Nudie’s Branding and Marketing Strategy.
1.Nudie’s SWOB analysis.
Strengths.
- Great taste.
- It is healthier as compared to competitors.
- It caters to different consumers in the market.
- It is of Australian origin.
- It has natural ingredients.
- High quality worth higher cost.
Weaknesses.
- It is not convenient.
Opportunities.
- It could create convenient versions of the drink for on the go users.
- It could create daily use variants that have vitamins and nutrients.
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Barriers.
- Entry to the bottled water market is difficult.
- The nudie’s brand utilizes branding through using their name for the product that sends a message of loyalty to the product.
Packaging also has a brand logo that nudie formulated to differentiate the product from that of its competitors.
The brand also ensured that the packaging can be handled with ease and buyers can see what the bottle holds inside. They also differentiated the packaging in that they package super-premium juices in square bottles and the Long lasting fruit juice in round bottles. It is to communicate that the product is different, to show what they are selling, and also to show they can be relied on to keep producing the same quality product.
- The brand is communicating vital category entry points by:
- Creating distinctive products that customers can pinpoint from varieties in the market.
- They are enhancing their visibility to get noticed through the use of logos, distinctive, and unique packaging to show their presence.
- It is continuously reaching potential buyers through active distribution channels that reach the final consumer in retail stores all over the world.
- Refresh memories linked to the brand through unique advertising and cheeky marketing through the use of distinct phrases, songs, words, and images.
- They are consistently ensuring that they are always available for the customers as and when required.
- Nudie is associated with the phrase ‘creators of good’ on the packaging that sets it apart from the rest. The brand is also producing premium quality natural products that can be enjoyed by the whole family. The packaging is also squared and rounded for their drink varieties. Its logo and colorful packaging also set it apart from its competitors.
References:
Australia Fruit Drink Market Size, Trends, Share, Industry Analysis, Demand & Growth Opportunity Assessment, Regional Outlook, & Forecast 2017-2025.
Anthill magazine, 2004. Pure ambition: inside nudie. Retrieved on April 1st, 2020 at
http://anthillonline.com/pure-ambition-inside-nudie/