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Aarkstore Enterprise Pom Wonderful: how innovation in science, packaging and branding can create

Pom Wonderful: how innovation in science, packaging and branding can create a new superfruit category

Introduction

This report on POM Wonderful forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has succeeded in the market and how this premium juice could maintain its competitive edge amid the economic downturn.

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

CATALYST

SUMMARY

ANALYSIS

The rising awareness of health food and drink has driven relevant products to tremendous growth

The global market of food and drink products with health benefits has been expanding as consumers take the importance of a healthy diet on board

The rising attention to fruit and vegetable intake has fueled the growth of juice drinks, particularly premium fruit juices

The so-called superfruits have caught on to the health trend, at the same time providing sensory appeal

Pomegranate is one of the shiniest stars among superfruits

POM Wonderful: the drink has proven to be a success

The juice drink became a hit and opened the path to wide recognition of the fruit among US consumers

Extended product line also proves the success

Where it all went right: analyzing the success of POM Wonderful

Reaping the fruit of scientific researches and backing on natural antioxidants: building consumer trust

POM Wonderful keeps its marketing simple with easy to understand messages and no jargon

Stay focused: POM's product extensions are still based on the antioxidants derived from pomegranate

POM has successfully convinced consumers that it is worth the premium price

Facing uncertainty: implication of the economic downturn

Consumers are tightening their belts, but this does not mean the end of the health product boom

The drink is also hedging itself in the time of uncertainty

POM faces mounting challenges from competitors, but continued investment in marketing could help it retain its strong branding

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

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For More Related Reports Please follow the link :

http://www.aarkstore.com/reports/Pom-Wonderful-how-innovation-in-science-packaging-and-branding-can-create-a-new-superfruit-category-155976.html

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