Luso de Fruta case study : is Luso de Fruta, tasty hydration, ready to have a 2L packaging?

Abstract

The aim of the dissertation is to understand if the Luso de Fruta is ready to achieve the business goal: Aggressively grow above 5M liters by the end of 2014 with a new packing, never used within the category, a 2Liter Pet. Or, instead, consumers will no longer recognize the product positioning, healthy and tasty hydration within the Water Market, placing it into a new and controversy Market, the Soft Drinks. Luso has brutally lost market share among the years, having almost no margin in the business. “Waters” has proven to be a low profitable business within the beverage market, which is why it is essential to grow in innovation and added value. Luso de Fruta was created in 2011 as a Juicy Water, in order to add value to the firm. Two years after the launch, the product is a success, with more than 3,4 Millions of Liters sold in 2013. The aim now, is to reach a Business Goal: 5Million of Litters by the end of 2014. The aim of the Case Study is to address the following questions: Launch Luso de Fruta 2L or not? Which is the most appropriate Marketing Strategy for the launch of Luso de Fruta 2L PET? Why not to move it from the Water Market? Themes such as: gap between volume and value market share within the beverage industry, marketing decisions vs firm performance and the importance of consistent positioning will be some of the subjects discussed throughout the teaching notes.