Capri Sun is engaged in the production and selling of beverage products. It is an established popular juice brand for children. The wide range of brand lines and numerous flavours combined with the easy package makes Capri Sun a handy solution for packed lunches and daily drinks. Capri Sun is being recognised as a yummy juice but not as a healthy drink. Therefore Capri Sun has to change its marketing strategy thus making the consumer aware of the fact that Capri Sun is a healthy drink, too. Consumers have become more health conscious. They are more concerned about calories and are interested in drinks that are convenient and healthy.
Within the beverage industry there is a fierce rivalry, which can be assessed in situational analysis. The expected market growth provides Capri Sun further opportunities, which have been developed in the SWOT analysis. It is therefore necessary that all marketing and strategic plans for the engagement in these markets are working flawlessly. But Capri Sun has not been able to achieve the reputation and consciousness by the consumer as a healthy daily drink, yet.
With the use of the situational and SWOT analysis recommendations this could be achieved, since the problem areas can be are identified. Capri Sun must rethink its current strategy and products in the market in order to remain one of the most famous drinks in the beverage industry. By implementing more products they can target more consumers. If these new strategies are well thought through they can continue to grow.
Table of Contents
- EXECUTIVE SUMMARY
- TABLE OF CONTENTS
- TABLE OF FIGURES
- 1 INTRODUCTION
- 2 METHODOLOGY
- 3 CAPRI SUN'S SITUATION IN THE MARKET
- 3.1 SITUATIONAL ANALYSIS
- 3.2 COMPETITIVE FORCES
- 3.3.ECONOMIC FORCES
- 3.4 SOCIOCULTURAL FORCES
- 4 MARKETING STRATEGIES
- 4.1. PRICE STRATEGY
- 4.2. DISTRIBUTION STRATEGY
- 4.3 TARGET MARKET
- 4.4 CAPRI SUN'S USP
- 5 SWOT
- 5.1 STRENGTH
- 5.2 WEAKNESSES
- 5.3 OPPORTUNITIES
- 6 RECOMMENDED MARKETING STRATEGIES
- 7 CONCLUSION
- 8 REFERENCES
- 8.1 BOOKS
- 8.2 ONLINE
- 9 BIBLIOGRAPHY
- 9.1 BOOKS
- 9.2 ONLINE
Objectives and Key Themes
The main objective of this marketing strategy analysis is to assess the current situation of Capri Sun in the beverage industry and recommend strategies for future success. This analysis focuses on identifying key areas for improvement, including pricing, distribution, target market segmentation, and communication strategies. The goal is to reposition Capri Sun as a healthy and appealing option for consumers while maintaining its popularity among children.
- Analyzing Capri Sun's current market position and identifying competitive challenges
- Developing strategies to address Capri Sun's weaknesses and capitalize on opportunities
- Redefining the brand image and positioning Capri Sun as a healthy beverage option
- Exploring new product and packaging strategies to expand the target market
- Evaluating and implementing effective marketing and communication strategies for increased consumer engagement and brand loyalty
Chapter Summaries
The document begins with an introduction outlining Capri Sun's history, its origins as a German product, and its rise to international popularity. It also acknowledges the recent challenges the brand has faced, such as negative press regarding product quality and the need for an updated marketing strategy. Chapter 3 delves into a situational analysis, examining the competitive landscape, economic forces, and sociocultural factors influencing the beverage industry. Chapter 4 then focuses on marketing strategies, discussing price strategy, distribution strategy, the target market, and Capri Sun's unique selling proposition. Chapter 5 presents a SWOT analysis, outlining the company's strengths, weaknesses, opportunities, and threats, providing a framework for developing recommendations. The document concludes with an overview of recommended marketing strategies, aiming to reposition Capri Sun as a healthy and desirable beverage option while expanding its target market.
Keywords
This marketing strategy analysis focuses on Capri Sun's competitive position within the beverage industry. Key themes include situational analysis, competitive forces, economic forces, sociocultural forces, marketing strategies, pricing, distribution, target market segmentation, brand positioning, SWOT analysis, and recommended strategies for repositioning the brand. Specific concepts like Capri Sun's unique selling proposition, the challenges of negative press, and the need for a focus on health and sustainability are also central to the analysis.
- Quote paper
- Constance Brandstätter (Author), 2014, Capri Sun. A story of success in the beverage industry, Munich, GRIN Verlag, https://www.grin.com/document/421084
