John Dong 2655048 1/22/13 Case Study: Joint Juice In 1999, Dr. Kevin Stone invented joint juice, a drink which contained glucosamine and was designed to decrease joint pain in orthopedic patients. The idea took off, and by 2002, Stone had multiple offers from grocery chains to expand nationally. According to Stone, the targeted customer segment was “anyone who is active now and wants to stay active,” regardless of age. In reality, the majority of customers were orthopedic patients, who used glucosamine as a supplement for joint problems and joint pain. Joint Juice offered value to these customers, as it presented an alternative way to take glucosamine, and most patients preferred drinking a beverage to taking pills. The channels of Joint Juice were through retail supermarkets such as Safeway and Albertsons. The revenue stream came from sales in these types of outlets. In 2002, Stone faced an important decision—whether or not to expand nationally. He had offers from both Albertson and Safeway, the second and third largest grocery
Show MoreFeasibility Study Report on Sugar Cane Juice
Sugar Cane Juice Factory is one of the best industries for getting foreign earning in the short run. Basically sugar cane factory is a cottage industry but now it turning in to big industry. Because of its properties, facilities it is now gaining more and more interest of the world wide. The demand of sugar cane juice is increasing world wide. So, to meet the demand of foreign market, exporting firms are producing more sugar cane juice in new packets and bottles. More over the demand is increasing day by day. To comply with the academic requirement of Marketing Management Bus– 315, Manarat International University Bangladesh. We are assigned to…show more content…
It will not attract the large number of diabetes patients of Bangladesh
2.3 Opportunities: 1. There is no energy drink in Bangladesh at present, 2. Difficulty for foreign energy drink to compete in Bangladesh due to alcoholic problem, 3. Possibility of greater acceptability due to its natural features, 4. It will have greater market share as it will serve both the market of juice and soft drink,
2.4 Threats: 1. Consumers’ perception regarding the neutrality of the bottled juice, 2. Absence of such kind of natural energy drink in the market, 3. Many customers want to have the juice prepared in-front of them and drink instantly to get the real natural taste,
3. Market and Demand Analysis
3.1 Situational analysis and specification of objectives:
In Bangladesh, almost 9 months of a year is summer. So there always exists the demand for soft drinks, juice, energy drinks etc. Consumers of these are ready to buy 250 ml @ Tk. 10, 1000 ml @ Tk. 30 and 2000 ml @ Tk. 45.
In case of our sugarcane juice, from our primary data collected from personal contact with its consumers and producers, we find that on an average; it sells 15 glasses (200 ml per glass) per summer hour @ Tk. 5 per glass.
The dominant buyers of our product are the students and laborers. But the upper class of the society can also be attracted if we can market it as “Energy Drink” also.
The highest sale of the traditional sugarcane