Buavita‘s Point of Parities and Diversities

I already defined the target market and the competitive analysis of Buavita in the previous story, and now I want to have this opportunity to speak about the brand positioning extracted from the target market of the brand, the major competitors, PoP, and Pod.

Buavita is a packaged juice made from real fruits, and long have been targeting 3 consumer groups, they are the urban mom, the sportswomen, and the working woman. But let’s take a look at Buavita’s primary target market, the urban mom, hypothetically, the ages range is between 25–35 years old, they already have children between 5–10 years old, And have monthly shopping expenses of 2–3 million that could be included in Indonesia’s middle-income family household group, cited from Liputan6 (6/02/20).

As for the behavioral factor, fruits were mostly eaten in the morning or lunch, and it was bought not just for her, but also for her family, who consisted of at least 3 individuals. As for refreshing drinks, she’s not even a huge fan of them, but her kids are. Her children will look for it in the fridges almost every afternoon where there is a cooling treat. She values family stability, intimate relationships, and preservation with her friends and relatives. She has a regular meeting or conversation at least via social media, mainly WhatsApp, with her other urban mum peers.

This target market prefers comparatively affordable foods and drinks that are also favorable to children’s development and well-being, and this better being ideally preferred by children as well. Buavita provides nutritious beverages that are suitable to consume for children at least 5 years of age, It is also good for the body, centered on the fruit ingredients used in flavors of Buavita. The taste of the packaged juice is also relatively sweet. Just like the favorite chocolate milk of the children emerges, if the children are already used to eating fruit from the earliest point, it can be advantageous for the children like he/she is safer with their favorite beverages. The distinctions between Buavita juice and numerous packaged juices are the thickness of the juice, the product itself extracted from real fruits, the places of sale that can often be found in almost all of your nearest retail outlets; from the convenience store to the supermarket, and finally, the comparatively low price.

From the target markets and the advantages of the product we can infer that Buavita‘s brand positioning statement may be:

Buavita is made for urban moms who prioritize family protection and interpersonal connection with their relatives and friends since the aim of Buavita is to provide families with beneficial health, with 3x more real fruits, the development itself uses trained UHT technology that not only store vitamins and fruit nutrition, But also to relieve bad bacteria so that the juice inside the bottled is protected at all times.

Buavita has made a number of brand interactions, reflected in business strategy, advertisement, etc. Some of the most common brand communications are Buavita Be Fruitarian, which encourages the well-being of eating fruit on a daily basis, minimum intake thresholds, and other health facts. The initiative was implemented by event promotion, such as sponsorship, community extension, etc. Not just that, the brand communication that Buavita wishes to emphasize as a fever antidote, the Buavita guava juice is also quite popular. But you never know, this TVC in 2017 that I find, underlining the keywords of “Kental nggak tembus,” was one of the most symbolic of their brand positioning in my mind.

I pick this TVC as the most descriptive of brand positioning, since the entire message involves the narration, just sit right with the brand positioning of the Buavita brand: the main target demographic, the strategic advantage of the product, the advantages and the “liquid thickness” that unexpectedly embraces the significant way of transforming the customer’s mind of the product.

To qualify the brand positioning, one must consider the parity point, which gives the brand a feeling of belonging to a particular type of product. There is Point of Parity from the brand correspondence that has been seen, these are:

1. Category points-of-parity: the selection of fruit ingredients available in grocery shops and/or supermarkets alike, contained in a bar packaging, made from the actual fruits, communicating the health advantages of consuming the products, industrial design.
2. Competitive points of parity: Because the product type has the characteristics of sweetened beverages and just fruit flavors, Buavita will have to get over the stigma by making various communications to convey the components of the actual fruit.
3. Cooperative point-of-parity: since the packaged juice mix was inexpensive, it often came with a low-quality association, so both aspects contradict each other. Buavita emphasizes the thickness of the drink to attract more customers, since they often correlated good quality drink with the thickness of the liquid, thereby enhancing the reliability of good quality, using the media of TVCs.

The point of parity is not enough, the brand must realize its point of distinction in order to distinguish itself from its counterparts. As the Buavita brand has strong inexpensive and healthy associations, the brand is still seeking to use the affiliation as the point of differentiation from its competitors, now we can break the PoD into two:

1. Functionally, point-of-difference: the TVC demonstrated the thickness of the juice liquid as the comparative benefit of Buavita, the company’s ability to produce 3x more fruit than before, the distribution reach in supermarkets and convenience stores.
2. Abstractly, point of difference: healthy, thanks to the use of actual fruit seen in the first scene and other messages of benefits from eating the products delivered in the TVCs. The idea of lavishing on the families.

Some are relevant to the brand positioning of the Buavita from certain points of parities and points of differences, but there is a dilemma about that as well. The dilemma was the comparatively low price of the goods (point of parity) and the reputation needed by the brand for high quality (point of differentiation). There is a good impact on it, it is consistent with the main target market, which is a price-conscious buyer. However, the contradiction is that while Buavita tries to highlight the health benefits from its TVC, the trust about the benefits is rather unfavorable due to the clear association with its key competitors.

Thus, as far as the TVCs are concerned, it greatly symbolizes the brand positioning of Buavita, but its parities, which include a packaged drink that is frequently identified with a sweetened substance, may be disputed by the advantages that Buavita wishes to convey in terms of healthy and fresh products for the body.