Juiced Life Smoothies Product Development Analysis
Info: 9402 words (38 pages) Dissertation
Published: 25th Aug 2021
Tagged: DesignBusiness Analysis
3.1Description and Specification:
4.1 Primary Market Ideal Customer
8.0 Product Launch/Commercialisation
12.1 Appendix 1: The New Product Development Process (Claessens , 2015)
12.2 Appendix 2: Youthful Brand (GallowayDesign, 2016)
12.3 Appendix 3:Porters Five forces (Mindtools Team, 2018)
12.4 Appendix 4: Dominos Online Ordering (Dominos, 2018)
12.5 Appendix 5: Juiced Life Identity Campaign Ordering App (GallowayDesign, 2018)
12.6 Appendix 6 : Shop Front (Insider Retail Australia, 2017)
12.7 Appendix 7 Uniforms (Healthcare Uniforms Australia, 2018)
1.0 Executive summary
This report provides an analysis to examine the effectiveness of the innovative product system at Juice Life Smoothies which have decreased in the past year since its launch in 2016 and the suggested improvements to maintain efficient product delivery and efficient business operations.
1.1 Key findings
The research conducted in this report focuses on the product, the product market share and key competitors of Juice Life. The smoothie market share is dominated by Boost Juice, from its previous sales activities market share increased from seven per cent of all Australians, to 14% that includes 14-29yr old’s furthermore key retails competitors such as Dominos increased from eleven per cent to fifteen per cent (Marketing Staff Reporter, 2014).A Further study by the CSIRO and the Australian Bureau of Statistics suggested that Australians and National Nutrition and Physical Activity conducted survey and suggested that National Nutrition and Physical Activity survey a shrinking market share rate of healthy food consumption in local cities as 81 per cent of children and 93 per cent of adults did not meet their daily fruit recommendations from fruit alone. As a result, there was an increase consumption of junk food such as McDonalds and less health awareness for consumers that consider fruit juices to be unhealthy due to increased sugar content (Locke, 2015). However, there is an increasing need for consumers to purchase green smoothies due to increased health awareness driven by online nutritionist and healthy eating trends (Mason, 2015). Furthermore, competition driven by rival competitors was received from boost juice (IBIS World, 2013).Domino’s pizza presented as a competitor in the retail food industry with its improved technology and service delivery in their supply chain further impacting the market with increased competition(Appendix 4) (Dominos, 2017). The production of smoothies was a claim of healthier products alternatives. The production process and delivery method of the fruit smoothies and had caused a decrease in sales at the Juicedlife smoothie.
1.2 Problem Solution
Juiced Life smoothies was developed by the products internal research and development department. This report analyses the smoothie’s innovative production and delivery process and concludes the with the ideal process that would overcome the current challenges in the market to satisfy the new product and consumer demand with its online delivery order system and diversified product range that addresses health concerns and are endorsed by health experts. According to a Fruit Juice Drink Manufacturing industry Report (IBISWorld, 2018) there is increased competition both internal and externally received from private labels as a result, low cost fruit juices have shifted to the customers main preferences as projected in a report that industry revenue is expected to fall at an annualised 1.5% in 2018, reaching $887.4 million .
It is recommended that Juiced Life smoothies take action to launch and promote its new product line and product range. Furthermore, it should adopt a fresh and healthier image impacting the reputation of providing a healthier wellbeing and a sustainable environment. The use of a mobile application to process its online orders and attract customers online with exclusive product promotions. Furthermore, a unique service is the free delivery of smoothies to members residents or offices that have signed up to the health programs offered in the product range. In the launch campaign endorsements of health experts and nutritionist are included in the diversified brand range.
2.0 Problem statement
The Juiced life model has expanded, due to the expansion of its team and innovative product design practice including the use of new technology and product sales delivery to operate more effectively with a new packaging and online sales methods. We need to implement an innovative product delivery method to be integrated into the business activity such as the provision of employee incentives, professional development and training opportunities that will be applied to all staff, to work effectively and provide goods and services to our customers. A staff member is going on annual leave and there is no way of sharing information about the product orders there is no efficient way of sharing information at work, during their staff absence, access to product information and sales information must be made available in a cost effective and efficient manner to staff to respond to staff demands.
- Vision: A product that promotes health and good wellbeing which is accessible (and appealing to larger target market).
- Issue statement: A problem is that the company does not have an application and mobile delivery service.
- Method: The method is to use new technology to resolve the delivery of products more effectively.
Who – Who does the problem affect? Specific groups, organizations, customers, etc.
The smoothie delivery problem affects customers and organisations receiving products and services.
What – What are the boundaries of the problem, e.g. organizational, work flow, geographic, customer, segments, etc. – What is the issue? – What is the impact of the issue? – What impact is the issue causing? – What will happen when it is fixed? – What would happen if we didn’t solve the problem?
When – When does the issue occur? – When does it need to be fixed?
Some of the challenges encountered in the smoothie company is organisation due to a high turnover of casual staff, work flow due affected by the production line, geographical location due to one product base, customer’s location in the outer suburbs. The problem is service delivery that is not an efficient issue. The impact of the production line ineffectiveness is affecting the operations and profitability of the business. When the new technology and software is applied services will return to efficiency and receive a return on investment. If the product delivery issue is not resolve there will be lost market share, and the reputation of the organisation would be impacted.
Where – Where is the issue occurring? Only in certain locations, processes, products, etc.
The issue occurs at the end of the production line, during the warmer seasons when production is high and there are promotions. Furthermore, customers are based in different locations across Sydney and are increasing ordering online. The geographical location of the store is in the inner suburbs with customers in the CBD. The production process for instore sales and problems are different to those online. Furthermore, there are limited addition brands that are offered for online product purchases.
Why – Why is it important that we fix the problem? – What impact does it have on the business or customer? – What impact does it have on all stakeholders, e.g. employees, suppliers, customers, shareholders, etc. Each of the answers will help to zero in on the specific issue(s) and frame the Issue Statement. Your problem statement should be solvable. It should take a reasonable amount of time to formulate, try and deploy a potential solution.
It is critical to address this product delivery problem as it impacts the business and its customers. Stakeholders such as employees are impacted by the increasing need for training and development, lower cost suppliers are required to meet increasing demands, shareholders such as employees and customers need to understand the increasing production time frames and the use of new technology and app to respond to the customer needs. A solution is to use new technology and an application to meet delivery requirements in the next 12 months.
A Juiced life smoothie company that supplies smoothie products and services to customers, had issues delivering new products in the production environment. The repositioning of this smoothie company products and its production line in producing testing and delivery in the retail smoothie environment. The company failed to deliver the releases on schedule over 50% of the time.
We want our smoothie’s production to be delivered on time, without, where the customers and staff are informed of the effective results and status.
Today there is a production challenge due to the absence of new technology resulting in inefficiency in the services. If we do not respond to this problem the resources we require to respond effectively to this problem, resources will increase to address these concerns, furthermore meeting customer deadlines will result in lost revenue, SLA penalties, lost business opportunities and damage to our high-quality reputation.
3.0 The Product
In the new product innovation process (Claessens , 2015) (Appendix 1), there are seven stages of product incremental product implementation. These seven stages will be applied to the Juiced life company to evaluate the effectiveness of its product line.
3.1 Description and Specification
Juiced Life’s philosophy is to assist its customers to reach their optimal health while engaging in environmentally sustainable practices. We use the “pizza delivery” methodology to evaluate the last release to help us improve our processes.
Managers are advised to improve the shop front (Appendix 6) of the store to improve the appeal to new and existing customers. This strategy will encourage customers to remain loyal to the brand and promote the supply value chain by achieving a return on investment. by Customers attending the shopfront to place orders will feel relaxed and attain customer satisfaction unique to the product identification furthermore through their positive exchange this will increased awareness of satisfactory services received through word of mouth marketing strategies (Popp & Woratschek, 2017).
3.2 Idea Generation
The Initial stage of the new product innovation process is idea generation conducted by the firm. New product ideas are developed in response to stakeholder ideas (Trott, 2017, p. 508). Some of these stakeholders include customers, employees, competitors and research and development teams (Compton, Morrissey, & Nankervis, 2014). Juiced Life has a kitchen and its premises to test and step up to test research and develop new recipes in the organisation. This is an advantage to the organisation as new menus can be trialled with new promotions (Trott, 2017, p. 512). The current employers can participate in the idea generation as certified nutritionist retail managers of fresh produce staff customers and competitors. An organisational culture needs to be established to encourage employees and customers internal and external stakeholders feedback and surveys to benchmark progress with competition (Kalish, Burek , Costello, Schwartz , & Taylor, 2018). This can be a part of the testing process. In the internal environment employees must be made to feel valued by increasing incentives with employees of the month award to design smoothies adding to the innovation of the product (Kessler, Bierly, & Gopalakri, 2000).
Juiced life has developed a mobile technology team this team oversees the small mobile vans, to deliver juices is like the boost juice van concept (appendix). The founder of Juiced life has decided to expand the services with its mobile delivery service team. The team was developed by recruiting employees with retail experienced and worked in the fruit juice smoothie industry to assist in the new product concept design as part of working in the frontline of the technology team and mobile van team. Staff are given an opportunity to sample and provide feedback in the testing kitchen and suggest improvements. There are professional development days for staff to attend with award winning chefs and learn new recipes through training.
3.3 Idea screening
In the idea screen process a reliable criterion is used to determine which idea will suit the strategic direction of the organisation. This stage must be considered prior to cost projection of the new product or product feature.
The customer needs about the favourable product features and services on offer gathered from different sources will assist in the decision to select the most effective product idea. In identifying the product weakness and the product gaps, improvements within the product range Juiced life will be able to ascertain the need for a service or feature that will align to the strategic direction of the organisation.
The production team at Juiced life will be able to assist in brainstorming product issues such as its flavour packaging delivery. As an existing product that requires scientific and technological improvements, the sales team and product development team using feedback from customers about products such as product observation and purchasing decisions. In conducting an analysis of feedback and observations of the product, a further review into the innovative organisational culture can assist the firm in the development of an innovative technological team and participating in sustainability of its product design (Kalish, Burek , Costello, Schwartz , & Taylor, 2018).
In the research and development process, the business can identify and implement modification of new and existing products to align with the strategic direction of the organisation with feedback generated from the product development and innovation teams and customers.
A quality assurance process will address issues and gaps in the product to assess the required level of quality of the product implemented therefore meeting the standards of safety and quality.
A review of customer complaints and market research generated from customer research surveys conducted at the product launch and after online orders are process can benefit the research gaps through the understanding of high demand products and sales activities of customers across capital cities in Australia. Australian retail business market research can assist with research product information to differentiate the brand and address the factors that require improvement for example juiced life had redesigned its packaging to promote its product more clearly. In addition, suppliers of the product can provide consumer purchasing information. Furthermore, Juicelife will have the opportunity to understand its competitors in the market and respond with unique product ranges.
When making the final decision to select the product to be developed for example a new healthy snack, or a new smoothie flavour then Juicelife should discard ideas that are not cost effective, appealing to the product brand or technically feasible. In this case, juiced life has addressed the product gap such as the need for innovative technological application and the use of social media to generate increased sales. A swot analysis can be used to identify the strengths of the product brand such as its increased members and the weaknesses such as its inaccurate product sales system. Innovation in this area of the products services will assist in generating increased online sales (Giancarlo & Finn , 2016).
3.4 Product Development
Product development is the initial stages of the product implementation and design of the new or extension of the new product. It is used to showcase the new product to customers and gain feedback from end users. Furthermore, the product design needs to be refined.
3.5 Concept Testing
The concept testing stage is presented before the prototype phase as result customers develop an understanding of the product and customer behavioural patterns therefore a new product innovation can be accepted or disregarded (Babin & Harris, 2016, p. 87).
In the case juiced life, ideas are developed to meet cost effectiveness and apply realistic representation of the product and the services offered in store further it had used funding to improve its marketing to attract market share. The use of marketing research surveys was effective in collecting opinions and views of the product to improve its services and delivery and design. However, as a new product was not as accurate in demonstrating finding of the latest used of new technology in the production process.
Team members were able to use this data to assist in the design and delivery of its products and services as a result, team members were provided with an opportunity to participate in the innovative design.
3.6 Business Analysis
Once the product passes the screening stage of the new product development process, the next stage is the business analysis. The business analysis can assist with understanding the cost generated by the product in the business during the financial year.
This pricing strategy can prevent increasing costs of the new product to assess the feasibility of the new product features and services (Dibb & Simkin, 1994).
Market research and competitor information with customer feedback can used to determine the selling price of the product and the profits that are to be achieved (Trott, 2017). The amount of product sales achieved in the production process will determine the customer needs including the size of the customer base and target market. A break-even point will determine the number of products required by the organisation, however it is anticipated with the use of the mobile app that this electronic system will assist with maintaining sufficient stock levels.
In the minimum price projection returns will anticipate discounted price to determine product price and identify lowest sales generated.
The business analysis will assist to forecast in the lifespan of products in the market. This approach will bring a realistic product forecast to the firm. In addition, the time to generate the return on investment and market share percentage will determine the potential for raised sales.
The marketing strategy will determine how to position your new product in the market place and identify the market segments in the target market. The data gathered in this strategy will assist business in testing the market targets and market segments. Market research can market in transforming the marketing strategy with product information to assist in the product marketing.
4.0 Customer Profile
The ideal buyer is a modern health conscious sophisticated fitness concerned individual that reflects the ideal customer profile at Juiced life. In selecting the correct customers, the business is empowered to expand its products (Sun-Waterhouse, 2011).
The strengths and weakness of the customer will predict new entrants into the markets, therefore impacting the sales and marketing activity of the business (Campbell, 2016). At Juiced life younger customers with an interest in fitness will seek out products and services that are healthy and maintain general wellbeing as a result the company will be profitable by attracting this target market.
Furthermore, the creation of an online point of sales system and a mobile app will encourage younger customers millennial groups associated to fitness and gym programs to join membership programs offered by Juiced life to promote wellness (Sun-Waterhouse, 2011).
Secondly the ideal buyer that meets the fit of the business will be mature aged people that are seeking to improve their quality of life by accessing healthy food options. The geographical location of students and working class mature aged customers will encourage the purchase of the new product due to health maintenance and with the implementation of a further membership to receive free delivery of the smoothie product range (Mason, 2015).
In prioritising target markets value can be generated from the motivation of younger and mature individuals in the marketing and sales of the product. This product will be viewed to encourage a healthy body image promote fitness in its appeal to the idea customer (Sun-Waterhouse, 2011).
Customers that are techno savvy and from the working class metropolitan suburbs will seek a convenient way to access healthy food options. The mobile app (Appendix 5) will appeal to smartphone technology users as it used as a main form of communication in the younger and older generations (Babin & Harris, 2016).
The customer profile is separated into two markets the primary and the secondary target market. Smoothies have been found to be popular in the young age group due to convenience and time efficiency.
4.1 Primary Market Ideal Customer
The organisations primary target markets will include; females and males females aged 20-35.
Target markets were used to provide feedback. Men that had a regular gym membership and females that participated in yoga were asked to complete survey to improve the design and taste of the product. This strategy provided accurate feedback of target market activities and developed a greater understanding of new products and services.
4.2 Secondary Target Market
Furthermore, females and males aged 40-50 years old, will also be a secondary target market, as they are likely to purchase gift vouchers for their partners and participate in mobile marketing (Babin & Harris, 2016, p. 224).
Juiced Life’s secondary target market includes people with chronic illness therefore in product diversification a new product line such as the “product cleanse” to assist in wellbeing.
5.0 Test marketing
In the test market prototype testing is used as part of the product development process. In the initial stages it will assist products developed for the first time that are being tested in the market. Furthermore, the invest of this testing will enable the product to participate effectively as a product to enter the market.
An effective recruitment process can assist in producing a team of professional marketers and product developers to invest time in producing and effective product and positive return on investment (Compton, Morrissey, & Nankervis, 2014). At juiced life a product innovation team consisting of management, nutritionist’s customer service and product developers.
Team leaders in a professional team can manage the new product development project and the delivery process. As the product development manager’s role in the team is to develop products these staff members are employed as professional nutritionist’ to assist with the effective management of the prototype product project in the market testing process.
In the product development process product specialists and professional nutritionist have assisted in streamlining the production and design process by working effectively with product and design teams, specialising in graphic design new technology operations and improving product quality (Compton, Morrissey, & Nankervis, 2014).
The use of Information Technology tools in the NPD process is to incentivise senior management and align business requirements with teams, to increase NPD performance (Mauerhoefer, Strese, & Brettel, 2017).
According to Trott (2017) the use of patents in the product design of the prototype app was used to protect intellectual property was used to protect the product during the mobile application launch of the smoothie products.
An advantage of using a prototype mobile app is to gather effective information to build a new product and to determine the products design strengths and weaknesses for it to align with the strategic direction of the organisation.
Babin & Harris (2016) asserts that prototype improvements as determined by the consumers usage in the implementation of a mobile application can result in an improvements to the packaging, brand and market. The measure of consumer behaviour in the market strategy will assist in the segmentation of the target market and assist the business to generate effective funding for improvements to the final product design.
The strategy assists in identifying the customers most important uses of the new mobile application. In market research focus groups market researchers facilitate surveys to gain a response from target markets (Hoyer, Chandy, Dorotic, Krafft, & Singh, 2010). For example, at juiced life customers accessed surveys in the product test phase to participate effectively in feedback related to the use of mobile apps.
The use of prototype mobile apps was used to assist in the product feedback. This was used as an opportunity increase product awareness in achieving a positive outcome. In addition, a market segment of the product will evaluate changes furthermore focus groups will assist in implementing changes.
Staff were invited to industry events to receive feedback about the prototype, furthermore they used this opportunity to generate market interest and ideas using data captured in market research from interested customers about the product launch. Furthermore, a trial of the product in the initial stages was used to test customers preferences and their preference to accept the new product design.
A marketing strategy was used to segment the targets and accurately select the right market of the products in setting clear market objectives, furthermore the development of marketing strategies and tactics support the market segments. Market information gathered in the business and market analysis was used in market testing, for example in the use of surveys.
A market plan was developed, by the specialist marketing team to organise and implement marketing tactics of the new product design as a result a sales and product plan detailing marketing activities was generated in order to identify the market reach and sales targets.
6.0 Brand Strategy
In recent times, increasing smoothie brands have established these businesses need to evolve with trends new technology and the latest customer demands to apply in the innovation process of existing and new products. This process identifies the unique product brand presenting its tastes and ingredients.
The brand should reflect the image and reputation of the of the firm to attract market share.
The product customer relationship should reflect loyalty of the product brand in its ability to deliver higher quality juice and able to foster a rapport with the customer.
According to Ang, (2014) a product brand should be reflective of the quality, current market and service of the organisation to successfully achieve market share.
In best practice product management, Juiced life’s manager use of marketing communication with the product strategy of a new product has been developed to establish the fit and alignment of the new product with customers to align the company with the strategic direction (Clatworthy, 2012). The marketing strategy to implement a new mobile app and provide promotional delivery to maximise efficiency in the customers experience and sales process impacts the supply chain to create value (Fantazy & Mohamed , 2016). A new product strategy that is linked to the marketing strategy, the technology strategy and corporate strategy provide a complete process of the product strategy (Trott, 2017, p. 454).
Some of the benefits received by the customers will be expert advice and one on one support online when online purchases are made, furthermore complementary gym membership incentives and free delivery is provided to encourage customers to create awareness of the product brand.
In building a positive brand of the product social media can be used with the hashtag and the app to loyal customers as an extension of retail services offered by Juiced life’s exclusive membership services.
Professional training is offered to staff in frontline and management roles to assist customers when making purchases related to the healthy options of the product brand, furthermore nutritionist advice is provided one on one to customers interested in joining a program offered in the product line and new staff are encouraged to assist customers with the online sales process.
The online sales process can assist customers to connect with the product brand and integrated marketing campaigns aligned to online promotions (Ang, 2014). Furthermore, encouragement of staff can build interest into supporting brand using social media and therefore interacting with the product brand positively. This positive brand training is unique to the smoothie business and its products.
In product differentiation of fresh food to fast food product design techniques are used to conserve nutritional benefits and food safety practices by extending the shelf life of smoothies (Rodgers, 2008).The brand identity of the Juiced Life, the use of a colour and light with graphic designs ensure that the brand identity promotes a creative strategic direction and promotes a youthful brand(Appendix 2). In promoting its brand creative campaign designs using photography designs and brand applications for mobile services. This strategy assists in overcoming Boost juices has expansion in the retail industry and positioning as a competing brand (Friedland, 2015).Furthermore, In Juicedlifes product range, an additional use of brand service promotions is the use of menus, brochures screen graphics websites blogs smartphone apps, uniforms and loyalty cards and stationery are used in the promotions. (GallowayDesign, 2016).
6.4 Brand Positioning
According to McCann (2017), a new product strategy used to initiate organisational change and risk management as part of achieving the competitive advantage is porters five forces that can assist in product branding (Appendix 3). To maximise the target market brand position can assist the product to achieve its competitive advantage and achieve an increased brand value through its food preparation and development practices (Rodgers, 2008). Brand value used to create a strong market position include strategies such as creating new value and using effective communication to generate brand loyalty for example the use of loyalty cards will encourage customers to make future purchases (Babin & Harris, 2016).
This strategy can be used to overcome boost juice’s domination of the smoothie industry (IBIS World, 2013). Juicelife can use instore and online promotions to encourage members to receive free smoothies when making ongoing purchases to support the retail smoothie business.
6.5 Brand value
In the retail smoothie business brand value can be generated from the diversification of the product lines for example product lines designed by the nutritionist and diversification of products can build value and awareness of the newness and increased innovation that will benefit the customer and the business. In the business professional nutritionist’s endorsement generates brand value to assist the business in providing professionally designed and nutritionists products designed by nutritionists. To align brand values product differentiation must occur with customers (Roberts, 2018).
6.6 Competitive Analysis
In the competitive analysis undertaken by juiced life and boost juice (Appendix). A team of employees participated in an inspection of boost juice to understand the shop front to promote innovation(Appendix). Innovation is the development of a new products or changes to the business activity to create a return on investment (Olavarrieta & Villena, 2014). It was suggested that innovation in the new products services make improvements of its presentation of facilities and amenities gym membership services (gym junkie appendix). After the review it was established that the improvements to the facilities could be improved. The marketing association consultation had been hired to review the current need for improvements (Marketingeye, 2018). The innovative product design and practice is to develop the competitive advantage evident in porter’s competitive model to deliver a valued added service to the customer (Chatzoglou & Chatzoudes, 2018).
juiced life’s brand is focused on providing a good quality smoothie product that is enriched to benefit one’s wellbeing and health. As a retail shop front, it needs to appeal to the target market by using its brand awareness and image as a professional retail business. In a professional retail environment target markets that are health conscious and technologically sophisticated will appreciate the brand and its innovative sales opportunities. Employees will present to customers in a casual relaxed environment that represents a professional and healthy image that aligns with the brand, the shop front and the employees will present as a branded ‘health genius’ with certified nutritionist health training as a result present health information by acting as a resource in demonstrating the health food choices and varieties that are available. The training and details of the food brand is being successful in gaining a larger target market and improving the branding of the organisation. Juicedlife life should apply its strategic goals to align with its business practices to accurately reflect its brand’s efficient delivery services and relaxed shop front for its customers. juiced life’s customers will be able to identify the brand and its quality though the skills required to access its services and by gaining expert knowledge to maintain wellbeing and optimal health.
In the new product innovation process new technology is used in the production line to ensure the product quality is of a higher standard to meet customer expectation.
Furthermore, technology in the sales of the product is used to ensure that products are within convenient reach and made accessible to the primary target market in an efficient manner.
This product uses new technology to preserve its product in form of packaging and maintaining a longer shelf life.
As the ingredients are sourced from fresh fruit sophisticated juice makers are used to extract natural juice furthermore technology used in the production line is used to encourage preservation for longer use to encourage wellness (Sun-Waterhouse, 2011). In the labelling Juiced life’s symbol is used to create a clear distinction of the branding and the sophisticated product ingredient and production methods used to extract higher quality juice.
8.0 Product Launch/Commercialisation
The product launch phase is important to the new product development process. In the product launch a successful outcome is to achieve increased sales and present its image to be most appealing to the target audience. If the product is unsuccessful once it has launched its online sales application it could be the result of unrealistic strategic goals, limited access to advanced technology and unrealistic time constraints (Schoenherr, 2015). A cost-effective planning in the product development process can lead to a successful outcome (Craighead, Hult, & Ketchen, 2009) To achieve a successful outcome management will consider providing a trial period for its existing customers to establish the success or failure rate of its new product. juiced life’s had decided to use a cost-effective approach to test the new product feature for a limited time. This strategy was used to test the target market and new product sales system’s success rate. Some successful processed use the 5w’s such who is the target market, what will management do to improve the product, where will the product be launched and when will the new product be established, furthermore why must management justify these choices. Finally, management should establish how the new product will benefit existing and new customers purchasing their brand. An example of the products launch campaign was at the highpoint juice life grand opening event (Juicedlife, 2017).
Some of the objective are to:
- Objective 1. Gain awareness of the brand/product target market
- Objective 2. Increase market demand for access to the Juiced Life Delivery services
- Objective 3: To successfully communicate a strong message to the target market to complement the band and the product.
8.2 Geographic Coverage
As this product launch will take place as a trial with existing members, the main areas will focus is on online integrated marketing campaigns exclusive to members during the summer seasons (Ang, 2014). The advertisement of juice cleanses will be available to support the new year’s resolution campaign around major cities in such as Sydney Melbourne Perth and Queensland, these geographic locations will attract primary target markets. Furthermore, increased marketing on the Facebook social media page, will generate target market interest however it will increase awareness of competing brands. In this case Juiced life must develop a unique strategy to support primary target markets unique to each city launch. Technology can be used to bridge the gap in overcoming the geographic gap and increase the reach to primary and secondary markets.
Juiced life anticipates a positive outcome for its new product and service delivery. Due to the nature of the modern product innovation approach, it will meet the expectations of the intergenerational health conscious consumers focused on a target market to increase health awareness. Research has provided insight into the increasing trend to became healthy due to Australia’s increasing life expectancy rates and the concern to improve general wellbeing. Consumers want to feel good improve their mental and physical outlook and remain healthy and fit therefore this trend will increase the participation rate of the target market.
Juiced life addresses the gap in the market, to provide nutritionist designed recipes and promotes growth within the target market to support stakeholders thought he promotion of innovative services to improve the wellbeing and lifestyle of consumers and benefit their health to make them feel positive.
In the future the organisation plans to participate in continuous development of the idea generation team through regular professional development and implementation of innovative practices in its product line. Further investment into market research will assist Juiced life to obtain accurate data to benefit stakeholders and provide feedback. Finally, to retain the competitive advantage, the products need be continuous improved and implemented effectively in the health retail market.
Self-reflection, Malfunction of new technology, Inaccurate data collection and lost online sales.
In a self-reflection of the developed product app and the mobile delivery of smoothies in the extension of this service could have been improved using product in high demand seasons using loyalty cards and social media to generate awareness about the new product features.
In addition, the product could have been trialled using a cost-effective package such as a prepaid product package using seasonal campaigns to achieve direct delivery.
What went wrong with the product? App online malfunction, Limited Online Product Promotion
Some of the challenges encountered by the new product feature is that the online services did not effectively provide accurate product order data as a result product orders were not reflective of the actual stock levels, therefore impacting the research and development process to respond to high in demand products. Furthermore, staff and customers remained unaware of online promotions and campaigns.
What could have been do better? Staff Training
Front line staff could have been trained to provide telephone customer service to assist in the online ordering process therefore encouraging customers to participate in online promotions and receive products in a timely manner.
If you were to start again, what changes would you make? Relaunch aligned with new services
In reintroducing the new application, the changes that would apply would be to apply the critical planning in launching the application and mobile delivery services and the introduction of a new technical team.
How can you learn from this experience to plan improvement opportunities for the future?
Introduction of a virtual team and Efficient response to product marketing campaigns.
In my attempt to introduce a new app to promote efficiency of services and generate new market share I have learnt that the over reliance on mobile technology may not be an appropriate marketing tool to depend on entirely alternative marketing tools such as surveys radio and loyalty cards can be used to generate accurate data of customer product usage.
I would improve the juiced life’s marketing opportunities by introducing a trained virtual team to assist with technical support and are employed to assist with online orders. Furthermore, generating an online presence on the juiced life company website offering online assistance to visitors like the Officeworks website that provides technical support. To learn from this experience, it is critical to understand that the company operations needs to strategically align to these campaigns to achieve increased market share such as the high to low product demand times with seasonal purchase times for example summer and winter campaigns. These are prime times that will benefit the company to promote product awareness.
It can be concluded that with accurate data market research and the use of new technology can assist the juiced life brand to respond effectively to customer demands.
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12.1 Appendix 1: The New Product Development Process (Claessens , 2015)
12.2 Appendix 2: Youthful Brand (GallowayDesign, 2016)
12.3 Appendix 3: Porters Five forces (Mindtools Team, 2018)
12.4 Appendix 4: Dominos Online Ordering (Dominos, 2018)
12.5 Appendix 5: Juiced Life Identity Campaign Ordering App (GallowayDesign, 2018)
12.6 Appendix 6 : Shop Front (Insider Retail Australia, 2017)
12.7 Appendix 7 Uniforms (Healthcare Uniforms Australia, 2018)
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