PepsiCo - Naked Juice
The Challenge
In 2018 PepsiCo approached our marketing club with a dilemma: Naked Juice was not resonating with college age consumers, resulting in a decline of on-campus sales.
Conduct research. to gauge students’ knowledge of super premium juice (SPJ) and how to make it more appealing
Gather insights to recommend strategies to market new product and penetrate the existing nutritional bar category
Raise aware of new product on UC Berkeley’s campus and make it replicable
The Process
Survey Data
Conducted 2 surveys - 1 for SPJ & 1 for nutritional bars
Broad target demographic of only college students
Focus Groups
Narrower categories: Athletes, grade levels, Greek Life grouped together for more detailed explanations
Questions were specific to their category
Analysis
Delegated sections of the data to specific team members based on expertise
Conducted competitor analyses to understand where we could augment product for our advantage
Recommendations
Made implementable recommendations based on my team’s analyses
Aided in executing Naked Juice events on UC Berkeley’s campus
Created & presented deck with recommendations to PepsiCo Executives
The Results
Brand Amassador
Found that brand ambassadors are one of the best ways for a company to directly market to students through case studies of Starbucks & Victoria Secrets.
Social Media
Use social media to connect brand ambassadors with students and make the account more college friendly.
Campaigns
Partner with clubs on college campuses to host events, such as the ones our club put on (event information in the full deck)