How to maintain Mr. Juicy as the market leader in the Hong Kongs chilled juice market - Essay Example

The health conscious nature of the company was reflected in in 2003, when Mr. Juicy introduced a new formulation, adding vitamins A, D, E and soluble fibre. The mascot has evolved from "Mr. Juicy Fresh" to "Mr. Juicy Fit". In 2005, Mr. Juicy Fit undergoes a packaging revamp exercise, in which the product attributes for health elements are highlighted. This illustrates that A.S.Watson group has been transforming Mr.Juicy according to the market needs to some extent. At the same time, fruit graphics are employed to enhance the wholesomeness of the brand.

However to continue its leading position there is a strong necessity to formulate management strategies. It also require strong marketing plan and an exercise to analyse the existing problems or weaknesses so that the opportunities and strengths can be maximized. The channel stewards should be introduced which will take care of customer needs immediately. Internet marketing plan has to be generated which reduces its cost of supply to the customers. The feed back of the customers has to be accurate and timely to make necessary improvements.

Improvement plan has to be made keeping the future issues in mind. Keeping these in view an exercise has been made to prepare a management plan with a major objective of maintaining the number one position of Mr. Juicy in Hongkong market. The A.S. Watson Group is a leading company that produces and markets a full range of fruit juices, soft drinks, tea and cooling drink products in Hong Kong and the Mainland. With a history dating back to 1828, the A.S. Watson Group has evolved into an international retail and manufacturing business with operations in 36 markets worldwide.

  At present, the Beverages Division operates two plants, producing bottled and canned soft drinks, and fruit juices. Among the major brands marketed by the company are: Sunkist, Mr. Juicy, Watsons cordials and mixers, Crystal Spring teas, and Sarsae carbonated drink and MJ cooling drinks in