Marketing Concepts

PJ SMOOTHIES

2006

PJ Smoothies

Introduction

In the world of business we live in today , marketing has a crucial role In the previous days , back in the first days of the industrial revolution , entrepreneurs believed that it only production that was important . All resources are dedicated to increase the capacity for producing good and services with little worries of whether the products were going to get sold . This sentiment lasted for decades because people in the past were still craving at the marvel of technology and mass production , which

entrepreneurs have little care of the amount they produce , because generally , no matter how much they produce , the society absorbs

Of course , this is nothing like the present day . Today , mass production and technological advancements have become natural parts of people 's lives . There is no sense in producing without considering how much the market would be willing to absorb . There are times when people are easier to influence using many kinds of marketing efforts and `tricks However , people of the day have seemed to go pass that stage . Marketing jargons and propaganda can no longer dictate what people want . Consumes are more critical and selective . Today , marketers must be sensitive of where the market 's interest are growing today , and act upon it

Today , marketing should be the guide of any production decision Moreover , marketing should be involved in almost all stages of product design and even pricing . This is important because in the end , only marketers have the most vivid idea of what consumers want and how much they will pay to obtain it . This concept is well known and there are many companies turn into market-based companies . However , there are those that get tangled-up in the complexity of their own businesses and deviate from their existing market niches

Within this , I will discuss the marketing strategy that is appropriate for smoothies , the new trend of drinking in United Kingdom The will contain suggestions of strategic position and the appropriate marketing mix to support that strategic position

Product and Corporate Background

II .1 Product Background

Smoothies are the new trend of drinks in United Kingdom . In simple definition it is a fruit drink . Some may refer to it as a fruit juice but PJ refer to them as crushed fruit . There is a rather different understanding regarding the two definitions . The first is smoothies made of juiced fruit , which has more of a juice-flavor and nutrient contents On the other hand PJ smoothies are made out of concentrated fruit juice which is closer to the `crushed fruit ' definition and sets the differences between ordinary juice and smoothies . Other characteristics that created differences between smoothies and juices are that smoothies uses yogurt as a mixed ingredients along with the various fruits (`Pulp Friction , 2004

The drink became popular because it has a recreational sense within it and it is in line with the health sentiment to have at least five portions of fruit and vegetables daily . Nevertheless , there...