MAR036-6 Brand Communication and Reputation Management

Assessment- 1
Client Brief (live project) Based Coursework
-A Case of JuiceyFIT

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Abstract

This study examines Juiceyfit's use of a variety of communication strategies to

strengthen its brand identification. The study looks at the methods used by the
company to convey its values and messages to its audience by using models and
theories like. The study also examines the present approach for brand
communication and suggests extending the communication mix through podcasting
and influencer marketing. To help similar businesses communicate their brand's
mission and values successfully, guidelines that were developed based on the
analysis's conclusions are also provided.
Table of Contents
 Introduction.
 Communication Mix Analysis for JuiceyFIT.
 Extension of Communication Mix.
 Recommendations for similar companies/brands.
 Conclusion.
Introduction
JuiceyFIT was established as a business dedicated to health education. For both
individuals and groups, it offers masterclasses on juicing, fitness, health principles,
and menopause (JuiceyFIT, 2023). It is a private limited company incorporated on
December 17, 2021 (gov.uk, 2023). JuiceyFIT teaches women between the ages of
40 and 65 how to lead healthy, sustainable lives (JuiceyFIT, 2023).
A brand is a name, term, sign, symbol, or design that sets a product or service apart
from its rivals. It is a commitment, a link of devotion, and a partnership (Maurya and
Mishra, 2012). Through a variety of communication techniques, branding entails
leaving behind consumers with mental and emotional landmarks that have a direct
impact on their life. A strong brand enhances a business's reputation and helps the
process of building a brand as a whole (Wijaya, 2013). For brand rivalry and
consumer happiness, effective communication tactics are essential. With young
adults spending more time on social networking sites like Facebook, Twitter, and
Orkut, these platforms have become a well-known centre for branding in India.
These platforms are used by advertisers and brands for promotion and building their
brand identities (Jothi et al., 2011).
This study intends to evaluate the communication strategy JuiceyFIT used to support
its brand identity. The paper describes the communication mix and details how
JuiceyFIT uses social media and advertising to reach its target market. The brand
communication strategy for JuiceyFIT is discussed in the paper, with a focus on
style, confidence, and fitness. Additionally, it explores the potential advantages of
podcasting and influencer marketing for JuiceyFIT and makes suggestions for how to
expand the mix through these media.

Communication Mix Analysis for JuiceyFIT

 Promotion Mix (Communication Mix):
Product, pricing, placement, and promotion are the "Four P's" of marketing. The final
P of marketing communication—promotion—should involve coordinated activities
that place a focus on the distinctiveness and excellence of the product (Resnick et
al., 2016). The fourth crucial component of the marketing mix is the marketing
communication mix, which is used by businesses to reach their target markets. The
marketing communication mix includes components including advertising, direct
marketing, personal selling, sales promotion, and public relations (Nuseir and
Madanat, 2015). The combination of these components is essential for efficient
marketing communication to convey to target clients the advantages of products or
services (Todorova, 2015). JuiceyFIT generally connects with their target
demographic through advertising and social media. The brand's principles of fitness,
health, and confidence are communicated through aesthetically pleasing imagery
and films. JuiceyFIT can interact with its audience on social media sites like
Instagram and TikTok by posting motivational exercise videos, client endorsements,
and behind-the-scenes photos of the production of their products.
JuiceyFIT Instagram profile @juiceyfit has 290 followers; engagement rate of the
profile is 3.04%; like rate is 2.21% and comment rate is 0.83%. (Analisa, 2023).
Whereas on Facebook it has 83 followers and 48 likes. From figure 1 it can be seen
that there is an increase in user engagement from last few months, yet it needs to
create more content and focus on brand promotion.

Average engagement
35
30
Likes and comments

25
20
15
10
5
0
4/4/2023 4/24/2023 5/14/2023 6/3/2023 6/23/2023 7/13/2023 8/2/2023 8/22/2023
Timeline

LIKES COMMENTS

Figure:1. Average engagement rate on Instagram. By author.

Figure: 2. Recent posts of JuiceyFIT Instagram profile.

 SOSTAC Model:
The six key components of a business are situation analysis, objectives, strategy,
tactics, action, and control. Paul Smith developed SOSTAC in the 1990s (Wijaya
and Hermawan, 2018). It aids businesses in setting precise objectives, choosing
the appropriate market to target, and understanding their existing and future
environments. In an e-marketing plan, the strategy component outlines how goals
will be met, and the tactics section covers target market selection, positioning,
and communication tools (Susanti and Fikriyah, 2023). In order to carry out the
plan, managers engage in activities such as e-CRM, customer response, traffic
generation, sales growth, and customer response. Customer satisfaction surveys
and web analytics are used to track performance. Using conventional methods
like marketing research and web server log files, control elements can be
attained (Bhandari, 2012).
o SWOT Analysis:

Strengths Weaknesses
 Market-segmentation for  In the initial stage of
health-conscious and women development.
consumer base.  People are less aware about
 Differentiated product brand. such products.

Opportunities Threats
 New marketplace and has  Existing large companies
power to grow in upcoming can create huge
years. competition.
 Potential to empower women  Lack of professionals.
and attract them.
Table: 1. SWOT analysis of JuiceyFIT.

As JuiceyFIT provides juicing, health principles, fitness, and menopause

masterclasses, it has segmented the health conscious and especially
women and girls as their consumer base. It produces products which are
completely different from other, based on the situation of the person. As it
has different products and people are less aware about such products and
thus the company is in very initial stage of development and moreover,
has a small consumer base right now. As it is a new market for health
products and mentorships for midwives, it has potential to aware them and
grow. But nowadays, other companies is also focusing on creating such
products thus chances of competition and it do not have much
professionals, it is run by a single person.

o Website Analysis
Figure: 3. Website of JuiceyFIT.

Currently, JuiceyFIT has one website JuiceyFIT – for the love of fitness and juicing.
As shown in the image above, the website is now utilised to showcase
products and provide company information. Currently, customers utilising this
website can obtain information about the product and company. The traffic
increases brought on by your efforts will only be temporary, even despite
having fantastic advertising campaigns, creating viral marketing tools, and
designing enticing affiliate programmes sometimes doesn't work unless the
Website is rich in content. More than any other type of content, useful,
valuable, informative, instructional, or just entertaining content can draw in
and hold an audience. Although, JuiceyFIT has done quite of a good work but
is not able to attract consumers.
JuiceyFIT attracts interest on social media. Because the fitness sector is very
visual, social media sites like Instagram present interesting content. The
business generates interest by publishing interesting blog posts and
captivating social media content. By providing specialised fitness routines and
health counselling, desire is cultivated. On the website and in social media
posts, push users to sign up for subscriptions, purchases, or events. Juiceyfit
is now encouraging a well-balanced combination of physical activity, good
nutrition, and mental wellness as part of its dedication to holistic well-being.
This enhances its reputation as a reliable source of in-depth health instruction.
JuiceyFIT fosters emotional connections by emphasising true success stories
and transformational narratives. Additionally, the brand is positioned as an
authority in the health sector thanks to its instructional masterclasses. Brand
identification and dependability are strengthened by consistent messaging
across channels.

Extension of Communication Mix

Consumers and businesses are increasingly favouring online media over
traditional media, which has caused a change in the advertising industry. The
type of marketing communication chosen depends on the product's qualities,
the target market's attributes, the buyer's decision, the amount of funding
available for promotion, and if a push or pull strategy is to be used. The five
conventional components of the marketing communication mix are
advertising, direct marketing, personal selling, public relations, publicity, and
sales promotion (Chikandiwa, 2013).
o Using Podcasts: In the media environment, podcasts have grown from
being a minor phenomenon to a firmly established channel that offers an
on-demand platform for information and entertainment. The integration of
podcast delivery to Spotify in 2016 marked the beginning of the
professionalisation and commercialization of podcasts. They provide a
wide range of advantages, such as direct contact with stakeholders and
audience participation. Corporate branding is essential for synchronising
content across various communication channels, communicating values,
differentiating businesses, and fostering stakeholder loyalty. An easy way
to share knowledge, success stories, and expert interviews is through
podcasts (Beck et al., 2022). According to traffic and engagement
analysis, podcasts.google.com has 10.0M visits in last 3 months and traffic
has increased by 5.90% in last month (SimilarWeb, 2023).
o Using twitter: Twitter can assist innovative businesses in reducing risk
and enhancing their perceived uniqueness. Firms need to take a
communicative approach that includes regular communication, a variety of
tweets that convey the firm's quality, relational orientation, and
distinctiveness, and frequent positive affect signals if they want to be
successful. However, a lot of businesses get minimal feedback on their
communications, and emphasising only quality or uniqueness is
insufficient to get positive feedback. Businesses that don't include a variety
of messages into their streams risk having followers that only retweet
certain things (Fischer and Reuber, 2014). Twitter has been ranked as
number 2 in website ranking and it has 6.5B visits in last 3 months
(Similarweb, 2023).
Therefore, JuiceyFIT should also use these two medias for their marketing
and promotion. JuiceyFIT's use of podcasts and Twitter in its marketing
strategy offers exciting chances to include, inform, and develop a loyal brand
community. While Twitter's real-time engagement promotes community
connection and brand awareness, podcasts allow in-depth discussion of
health subjects and expert perspectives. JuiceyFIT can solidify its
commitment to health education and establish itself as a reliable source of
useful content in the health and wellness sector by making appropriate use of
these platforms.

Recommendations for similar companies/brands

o Believable purpose-based approach:
As it can clearly observed from the case of JuiceyFIT company, any
organisation needs to create its products in such a way that they can be very
useful for the consumers and can attract the exact segment of the market for
which the benefits and utilization is maximum. Each business needs to
understand what marketing is, how important it is, how to select the segment
of market. The five phases’, customers take while making a purchase are
described in the five-stage model of consumer purchasing behaviour. To
engage with customers, close sales, and comprehend the "moments that
matter" and variables influencing them, marketers need to be aware of these
stages. Consumers identify a need for a good or service in the initial stage of
need/problem recognition. To develop a set of preferred options, marketers
must comprehend the consumer's prior experiences, risk tolerance, and
interests. Marketers need to use this opportunity and offer pertinent
information, suggestions, and personal experiments. Consumers move from
assessing evoked sets to making decisions about when, where, and how
much to spend on purchases. In the post-purchase phase, the item is
assessed, expectations are confirmed, and key moments are picked out
(Stankevich, 2017).
Undifferentiated, concentrated, differentiated, and customised market
segmentation strategies are available. While concentrated marketing focuses
efforts and resources on a single market segment, undifferentiated marketing
has little variation among its market segments. Different target audiences
must be selected, and marketing strategies must be created for each. The
goal of customised marketing is to meet particular client needs. Market
segmentation aids in demand curve definition, product promotion, and
marketing mix synchronisation with tourist customers. The choice of the target
market is essential to the positioning strategy of a company's marketing
programme. The competitive environment must be defined, niches must be
chosen, consumers and organisations must be described, alternatives must
be assessed, and a target market strategy must be chosen. When choosing
which segments to target, marketing managers must take into account the
size, growth potential, structural attractiveness, organization's objectives, and
resources. For evaluating segment attractiveness, the Porter's Five Forces
model is a good resource. Choosing which and how many market segments
to penetrate requires making a final segmentation decision based on one of
five patterns: single segment concentration, selective specialisation, product
specialisation, or market specialisation. A strong market position, a
specialised reputation, and above-average returns for the industry can all
result from concentrating on a specific segment (Moutinho, 2000).
o Effective communication:

Companies should mix digital and offline media to effectively communicate

the purpose-based approach. The brand's ideals can be communicated and
audiences can be engaged with through interesting website content,
consistent social media updates, and thought-provoking blogs. The value
proposition, which serves as the company's main organising concept, is an
essential strategic tool for communicating value to stakeholders and
customers. It focuses on the reasons why some businesses do better than
others and the part marketing play in generating superior results. It is a crucial
component of strategic marketing. Value propositions encapsulate the
essence of marketing strategy choices and communicate to suppliers and
customers the strategic priorities. They distil key strategic marketing
decisions, such as how to allocate resources and which markets to target.
Value propositions can hone a company's positional advantage, which is the
direct cause of improved performance, when they are communicated to
targeted customers. The value proposition notion, which has its roots in
advertising, emphasises consumer communication by emphasising appealing
product characteristics or advantages that aren't provided by rivals (Eggert et
al., 2018).
With internet use increase and higher for those with higher incomes and
college degrees, the internet, social media, and mobile apps have become a
crucial part of billions of people's everyday lives. The next generation of mass
customers, the younger generation, also uses the internet extensively. With
over 2 billion users of social media and 1 billion daily active users on
Facebook, social media has propelled this rise. As a result, marketers have
increased their usage of digital marketing channels, with projections indicating
that by 2017, almost one-third of all global advertising expenditures will be
made through digital media. The majority of consumer marketing in the future
will take place online, notably on social media and mobile devices. To
comprehend customer behaviour in these digital worlds, further study is
required (Stephen, 2016).
o KPI’s:

Clicks, likes, shares, comments, brand mentions, profile visits, and active
followers are examples of social media assessment metrics. Clicks show how
well-written the title and image are, whilst likes and shares show how
interested the audience is. A high rate of clicks without engagement suggests
that the visual effects, movement of the information, and link quality need to
be improved. The five KPI’s that can be used for measuring the success of
communication mix, especially social media marketing for live projects are
identified. To ensure that the brand's mission and pertinent information are
effectively communicated, keep an eye on website traffic and engagement
metrics. To reach the intended audience, consider your social media reach,
follower growth, likes, shares, and comments. Check the conversion rate to
see if the audience is receptive to the message and takes action. Check the
brand's customer retention percentages to make sure it offers worthwhile
opportunities for health education. Analyse influencer impact to evaluate the
reach and interaction brought about by collaborations, which can raise brand
awareness and credibility (Koscielniak, 2018).

CONCLUSION
JuiceyFIT is a firm that provides health education. Through advertising, social
media interaction, and consistent messaging, JuiceyFIT has effectively built a
strong brand identity in the health and wellness sector. The SOSTAC model is
in line with the company's communication strategy, enabling a thorough
market research and the setting of specific goals. Through visually attractive
imagery and content, the brand emphasises its focus on health-conscious
women between the ages of 40 and 65, building emotional ties and reinforcing
fundamental values. JuiceyFIT could look into podcasts and Twitter, which
provide in-depth discussions, expert interviews, and storytelling, to diversify its
message mix.
To replicate success, similar businesses must adopt a purpose-based
strategy that targets specific target markets, segments their product lines, and
uses a variety of channels to communicate the brand's values and mission. In
the health education sector and beyond, key performance indicators (KPIs)
like website traffic, social media engagement, conversion rates, customer
retention, and influencer effect can assist in streamlining communication
strategies, fostering brand loyalty, and achieving marketing objectives.
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