Feel Good's product range extends from sparkling juice drinks to still and pure juice. The company itself appears to be targetting three main age ranges here with products aimed at kids lunch boxes, dinner drinks and evening socialising.
Within this field Feel Good has two main competitors, Shloer and J20. J20 is a product that is concentrated on the sparkling juice industry and is largely successful within bars and pubs. This is a market that Feel Good is trying to tap into and effectively replace with the angle that they're a much healthier brand in terms of sugar content and quality materials (as mentioned on FG' blog).
The issue that Feel Good are having is that they feel that their marketting is failing them in recieving the awareness that these other brands have. From my expierence working for a well known super market chain in home delivery, the sparkling juice drinks in general are a very low selling product in comparison to your average carbonated drinks such as Coca Cola or Sweppes. The problem is addressing that main issue in terms of the consumer. Is this area of premium drinks a product that can be enjoyed whilst socialising rather than one that can be enjoyed at home?
What I need to address is the current targetted audience and cross reference this with some of my own market research to see if what the company wants to achieve is being achieved. This could be carried out through questionnaires and surveys. Obviously I'm aware my time scales so this will need to be a quick turnaround.
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