Essays on Appropriate Product Positioning in the Market, a Need for Branding and Good Packaging to Make the Product More Appealing to Customers Literature review

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The paper “ Appropriate Product Positioning in the Market, a Need for Branding and Good Packaging to Make the Product More Appealing to Customers“ is a   meaningful variant of a literature review on marketing. Based on my individual experience and personal research, most individuals do not consume the average servings of vegetables in their foods as advised and required by the health authorities and institutions. After making inquiries from close friends and relatives on their vegetable consumption patterns, I came to the conclusion that there needs to be an alternative to avail the nutrients found in vegetables without necessarily consuming them in our meals.

After extensive research, I realized that these servings could be supplemented inform of vegetable juices and out of this the idea of a vegetable juice business was born. This paper discusses the idea of vegetable juice business in three phases as indicated below; Judging by the growing consumer interest in healthy beverages which has led to the introduction of several new non-carbonated beverage brands, vegetable juice could also be a worthy and suitable brand as it would be addressing the health concerns of the modern lifestyles that people live.

Vegetable juice is juice primarily made from blended vegetables. In some instances, it is mixed with fruits such as tomatoes and grapes so as to improve its flavor. It is seen as a low-sugar alternative to fruit juice (Shenoy & Kazaks, 2008). Vegetable juice serves to supplement diets that are low in vegetables and fruits. This can be made from varying combinations of carrots, beets pumpkins, and tomatoes. It may be added other items such as dandelion greens, kale, cucumbers, lemon, garlic or ginger for medicinal purposes. With the actual nutritional benefits of vegetable juice being questioned over a period of time, a recent UC Davis study found that drinking vegetable juice on daily basis significantly increased the drinker’ s chances of meeting the daily recommended number of vegetable servings.

Having an easy source of vegetables such as in the form of juice encouraged and enabled many drinkers’ to incorporate more vegetables into their diets. According to Shenoy & Kazaks (2008), the significance of the nutritional benefits in vegetable juice is supported by the fact that raw vegetables contain important enzymes that get destroyed through heating.

It also contains delicate micro-nutrients that are negatively altered through cooking. This means raw juices have a rich array of nutrients and enzymes that are otherwise destroyed when the vegetables are cooked. Reports by a recent study indicate that vegetable juices offer considerably equal health benefits as compared to whole vegetables in minimizing the risk of cardiovascular diseases and cancer. This is as shown by almost every health authority that recommends a person to eat at least 6-8 servings of vegetables and fruits per day which only a few individuals manage to get.

Juicing, therefore, enhances the possibility of reaching the daily target for vegetables. Vegetable juice also upholds the principle of regular food rotation as one can juice a wide variety of vegetables that they may not normally enjoy eating whole. It is, however, important to note that some vegetables contain large amounts of sugar hence the need to be considerate in making juices out of them. The target market would consist of basic adults, young adults, and shoppers who shop at convenience stores and groceries.

Keeping costs low while providing quality products is part of my secondary goals of the business together with increasing the consumer per capital growth.


Jean, K. K., 2008 The new strategic Brand Management: Creating and sustaining Brand Equity Long Term Kogan Page Publishers

Shenoy, S., & Kazaks, A., (2008).Vegetable Juice is an Effective and Acceptable way to Meet Dash Vegetable Recommendations. Journal of the American Dietetic Association. 108(9), pp. 10-40.

Tobias, R., 2012. International Marketing Mix Management: Theoretical Framework, Contingency Factors and Empirical Findings from World-Markets. Logos Verlag Berlin GnRH.

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