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Brand and Product Management

Brand Description

Started with the idea of providing a fast and efficient service in the form of beverages to every individual, Juice Heist was started only because of the absence of such services that were designed to exactly meet the demands of the people. The Founders of Juice Heist realized that in this fast-moving world, most individuals are in a hurry and thus need fast beverage services that are easy to consume and commute with. It was noticed that working individuals who were usually in a hurry had to wait in long queues to order a simple product. Further, the product took an average of 6-18 minutes to be ready. This is where Juice Heist comes in; the company promises a perfect combination of speed, health and comfort- all in one easy-to-commute-with cup. Juice Heist provides various flavours of fruit juices and thick smoothies for people of all ages. Generally identified as a “Quick Service Restaurant”, speed is of the essence to the brand, along with a high-quality service. The juices have an option of pulp and pulp-less and come in three variations of size depending on the customer’s needs. The smoothies, while also present in various fruit flavours, are thick with a fresh milk base and can have added ingredients like yogurt and ice-cream depending on the requirements of the customer. As a start-up, the company will have 12 variants in juices and 8 variants in smoothies, along with various cup sizes and added personalization. All these beverages will be served at a fast pace and inside a tough, easy-to-commute-with cup and a straw. 

Logo and Significance

The logo will share the same two colours as that of the easily-portable cups the beverages will be served in. The logo is kept simple and attractive. The arrow sign in the logo is an expression of the fast services that the brand will be providing. The company has refrained from using any fruit images or sketches in the logo to keep it elegant and easy on the eyes.

Target Audience Description

The target audience for this brand consists of two different sections of individuals: the first is a set of parents, single parents or other such variations having children (a family) who generally seek different flavoured juices for all the family members and the second is young working individuals who are often in a hurry and can thus have a thick smoothie in a ready-to-go cup. The presence of two different target audiences is due to the two different variants of beverages that the brand provides. The first target audience: Families with children have been chosen for the juices, after careful assessment, for the reason that juices, usually defined as healthy and tasty, are amongst the preferred choices of parents when their child wants to consume a luxury food product (HLFC, 2016). Research has also shown that children prefer fruit juices as compared to milk and whole fruits (HealthDay News, 2018). The different cup sizes that the brand provides will help cater to the needs of this audience in a better way. The second group is that of young working individuals. This section of the population generally skips breakfast in the hurry to reach their workplace and often depend on fast food joints or beverages to fill their appetite while commuting. Juice Heist’s easy-to-commute-with cups and thick smoothies that are fulfilling and delicious satisfy the needs of this section of the audience perfectly.

Target Audience Profile

  1. Age: The two sections of the target audience consist of young adults from the age group of 22-34 years. One section of these individuals is married and has young children preferably from the age group 4-12 years. Single parents with children are also considered in this section. The other section consists of young working individuals who commute to their workplace daily.
  2. Gender: The products are not gendered specific and have to cater to the needs of mothers, fathers, all children and working men and women. The product aims at catering heavily to the working class.
  3. Income: Both the targeted audience sections have a stable to high annual income. Both sections consist of working individuals who earn daily wages and thus spend their earnings regularly as well.
  4. Location: Studies indicate that the city life is considered faster-moving, more stressful and chaotic (Brown, 2014). People need faster and efficient services, and at the same time, they find happiness and peace in little things. This is exactly where Juice Heist comes in: to provide tasty and nutritious smoothies that take minutes to make and last for a longer time. Families and children living in small and big cities will also be targeted.

References for Juice Heist Project Analysis

Brown, S. (2014). Society’s self-destructive addiction to faster living. Retrieved from https://nypost.com/2014/01/04/societys-addiction-to-faster-living-is-destroying-us-doctor/

HealthDay News. (2018). Children prefer fruit juice over more nutritious whole fruit, milk at school. Retrieved from https://www.upi.com/Health_News/2018/12/27/Children-prefer-fruit-juice-over-more-nutritious-whole-fruit-milk-at-school/7231545915325/

HLFC. (2016). Should Children Drink Fruit Juices? Retrieved from https://www.healthpromotingschools.co.uk/should-children-drink-fruit-juices/

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