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Weakness: Main source of supply - Florida Too dependant on 3rd party’s distribution channels Opportunities: Market expansion of organic juices Increase their market share in UK by acquiring other competing brands Come up with exclusive shops Threats: Claims saying that it is not organic Low priced competitors Although the volume is increasing the rate of volume growth is decreasing 7/1/2008 5
Marketing of Organic Juices Vs. Convenience Goods In our view there a number of similarities and differences. However overall the process is similar. 7/1/2008 6 Similarities
Both types of goods are ELASTIC in nature with respect to price or income
Both goods’ target CONSUMER BASE is OVERLAPPING (organic juices cater to a slightly higher income bracket)
MARKETING STRATEGY is MOSTLY SIMILAR (wrt- promotion campaigns, platforms for advertisement, distribution channels for eg. Supermarkets)
Marketing of Organic Juices Vs. Convenience Goods 7/1/2008 7 Differences:
Organic juices are relatively more consumer specific as CONVENIENCE GOODS can touch all income brackets- e.g.. Lower income brackets.
Buying behavior wrt convenience foods: Organic products its more meticulous & time consuming.
Achieving higher growth without decreasing PRICE 7/1/2008 8 Profit margin has to be maintained
Introduce smaller tetra-packs of 250 ml and 500ml.
Search for other cheaper markets for fruits in Asia and Africa.
Communication Strategy: How effective was it? Yes. The communication Strategy was effective “HDM Total communications” Agency hired to provide integrated strategic and creative services USP, Product differentiation :combination of fruit and vegetable juices(Apple & carrot) Ready to pay a premium of 20-30% for health advantage & also safeguard the environment Super markets: Loyal customer base Free samples for trials to reach out to the masses Print media, Woman’s Magazines, weekend supplements LOGO: If it does not have the logo, then its not genuine Posters to communicate to the people 7/1/2008 11