Repositioning Happy People juice cocktail

Repositioning Happy People juice cocktail

Nijs, F.M.

Schoormans, J.P.L. (mentor)
Bakker, S. (mentor)

Industrial Design Engineering

Product Innovation Management

Strategic Product Design

2012-08-29

Healthy People is a small Dutch company founded in 2006 and located in The Hague. The company sells different types of fruit juices in the chilled juice section of most Dutch supermarkets and is mainly known for their super fruit juice range. These juices are made of fruits that contain a high amount of antioxidants, which contribute to better health. Since the company does not have its own production facilities, their products are produced in external factories in The Netherlands, Belgium, Germany and Finland. The company comes up with ideas for new products and purchases the fruit themselves in order to guarantee a high quality product. Recently, the company has introduced a new product: Happy People juice cocktail, a non-alcoholic cocktail in the flavors Mojito, Piña colada and Margarita. The product is sold in a 1 liter carton package at the ambient juice section of a few supermarkets in The Netherlands. This product differs from the company’s other products, as it has its focus on fun instead of healthiness. Therefore, the product is introduced with the new brand name “Happy People”. Since the company does not use consumer research they do not have clear information about the product perception by the consumer, the consumption moments of the product and the way of consuming the product. In order to gather this information nine semi-structured interviews are done with consumers of different ages, from which some are alcohol consumers and others not. During this interview respondents are asked questions about different types of beverages. Besides, they have to give their opinion about the product before tasting and after tasting. Several tasks are included in the interview in order to understand the perception of different types of beverages and different types of packaging. The results show that the flavors Mojito and Piña colada are evaluated as tasty. However, the packaging is perceived as being incongruent with the product that it contains. With the insights gained from the qualitative research three concepts are generated: Concept 1: the festive alternative for alcohol Concept 2 : the easy and convenient basis for mixing cocktails Concept 3: the current product Happy People juice cocktail The three concepts are described in a story that highlights the benefits of the concept. An online questionnaire is used to test the potential of the three concepts. A total of 93 respondents participated in the questionnaire, where every respondent had to answer a set of questions about one of the concepts. The results did not show a clear preference of the respondents for one of the concepts, but the research gives some other interesting insights. The respondents of 30 years and older, score higher on buying intention for all concepts compared to the younger respondents. Besides, to women it is a higher benefit that the product is non-alcoholic than to men. This shows that women in the age of 30 to 60 years old are a good target group for the product. Since non-alcoholic is an important benefit to them, concept 1 is chosen to continue with. The respondents indicated that a 275 milliliter glass bottle is the type of packaging that fits concept 1 the best. The production costs of this packaging are higher than the current carton packaging, but consumers are willing to pay a higher price for glass packaging, especially when they buy the product for a special occasion. To stimulate consumption in social settings and to make distribution more convenient the product will be sold in a multipack of four bottles. With the new type of packaging and a higher consumer price, Happy People juice cocktail fits better in the alcoholic beverage section of the supermarket. Since non-alcoholic cocktails are a new type of product in the Dutch supermarket, which do not fit existing categories, the company should create a new product category. The name for this new category will be party drinks. This new category and the brand Happy People have to be placed in the mind of the consumer by using public relations, product demonstrations, price promotions and advertisements in retailer magazines.

consumer research
positioning

http://resolver.tudelft.nl/uuid:870b099f-0fe1-4e02-a30d-a31f59f6f2b9

2013-08-29

Campus only

Student theses

master thesis

(c) 2012 Nijs, F.M.