Pulp- have you heard of it?

 After choosing pulp from waitrose we decided to do a mind map of our ideas and the issues that we thought made pulp a weak brand.

Honestly, after doing some research i only just realised that pulp is not a smoothie or a drink as we thought it was, its actually just a blended fruit, without water or milk, which a smoothie or a milk shake is which makes me wonder which category pulp goes into.

There was also a lack of information on the packing, although the ingredients were on the front to prove to the consumer that it is really a 100% fruit, however as a group we assumed it to be a smoothie or a drink, i did not think that it was merely a blended fruit which i believe should be mentioned on the front.

The drink is placed in the adult section drinks but as a group we think that it was targeted for a much younger age, probably the target consumer would be between the age of 3-7, as it could be part of a kids school meal and parents would find it very healthy.

We also went through identifying a few strengths, weaknesses, threats and opportunities:

Opportunity: 

We saw that pulp was in a great market, it had not much competition and could, if they take their product a few steps further, dominate the market and become a market leader. Their product is very creative and smart but the branding is very weak

Also, the packaging is designed to very high standards but has not been implemented in a smart way as they did not look into the actual physical part of the packing

Threat:

The threat was mainly 'innocent' which is a smoothie company which is a highly successful company therefore pulp should look to reaching that point in competition.

Strength:

A smart idea and attractive/innovative ideas for the logo and website. 

Weakness:

Their focus on design and creativity is more than their focus on the actual product and sales of it which has brought them down and affected them. 

The packaging was very creative, by thinking of doing it into a sachet is a smart way of making their brand stand out amongst just a normal bottle, however, that is also a problem. The sachet material is quite thin and therefore reserves the cold which is a benefit, however it reserves a bit too much cold that it could be a bit annoying to hold. 

Also, the sachet is not attractive when organising the pulp product on the shelf, they tend to slant on a side and as you can see form the photo below they do not look very attention grabbing to the consumer.