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Both of these companies want their consumers to focus more on their health. HeartJuice has created a beverage with specific ingredients that are beneficial to heart health. They stated that they actually met with a cardiologist to understand the exact ingredients that would actually benefit consumers. They pointed out that their product contains red grape skin, which is the healthy component in red wine. They want to spread awareness of the health benefits of their product and they want consumers to be aware of their health and other beverages that people consume which claim to be healthy but are full of sugar and empty calories. This company is funded by family and friends, which means they don't have such a large capital, making it a bit harder for them to expand like they initially had planned.
The Iran NA beer company points out that people have become more health conscious. Soft drinks have become the beverage of choice for many people, which is extremely unhealthy. Many people like to drink beer, but the unhealthy part of that is the alcohol. This company wants people to be able to have the health benefits of the wheat and barley in beer but without the negative affects of alcohol. This company makes their beer with no alcohol, which is different from their competitors who take out as much alcohol as possible at the end of the process, which essentially leaves some alcohol in the product. This company has also implemented fruity flavored beers to target those who don't enjoy the general taste of beer.
When developing a sales force based on a target market, it is important to think about what will drive that market to want to purchase the product. It could be hitting on an emotion, instilling a 'want' in the consumer, or educating the consumer in a way that makes them feel that they need the product. Both of these products aim to educate their consumers on making healthier choices, which in this case, is their product.