MKTP103 Marketing Principles: Just Juice Brand Report Analysis

This report provides a strategic marketing analysis of the Just Juice brand within the Australian market. It begins with an executive summary and an introduction to the company and the industry overview, highlighting the growth of the food and beverage sector, particularly the health drinks segment. The report then delves into the marketing mix strategies, focusing on product quality, the brand's growth stage in the product life cycle, and the competitive pricing strategy employed. It also discusses the company's penetration policy to reach a broader customer base. The report concludes with recommendations for expanding the business and emphasizes the increasing consumer preference for health drinks. The report uses sources such as Austrade.gov.au, Helfat & Peteraf (2015), Lasserre (2017), Noe et al. (2017), Teece et al. (2016), and Wheelen et al. (2017) to support its analysis and findings.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive summary
. The report has helped in the strategic marketing analysis of Just Juice Brand which has a huge
profitable position in the market of Australia. From the product and pricing strategy, it has been
identified that as there is huge competition, the company had followed competitive pricing
strategy and they are in growth stage which is the effective aspects for their future growth in the
other countries as well. Moreover, as per the overview of the industry, it was identified that
Australian economy is one of the most health conscious countries that has been promoting
growth of health drinks as the people are health conscious and they prefer to consume health
drinks in comparison to soft drinks.

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Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................3
Company summary..........................................................................................................................3
Industry overview............................................................................................................................3
Marketing Mix strategies.................................................................................................................4
Recommendation and conclusion....................................................................................................6
References........................................................................................................................................7

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Introduction
The report helps in the strategic management analysis of a particular company and brand
which operates in Australia named Just Juice. With the help of the external and internal
analysis, the strengths and opportunities will be identified along with marketing mix strategies
that will be assisting in understanding the four Ps of the brand. Lastly, recommendations are
provided for betterment of brand.
Company summary
The Daily Drinks Company is one of the Australian fruit juice companies which sell the
different brands such as Daily Juice, Just Juice Prima, and Berri along with others as well. The
respective company focuses on delivering most delicious along with Natural Goodness to the
Australian customers every day which is effective for good health.
Industry overview
The Daily Drinks Company is operating in the food and beverages industry in the
Australian market. The fruit juice industry is highly capital intensive in nature and the entire
market for the intrinsically healthy foods have been able to mark a remarkable growth along with
consumer interest in the recent years (Austrade.gov.au, 2019). The different companies in the
respective industry are increasing their focus on the everyday foodstuffs such as whole fruit or
fruit juices which help them in carrying the naturally healthy messages and it will be beneficial
for the health of the customers. The overall revenue in the food and beverage industry amounts
to US$1,443m in 2019 and from the different facts and figures, it can be identified that there will
be huge increase in the annual growth rate (CAGR 2019-2023) of 15.9%, which will be resulting

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in the volume of the US$2,605m by the year 2023. From the figure, it can be identified that
Australia is one of the most profitable countries in terms of the food and beverage industry and
as the customers prefer healthy fruit drinks and beverages, it will be appropriate for managing
their demands.
Figure 1: Food and Beverage Industry in Australia
(Source: Helfat & Peteraf, 2015)
Marketing Mix strategies
Product- The Just Juice Brand of Fruit Juice is the mixture of fruits along with nutrition
and the product is one of the key elements of the marketing mix. The quality is the most essential
attribute as the company tries to maintain better standards in comparison to the other competitors
and the juices are available in various sizes which help in meeting the different needs of the
customers appropriately (Wheelen et al., 2017). In the current scenario, there are more than

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twenty kinds of juices and in a nutshell, it can be identified that the respective company will be
able to satisfy the different needs as far as the brand, taste along with nutrition is concerned.
Furthermore, as per the product life cycle, the company and Just Juice has positioned themselves
in the growth stage as the quality of the product is maintained along with more features and
support services are being added to satisfy the different demands of the customers belonging
from various groups as well (Lasserre, 2017).
It has been able to gain huge market share in the market in comparison to the other
competitors and it is one of the most effective fruit juice brands present in the competitive
business environment of Australia as well. There are different kinds of packs available as per the
needs and status of the customers present in the market that has assisted them in developing
awareness regarding their brand and it has assisted them to increase their revenue shares in the
market appropriately.
Pricing- It is the other aspect in the marketing mix wherein it can be identified that the
Just Juice brand is utilizing the competitive pricing technique as there is stiff competition in the
market as the beverage industry has excelled in the market of Australia in the last few years and
it has been a threat for the brand to excel in the competitive business environment. In such
scenario, the competitive pricing is the most appropriate technique which is being used by the
company to keep the pricing of the products at par with the other competitors present in the
market along with increasing their share in the market as well (Wheelen et al., 2017).
Moreover, the company wanted to promote the brand in every corner of Australian
economy; therefore, the penetration policy is the other approach which is being followed as it
helps them in making Just Juice available for all the customers residing in different areas in

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Australian market. The affordable and reasonable rates have been applied that has been one of
the most effective techniques in order to gain greater base of the customers and it assisted them
in attaining greater profitability margins in the economy of Australia as well. As there is huge
competition in the economy, therefore the respective company has been initiating different
discounts along with offers through which they are able to target all groups of individuals with
various packages and it affected the overall efficiency of the firm in comparison to the other
competitors that are present in the market (Teece, Peteraf & Leih, 2016).
Recommendation and conclusion
Therefore, from the above, it can be recommended that in order to expand their business
operations in the other countries as well, the company needs to analyze the different health
benefits of the fruit juices for the health of the customers. The company needs to make the
different customers more aware regarding the benefits of drinking Just Juice and it will be
increasing their presence. Moreover, the company needs to put on different advertisements on
more events related to sporting as to increase perceived value to their customers.
From the above, it can be concluded that the market of the fruit juices has increased to
great extent in Australian economy as individuals are becoming health conscious and they prefer
health drinks in comparison to soft drinks. Just Juice is one of the most effective brands that is
helpful in increasing the growth of the company in the market effectively.

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References
Austrade.gov.au (2019) Australian Industry Capabilities (online) Retrieved from
https://www.austrade.gov.au/International/Buy/Australian-industry-capabilities/food-and-
beverage [Accessed on 19th May 2019]
Helfat, C. E., & Peteraf, M. A. (2015). Managerial cognitive capabilities and the
microfoundations of dynamic capabilities. Strategic Management Journal, 36(6), 831-
850.
Lasserre, P. (2017). Global strategic management. Macmillan International Higher Education.
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education.
Teece, D., Peteraf, M., & Leih, S. (2016). Dynamic capabilities and organizational agility: Risk,
uncertainty, and strategy in the innovation economy. California Management
Review, 58(4), 13-35.
The DailyDrinksco.com (2019) Natural Goodness Daily (online) Retrieved from
http://www.thedailydrinksco.com/nutrition [Accessed on 19th May 2019]
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy (p. 55). Boston: pearson.