Know-How Exchange : Branding

By promoting pomegranate's benefits, you'll likely be helping your competition sell more juice. To prevent this problem, how can you position YOUR juice as better than the others?

It sounds like you have a solution in search of a problem.

Why don't you start by interviewing at least a dozen people in your target audience? Who are these people? Where do they live/work? What do they drink today? How do they decide what they want to drink? What are their criteria for selecting a beverage? How do they view the various juice options? What, if anything, would they love to have available? Etc. If there are multiple segments, you should probably conduct a dozen (or more) interviews among EACH segment.

If you do a good job of conducting these interviews you will have the makings of a solid business and marketing plan. You will also need to explore distribution options, and the pros and cons of each.

make a unique ad campaign for it. good luck!

One way into the project is to think of the possible sales channels first - where are you going to sell and why and what are the knock on implications eg for budget?

For instance you might aim for healthfood stores as a low cost entry to the market; you could promote sparkling pomegranate spritzers for cafes, you might look to vending machines in gyms or at sports grounds as a route to a heath-conscious consumer or you could target supermarkets and mainstream retailers as a conventional (but high cost of promotion) product. How are you going to win these accounts and make sales with these businesses?

This then might help you think about the packaging format for sales - eg glass bottles versus paks. If you have a target sales channel, then you can think about things like point-of-sale materials - for instance cardboard pop-ups, drink mats, sampling events etc.