- Università: Em Lyon School Business
- Studenti:
Claire Chambon, Maire Claux, Shivam Kulkarni, Elise Morelle, Mathilde Nucci, Paulinen Paris
Retail concept
ReJuice is a network of smoothies and gazpachos vending machines located first in student schools, that will expand in other high traffic locations. The objective is to offer a CSR-oriented product, fighting food waste and offering students the possibility to eat more fruits and vegetables, who are our main target. The fruits and vegetables used will be “ugly” and smashed ones, saved from our partner supermarkets and grocery shops which cannot sell them to their traditional shoppers.
Our customers choose between our seasonal recipe, or a fully personalized juice by adding the fruits they want. The eco-friendly conception of ReJuice encourages people to bring their own cup to benefit from a discount.
Our retail concept is only a physical one, we do not sell online, and we start in Lyon due to supplying issues. We have local partners, and we employ people who are disadvantaged on the job market.
Market analysis
Almost a quarter of households' budget is dedicated to buying fruits and vegetables, and the percentage of small consumers is reducing. Prices are rising and 52% of French people want to move towards a more plant-based diet as they believe that it will reduce the impact on the environment and will be better for their health. Students are 71% who want to eat more fruits and vegetables.
449 million tons of fruits and vegetables were wasted in 2021 worldwide. Vegetables and fruits are respectively the first and third types of aliments most wasted.
The vending machines market represents 2 billion euros, with more than 600 000 machines present mainly in offices.
Porter’s Five forces analysis
Competitors’ analysis
Some are indirect:
- Same product type but different concept, as they sell bottled smoothies.
- Same product type but different target, for instance, offering pre-made smoothie preparations to restaurants.
- Different product type: raw fruit and juices may be offered in vending machines.
- Our direct competitors aren’t numerous for now. We have identified three, two of which do not operate on the French market. The current “real” competitor we face is Easy Smoothies.
What differentiates us from our competitors:
- CSR-centered approach
- More transparency regarding the price levels
- A developed CRM program
- We offer gazpacho
Elements they offer we could get inspired by:
- Different drink sizes
- Data reports and analysis for customers
Threat of new entrants
The market is easy to enter: no massive investments, not a lot of competitors for now. Besides, it is easy to put in action and the market is not very specific.
Power of suppliers
Our ingredients are abundant, so are our suppliers. They have no interest in negotiating prices as we can find substitutes, especially for unused stock, which would also make their CSR image better.
Power of customers
Our distributors may influence our prices, to promote cheap, healthy eating, or influence our costs of implementation.
Threat of substitutes
Our products are simple and specific so it is difficult to find a variation of them.
SWOT analysis
Strengths
- Convenience and Availability
- Cost effective
- Customizable
Weaknesses
- Lack of personal engagement or customer
- Technical Issues
Opportunities
- Growing health consciousness
- Expansion in high traffic areas
- Offering Diversification
Threats
- Market competition
- Consumers preferences can change quickly
Machine Design
A convenient and modern machine is designed to attract the attention of students and provide a smooth user experience with a sizable interactive touchscreen display on the side of the machine that features a tempting selection of smoothie flavors and options. When a customer places an order, the device precisely measures the necessary ingredients. Users can choose from a wide selection of fruit combinations. The display gives customers lucid nutritional information so they can make educated decisions, and a QR code scanner enables customers to register our loyalty program.
Communication and CRM
Rejuice Vending Machine promotes sustainability and customer loyalty through various initiatives. Customers who bring their own cups receive a discount, and they can register for a Rejuice account linked to a loyalty program offering benefits like birthday discounts and free samples. Customer satisfaction is measured through data brought by the loyalty program and the Net Promoter Score (NPS), feedback is valued for improvement.
The website provides information and a digital loyalty card, while social media is managed by a freelancer. The launch includes free smoothies to attract customers, and communication focuses on CSR by using "ugly" fruits and employing underprivileged individuals. Puns about fruits and vegetables add fun to the brand. A QR code on the vending machine leads customers to a video highlighting Rejuice's values, suppliers, and the journey of the products, fostering transparency and a sense of supporting social and environmental causes.
