St.

John the Baptist Catholic School

Serrano Street, Corazon, Calumpit, Bulacan.
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Case Study: Joozy Mango Drinks

Submitted by:
Robles, Kerby
Ponce, Kristine
Oliver, Shannen
Raros, Yuri
Millares, Darrylle
Bacud, Jackeline
Roldan, Louie Ray
Reyes, Malcom

Submitted to:
Ms. Janina Raniella Candido
I. Point of view
Bobby Aniclao, a graduate with a master’s degree from a local business school, who takes the
position of marketing manager is the speaker. He was talked into taking the position by Steve, his cousin
and the new owner of Joozy. After much consideration and study on the present situation of the company
and its goal to increase the growth of the company, Bobby is set to work the company out in order to
achieve the growth that has long been overdue.

II. Market Situation Analysis

A. SWOT Analysis
Strength
 They can compete to other juice companies.
 High percentage of real mango.
 Product has no/little amount of preservatives.
 The only juice drink in cold pack
 The container has a double seal for protection.
 The company has a catchy name.
Weaknesses
 Product is sensitive to temperature and has limited shelf life
 Product is being offered only to selected markets.
 They are not open to retailers.
 They only have and is dependent on its 12 salesmen with regards to its sales.
Opportunities
 Many clients/buyers find the product appropriate because of the difference between Joozy and other
products.
 Easy to sell because of the high quality and taste of the product
 The management is open to expansion and improvements; thus, they are willing to listen to suggestions.
Threats
 No growth in sales for the past years.
 Dependent on its salesmen, if a salesman will quit its job, a big fraction of the sales would diminish.
 The product of the company has a higher price as compared to existing competitors in the market.

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 B. Product life cycle

i. Introduction
The Joozy Mango Drinks starts when Arthur Aniclao considered a drink-making process that
would have a higher quality of fruit content from the others. By the mixture of a pure fruit ingredient,
glucose, water, and a special formulation that requires either little or no preservation at all.
The mixture will now be placed in a refrigerator bin where it will be stirred thoroughly. Joozy
Mango Drinks should be mixed in a area that has a fixed temperature or else the quality taste might
suffer. Unlike any other product, Joozy Mango Drinks only has a maximum of 10 days storage life.

ii. Growth
Joozy Mango Drinks has 2 sizes: A galloon size, and a 210ml bottle size. The galloon size has a
selling price of 140Php, and the 210ml bottle size has a price of 14Php. The 210ml bottle size spreads
through restaurants and fast food chains that has a selling price, ranging from 20Php to 35Php.

iii. Maturity
The rapidly growth of the product reaches its peak. Joozy Mango Drinks spreads everywhere and
easily sets itself in the industry, from restaurants and fast food chains to hotels. Hotels even sell the juice
for about 60Php to 130Php per glass.

Iv. Decline
Decline stage is inevitable, being the best exemplified in the market, the company cannot simply
avoid the problems that will occur, their product might shrink but it can also maintain its place. A
company knows that their product is in decline stage when sales decreased, some reasons that the
product is declining might be: the consumer/customer switch to other products; Economic cycle, people
might not have the luxury to buy the product; Competitors, other companies might introduce a new
product that is way better that Joozy Mango Drinks.

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 C. Target Market
At the moment, the product is being served and marketed to hotels, restaurants and limited
institutions, believing that the superior quality of the product would only be able to be gauged by the
experts. The company has its 12 salesmen and each personnel have its own territory to take care of.
Joozy offers its product in some areas like, Manila, Makati, Quezon City, even in Tagaytay and
Pangasinan. However, the company’s marketing objective is being shift to pursue the consumer market
to regain growth of the company.

D. Product Positioning
Joozy, being a premium mango juice drink, is only being sold to traditional business market.
Having its superior quality over other juice drinks in the market, it is only being sold to few who were
considered seasoned experts. But these seasoned experts to but the product is only limited and is not
bringing profit to the company. Believing the potential, quality and taste of the product, the company is
shifting its marketing objective into tapping the consumer market where a larger volume of buyers is
present. No ages, gender, nationality or skin defines who drinks mango juice. So, it is only logical that it
be sold to the public. As the product has already established itself in the hotel and restaurant industries as
a premium juice drink, it would be easier to please the consumer market with the taste and quality of the
product. With the demand of the public for quality food and beverages even at a higher price, it is only
apt for Joozy Mango Juice to be able to give the public a taste of its product.

E. Current Marketing Mix Strategy

i. Product
Joozy Mango Juice becomes popular because of its high percentage of having a real mango
content. To have a better taste, they use cold pack process so that they are able to have a small amount of
preservatives to assure you a delicious taste of our juice, but, it is not the only effect of the process, it is
also for the satisfactory or to get the exact taste we wanted.

But there is also a negative Impact of having a natural quality because the life range of the natural
elements are just in maximum of 10 days, compared to the other brands of mango juices that uses many
preservatives, it last for more than two weeks. Joozy juice should be refrigerated most of the time
because it is sensitive in temperature, even during the process because it can affect the taste output of the
juice.

For the more convenience, we use plastic container and have 2 sizes, a gallon is made for the
large number of people. 210 ml is made for the single purposes only. And for the best protection, we
add

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an extra plastic seal to avoid leak. Same in other brands. We use a paper label for the product
information.
ii.Price

The Joozy juice is available in 2 sizes which is in a gallon container for, 140 pesos, and a 210ml a
bottle for 14 pesos. Gallon is made for large amount of people, and the 210 ml is made for the single
used consumption only.

Hotels and restaurants are their priorities to sale on the business market. The price of the 210
which is 14 pesos in original price. ml rises up to the range of 20pesos to 35 pesos. The others are
selling the Joozy juice in glass which is equal to 2/3 of the bottle best example is a hotel, it ranges like
that because people pay depending on the location or ambiance.
iii. Place

More often, the business market place of this product is located on hotel, restaurant and fast
food. For them able to sell the product at a higher price.
iv. Promotion

Discounts. Offering trade and volume discounts to its market. They can give from 4-10 percent
discount on its volume. And for the incentives for the early payment they can also give 4-10 percent
discount. And for the early payment they can give 2-4 percent for the early payment.

v. Process management

Mr. Arthur Aniclao, a food technologist dreamed of producing a juice drink of the highest
quality, started a business and now running for more than 10 now. Having a higher fruit content is a big
plus but highly risky. The cold pack technique is applied and mixed with original fruit content for the
Joozy juice drink.

vi. People
Steve Aniclao is the first handler of the Joozy mango, years after the Joozy mango transferred
to the hand of the cousin of Mr. Steve Aniclao, Bobby Aniclao. Bobby Aniclao accepted the
responsibilities because Mr. Steve had been insisting him for the last two years.

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III. Case Problem

We found several problems and issues of the company Anibev International mainly target

marketing and positioning issues. The problem that we encountered first is their product is distributed

exclusively for hotels, fast food chains and restaurants. We have no connection with the outside market

like malls, groceries or local stores. Next is the freshness of the product only lasts 10 days of shelf life,

whereas it affects the quality of the product. Third is that the brand of the product is not being

recognized when being served in such institutions and businesses. Another one problem is that other

companies are starting to have their own pneumatic juicers which allows them to make their own juice

that is fresher than the packed one. Lastly, the company is satisfied and contented as long as they sell

products. They aren’t aware to the idea of expanding through the outside market, that is why growth and

development doesn’t improve over time.

IV. Case Objectives

1. To recover development by seeking after the buyer advertise rather than its customary market.

2. To offer fulfillment to the customers including institutions.

3. To acquaint their product to others.

4. To be able to give the same product quality without the need to add up on price.

V. Alternative Problem Solution

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 1. Joozy should be made available to the public and not exclusively to hotels and restaurants only.

Though Joozy has a higher price, once the public was made aware of its nutritious value people would

still buy it.

2. Do sample tasting on the market. Since the product is not promoted through media, people are not

aware of the high quality and taste that Joozy provides. Once a buyer experiences the deliciousness and

freshness of Joozy, big chances are the product would be sold.

3. We could also provide promotional discounts like buy 5 get 1 free.

4. If Joozy is already put up in the market, ad campaigns may be started.

5. In dealing with hotels and restaurants, discounts and terms are being granted. While in dealing with

the market, the deal should shift in volume.

VI. Recommendation

It is highly recommended that Joozy should tap the buying public and not limit itself to few institutions

like hotel and restaurants. Since the product already achieved a high quality and taste, funds for R&D should

temporarily be diverted into advertising funds in order to promote the product and be able to reach every

household in the country. Once sales picked up, advertisement funds can now be resumed back to R&D. Our

main concern is to get a larger market, if not all markets so funds should be administered in order to reach out

and make the product known.

We may be serving Joozy to hotels and restaurants, but the name itself is not being recognized because

they serve it in tall glasses. But we must maintain our existing clientele. Tapping a new market does not mean

changing of market. We only need to broaden our market and make Joozy as one of the top brands in the

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country. The potential of the product is very high, the problem is how to make it available to the public, thus

this recommendation.

VII. Conclusion

Joozy Mango Juice is a product of high quality and taste, produced and developed by Steve’s family.

In the past years, the company has a steady market of hotels, restaurants and some institutions which sums

up the whole market of the product. The company is not on a losing track, but also, it is not profiting. The

profit which sums up to as much as Five Hundred Thousand Pesos in a year, goes to its R&D.

They have a potential product. Maybe it is higher in price compared to other fruit juices in the

market, but the quality is of high standard. Having assumed the position of being the over-all manager of

the company after his father has passed away, Steve is determined to get the help of his cousin Bobby, to be

the Marketing Manager, and help him expand the sales and make a profitable company.

Over their breakfast plate and glasses of Joozy mango juice, Steve was able to convince Bobby into

taking the position of Marketing Manager. Believing that they have a good and potential product, and after

much consideration of the present situation of the company, Bobby is determined to work on increasing the

sales of the company thru penetrating a different market. He knows that the job won’t be easy but hoping

that he is a hard worker, he is up to the challenge of making the product known and sellable to the public.