Naked Juice Blue Machine Jenna JahnkeMarketing

Description • Logo: “Naked”with a leaf symbol over the “e” a• Slogan: “All Natural Fruit & Boosts”• Packaging: Clear plastic bottle with blue wrapper with pictures of the fruit inside • Includes: “No sugar added” and “With vitamins B,C & E” • Ingredients: Apple juice, blueberry, blackberry, banana puree, chicory root fiber, natural flavors, fruit and vegetable juice for color, absorbic acid (vitamin C&D), Vitamin B5, Vitamin B6, Vitamin B12• *All sugars come from the fruit, and not a low calorie food

Target Market • Demographic: Mostly women and men aged 20-35

married or unmarried with kids concerned about health and wellness• Geographic: Suburban areas throughout America, also

some urban areas• Psychographic: All natural so health, eco friendly

packaging, and convenient • Benefit: Health, nutrition, taste• Usage Rate: 3-4 times a month

PRIZM Codes • Up and Comers: Moderate Income, recent college

grads, athletic, busy lifestyle so need for quick food on the go without the unhealthy cost• Young Influentials: Midscale/middle aged, without

kids, lives in suburban area with health club, and is concerned about leisure lifestyle. • Fast Track Families: Upper to mid income, spacious

homes, with kids, active lifestyle, suburban

Product Life Cycle On the Market since 1983 but became well known in 2011

 Naked Juice Brand, a $600MM+ high growth brand in the Pepsico portfolio

PricePrice Level: Moderate

0 0.5 1 1.5 2 2.5 3 3.5

15.2 Oz. Smoothie 

Naked  Bolthouse Farms Odwalla

Kroger

Walmart

Meijer

$3.27  $2.50  $3.15

$2.50  $2.99  $2.99

$2.99  $2.99  $2.99

Promotion• Advertising: Ad in Fitness and Shape magazine and currently

running an advertising campaign around slogan “Naked Truth” which is a response from the pressure they are under after the review of “all natural” label on their bottle • Sales Promotion: Regularly coupons for -$1 and also

Facebook/Instagram contests to win free juice by posting a picture using the hashtag #nakedjuice • Public Relations: Currently taking some heat from the words “all

natural” on the bottle -See Source: http://gmoinside.org/naked-juices-remove-all-natural-from-its-labels/

• Social Media: - https://www.facebook.com/nakedjuice - www.nakedjuice.com - @nakedjuice on Instagram and Twitter and YouTube - Actively replies to followers or people who use the hashtag #nakedjuice

Place/Distribution Available 

Monrovia, California

-Intensive Distribution

-Wholesale/Retail

Ideas • I would definitely move towards commercials and filmed

promotion for the product seeing there is not a lot of that out there currently. • Social media contests to win Naked Juice because that’s

where you can see high levels of involvement from people who would buy this product• Sponsorships by lifestyle bloggers and Youtubers