Fresh Fruits Juice Informal Business Report

Introduction

Fresh Fruits Juice stand will operate under the official name “Fruits 2 Go” and will be serving fresh fruit shakes with a variety of flavors. The intent is to provide consumers with quick, healthy, and delicious options for a drink as they go about their daily routine. Produced on the spot, consumers have two basic options: fresh fruit juices or fresh fruit shakes of apples, oranges, pears, lemon, and other fruits in season. Different cup sizes are also available.

Branding Strategy

The first Fruits 2 Go will be located in the business district, just a few minutes away from some of the most densely populated companies within the city. The brand targets 20 to 40 year olds looking for healthy drink choices that they don’t have to take time preparing. The shakes and juices will be promoted as a ‘healthy alternative to coffee’ using fruit’s natural ‘sugar content’ without the harmful additives. Taking advantage of the health kick in the working community, the business logo would be a colorful mix of fresh fruits, communicating the healthy implications of the product. The brand will be displayed on all materials associated with Fruits 2 Go including employee uniform, cups, tarpaulins, and more.

Opportunities for New Locations

Fruits 2 Go will be expanding to other sections of the business district, eyeing major transportation spots such as nearby taxi stands, bus stands, and the train station where the target market are likely to reside. The business also hopes to penetrate company cafeterias that offer space for individual business owners. Within a 3-year time frame, Fruits 2 Go is eyeing the placement of multiple stands where the target market is often cited. From there, further expansion targets the leisure-market with stands located in malls, theatres, and other leisure spots.

Promotion Plans

Promotion plans include local advertising with the use of local radio stations, televisions, and newspapers.

·        Part of the $10,000 budget will also be aimed at direct selling strategies through the use of tarpaulins and renting ad space at least 50 feet away from the Fruits 2 Go stand. Estimated cost is at $1,000.

·        The use of promotional materials such as “Refill Cups” is also in the agenda, encouraging frequent buyers to simply use their signature refill cups and prevent accumulation of garbage within the city. The cups will be free after buying five (5) large fresh fruit juice/shake during separate occasions. Estimated cost would be $3,000.

·        Internet marketing involves creating a website, a Facebook page, and other social media accounts. Online advertising and maintenance are estimated at $1,000 for the first 12 months.

·        Part of the promotional strategy would be complete transparency in the preparation of the fruit juices. Consumers would be able to watch and see their orders being prepared, ensuring an all-natural process which is exactly what the brand stands for. Initial employee training to perfect this strategy is estimated at $3,000.

·        Introduction of a game during the latter part of the year as part of the promotional build up is estimated to cost around $1,000. The game “Juice You!” will encourage consumers to create their own juice mixes and provide the recipe to Juice 2 Go. The winner gets their recipe used in the official Juice 2 Go product lineup, a cash prize, and free juice refills within 12 months.

·        Informational advertising to be passed around through social media and local advertising, educating the target market on the many benefits of drinking freshly prepared fruit juices/shakes on a daily basis. Estimated cost is $1,000.

Employee Training

Employee motivation involves re-training of the staff when it comes to customer relations. A commission based reward system can also be put in place, providing employees with 5% of the net sales after reaching the monthly quota. Swapping locations for the staff and once-a-year company outings would greatly improve employee loyalty.

Conclusion

Fruits 2 Go rides on the all-natural, healthy, lifestyle constantly being advertised in the media. Combining this promise of health with delicious juice options and the ability to grab and go mixes in just a few minutes, the business is perfect for thriving cities where the target market has the capacity and the intent to buy the product. Promotional plans extend beyond 5 years with the initial investment expected to be earned back within just 3 years of operation.