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By
Prakhar Jain
Kimberlee Clarke
Alejandro Guillermo
Priyamvada Navet
Ole Schneikart
Knorr Vie
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TABLE OF CONTENTS
Product Description
Marketing Communication
Target Consumers
Main Competitors
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PRODUCT DESCRIPTION
‘Shot' of fruit and vegetables.
100 ml of a blend of concentrated fruit and vegetable juices and purees.
A Variety of flavours apple, carrot and strawberry; banana, pumpkin
and kiwi; orange, banana and carrot etc...
It is quite thick - certainly thicker than a smoothie,
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Knorr Vie shot provides 50% of your daily need of fruit and vegetables.
MARKETING COMMUNICATION
Each Knorr Vie shot contains the vitamins, minerals, antioxidants and polyphenols of half your recommended 5 a day.
Are you Getting Enough?
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Do you eat 2 pieces of fruit everyday?
Do you eat 2 servings of vegetable everyday
This equals 100g of fruit and 100g of vegetables
MARKETING COMMUNICATION
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PACKAGING
Packaging portrays a layered montage of the fruit and vegetables, photographed at peak ripeness to be mouth-watering and appealing, whilst also reinforcing its natural ingredient claims.
Vie means Life. The “V” depicts values of wellbeing and energy
Comes in a 9cm bottle
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TARGET CUSTOMERS
Customers who are health conscious According to an Ipsos survey published in October 2007,
52% of French consumers are concerned about the effects on their health by the food they eat.
Consumers who lead busy lives. Convenience
Those who want taste with nutritional value
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Symbol of Health High portions of fruit and vegetables that contain very
low sugar levels
Positive Message Provides consumers with 50% of their daily fruit
and/or vegetable servings.
Consumer Trust Knorr is a quality product
SUCCESS FACTORS
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COMPETITOR CLASSIFICATION
Non-Alcoholic Drinks
Carbonated Drinks
Fruits and Juices
Health Drinks
Digestive Drinks
Healthy Snacking
Weight Managem
ent
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HEALTHY SNACKING
Hero Fruit2day
Sparky’s Wild Acacia Berry
Innocent Smoothies
Tropicana Smoothies
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COMPARISONPRODUCT CHARECTERISTICS ADVANTAGE/ BENEFIT
KNORR VIE
40% price premium
• Provides 2 of 5 a day
• 100% natural ingredients
•100ml - €0.88/bottle
•Shelf life is two months
•Thick smoothie texture
HERO’S FRUIT2DAY
32% price premium
• Provides 2 of 5 a day
• 100% natural ingredients
• 200ml - €1.70/bottle
•Packaging is original
•Real fruit pieces
INNOCENT SMOOTHIES
100% price premium
• Provides 1 of 5 a day
• 100% natural ingredients
• 250ml - €2.49/bottle
•Brand image – ethical, innocent
•Wide selection of flavors
TROPRICANASMOOTHIE
100% price premium
• Provides 2.5 of 5 a day
• 100% natural ingredients
•250 ml - €2.00/bottle
•Contains Vitamin C and Manganese
•Option to buy a 250ml or 1L container
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