Differentiation and positioning: 

Position the product and review positioning statements to drive marketing mix (you may reposition the brand).

d. Marketing Objectives:

Objective can be behavioral (e.g., sales, market share, profit etc.) and/or attitudinal (increase in consumer attitudes, awareness, recall, liking, etc.) and they need to be SMART (Specific, Measurable, Attainable, Relevant and Timely).

Organization Name

The company name is Glory Juice Co. However, there are new ideas, innovations and specific philosophies that have made it beyond healthy juice.

Mission, Value and Philosophy

The mission of the company is defined very brief, to the point and interesting in three words; nourishing our communities (Gloryjuiceco, n.d.).

Producing optimal products for the mind and body is the value of Glory Juice Co or better yet, producing quality input for the body in order to create a good feeling by making a more dynamic lifestyle. Besides, being gluten-free is the core value, which is considered as one of the competitive advantages of the company (Gloryjuiceco, n.d.).

The philosophy of the company is also in line with its mission and values ​​- to create healthy lifestyles and healthy products in order to finally help customers to joy of moments of pure glory (Gloryjuiceco, n.d.).

Geographic Location

Vancouver is the Geographic Locations with 5 branches in KITSILANO, OLYMPIC VILLAGE, NORTH VANCOUVER, COAL HARBOUR and YALETOWN. In addition, 19 branches in the form of retail partners offer its products, mainly consist of JJ BEAN branches (Gloryjuiceco, n.d.).

Products

Glory Juice Co. products are categorized into 6 product lines as follows:

· ORGANIC COLD-PRESSED JUICE such as Green Base Immune Boosting Sugar Free

· ORGANIC NUT BEVERAGES such as Almond Mylk and Cacao Mylk

· ORGANIC SHOTS such as such as Ginger Turmeric

· ORGANIC REFRESHERS such as Fire Water

· ORGANIC PACKAGED FOOD such as Glory Nut Butter

· PHARMACY such as Vitamin C box

Nowadays more and more companies are choosing to base their strategies on sustainability, creating products based on a healthy and at the same time supporting an organic lifestyle. As an example, Glory Juice is a company that represents this tendency creating healthy juices and food 100% organic.

Why Glory?

The reason why we decided to focus our project on this company is because, we feel identified with the concept of the creation of organic products, benefiting the health of consumers who are increasingly aware of the importance of consuming healthy and organic food especially in Vancouver, where the demand of organic products is increasing. The drinks market is already saturated and very a few companies are offering 100% natural products. We believe that Glory Juice has the potential to attract more its target market, where customers are more focused on taking care of their health, avoiding industrialized products.

New Ideas about Glory Company:

As a specialized organic juice producer, there are a lot of advantages as well as some drawbacks to this company’s marketing strategy. Actually, a very initial impression on a customer who visits the store for the first time is getting stock in a lot of manuscripts which has been hanged on the wall or beside each product. Although Glory has provided useful nutritional information about each product in their store, due to the importance of time for every customer it is not sophisticated to trap customers with lots of written information. As a new idea to this, it can be helpful if they give information to the customer in forms of info graphics which blends meaningful pictures with useful relevant information at the same time. One of the advantages of info graphics is to attract customers more by depicting an interesting picture to them and to evoke their curiosity to dig more about the product in less time. Another impression to the customer who visits the store for the first time is nothing more than a simple juice shop called “Glory” as far as they have no special logo but only the term Glory on their entrance. This matter cannot attract pedestrians or people who are just walking by the store. As a new idea to this, it can be helpful if they add some energy to their logo such as substituting the “O” in Glory with a slice of orange which is leaking some orange juice from it. This idea not only tempts the customer to look from a juice point of view to the brand but also represents the company’s work in just a logo.

When ordering a bottle of juice in the store, there is a creative strategy about their packaging that helps the customer to call a name for that bottle in an easier way. Glory has given a number to each bottle of juice so that the customer is able to order the product by calling that number. In one hand this creative strategy is so helpful for the customer to order easily, but on the other hand, due to a list of ingredient in forms of different fruits in each bottle, this is not easy for customers to exactly understand what’s inside the bottle because the packaging contains only some English words that are the ingredient’s names. So it can be a good idea if they add a visual picture of ingredients on the package which can represent what’s inside in a faster way. Maybe some customers don’t have enough time or enough English knowledge to read the package properly. Also, this can result in some unawareness for the customers who are not familiar with English terms so as to know if they have a food allergy to the ingredients or not. As far as each bottle contains more than one fruit, it is necessary to let the customer know what exactly inside is by depicting ingredients in the form of some pictures of those fruits.

To sum it up, Glory has a good quality in its juice, but their marketing strategy is so simple that cannot demonstrate the organic nature and the quality of their products.

References

Gloryjuiceco. (n.d.). Retrieved from https://gloryjuiceco.com/pages/about-us