Juice Guys™ In the summer of 1998, Nantucket Nectar created a subsidiary of their brand called Juice Guys. This new product was comprised of fresh juice and fruit smoothie drinks that were taking over the West Coast. Within three-and-a-half months, Juice Guys had sold a total of 175,000 items ranging from smoothies, yogurts, sorbets, Nantucket Nectar drinks and fresh squeezed juices. Juice Guys’ revenue went up to 91% and they made a profit of $227,000 in sales. Noticing the tremendous success within the industry in such a short time, Nantucket Nectar and Juice Guys decided to expand this new juice retail concept into the East Coast. Their primary focus within the East Coast was expansion into the Boston market. Although this …show more content…

The purpose of these interviews were to enable the founders to gain a perspective of what the consumer’s needs, wants, likes and dislikes concerning a juice store were. This was beneficial to the Nantucket Nectars employees because it allowed them to communicate with their potential future customers, it enabled them to get their brand name and product out in the new market and it also created potential successful long-term growths for future locations and geographical expansions. The marketing research that took place resulted in the following findings about the Juice Guys retail concept such as: the atmosphere should smell fruity, warm and inviting, and the employees should be fun, young and chatty. In addition, it proved that the Beacon Hill District should address the issue of year round business by: doing more promotions in the winter months, serve seasonal beverages such as: hot apple cider, pumpkin smoothies and cinnamon smoothies as well as serving other products such as: t-shirts, hats, vitamins, power bars and newspapers. I feel that the research findings were very beneficial and could have been very influential in helping out with the challenges that the Juice Guys had to face in trying to implement their product into a new and diverse marketplace.
My recommendations would be to take the information from the research and adhere to the customer’s needs and