Question

Draw on industry reports to understand the brand’s current position in the Australian market of Nudie and the potential for future growth of the Nudie brand. Reflect on your own experiences, for example, what CEPs led you to purchase juices or other beverages in the past week? Critique Nudie’s current messaging to its competitors.

Q1. Provide a reduced list that you would recommend to prioritise for building MA of Nudie. Briefly justify drawing on course concepts.Based on  5 W’s of CEPs ( when, who,where, why,whom)

Q2 .Search for Advertising and packaging and identify the main messages communicated. How does this compare to its competitors in the juice category?

Q3.Identify any potential Category Entry Points being communicated, or any not being communicated that you have prioritised to grow the brand. Use evidence collected from the market and your knowledge of how brands grow to justify your view.

Answer 1

EXPLANATION:

Nudie juice displays the box very plainly that they say "nothing but" fruit literally. The drink does only have no added sugar and no nasties or preservatives. Its packaging is very simple and easy for the buyer to understand; the various colors show different fruit juices on the brand name. The pureness of the products and goals is simple cartoon-character, it attracts children.Compare with the big brand Berri, Berri juice telling the different messages to buyers, it is colorful and focus on 100% Australian grown, for the ingredients list, there have Orange Juice (99.9%), Vitamin C, Acidity Regulator (330). Although Berri adds something in the juice, it provides premium quality juices.

The main category entry points that Nudie juice communicate to buyers can be:

• 100% juice made of real fruits,
• A slogan of “creator of good”
• Good for kids
• Naked fruits
• No added sugar, no preservatives
• Suitable for vegans
• Suitable for pregnant and breastfeeding women
• GMO-free

The main category entry points that Nudie juice NOT communicate to buyers can be:

• 100% from Australian
• High vitamin C juice
• One of the biggest Australian juice brand
• Multiple ranges of juice products
• For every convenient shop to buy

Brand packaging differentiation strategy by Nudie is it good at creating massage of simple and nature healthy goods to the public, their logo and slogan also packaging style have emphasized the brand are different from other colorful brands in the market. Furthermore, it targets on children market, nature and healthy, easy to pack with lunchbox help the brand expand a new buyer group.