Who are Buavita‘s Goal Customers and Rivals?
Buavita is believed to be high in brand recall, although that doesn’t mean uyers won’t choose the products from other brands.
First of all who’s the Buavita’s target market? I try to categorize the Buavita target market into 3 categories, separated by findings on different media outlets.
The primary target will be the socialite mom, this thought arising from the fact that Buavita social media content is a combination of cooking recipes, and perfect family images, aiming to obtain the urban mom’s sensory memory with which they could connect.
Second, it’s sportswomen. This is because Buavita event marketing aims to reach this particular target demographic as its mission is to create groups whose participants often follow a healthier lifestyle, with the intention of achieving them to be the brand’s loyal customer.
Lastly, I consider the female workforce to be the tertiary target group because Buavita employees discuss one of Buavita ‘s advantages in enhancing memories, and hoping to help those who work hard to earn inspiration.
I’m also studying their competitors, learning the positioning of the brands, knowing how the market takes shape. Then I split the competitors into primary, indirect, and replacement (substitutes),
The Buavita’s three of several close competitors are Diamond Juice, ABC Juice, and Country Choice Juice. And I chose those three above as the direct competitors are because they provide similar benefits to the target market, which is the intake of vitamins, promise to be made from the real fruits, and provide similar varieties of fruits.
Above are some of the indirect competitors I picked, mostly because they are seeking to infiltrate the market with related consumer benefits and product categories. Despite this, their distribution channel isn’t exactly the same.
Currently, these are the replacement equivalents or the options if the consumers would like to get different options with similar advantages, they might go to the supplemental drinks which are all in the same product class and category but different product type.
Besides the distinction in the positioning of each brand, there are also parities between the brands, taken from the direct competitors:
- Correlation PoP: Low prices
- Product category: health beverages
- Distribution channel: Available in the supermarket
- Core message: health benefits (mainly from Vitamins)
And the parities of the indirect and the replacement, including the product categories and the core message, are not far from either.
As for the variations in the core brand message, I will also illustrate the diversity of target consumer penetration, and the distance between consumers is highly dependent on the demographic segmentation of the market. Take the Buavita of targeting mom and equal for example, while the Country Choice Juice intends to reach the millennials. It also operates on the ABC juice segment, emphasizing the effects of detox, seeking to draw more customers concerned with their weight. As a result, the market gap is shrinking, and Buavita leaves no alternative but to focus on the current segmentation.
