Business Issues & Project Objectives
Our client is a manufacturer of 100% pure premium fruit juice, and they see the opportunity to grow in Indonesia’s evolving juice market by addressing unique consumer preferences, navigating price sensitivity, and leveraging the rising demand for healthier beverage options.
The objectives included:
- Uncover the functional, emotional, and social needs that 100% juice could fulfil for Indonesian consumers.
- Determine the market size, consumer usage and attitudes towards juice, and competitive context to inform a targeted market entry strategy.
- Evaluate the brand name, packaging format and design to understand consumer acceptance towards the branding elements
Our Approach
We utilized a mixed-method approach:
- Qualitative: online In-depth interviews using Jobs To Be Done approach with juice consumers, with pre-task prior to the session
- Quantitative: online survey to recruit and gather data from 500 eligible respondents.
- Semiotics analysis: to interpret the cultural symbols and meanings associated with juice products in Indonesia
Outcome and Project Impact
The research findings were utilized to develop a marketing strategy, including the selection of themes, positioning, and communication messages that resonate most with this category. Additionally, the insights served as a foundation for the R&D team in determining the optimal packaging type, size, and design.
