Brand Positioning model for Nestle and Local Juice Corner:

Juice sells foe its Health benefits, and how it tastes. The consumer market for juice usually
include people from all age who are health conscious and want something to drink which is
light and healthy. Nestle Brand itself is backed by rich history that is regularly reinforced by
advertisement. Nestle brand is present in more than 150 countries. Snapple on the other hand
is a fizzy drink. Snapple positions its self as “100 percent Natural Product”. The local Juice
corner backs emphasizes on freshly made juice of fruits which are of season.

Brand Positioning model for Local Juice Corner:

Offering 100 percent natural juice which is freshly made.

Brand Positioning model for Nestle:

Hygienic low cost readymade juice available in all stores.

Brand value chain model for Nestle:

The product's messaging is disseminated in a variety of ways, making it impossible to pinpoint

individual contributions to increased visibility. Because it capitalized on being everywhere, the
brand became extremely strong. When people began to use the product, this not only provided
attachment but also built associations. Nestle value chain backs on its 155 years long history
and its presence in ore than 100 countries. Nestle brand value chain will emphasis on how
quality fruits are sourced from the venders and how it uses automation to convert it into juice
with minimal human interference, which endures same quality and taste. The juice is then
packed in tetra pack boxes which protect it from the external environment. Nestle ensure the
product are safely stored and sent to the distributers at the control temperature. Expiry date of
the juice is mentioned on every box of juice to ensure the safety and wellbeing of the
consumer.

Brand value chain model for local juice corner:

How fresh the juice is, how the juice is made right in front of the customer. The customer has
the power to ask for changes, such as how much sugar they want the juice or if they want to
make a customized cocktail which cant be done with readymade juices.

Brand resonance model for Nestle:

Most of the consumers are easily able to resonate to Nestle as they see the marketing elements
everywhere in their life due to nestle high advertisement and marketing done by the brand.
Nestle is good at forging appropriate brand relationships with customer, its eliciting the right
brand responses. Nestle of the years has been successful in creating the appropriate brand
meaning which is offering a quality product foe the masses. Nestle has established a proper
brand identity with brands such as Nestle fruit vital.

Brand resonance model for local juice corner:

Local juice corner which are branded such as health and goodness and Iceland have a good
brand resonance and recall. Ice land uses pink colour branding boards with picture of fruits and
nuts, where as H&G logo and the presence of order takers outside the stores in green shirts
helps in its recognition. Since most of the local juice corners have special names for the drinks
such as firing cocktail, tropical blizzard its easy for the regular to resonate with the band but
since their presence is limited so the their awareness is less than big MNC’s such as Nestle and
Quaker (owner of Snapple)
Local juice corner positioning is based not just on juice it provides but the overall experience.
People who get juice actually go for the added benefits. These benefits include, ambience,
people, social interaction etc. local juice corners such as Iceland also positions itself to be a
convenience to people due to the large number of locations in which it operates.
Snapple positions itself as a wacky brand with over the top advertisement that targets
youngsters which is clearly evident from its advertisements which included the tennis star Ivan
Lendle who was mispronouncing Snapple to Shapple. The brand focused on urban youngster
which were health conscious. It was evident from the case that 17% of the people like to drink
100% pure juice and Snapple could capitalize that market by offering brand extensions.

It would be hard for snapple to compete with Large MNC like Nestle which has a lot of
experience in the juice market. However Nestle offers no product that is 100% juice, they offer
ranges of nectars and 15 to 35% fruit content in their juices, where as Local Juice Corners offer
100% authentic juice.