Agasha Juice

AGASHA JUICE IN RWANDA

Urwibutso Eses is a Rwandan company founded by Sina Gérard. He works with the local cultivators of his born region in Rwanda to produce Agasha juice among many other products. Urwibutso makes Agasha passion, pineapple and strawberry juice all from locally grown fruits. This makes Agasha a natural healthy drink.

Urwibutso Eses is a local company that mainly produces for the local market although it has potential to expand its market across the borders. This company at the moment targets the mass market. The juices produced are not tailor made for any special market or to meet any specific unique needs.

The main marketing strategy of their products is through the local newspapers, local radios, local magazines and billboards. They also take advantage of different market expositions to market their drinks using promotions and low pricing.

This company can employ to grow its market share in the Rwandan Market by Target marketing. Juice is not highly consumed by the locals because it appears to be a luxury to many people and it’s not cheap. So focusing their target on middle class who know the benefits of local fresh juice would push them far in their market share in the market. Also focusing on specific branding for companies, restaurants and hotels that would be in constant need of this product, specifically to meet their needs would be a perfect way to increase their market share in the market. Diversifying their marketing to google groups where many middle class income earners are involved and online web-advertising would be an added advantage since technology is growing so fast.

For the international market, I would encourage Urwibutso Eses, to focus on mass marketing because Juice is highly consumed in some countries e.g in the west. In countries where fresh organic products seem more expensive than artificially manufactured ones, this would be another open market for this company. Great branding and affordable pricing would move masses...