Grove Fresh Ltd - Marketing Organic Juices

            
 
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Case Details:

Case Code : MKTG128
Case Length : 09 Pages
Period : 1994-2006
Organization : Grove Fresh Ltd
Pub Date : 2006
Teaching Note :Not Available
Countries : United Kingdom
Industry : Organic Foods (Fruit Juices)

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Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts

Products

GFL's juices were not made from concentrates diluted with water, which in the company's opinion, did not qualify as 'organic'. It prided itself on selling 'pure organic juices' -Grove Fresh packs contained only the juice from fruits or vegetables, without any added water, sugar, preservatives, colorings, or additives. The company got its products certified to Soil Association standards.

GFL also introduced juices from unusual combinations of fruits and vegetables, such as Apple & Cranberry, Carrot, Tomato & Red Pepper, Tomato, Celery, Carrots, Beetroot & Onions, etc. The variety of its juice combinations has been another factor differentiating the company's products from other products in the UK market...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Pricing

Typically, organic products commanded a premium over products grown using conventional farming techniques, because consumers were willing to pay extra for the health advantages that they supposedly derived from products grown without the use of pesticides and chemical fertilizers.

Moreover, organics were considered environmentally friendly and by buying them customers felt that they were making a positive choice to safeguard the environment...

Distribution

GFL sold its products through supermarket chains, which dominated the UK market for organic products. In spite of the stiff competition from the supermarkets'own lower priced brands, GFL had not only managed to hold its own, but had also created for itself a loyal customer base. In the 2000s, e-retailing emerged as a distribution alternative for organic produce. The UK had a mix of specialist e-retailers and mainstream retailers with internet operations. GFL sold its merchandise through specialist e-retailers like Simply Organic, a major player which operated only via the internet and sold a wide assortment of organic products...

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