MAMA ROZ, BLUE OR RED OCEAN ?

Hendrik Setiawan, a young entrepreneur in fresh fruit juice, was preparing for his presentation. He’s going to meet potential clients in the next few days. He got various alternatives to promote Mama Roz, a new brand of fresh fruit juice, which displayed some signs of success. Mama Roz was considered as the most saleable fresh fruit juice product in top class supermarkets.

However, he’s wondering whether it was appropriate to call his marketing strategy as the blue ocean strategy? His potential client would understand this new concept. And so, he had to be able to present strong evidence that his marketing strategy was indeed blue ocean strategy.

In front of him lies the ethnographic report from Reny Virniati and Nia Kurnianingsih, graduate students of MM Strategic Marketing, Binus Business School. From this report, Hendrik should summarize the evidence from the field, as a resourceful feedback for his marketing strategy.