<p> The Smoothie Case</p><p>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. </p><p>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 </p><p>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.</p><p>1. What is your value proposition? What will you be selling? PRODUCT</p><p>2. Where will your smoothie be marketed - type store(s), geography, online? PLACE</p><p>3. Where will you advertise it? What will it’s packaging say? PROMOTION </p><p>4. Conceptually, how will you price it? PRICE </p><p>5. Who is the target audience? Is it store owners? The final consumer? Or both? Other? PEOPLE The Smoothie Case</p><p>6. What will be the personality and positioning of your blueberry company’s brand? BRAND</p>