1. What does your company do?
• Pulp n’ Zest is a brand new fresh juice and smoothie company in Nairobi, Kenya – one of Africa’s trendiest and fastest-growing urban, consumer markets
• We are looking to launch a fresh juice bar in one of Nairobi’s premier shopping malls later in 2017, where we will sell made-to-order juices and smoothies as well as serve healthy snacks such as dried fruit and natural energy bars
• Our juices and smoothies will comprise classic flavors as well as funky mixes, layered with multiple ingredients to give them an added sophistication and complexity (i.e. not mixes the average person would make at home)
• After the first store, we hope to open fresh juice bars in other malls, as well as launch a bottled juice line in supermarkets, coffee shops, and / or other retail outlets
• Our brand needs to have life beyond just juice (and smoothies) – there are opportunities to move into other food product segments, but these would all be ‘healthy’ and ‘premium’ products
2. Who is your target market?
• Our target market is the increasingly health-conscious and fast-growing urban middle class in Nairobi, Kenya – the types of people who shop at malls
• Our customers range from families shopping at the weekend, youngsters going to see a movie, the casual business meeting, young professionals on a date, a group of friends grabbing a quick bite i.e. it’s broad!
• In Nairobi, spending $2.50-4.50 USD (our target retail price) on a 350ml juice is a not insignificant outlay for even our urbane middle class customers, who tend to be quite price-sensitive – as such we need to give the customers a great product combined with an equally great brand experience.
3. What does the brand stand for / represent?
• Pulp n’ Zest is the first of its kind in Nairobi – there are a few other places where you can buy a fresh juice (though not many!), but it is not an experience and there is no strong brand identity that represents something more than drinking juice
• We want to embody both a lifestyle choice and a hip customer experience:
o Part of this is to do with healthy living – drinking one of our juices needs to make the customer feel like they are having a restorative experience
o But, part is also about being part of something sophisticated of a quality associated with markets like the US, but with a local ‘African’ flavor – a cool end-to-end experience, feeling like an independent brand not a mass-market, franchise product
4. How do you distinguish yourselves from your competitors?
• Competition in Nairobi is unsophisticated, so not hard to distinguish ourselves from – the major competitor is a grocery store that sells juice in corners of their stores – their packaging is basic, their recipes are basic (1-2 ingredients max.), and their brand does not stand for anything
• We will distinguish ourselves in particular by having:
o More sophisticated and diverse juice recipes
o More information on health benefits and calorie content of juices
o An integrated brand and design concept
o A quick and convenient in-store experience
o Hip and fun names for juices
5. Why should your audience choose you over the competition?
• Healthier and tastier
• More of an experience to buy and drink at our store
• Stronger branding – name and logo people recognize, eye-catching packaging, fun drink names
6. What words do you want your audience to associate with your company?