The Smoothie Case

The Product  Blueberry smoothie  Uses certified organically grown or processed Kentucky blueberries, low fat milk and sorbet + vitamins and supplements.  Because of its characteristics the smoothie machines typically used to mix & dispense smoothies cannot be used.

The Company  A small "start-up" that has been selling blueberries and blueberry products to stores in the southern Cincinnati area  Their current products are priced above those of their larger competitors  Have a patent on a machine that dispenses smoothies comparable or favored over the traditional product  They have a limited advertising & promotion budget, however the two brothers who own the business can travel to sell the product while the rest of the family members take care of operations

General Smoothie Market Facts & Perceptions  Smoothie sales are skyrocketing  Smoothies have been one of the fastest growing food/drink items over the past five years, (sales have been up more than 80% to over $2 billion in annual sales).  perceived as being health-conscious, without being too "healthy.”  Aren't necessarily low calorie,  Better for you than a double cheeseburger and fries in terms of nutritional content  Convenient as an "on-the-go meal“ are a fixture in people's busy lives.  The biggest market is people 18-34  50% had at least one smoothie a month. Create a marketing plan for the smoothie. Each group member should be responsible for at least one of the 6 questions below. You can use drawings or diagrams, bullet points or outline form. Just be succinct. Submit the written report for your responsibility area after class.

1. What is your value proposition? What will you be selling? PRODUCT

2. Where will your smoothie be marketed - type store(s), geography, online? PLACE

3. Where will you advertise it? What will it’s packaging say? PROMOTION

4. Conceptually, how will you price it? PRICE

5. Who is the target audience? Is it store owners? The final consumer? Or both? Other? PEOPLE The Smoothie Case

6. What will be the personality and positioning of your blueberry company’s brand? BRAND