ABSTRACT
Nantucket Nectars began rather inauspiciously when two graduates from Brown University forsook the corporate world and moved to Nantucket to chart their own course. The founders quickly discovered that the most effective way to market their juice was to get people to taste it. They soon discovered to their dismay that they were becoming a distribution company instead of a company focused on improving the juice and creating flavors. The company’s promotional strategy was centered almost exclusively on the company’s origins, with the founders telling their story in folksy radio spots. The company sells only fruit juice drinks, enabling them to combine soft-drink marketing with rising health awareness. Consumers are looking for high-quality beverages with high percentages of real fruit juice and pure ingredients and are willing to pay for it. The corporate culture is reflected in their mission statement and core values, community service commitment, support of environmental causes, and corporate image.
