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Capri-Sun Juice Drinks
Emma Beacom
其他書名
Strategic Repositioning to Extend the Product Life Cycle
出版SAGE Publications: SAGE Business Cases Originals, 2022
ISBN152979773X9781529797732
URLhttp://books.google.com.hk/books?id=7ATZzgEACAAJ&hl=&source=gbs_api
註釋This case considers how to strategically reposition a product in order to maintain and increase consumer interest, and thereby extend the product life cycle, sales, and profits. The product highlighted in the case is Capri-Sun, a fruit juice primarily aimed at children, which in 2019 had been experiencing declining year-on-year sales and reduced market share in the fruit juice beverage category. Decreasing sales have been attributed to increasing consumer trends towards healthy products, and increased competition from other beverage manufacturers. Currently positioned as a low-cost, 'fun' drink for children, Capri-Sun are considering how to reposition their product to revitalise sales. Students will be asked to assess the business problem and apply marketing concepts to a real-life situation, evaluating various repositioning strategies and their implications, in order to recommend the most appropriate marketing response. Students will also consider methods which can be used to aid decision making, and how to communicate the new repositioned product. This case provides a real-life example1 of how marketing environment influences such as changing consumer trends and the competitive environment can affect the success of a food/beverage company, and provides insight into considerations for adapting and responding to such pressures.