Grove Fresh


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Grove Fresh

  1. 1. Grove Fresh Ltd.<br />7/1/2008<br />1<br />
  2. 2. Grove Fresh Ltd.<br /><ul><li> Founded by John Taylor, 1994
  3. 3. Ventured into ORGANIC JUICES Market in UK for the very 1st time in 1996
  4. 4. Registered remarkable year-on-year growth of 52% to 3.2 million pounds
  5. 5. Operated under the umbrella United Foods International
  6. 6. Admired for High Quality Products & Innovative Marketing
  7. 7. Acquired German based FSP FRISCHE & French FRAICHEUR</li></ul>7/1/2008<br />2<br />
  8. 8. GFL’s Customer Segment ???<br /><ul><li>Empty Nesters
  9. 9. Younger Generation shifts to Organic Juices</li></ul>GFL’s USP<br /><ul><li> Pure Organic Juices
  10. 10. Certified to Soil Association Standards
  11. 11. Introduced Unique Flavor Combinations</li></ul>GFL’s Pricing Strategy<br /><ul><li>Priced Over normal juices(Others being Non-Organic)
  12. 12. Willingness of Customers to pay higher for Health Advantages
  13. 13. Maintained Price Parity with Premium Segment Competitors</li></ul>7/1/2008<br />3<br />
  14. 14. Distribution<br /><ul><li>Through Supermarket Chains
  15. 15. E-retailing</li></ul>Promotion<br /><ul><li>Prominent trademark
  16. 16. Print Media
  17. 17. Free Samples
  18. 18. Captivating Posters</li></ul>7/1/2008<br />4<br />
  19. 19. SWOT ANALYSIS<br />Strengths:<br />High Quality<br />Innovative Marketing<br />Diversification<br />Target Segmentation<br /> <br />Weakness:<br />Main source of supply - Florida<br />Too dependant on 3rd party’s distribution channels<br />Opportunities:<br />Market expansion of organic juices<br />Increase their market share in UK by acquiring other competing brands<br />Come up with exclusive shops<br />Threats:<br />Claims saying that it is not organic<br />Low priced competitors<br />Although the volume is increasing the rate of volume growth is decreasing<br />7/1/2008<br />5<br />
  20. 20. Marketing of Organic Juices Vs. Convenience Goods<br />In our view there a number of similarities and differences. However overall the process is similar.<br />7/1/2008<br />6<br />Similarities<br /><ul><li>Both types of goods are ELASTIC in nature with respect to price or income
  21. 21. Both goods’ target CONSUMER BASE is OVERLAPPING (organic juices cater to a slightly higher income bracket)
  22. 22. MARKETING STRATEGY is MOSTLY SIMILAR (wrt- promotion campaigns, platforms for advertisement, distribution channels for eg. Supermarkets)</li></li></ul><li> Marketing of Organic Juices Vs. Convenience Goods<br />7/1/2008<br />7<br />Differences:<br /><ul><li>Organic juices are relatively more consumer specific as CONVENIENCE GOODS can touch all income brackets- e.g.. Lower income brackets.
  23. 23. Buying behavior wrt convenience foods: Organic products its more meticulous & time consuming.</li></li></ul><li>Achieving higher growth without decreasing PRICE<br />7/1/2008<br />8<br />Profit margin has to be maintained<br /><ul><li>Introduce smaller tetra-packs of 250 ml and 500ml.
  24. 24. Search for other cheaper markets for fruits in Asia and Africa.
  25. 25. Go for more diversification.
  26. 26. Undertake a massive ad campaign.
  27. 27. Study the complete marketing strategy of Tesco pure and Sainsbury pure</li></li></ul><li>Suitable channel for distribution for organic food:<br />7/1/2008<br />9<br /> DIRECT MARKETING<br /><ul><li>EXCLUSIVE SHOPS</li></li></ul><li>BENEFITS OF EXCLUSIVE SHOPS:<br />7/1/2008<br />10<br /><ul><li>No commission to middle man
  28. 28. More committed salesmen
  29. 29. Authenticity
  30. 30. More appealing
  31. 31. Provides a solid foundation in a new market
  32. 32. Temporal Convenience
  33. 33. Service Utility</li></li></ul><li>Communication Strategy: How effective was it?<br />Yes. The communication Strategy was effective<br />“HDM Total communications” Agency hired to provide integrated strategic and creative services<br />USP, Product differentiation :combination of fruit and vegetable juices(Apple & carrot)<br />Ready to pay a premium of 20-30% for health advantage & also safeguard the environment<br />Super markets: Loyal customer base<br />Free samples for trials to reach out to the masses<br />Print media, Woman’s Magazines, weekend supplements<br />LOGO: If it does not have the logo, then its not genuine<br />Posters to communicate to the people<br />7/1/2008<br />11<br />
  34. 34. 7/1/2008<br />12<br />Ad campaigns<br />
  35. 35. Promoting the acceptance & usage of organic foods<br />7/1/2008<br />13<br /><ul><li>Promotional campaign
  36. 36. Handouts and stalls at leading stores
  37. 37. News paper cut outs
  38. 38. Advertising -Celebrity endorsement
  39. 39. Exclusive shops
  40. 40. Promotional activity through doctors
  41. 41. Certifications for product </li></li></ul><li>7/1/2008<br />14<br />
  42. 42. Organics: Global Market Info: <br /><ul><li>Market grew 13.6% in 2006 to $36.7B
  43. 43. Forecast to grow to $67.1B in 2011
  44. 44. Fruits/Veges most lucrative sector
  45. 45. Account for 38.5% of market value
  46. 46. Largest consumer market is the Americas
  47. 47. Accounts for 49.7% of market value
  48. 48. Major food retailers entering the sales market: Kroger, WalMart, Tesco, Carrefor</li></ul>7/1/2008<br />15<br />
  49. 49. What’s does the future have in store for GROVE FRESH Ltd.????<br />7/1/2008<br />16<br /><ul><li>Slowing Market Growth
  50. 50. Mounting Competition
  51. 51. Supply Problems
  52. 52. Analyst’s verdict that organic foods aren’t important</li></li></ul><li>What can GROVE FRESH Ltd. do to address the challenges???<br />7/1/2008<br />17<br /><ul><li>Online Promotion of products
  53. 53. Use UFL’s presence in the market to expand & tackle competition
  54. 54. Experiment with new packaging technologies to cut down on costs
  55. 55. Implement more mergers & acquisitions to increase their existing market share</li></li></ul><li>Thank You<br />7/1/2008<br />18<br />