In order to find out more information about the product, I have gone onto Tesco, Sainsbury's and Asda's sites as well as visiting their stores in order to see the product in person and see where it stands on the shelves. I wanted to see where the stores positioned the drinks on the shelves, and found that my initial thoughts of thinking that the drink would be stored with the health drinks such as innocent etc, were wrong and that the Feel Good Drinks were actually positioned with the popular fruit juice J20, Schloer and Appletiser.
Additionally, it allowed me to gather price information, and which store supplied the wider range of Feel Good Drinks and I found it impossible to find the drinks in Tesco stores, whereas most widely available in Asda. Applying this research to finding out who buys the product and why and when will help provide further information about how I could draw in the target audience of 18-35 year olds. I found the drinks that were readily available in each store, here's what I have found overall.Asda
General Offer 3 for £2.00 on Non Alcoholic Feel Good Cans
- Strawberry Daiquiri Non Alcoholic 250ml-£1.29
- Cocktail Mojito Non Alcoholic 250ml- £1.29
- Sparkling Cranberry & Lime- £2.00
- Sparkling Orange & Passionfruit- £2.00
- Sparkling Apple & Peach- £2.00
- Sparkling Raspberry & Passionfruit- £2.00
- Sparkling Cloudy Lemon Juice- £2.00
Main competitors seemed to be J20 box sets, Appletiser box sets and Appletiser bottles.
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| Screenshot Taken from Tesco site http://www.tesco.com |
Tesco
I visited 2 separate Tesco stores in the Manchester area and wasn't able to find any trace of the product, and when I searched online there was no products available and the site stated that Tesco no longer supply Feel Good Drinks. Perhaps it's a regional audience so isn't able to supply to this area, but either way unfortunately no research could be carried out for the product. Perhaps I could contact the actual company through the email address on their website, to clarify a few things about the consumers and the actual bottle design, as the bottle design seems to have changed from the original shape, meaning I'd need to clarify which bottle needs to feature within the advertisement.
Sainsbury's
Sainsbury's don't have the same sort of range in their stores, there's not a wide range available, and the drinks themselves are currently on sale at a reduced price. Here's what's available:
- Sparkling Cranberry & Lime 750ml - £1.50
- Sparkling Raspberry & Passionfruit 750ml- £1.50
Similarly to Asda, Sainsbury's seem to stock the drinks within the Sparkling drinks category, so I plan on researching further into the direct competition such as J20 and Schloer who are also leading fruit juice categories.
To conclude from this research, I have learnt that there are alternate competitors I need to research into as they will directly influence the audience and we need to convince the audience to choose this product instead. Maybe I should look into what these competing brands do to sell their product, and how they describe their benefits on their product.
Competing Brands
Appletiser
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| Screenshots taken from Appletiser website http://appletiser.co.za |
- Appletiser Sparkling Apple juice 750ml glass bottle, 275ml glass bottle, 330ml Can, 350ml plastic bottle and 1.25l Plastic bottle.
- Red Grapetiser Sparkling red grape juice 750ml glass bottle, 275ml glass bottle, 330ml Can, 350ml plastic bottle and 1.25l Plastic bottle.
- Grapetiser Sparkling white grape juice 750ml glass bottle, 275ml glass bottle, 330ml Can, 350ml plastic bottle and 1.25l Plastic bottle.
- Peartiser Sparkling Pear, 1.25l Plastic Bottle
However out of the range that Appletiser has on offer, I've found that the original sparkling apple juice is the most popular and therefore I've looked into what they have stated on their packaging in order to sell their product. Their slogan "Deliciously Good For Me" I think successfully invites the attention of the audience and the way it uses "me" adds a personal edge to the advertising, and like the audience is invited into buying the product. A friendlier approach to getting them to buy the product and feel good about themselves.
The main competing bottle would be the 750ml Appletiser as this is the size of the Feel Good Sparkling Juice too, here's the list of prices of the product in stores some of which sell Feel Good Drinks:
- Tesco- Appletiser Sparkling Apple Juice 750ml- £2.49
- Asda- Appletiser Sparkling Apple Juice 750ml- £2.50
- Sainsbury's- Appletiser Sparkling Apple Juice 750ml-£2.50
- Waitrose- Appletiser Sparkling Apple Juice 750ml- £2.49
- Ocado- Appletiser Sparkling Apple Juice 750ml- £2.49
(Information on prices found on www.mysupermarket.co.uk)
From this you can see that generally, the Appletiser is around 50p more than the Feel Good Drinks Co. 750ml Sparkling drinks whilst also boasting of the 100% Fruit Juice quality.
I've noticed a lot of Appletiser's online prescence is more within installations with models and celebrities such as Eliza DooLittle, who poses with installations of Appletiser bottles as part of their advertising campaigns and posters.
As well as this, wanting to target a younger audience and boost sales of the smaller bottles of Appletiser, January 2015, Appletiser launched a limited edition App called APPletiser
where it encouraged the audience to buy more Appletiser bottles as you could then scan the bottles and romantic characters would pair up etc. It became a success and boosted sales at nearly 48%, I agree that to try to aim the product at a teenage or younger age range, your online presence, apps, Youtube, Social Media etc is vital as the internet and devices such as Smart Phones are used internationally.
As well as this, wanting to target a younger audience and boost sales of the smaller bottles of Appletiser, January 2015, Appletiser launched a limited edition App called APPletiser
where it encouraged the audience to buy more Appletiser bottles as you could then scan the bottles and romantic characters would pair up etc. It became a success and boosted sales at nearly 48%, I agree that to try to aim the product at a teenage or younger age range, your online presence, apps, Youtube, Social Media etc is vital as the internet and devices such as Smart Phones are used internationally.
In addition to the app video there are also campaign posters to lure the audience into buying more products, also I think that ensuring the audience know it's limited edition made people want to buy the product now instead.
Schloer
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| Screenshots taken from the Schloer Website: http://www.shloer.com |
January' They describe themselves as "the Soft Beverage for Adults" making the idea of soft drinks more sophisticated and appealing to other alternatives.
The range on offer:
- Schloer Red Grape 275ml, 75cl glass bottles "Rich & Fruity"
- Schloer White Grape 275ml, 75cl glass bottles "Fabulously Fresh"
- Schloer Apple & White Grape, 275ml, 75cl, glass bottles "Aromatic & Delicious"
- Schloer White Grape & Elderflower, 275ml, 75cl, glass bottles
- Schloer Rosé 275ml, 75cl, glass bottles "Fabulously Fresh"
- Schloer White Grape, Cranberry & Raspberry 275ml, 75cl, glass bottles "Modern, Sophisticated"
- Schloer Celebration White Bubbly, 75cl, glass bottles
- Schloer Celebration Pink Fizz, 75cl, glass bottles
- Schloer Apple & Blackberry Punch, limited Edition, 75cl, glass bottles "The Perfect Autumn Serve"
- There are also 'Light' varieties of the original Red & White Grape 75cl Bottles.
Alike the 'Feel Good' Variety, Appletiser boasts about the natural ingredients and fruit juices within the product, and how it can be good for you.
- Tesco- Schloer Red Grape 75cl- £2.00 (2 for £2.00)
- Morrisons- Schloer Red Grape 75cl- £2.00 (2 for £3.00)
- Asda- Schloer Red Grape 75cl- £1.98
- Sainsbury's- Schloer Red Grape 75cl- £2.00
- Ocado- Schloer Red Grape 75cl- £2.00
- Waitrose- Schloer Red Grape 75cl- £1.50
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