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Follow on Google News | Coconut Water Case Study: responding to consumer health demands with a novel juice productAarkstore announce a new report "Coconut Water Case Study: responding to consumer health demands with a novel juice product" through its vast collection of market reserach report.
By: Aarkstore Enterprise This case study on coconut water forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the emergence of the drink as a new driver of market growth in the US and examines the major players within the sector, namely Vita Coco, Zico and ONE. Reasons to Purchase *Gain insight into the methods used by important industry players to give them a competitive edge *Identify specific areas for operational improvements *Capitalize on the knowledge of experienced companies when entering a new niche or market Table of Contents : "Datamonitor View 1 CATALYST 1 SUMMARY 1 Analysis 2 Coconut water is an up and coming juice in the US which could be a key growth generator for market players 2 The US juice market is substantially sized but weak growth is forecast 2 Functional benefits have been increasingly promoted in juice products 3 Coconut water is growing in popularity due to its natural, healthy and energizing formula 5 The US coconut water sector is led by three brands: Zico, Vita and ONE 7 Vita Coco: celebrity endorsements have aided brand growth 8 Vita Coco is the leading coconut water brand in the US 8 Celebrity investment has boosted the brand's media profile 8 The brand is marketed as a natural alternative to sports drinks 9 Zico: Coca-Cola investment has enhanced the brand's development potential 10 Coca-Cola is furthering its move into non-carbonates with Zico investment 10 Zico is set to ramp up marketing, but it remains committed to non-mainstream avenues 10 ONE: PepsiCo investment sees Coke rival take a competitive share of the market 11 PepsiCo has added to its coconut water portfolio with a stake in ONE 11 Product placement will be a key marketing area for ONE 11 Conclusion 11 APPENDIX 12 Case study series 12 Methodology 12 Secondary sources 12 Further reading 12 Ask the analyst 12 consulting 12 Disclaimer 13 List of Tables Table 1: The US juice market by category, $m, 2004-13 2 Table 2: Top three companies in the US juice market, 2008 3 Table 3: Leading flavors and claim s in new juice launches in the US, 2007-09 4 Table 4: Alleged key benefits of drinking coconut water 6 List of Figures Figure 1: Innovations in new juice launches in the US cover a range of functional claims 4 Figure 2: A high proportion of consumers regularly purchase functional products 5 Figure 3: Coconut water launches have grown in the US over the last few years 6 Figure 4: There is substantial interest in energizing products, although few consumers purchase them 7 Figure 5: Three of the biggest coconut water brands in the US are Vita Coco, Zico and ONE 7 Figure 6: Celebrity marketing is driven and inhibited by eight key factors 9 For more information please visit : http://www.aarkstore.com/ # # # Aarkstore Enterprise specialize in providing online market business information on market research reports, books, magazines, conference booking at competitive prices, and strive to provide excellent and innovative service to our customers. End
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