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ROSE FRESH LEMONADE REBOOT

George Kipilo III Christopher Speer Nicole Hamilton Rachael Kotula Kristin Schmidt. ROSE FRESH LEMONADE REBOOT. Mission Statement.

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ROSE FRESH LEMONADE REBOOT

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  1. George Kipilo III Christopher Speer Nicole Hamilton Rachael Kotula Kristin Schmidt ROSE FRESH LEMONADE REBOOT

  2. Mission Statement “Family-based values have allowed Rose Fresh to provide customers with the highest quality natural beverages for over 100 years. We focus on customer needs to assure the production of the freshest, tastiest beverages on the market.”

  3. Introduction • “When life gives you lemons, make lemonade” • Catered to the thirsty steelworkers of Pittsburgh • A mixture of unique new flavors and popular classic flavors with a simply Rose Fresh twist • Plan to capitalize on new markets while bringing the people what they want and deserve • Fresh and Deliciously Simple Beverage

  4. Goals • President Dena Rose commissioned our taskforce to conduct research on the beverage industry in order to gain knowledge to revamp the company • Each member of the taskforce examined one specific aspect of the industry. • Aspects include • Industry changes throughout history • Success of leading competition • Advertising methods • Health Aspects • Regain a standing in the industry

  5. History • We were established in Pittsburgh over 100 years ago • Flourished during the height of the steel industry • Most loyal customers have been with the company for a long time and are gradually entering older age brackets

  6. Objectives • Reach a wider customer base • Prepare the company for the introduction of new products • Capitalize on new groups of customers

  7. Business Plan • The changes to our company and current product • The introduction of our new products • Our plan for expansion • New advertising strategies

  8. Strategy • In preparation of the changes in the company • Drop “Lemonade” from our current name • Call the company “Rose Fresh” • Expand the product into teas and juices

  9. Strategy • To reach the objective of reaching a wider customer base: • Expand the company from just nation-wide to the rest of North America • Including Mexico and Canada • Improve and update the design of the label for the company • Improve our methods in which we sell our product throughout North America • Placing more effective advertising throughout North America.

  10. Strategy • Capitalize on new groups of customers: • Skewing our advertising toward 18-24 year-old consumers/college-aged consumers • The placement of advertising in Southern states and Mexico • Advertising in certain magazines and on certain television channels

  11. Plan of Action-Introduction of New Products into the Company • Company name modification • Dropping “Lemonade” from the name of the company • Changing the name to “Rose Fresh” • Change allows the company to expand the product line • Lemonade AND to other products • Show that Rose Fresh is modern through new products • Maintain our existing customers • Provide them with original lemonade product • Attract new customers • Provide them with a whole new product line

  12. Plan of Action-Introduction of New Products into the Company • Will include original, popular lemonade • Will expanded to two more major categories • Iced Teas • Juices • Iced Tea + Juices + Lemonade = complimentary

  13. Iced Teas “Simply Southern Sweet Tea” • Traditional Flavor • Promotes Rose Fresh’s concept of natural and simple

  14. Iced Teas • “Black and Yellow” • Created by mixing lemonade and iced tea • Used the name to show the Pittsburgh roots of Rose Fresh • The colors for Pittsburgh are black and yellow (or gold) • Hit Wiz Khalfia song = “Black and Yellow”

  15. Plan of Action-Iced Tea Promos “Simply Southern Sweet Tea” • Smooth and classic • Ads may include: • Handsome, well dressed, young black man • Actions of a gentleman/good deeds • Play on alcohol ads • Subject gets the girl, but through classic chivalry

  16. Plan of Action-Iced Tea Promos • “Black and Yellow” • Endorsement from Wiz Khalifa • Attract fans • Fans are in target market • Creates a more credible product and company • Attract sports fans • Pittsburgh Steelers • Pittsburgh Pirates • Pittsburgh Penguins

  17. Juices “Citrus Ass-Kick” • Designed to be a natural energy drink similar to orange juice. • Contains Vitamin C • Common product that many people will recognize • Contains citrus fruit, like Lemonade

  18. Juices • Unnamed Pomegranate-Blueberry • Undeveloped name • Product helps to attract more health-conscious consumers • More unique flavor

  19. Plan of Action – Juice Promos “Citrus Ass-Kick” • Natural energy drink • Promotions will feature • Lazy people trying product then doing crazy stunts • “You just need a Citrus Ass-Kick!” • Target market will appreciate the play on words and abrasiveness of the name

  20. Plan of Action-Juice Promos Unnamed Pomegranate-Blueberry • Consumers will name the product • Submit and vote on website • This connects consumer to product • Potential ads include: • People trying product and coming up with crazy names • “This PomegrizzleBluebizzle is the shizzle!” • Think you can come up with a better name?

  21. Plans of Action-Reaching a Wider Customer Base • Rose Fresh would like to expand the company • Throughout North America • Includes both Canada and Mexico • Plan on building production factories • Provides job opportunities giving the company a better reputation • Reach new customers • Improve and modernize the label • Bottle in recycled glass rather than plastic • Company is focused on creating healthier, more natural products • Switching to glass bottles can help accomplish that

  22. Plans of Action-Reaching a Wider Customer Base • Selling our product in a variety of markets • Supermarkets • Convenience Stores • Online • Company Website • Place more effective advertising

  23. Plans of Action- Capitalizing on New Groups of Customers • Advertise to 18-24 year olds • College-aged consumers • Some ads skewed toward African-Americans • Largest Consumer group • Easily persuaded to buy new products • Attracted to new and unique trends • More advertisements in southern states and Mexico • Untapped advertising market • People who drink the most iced tea and fruit juices live in these areas

  24. Plans of Action- Capitalizing on New Groups of Customers • Focus advertising to specific television channels and magazines • Magazines: • Glamour • Cosmopolitan • Sports Illustrated • Television Channels: • MTV • BET • Comedy Central • ESPN • FOX • Channels attract younger viewers • Help promote our advertisements to our target audience

  25. Budget • Name Drop • Repaint Trucks • Promotional Materials • Labels • Website Redesign • Advertising • Billboards • Commercials • Magazines • Radio • To Mexico • To Canada • Promotional Materials • Letters • Surveys • Coupons

  26. Budget • Product • Production • Glass Bottles • Logo Design • New Flavor Design • Production • New Equipment • More Space • More Labor

  27. Budget • Shipping • To Mexico • To Canada • More Trucks

  28. Rose Fresh Simple Natural Modern Current

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