Assignment 2 MKT10007 Individual report on brand PDF

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JUICEM K T 1 0 0 0 7 - A S S I G N M E N T 2STUDENT NUMBER : 103508659 TUTOR : CLARE JOHANSSON DUE DATE : 27 SEPTEMBER 2021 DATE SUBMITTED : 20 SEPTEMBER 2021 WORD COUNT: 1544INDIVIDUAL REPORT ON BRANDTABLE OF CONTENTS INTRODUCTION SUMMARY OF NUDIE BRAND IN AUSTRALIA _2. Nudie's history Nudie’s back...

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JUICE

INDIVIDUAL REPORT ON BRAND MKT10007 - ASSIGNMENT 2 S TUDEN T NU MB ER : 1 03 50 86 59 TU TO R : CL AR E JO HA NSSO N DU E DA TE : 2 7 SE PTEMBE R 20 21 DA TE S UB MI TT ED : 2 0 SE PT EMBE R 20 21 WO RD COU NT: 1544

MKT10007 - AS SIGNMENT 2

2.1. Nudie's history 2.2. Nudie’s backgroung marketing information

3.1. Product 3.2. Price 3.3. Place 3.4. Promotion

5.1. Micro envirnment – Supplier 5.2. Macro environment – Natural factor

INDIVIDUAL REPORT ON BRAND

MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

1. Introduction Goldstein Market Intelligence analyst forecast that the Australia fruit juice market size is set to grow at a CAGR of 2.1% over the forecast period of 2017-2030. The Global Fruit Juice Market is accounted for USD 82.4 billion in 2015 and expected to expand at compound annual growth rate of 3.4% over the forecast period. (GOLDSTEIN Market Intelligene, 2021) Orange juice is most preferred type of fruit juice, having 39.1% market share in total Australia fruit juice market. Australia accounts for over 28,000 hectares of citrus fruit plants and trees, proving 30% citrus for the manufacturing of fruit juice. (GOLDSTEIN Market Intelligene, 2021) Over the past few years, the orange juice market has experienced a gradual decrease in consumption in most of the developed economies. Some of the reasons behind the decline include the changing consumption occasions, as well as the growing health awareness and concerns regarding the orange juice's high sugar content. (Global Orange Juice Market & COVID-19 Impact Assessment; 2014-2019 & 2020-2024 - ResearchAndMarkets.com, 2021). As a result, there is a considerable increase in the demand for healthy orange juice. In this study, one of Australia's few healthy juice brands - Nudie - will be explored, as will how micro and macro environmental variables impact the brand, a 'persona' of the ideal target customer segment, and how the brand triggers that consumers' need recognition.

2. Summary of Nudie brand in Australia 2.1 Nudie’s history •

8 January 2003: Nudie, founded by Tim Pethick, made its first batch of 1000 bottles of juice and managed to sell 40 to a store in Waverly, Sydney.

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27 May 2004: when Nudie was experiencing its fastest growth period and had just launched into Woolworths. Its factory was on fire – arson was suspected. Nudie had taken over the contract manufacturing plant that made its juices in the Sydney suburb of Eastgardens the year before, and as it was to discover, the facility was significantly under-insured.

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2005: Nudie founder Tim Pethick departed the business.

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2009: Andrew Binetter and the board asked Ajaka to take on the CEO position. In his first year as ‘chief Nudie’, revenue dropped by 15 per cent.

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2010: The introduction of some new products helped grow sales by 64.5 per cent at a time when the factory had just moved into an upgraded state-of-the-art facility and reduced overheads.

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021 •

2011: It launched its Nothing But range in 500ml, one litre and two litres. The more traditional juices are locally sourced and follow the Nudie formula of containing only fresh fruit juice and zero additives. This helped boost Nudie sales by another 65 per cent.

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2012: Nudie had tripled its size in the space of two years. Having found its groove, Nudie launched 17 products in a few months.

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2015: Nudie’s chief executive James Ajaka confirmed the company’s sale to Philippines-based food company Monde Nissin Corporationfor around $80 million. (A decade of Nudie - Food & Drink Business, 2013)

2.2. Nudie’s background marketing information Available-everywhere Nudie was one of the first premium juice brand in Australia. Launched in the market only in 2003, Nudie has risen as Australia’s number one chilled juice brand in the grocery segment and is one of the top 20 most desired food and beverage brands in the Asia Pacific (Monde Nissin (Aust) Pty Ltd (Nudie) - Australian Beverages, 2021). The brand cracked the Australian market for juice made from whole fruits, rather than concentrates, and without additives. (Egger, 2015) Nudie's target market consists of usually health-conscious consumers (Tran, 2012). The variety of product types ensures that the target market is more diverse, which eventually leads to a greater probability of enhanced profit. Their expectations about product demand include nutrition, taste, convenience, price, and packaging. All of these are based on the consumers' amount of juice consumed per week and the average amount paid for juice annually (Dimadis, 2016).

Nudie’s current position in the Australian market and the potential for future growth.

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

3. An analysis of the brand’s marketing mix 3.1. Product The Nudie juice has been properly positioned in the minds of Australian customers. By offering high quality, delicious, and nutritious products, the brand provides consumers with a variety of options that may suit virtually all the varied tastes and preferences of a wide number of consumers. Nudie goods are also in accordance with FDA standards and quality assurance. 3.2. Price Nudie goods have a list price of $3 to $9 per liter, equal to the marked price. Larger-size goods are less expensive (often the "Nothing but" range's 1-to-3-liter offerings), and these products are frequently discounted. Depending on the entire transaction, shipping fees range from $0 to $15 (The Woolworths grocery chain refers to this pricing). Nudie's goods are more costly than those of rivals such as Mildura, Berri, Daily Juice, Eastcoast, etc. But this is logical given that health-conscious consumers prefer Nudie products and are willing to pay for their pureness and health-giving, ensuring Nudie remains one of the most competitive brands in Australia’s juice market. 3.3. Place Nudie's indirect distribution channels are Woolworths, Coles, Harris Farm grocery chains and other supermarkets, convenience stores or cafes. Besides, they are also sold on e-commerce sites. After several successful marketing strategy, Nudie's products now sold in over 6000 outlets across Australia, and its products also sold in Hong Kong and Singapore market. 3.4. Promotion Nudie has been highly effective in brand marketing in the Australian food and beverage industry for almost a decade. Prior to the introduction of social media and modern media, television advertising was the most common way of marketing. Tim Pethick bravely selected guerilla marketing and sampling (Gordon, 2018). These two methods have popularized Nudie in very strange ways, but they are bringing it closer to consumers. So far, Nudie has grown incredibly famous in Australia, and new and innovative marketing tactics have been launched. Aside from advertising via television, banners, or interacting with users via social networks such as Facebook, Instagram, LinkedIn, YouTube, etc. Nudie participates in and sponsors outdoor contests and campaigns such as Sydney Skinny, Surfing Australia, Australian Board Riders Battle, and so on. This helps Nudie spread the word about the significance of outdoor activities on people's physical and mental health.

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

4. An application of the three levels theory Tim Pethick produced his own wonderful fruit juices and smoothies for his family every day. He wondered why he couldn't find a bottled drink entirely made of fruit, so he created Nudie's "Nothing but fruit" juice. This demonstrates that Nudie's Core Product is the purity and health-giving fruit juice that consumers want without having to prepare it themselves. Furthermore, it is the customers' sense of reassurance while utilizing items that are comparable to “home-made”. Nudie's Actual Product is delectable fresh drinks with many flavours created with natural plant-based components and real fruits, with no added sugar, artificial colors, or flavors. Convenient sizes included big bottles from 1 to 3 liters for families, compact 400 milliliters bottles for carrying out or single use, and a little 200 milliliters kid's box that can be easily carried to school, picnics, etc. and lasts long. Additionally, The brand’s Augmented Product amazes customers with their packaging. Each Nudie character icon is associated with a particular product. This allows Nudie to highlight the meticulousness and refinement of each product for clients, which is especially important for kids, who are typically fascinated to adorable and close-knit characters.

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

5. An analysis of Micro and Macro environment factors 5.1. Micro environment – Supplier Belongs to one of the 7 biggest companies in the Fruit Juice Drink Manufacturing industry in Australia Monde Nissin (Australia) Pty Ltd (IBISWorld - Industry Market Research, Reports, and Statistics, 2021), Nudie's fruit demand is very large, especially oranges. They need average 21 oranges for a 2-liter bottle of 100% orange juice and consume 94% Valencia oranges grown in Griffith, New South Wales. (Nudie Juice throws support behind Australia's orange farmers - AdNews, 2020) Nudie's Orange farmers get a lot of support from the brand. They are motivated to produce the best, highest quality oranges and thereby maintain their perennial career. The brand also helps creating future generations of orange farmers. (Nudie, 2020). Suppliers of oranges are critical to Nudie's capacity to maintain high-quality goods and the brand's reputation.

5.2. Macro environment – Natural factor One of the most prominent elements poses risks to Nudie's fruit supply is the severe weather conditions. There are 20 days in the summer when the temperature exceeds 40 degrees. Normally, oranges continue to fall until January, but because of the heat in December, oranges on the tree are no bigger than a 5-cent coin, they just ripen on the tree before falling. Farmers profit more from selling water than they do from cultivating oranges. These annihilated the Valencia oranges that Nudie used. Nudie has been linking juice consumers with the impacted farmers via a QR code on each juice container that debuts, a film including footage of the farms, and tales from the farmers themselves to educate Australians about the situation of farmers. (Nudie juice asks Aussies to be patient with orange farmers, 2020)

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

6. Nudie’s target consumer persona

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

7. How the brand is triggering need recognition Nudie seeks to comprehend the persona's need to purchase drinks that are both handy and nutritious, as well as what caused this desire. Customers' desire to spend time with family and invest in themselves may have sparked this demand. To accomplish this, Nudie employs a marketing strategy that focuses on "the needs of nutrition and convenience" by always mentioning the term "nothing but fruit" in all forms of promotion and sponsors and participates in social or sporting events to demonstrate the convenience of products when on the go.

8. Conclusion Identifying the requirements and expectations of a juice brand's target consumers is the focus of this research. These problems, pressures, and new trends have an impact on the brand, which is why microand macro-environmental research is conducted. New goods that meet shifting preferences and expectations are possible with these insights.

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

9. Reference list The juice market in Australia Businesswire.com. 2021. Global Orange Juice Market & COVID-19 Impact Assessment; 2014-2019 & 2020-2024 - ResearchAndMarkets.com. [online] Available at: [Accessed 6 September 2021].

GOLDSTEIN Market Intelligene, 2021. Australia Fruit Juice Market Report 2030: By Target Audience, By Concentration Type, By Flavor Type, By Packaging Type With COVID-19 Impact | Forecast Period 2017-2030. Australia Fruit Juice Market. [online] Australia: Goldstein research. Available at: [Accessed 6 September 2021].

The brand Nudie Adnews.com.au. 2020. Nudie Juice throws support behind Australia's orange farmers - AdNews. [online] Available at: [Accessed 12 September 2021].

Australian Beverages. 2021. Monde Nissin (Aust) Pty Ltd (Nudie) - Australian Beverages. [online] Available at: [Accessed 6 September 2021].

Dimadis, T., 2016. Nudie Marketing Plan 2017. [online] prezi.com. Available at: [Accessed 6 September 2021].

Egger, S., 2015. Bottled juices are not all bad - here are some of the best. The Sydney Moring Herald, [online] Available at: [Accessed 6 September 2021].

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021 Foodanddrinkbusiness.com.au. 2013. A decade of Nudie - Food & Drink Business. [online] Available at: [Accessed 7 September 2021].

Gordon, D., 2018. Inside The Mind Of . . . Tim Pethick - B2B News Network. [online] B2B News Network. Available at: [Accessed 11 September 2021].

Ibisworld.com. 2021. IBISWorld - Industry Market Research, Reports, and Statistics. [online] Available at: [Accessed 15 September 2021].

Nudie, 2020. Creating future generations of orange farmers. [video] Available at: [Accessed 12 September 2021].

nudie - nothing but fruit. 2021. our range | nudie, creators of good. [online] Available at: [Accessed 6 September 2021].

Smartassretailer.blogspot.com. 2020. nudie juice asks Aussies to be patient with orange farmers. [online] Available at: [Accessed 12 September 2021].

Tran, S., 2012. Nudie presentation. [online] prezi.com. Available at: [Accessed 8 September 2021].

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021 Images and graph B&T Magazine, 2019. Nudie Unveils Latest Campaign Via Channelzero. [image] Available at: [Accessed 13 September 2021].

Chegg. n.d. Question: As A Brand Manager Of Nudie Juice, Interpret The Strength &Amp; Weakness Analysis Of Brand Image Data Provided.. [online] Available at: [Accessed 13 September 2021].

ELLIOT NIMMO, n.d. Nudie posters. [image] Available at: [Accessed 13 September 2021].

Imgur, 2015. Nude Line up. [image] Available at: [Accessed 15 September 2021].

Nudie, n.d. Nudie Instagram posts. [image] Available at: [Accessed 14 September 2021].

n.d. Nudie Facebook posts. [image] Available at: [Accessed 14 September 2021].

n.d. Nudie hot air balloon. [image] Available at: [Accessed 14 September 2021].

2021. Nudie LinkedIn posts. [image] Available at: [Accessed 14 September 2021].

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MKT10007 – Fundamentals of Marketing – Assignment 2 – Semester 2, 2021Fundamentals of Marketing – Assignment 2 Assessment Task – Semester 2, 2021

Shutterstock, n.d. Half length portrait of cheerful caucasian female in trendy wear spending time on street using smartphone, beautiful millennial hipster girl blogger looking at camera in town holding mobile phone. [image] Available at: [Accessed 14 September 2021].

The loop, n.d. Nudie label refresh. [image] Available at:

[Accessed 15 September 2021].

Webneel, n.d. Fruits Food Photography 21. [image] Available at: [Accessed 14 September 2021].

World Surf League, n.d. Nudie Australian Boardriders Battle. [image] Available at:

[Accessed 14 September 2021].

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