BRAND AUDIT- PRESSED JUICE AND FINN COLD PRESS

PREPARED BY: ANISHA D’COSTA, 4901923 PREPARED FOR: BRAND DYNAMICS MKT 70001, DATE 14/4/2014
Pressed Juices & Finn Cold Press | Anisha D’ Costa, 4910923 1

Executive Summary
This report was written with a purpose of determining the viability of opening a Pressed juice bar for a potential investor, in Hawthorn-Glenferrie road market. This was achieved by conducting a brand audit of two existing and competing pressed juice bars who service in the area, namely; Pressed Juices and Finn Cold Press. This Brand Audit was performed by means of a physical visit to the Pressed Juice store, Hawthorn and collection of numerous secondary sources of data including online articles for research and analysis of the brand impact on consumers. Both these brands have a unique selling proposition of selling cold pressed juices, a trendsetter in the United States already, and recently in the Australian consumers’ hearts and minds. Pressed Juices have the leading edge of being the first ones to open in Melbourne whereas Finn Cold Press is the niche player when it comes to hand-crafted, naturopathically designed range of juices. Pressed Juices’ stores have incorporated its brand values of creating fresh cold pressed juices on a daily basis through its consistent branding practices seen in their 10 store designs across Victoria and New South Wales, brand elements and campaigns leading towards greater brand congruency. They are perceived as positively life changers by the niche target audience. Pressed Juices should continue with its brand associations leading to generating brand recognition but should also look for greater advertising and promotional communications, since its premium price being a slight deterrent with the larger group of customers. It should focus on increasing its customer base from Melbourne & NSW to other parts of