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  • 1. Grove Fresh Ltd.
    7/1/2008
    1
  • 2. Grove Fresh Ltd.
    • Founded by John Taylor, 1994
    • 3. Ventured into ORGANIC JUICES Market in UK for the very 1st time in 1996
    • 4. Registered remarkable year-on-year growth of 52% to 3.2 million pounds
    • 5. Operated under the umbrella United Foods International
    • 6. Admired for High Quality Products & Innovative Marketing
    • 7. Acquired German based FSP FRISCHE & French FRAICHEUR
    7/1/2008
    2
  • 8. GFL’s Customer Segment ???
    • Empty Nesters
    • 9. Younger Generation shifts to Organic Juices
    GFL’s USP
    • Pure Organic Juices
    • 10. Certified to Soil Association Standards
    • 11. Introduced Unique Flavor Combinations
    GFL’s Pricing Strategy
    • Priced Over normal juices(Others being Non-Organic)
    • 12. Willingness of Customers to pay higher for Health Advantages
    • 13. Maintained Price Parity with Premium Segment Competitors
    7/1/2008
    3
  • 14. Distribution
    • Through Supermarket Chains
    • 15. E-retailing
    Promotion
    • Prominent trademark
    • 16. Print Media
    • 17. Free Samples
    • 18. Captivating Posters
    7/1/2008
    4
  • 19. SWOT ANALYSIS
    Strengths:
    High Quality
    Innovative Marketing
    Diversification
    Target Segmentation
     
    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
  • 20. 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
    • 21. Both goods’ target CONSUMER BASE is OVERLAPPING (organic juices cater to a slightly higher income bracket)
    • 22. 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.
    • 23. 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.
    • 24. Search for other cheaper markets for fruits in Asia and Africa.
    • 25. Go for more diversification.
    • 26. Undertake a massive ad campaign.
    • 27. Study the complete marketing strategy of Tesco pure and Sainsbury pure
  • Suitable channel for distribution for organic food:
    7/1/2008
    9
    DIRECT MARKETING
    • EXCLUSIVE SHOPS
  • BENEFITS OF EXCLUSIVE SHOPS:
    7/1/2008
    10
    • No commission to middle man
    • 28. More committed salesmen
    • 29. Authenticity
    • 30. More appealing
    • 31. Provides a solid foundation in a new market
    • 32. Temporal Convenience
    • 33. Service Utility
  • 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
  • 34. 7/1/2008
    12
    Ad campaigns
  • 35. Promoting the acceptance & usage of organic foods
    7/1/2008
    13
    • Promotional campaign
    • 36. Handouts and stalls at leading stores
    • 37. News paper cut outs
    • 38. Advertising -Celebrity endorsement
    • 39. Exclusive shops
    • 40. Promotional activity through doctors
    • 41. Certifications for product
  • 7/1/2008
    14
  • 42. Organics: Global Market Info:
    • Market grew 13.6% in 2006 to $36.7B
    • 43. Forecast to grow to $67.1B in 2011
    • 44. Fruits/Veges most lucrative sector
    • 45. Account for 38.5% of market value
    • 46. Largest consumer market is the Americas
    • 47. Accounts for 49.7% of market value
    • 48. Major food retailers entering the sales market: Kroger, WalMart, Tesco, Carrefor
    7/1/2008
    15
  • 49. What’s does the future have in store for GROVE FRESH Ltd.????
    7/1/2008
    16
    • Slowing Market Growth
    • 50. Mounting Competition
    • 51. Supply Problems
    • 52. Analyst’s verdict that organic foods aren’t important
  • What can GROVE FRESH Ltd. do to address the challenges???
    7/1/2008
    17
    • Online Promotion of products
    • 53. Use UFL’s presence in the market to expand & tackle competition
    • 54. Experiment with new packaging technologies to cut down on costs
    • 55. Implement more mergers & acquisitions to increase their existing market share
  • Thank You
    7/1/2008
    18