Deeply Rooted: An Evaluation of the Marketing Strategies for Kaleidoscope Juice

The aim of this thesis project was to conduct a brand analysis for a local juice company, Kaleidoscope Juice. Through this brand analysis, Kaleidoscope's current branding and marketing strategies were assessed as well as their narrow positioning strategy within the juicing industry. As such, the primary focus of the research and field work was Kaleidoscope's positioning, and how expanding their current target customer group would be advantageous for the brand both financially and operationally. Both primary and secondary sources were utilized to help identify key factors and pricing in the juicing industry as well as the competitive marketplace. Additionally, an online survey was created and approved by the IRB that was used to help understand consumer's perceptions of the industry, as well as the brand and brand elements. The questionnaire was distributed online, and a group of 91 participants were sampled for the purpose of the study. The results were extremely useful in understanding price sensitivity, as well as preferred distribution methods for consumers. Additionally, the data supported much of the research and field work conducted in the analysis and helped to solidify branding recommendations for Kaleidoscope. It was concluded that although Kaleidoscope does have a strong target customer base, expanding and educating a new target consumer would be extremely beneficial for the brand going into the future.