Naked Juice already has over 55,000 followers on Twitter, so it does not necessarily need to focus primarily on gaining an audience, but rather posting content more frequently and engaging with the followers that it already has.ħ1% of U.S. The company is missing an opportunity to engage and advertise to a large portion of its user base by not being active on Twitter. Over 30 percent of Internet users between the ages of 18 and 29 use Twitter (Lee et al., 2015). Since the target demographics are individuals between the ages of 18 and 34, Twitter is a great medium for the company to be using in order to reach these people. Most studies agree that posting once per day on Facebook is optimal, with a maximum of two posts per day (Myers, 2020).
Naked Juice is not taking advantage of the medium to reach the users that already “like” their brand’s page. The same handle is used on this platform of The page currently has around 940,000 likes on Facebook, which is a very large audience. Similarly, as of February 2020, the last Facebook post was shared in July 2019.
The company is not very active on Facebook either. Marketing researchers recommend that companies should send anywhere from one to five tweets per day for the medium to be effective (Anthony, 2020). Before that, the company had not tweeted since May 2019. The company has a Twitter account and uses the handle However, as of February 2020, the company has not tweeted from the account since July 2019. The organization is currently not very active on social media. They live in a metropolitan area, and care about being healthy and living sustainably (O’Hara, 2016). Using Simmons Oneview Database, the demographics of users that drink Naked Juice were made up of individuals between the ages of 18- 34. People who would like to substitute perhaps coffee or another drink in the morning for a healthier choice can buy the smoothie product in bulk to enjoy in whatever amount they wish. Naked Juice sells individual bottles of smoothies, but they also sell larger portions of smoothies that come in a 64 oz. The psychographics of users that drink Naked Juice primarily include people who are making health conscious decisions by drinking a smoothie as an alternative to other drinks. Not only against other smoothie producers such as Bolthouse Farms, but against other drinks that healthy individuals may choose instead. Naked Juice needs to ensure that it is using social media to its advantage to stand out in a crowded market.
Smoothies now have to compete against sparkling water, flavored water, soft drinks, and bottled juices. However, there is a lot of options when it comes to drinks that consumers can choose to purchase. Naked Juice has stood by its claim that there are no added sugars, giving in an advantage for individuals who are trying to limit or cut sugar out of their diets. Bolthouse Farms, however, does not claim to have “no added sugars”, which likely means that they are added. Bolthouse Farms did rank higher than Naked Juice when it came to nutritional content and does not contain any high fructose corn syrup (Heimsoth, n.d.).
This company also produces single serve smoothies that are sold at most grocery stores. They can be found in most major grocery stores and even retail locations as well.Īlthough there are not too many companies that sell individual, ready to drink smoothies, Bolthouse Farms is a large competitor in the market. With a culture that seems to be more health conscious, these smoothies are becoming more and more popular. The company prides itself on being 100% natural without any added preservatives or artificial flavors (Naked Juice, 2017). The smoothies contain only natural ingredients with no added sugars. This company is owned by PepsiCo and was first created in 1983 (Naked Juice, 2017). Naked Juice is a company that is primarily known for selling bottled smoothies in grocery and retail stores.
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