Case Study: Green Ox

1380 Words3 Pages

Green Ox

Main Issue In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different …show more content…

must consider this step as a method to enter the market and must be careful which flavors it launches, because any flavor will cost the company around $10 million. Moreover, Green Ox may build brand loyalty for itself depending on the flavors, and it could attract the remaining 70% of consumers who are loyal to another brand. Based on the numbers provided by MSI (Table 2), it is clear that Green Ox has five flavors that can engage costumers in every category on the market, but three of the flavors are more acceptable among users, including Yellowknife, Jasper Mountain, and Alberta

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