In February this year was carried out restarting the juice brand Jaffa – one of the key brands “Vitmark-Ukraine”. As a result, the market derived new product line under the brand name Jaffa, which replaced two subbrands – Jaffa Select and Jaffa Natura, previously positioned in the upper and middle price segments of the juice category.
Changing the brand portfolio will more clearly identify Jaffa, to improve his knowledge and perceptions of consumers, as well as distributional and focus marketing efforts of the Company in the same brand.
The Jaffa’s updated proposal includes new packaging design and improved formulations of the product – the taste of juice-date stamps have become more intense. It also has been expanded product line with two brand popular among Ukrainian consumers tastes – Sicilian orange and vegetable juice. Along with restarting the brand will also provide consumers a new packaging format portion – 0.33-liter Tetra Prisma with an innovative lid Dream Cap, which is an innovation in Europe.
According to brand manager Jaffa Olga Budnik, to change the brand was about a year. More than 11 months of research and conducted focus groups to develop a new package design with the assistance of the international design agencies, and consumer tastings, which resulted in significantly improved formulation of juices and nectars under the brand preferences of consumers.
According to the research more than 89% of respondents stated their intention to buy a new Jaffa.
Renovation of the brand will be supported by a new advertising campaign on television, and communications in the media and the Internet. In addition, the first day of the start-date sales of stamps were launched incentive programs for the partners of the Company and the trading team to improve the accessibility of Jaffa brand in retail.
As a result of restarting the brand Company expects an increase in market share of Jaffa in Ukraine up to 6% by the end of 2013.