NutraBooze

During my time at Babson College, I had the opportunity to work on a Go-To-Market plan for a start-up called NutraBooze. The idea started as an alcoholic drink that is made with real, organic fruit juice to give a healthier edge to indulgence. However, they were met with resistance in the market due to saturation and lack of appeal to target audiences. Therefore, we transformed the brand into a fresh, new product line that allowed for the values to stay true to the original concept but a entire new strategic approach.

Strategic Insights

  • New Product Line

    Juiced by NutraBooze allows for more diversification in the future of the brand. This is the young, fun, and colorful launch. Making it so that future launches could cater to other audiences while all still keeping the values of the larger brand.

  • Innovative Product Design

    In the shape of a juice box with fun colors, this packaging creates a feel of fun and nostalgia. This separates from competitors by combining fun packaging with health benefits within the drink.

  • Market Penetration Strategy

    The Ready-To-Drink Alcoholic Beverage market is extremely saturated with many large brands dominating the market share. In order to break into this and create a brand presence we utilized a penetration strategy. This meaning that until market share is aquired we sell at a lower cost than competitors, with a higher quality to attract our target market.

  • Competitive Advantage

    In order to seperate from the competition, we needed to make multiple benefits to our consumer. We developed unique, fruity flavors, used real fruit juice, cut the carbonation completely, and made it pre-mixed and Ready-To-Drink. This positioned us to compete with the big brands in the market based on differentiation from their existing products.

These Insights Brought Us to…

Go - To - Market Plan Overview

  • I. Company Goals

    1. Expand brand presence into 50 boutique health food stores across the U.S. by EOY


    2. Launch 2 new customer-voted seasonal flavors by Q1 next year


    3. Increase DTC (direct-to-consumer) online sales by 40% in the next 6 months.

  • II. Marketing Goals

    1. Achieve 3 million social media impressions with an average engagement rate of 5%

    2. Generate 1,000 pre-orders within 30 days of launch

    3. Establish partnerships with 50 bars, clubs, and events to offer Juiced as a featured cocktail option

  • III. Marketing Strategies

    1. Brand Building

    2. Promotional

    3. Partnerships

  • IV. Campaigns

    1. Influencer Launch Event

    2. Pre-Order Promotion

    3. Partnerships with Popular Bars/Clubs/Music Festivals

  • V. Marketing Channels

    1. Social Media

    2. Email Messaging

    3. Events

  • VI. Metrics of Achievement


    1. 3 million social media impressions with an engagement rate of 5%

    2. 1,000 Preorder Sales + 1,000 Launch Sales

    3. Generate 5,000 Leads from Partnerships with bars, clubs, and festivals

Project Content