Organic Juice and Smoothies: A Marketing Strategy

FOOD MARKETING 1
ORGANIC JUICE AND SMOOTHIES
By
Professor
Name of the University
The Date
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FOOD MARKETING 2
Table of Contents
Cover Page......................................................................................................1
Table of Contents...............................................................................................2
Brief Background on Organic Juice and Smoothies......................................................3
Market Segmentation.........................................................................................4
Types of Market Segments.........................................................................4
Application of Knowledge of Consumer Decision Making When Marketing Organic
Juice and
smoothies........................................................................................................................................7
Development of A Marketing Strategy for Organic Juice and
Smoothies......................................................................................................9
Strategies to Interrupt Routine Behavior At The Point Of Sale of Organic Juice and
Smoothies....................................................................................................11
Conclusion....................................................................................................................................13
List of Figures.................................................................................................14
References....................................................................................................15
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FOOD MARKETING 3
1.0 Brief Background on Organic Juice and Smoothies
Organic juice is a type of drink made by extracting or pressing the natural liquid from
fruits and vegetables. It can also be a liquid flavored with concentrate and other types of food
such as meat; a good example of this is clam juice. Juice can be consumed as a beverage, used as
a flavoring or ingredient in foods (Yang, and Bristol, 2003). The introduction of pasteurization
methods made juice a popular beverage since it enabled its preservation without the need for
fermentation.
Organic juice may be processed by following a general procedure although this may differ
depending on the type of juice being prepared. The general procedure is as outlined below:
 Washing and sorting of the type of foods to be used in its making.
 Extraction of juice from the selected foods.
 Straining and filtration of the extracted juice.
 Blending pasteurization.
 Filling, sealing, and sterilization.
 Cooling, labeling, and packing.
A smoothie is a thick beverage that is made using crushed raw fruits and vegetables by
use of a blender (Roberts, 2018). When blending smoothies, other ingredients are used which
include water, dairy products, sweeteners, fruit juice, crushed ice, etc. The ingredients and
proportions of each one of them used in the making of a smoothie determine how healthful a
smoothie can be. Smoothies can be recommended for a healthy diet but they should not contain
too much sugar as this will pose health problems.
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FOOD MARKETING 4
2.0 Market Segmentation
Market segmentation is the process of dividing broad consumer markets into groups that
are made up of existing and potential customers. This division is based on the characteristics that
the different categories of consumers have in common which include common interests, similar
needs similar lifestyles. The main purpose of market segmentation is to identify the most
profitable segments or those that have a high potential for growth so that an organization can
focus on them (Venter, Wright, and Dibb, 2015).
2.1 Types of Market Segments
There are four main types of market segments as shown in the figure below;
Fig 1.1
Basing on our choice of branded products, i.e, juice and smoothie, market segmentation can have
an effect on the two products as explained below;
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