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The Juice Doctor Packaging & Category Management Report
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Objective
To demonstrate by means of a category management rationale to communicate to retail buyers the need to list The Juice Doctor hydration drink range - specifically formulated to improve water, vitamin and mineral uptake and fight the everyday effects of dehydration e.g. daytime fatigue, headaches and that morning after feeling.
Target Audience
• Head office buyers of major multiples
Strategy
The key message was to prove that the functional hydration drinks category was a new and significant must have to a retail fixture. By communicating the consumer demand the aim was to convince retailers of the incremental profit to be achieved with Juice Doctor and highlight its point of difference over other leading soft drink brands.
Result
An informative category management report was produced communicating the consumer drivers for the product and the profit potential to be gained from listing. Influential testimonials from existing buyers were included as was the range of point of sale material and merchandising support offered. Specific consumer research was conducted to convey consumer taste preference and brand recognition.
To fulfil a new listing gained for national distribution within a major multiple, a new four bottle packaging format was designed by The Hub
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