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POM Wonderful case study: creating sustainable growth in the superfruits market

IntroductionThis report on POM Wonderful forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has succeeded in the market and how this premium juice could maintain its competitive edge amid the economic downturn.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market
Published on: Mar 4, 2016
Published in: Business      Economy & Finance      
Source: www.slideshare.net


Transcripts - POM Wonderful case study: creating sustainable growth in the superfruits market

  • 1. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!POM Wonderful case study: creating sustainable growth in thesuperfruits marketPublished on March 2009 Report SummaryIntroductionThis report on POM Wonderful forms part of Datamonitors case studies series, which explores business practices across a variety ofdisciplines and business sectors. It looks at how the brand has succeeded in the market and how this premium juice could maintain itscompetitive edge amid the economic downturn.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market Table of ContentDATAMONITOR VIEW 1CATALYST 1SUMMARY 1ANALYSIS 2The rising awareness of health food and drink has driven relevant products to tremendous growth 2The global market of food and drink products with health benefits has been expanding as consumers take the importance of a healthydiet on board 2The rising attention to fruit and vegetable intake has fueled the growth of juice drinks, particularly premium fruit juices 3The so-called "superfruits" have caught on to the health trend, at the same time providing sensory appeal 4Pomegranate is one of the shiniest stars among superfruits 5POM Wonderful: the drink has proven to be a success 7The juice drink became a hit and opened the path to wide recognition of the fruit among US consumers 7Extended product line also proves the success 7Where it all went right: analyzing the success of POM Wonderful 8Reaping the fruit of scientific researches and backing on natural antioxidants: building consumer trust 8POM Wonderful keeps its marketing simple with easy to understand messages and no jargon 10Stay focused: POMs product extensions are still based on the antioxidants derived from pomegranate 12POM has successfully convinced consumers that it is worth the premium price 13Facing uncertainty: implication of the economic downturn 13Consumers are tightening their belts, but this does not mean the end of the health product boom 13POM Wonderful case study: creating sustainable growth in the superfruits market Page 1/4
  • 2. Find Industry reports, Company profilesReportLinker and Market StatisticsThe drink is also hedging itself in the time of uncertainty 14POM faces mounting challenges from competitors, but continued investment in marketing could help it retain its strong branding 15APPENDIX 16Case study series 16Methodology 16Secondary sources 16Further reading 17Ask the analyst 17Datamonitor consulting 17Disclaimer 17List of TablesTable 1: Functional food and drink market value in Europe, the US and Asia Pacific, by country, 2002-2012 (US$ millions) 3Table 2: Global market value of selected soft drinks by category, 2002-2012 (millions of US Dollars) 4Table 3: Number of new products with a pomegranate flavor and products with pomegranate as an ingredient from selectedcategories, 2002 - 2009 (SKUs) 6Table 4: Consumer survey: trust in health and nutritional claims made by food and drink manufacturers, in 15 countries acrossEurope, Asia Pacific, South America and the US, by country, 2008 9Table 5: Consumer survey: importance of products recommended by a professional body on consumers choice, in 15 countriesacross Europe, Asia Pacific, South America and the US, by country, 2008 10List of FiguresFigure 1: Consumers attitudes and behaviors towards diet are influencing manufacturers to launch products with a healthier image 2Figure 2: Products with a pomegranate flavor and/or made with pomegranate have been on the increase over the past seven years 6Figure 3: Current product lines of POM Wonderful includes fruit juice, tea, coffee, supplements and fresh fruit produce 8Figure 4: The message in POM Wonderfuls advertisements is simple to understand by consumers 11Figure 5: Consumers are showing interest in food labeling but are deprived of time to pay attention to every detail 12Figure 6: The RTD tea drinks launched after the juice drinks still use "antioxidant" in the copy and carry similar health messages 13Figure 7: Marketing campaigns from Welchs and Innocent also focus on the natural goodness from fruit 15POM Wonderful case study: creating sustainable growth in the superfruits market Page 2/4
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