Juice market: Battle of wits & control of consumers mind

By Princewill Ekwujuru

A cursory look into the fruit juice market and activities of fruit juice manufacturers’ tactics to control the market is become visionary. Today, revelation had shown that there appears to be a new frenzy marketing tool, eliciting what may be termed a rallying point where fruit juices intend to win and control consumers mind.

Brands like Chivita, from  Chi Limited, which recently activated the 100 percent pure juice content tagline, 5Alive, from Coca-cola, La Casera, Viva and others, have  keyed into the 100 percent natural juice content campaign to drive sales, as well as  rejuvenating activities in the juice market.

Today’s consumers are dynamic and vibrant, all they want is a brand that can fit into their lifestyle and make them have worthwhile experiences.

In fact, now, consumers want to create the brand and own the brand. Consumers want offerings that meet their desired taste and the brand they can use as a means of self expression.

Consequently, all these brands in a bid to establish a top-of-the-mind-awareness will have to align with the aspiration of consumers, their lifestyles has invariably become a basic imperative, as consumers yearn for brands that fit into their lifestyle, the need to create unique and compelling brand experience can never be overlooked by any serious minded brand.

The deployment of various campaign trends by brands to project unique selling point brings to fore the extent they have gone to bring consumers close to their brand.

Fumman fruit juice which has consistently pride itself on quality and guaranteed customer satisfaction, invoked a strong focus on consumer healthy habits, when it reeled out  its 100 percent pure fruit juice campaign recently.

The brand differentiates itself from the pack through its strong focus on quality and natural blend of fruit juices. The brand believes it offers what consumers cannot obtain elsewhere in terms of value and quality.

The Managing Director of Fumman Agricultural Products Industries Plc, Mr. Layi Adeyemi, said Fumman has adopted strategies to continuously engage  consumers and meet their yearnings and aspirations.  “It is the desire of Fumman to make the consumers experience innovation combined with value and top class quality.”

The lifestyle of the consumers needs to be accorded utmost priority in delivering service, as brand offerings should indeed be one that meets the yearnings and aspirations of the consumer, he continued. Fumman realises the imperatives of natural blend of fruit juice and it ensures a quality centric process to enhance consumer satisfaction. It should be stated that our juices offer natural nutrients that give our consumers healthy lifestyle, said the Managing Director.