What strategy (ies) has Naked Juice taken to reach its current market position? As consumers begin to take more interest in natural wholefoods, the consumption of 100% natural juice is gaining popularity due to higher amount of nutrition and evidence that citrus, pomegranate and acai juice has significate health benefits. To gain greater market share, Naked Juice provides their product in different categories, 100% juice smoothies, 100% juice smoothies with immune boosters, protein smoothies, natural energy smoothies, antioxidant smoothies and pure juice smoothies. Categorizing these products into families gives Naked a better position to capture more consumers and provide for each of their needs. Consider PepsiCo’s strategy (ies) in its beverage business. What are the implications for Naked Juice in this portfolio? …show more content…
The acquisition of Naked adds to PepsiCo’s portfolio of noncarbonated drinks attracting a larger customer base and a consistent annual increase as the juice category is expected to increase with a 52% one year increase overall. However, in 2016 three customers filed a lawsuit against Naked for misleading and false label descriptions, according to the lawsuit majority of the juices contained a high amount of sugar and cheaper and less nutritious ingredients were dominate (Samuelson, 2017). Pepsi has denied all allegations but is agreeing to change labels to be more accurate with