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About GPL Marketing Grove fresh juice Product Pricing Distribution Advertisement Promotion Controversial statements Challenges
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GFL established by John Taylor in UK GFL became first company to market organic juices
acquiring
Acquired Fruity King and achieved sales growth of saw a profit of U.S. $ 0.9 million
2001: 100
2006: Continued to dominate UK organic juice market with market share exceeding 60% But encountered problems like slowing market growth, 5 mounting competition, supply shortage.
Contained only juice from fruits and vegetables Used organic farming technique Health oriented marketing strategy
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Product categories:
250ml 500ml 1litre 2litre 3litre
Grove Juice of Grove Juice of Grove Juice of Grove Juice of Grove Juice of Orange Orange Orange Orange Orange Grove Juice of Grove Juice of Grove Juice of Mandarin Mandarin Orange Pulp Free Grove Juice of Grove Juice of Grove Juice of Mandarin & Mandarin & Mandarin Mango Mango Grove Juice of Grove Juice of Grove Juice of the Tropics Ruby Red Mandarin & Grapefruit Mango
Sr. Brand No. 1. Luscombe Devon 2. insbur ure 3. Duch Origin ls Refresher 4. Tesco ure
Distribution ------------------------------------------------- Using super market as a distribution channel E-retailing Other means such as distributors
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Advertisement
Use of print media Weekend supplements of national news papers, women's magazines and food titles. Also, they encouraged consumers to become health conscious (video on website).
Insects wont eat fruits sprayed with pesticides, why would you. Fruit juice now available in non-pesticide flavor . With 2.5 kgs of organic fruit in every carton there is no room for pesticides and we spend a lot of time adding nothing to our fruit.
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Promotion
Sample distribution Ad agency HDM for promotion and marketing. Highlighting health and environment factor to consumer Switching to organic juices
Challenges -------------------------------------------------------------- Supply Shortage Increased number of players in the market Slow growth of organic juice market NPD(New product development)
2000 2001 2002 2003 14 2004 47 15 8 5 5 Year Volume Growth % Revenue Growth %
Table: The UK market for organic fruit juice 1999 224 175
35 13 7 5 5
Outlook
Increase sales and market share. Maintain position in market Managing supply of raw-material(fruits) of
proper standard
Find ways to counter the slowing market
growth
Undertake NPD to maintain consumer interest
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4Ps --------------------------------------------Product: A product is anything that can be offered to a market to ------------------satisfy the wants ,need and desire of the consumer. Product category: FMCG They were having product line such as grove fresh juice with various flavours like Apple, orange ,Apple+Mango ,Apple +Cranberry , Grape fruits , traditional lemonade , breakfast juice. Product diversificationFruity King in UK. merger with Dutch company
Branding-strong brand image helped to dominate the UK market. Brand expansion by starting a sub-brand called v-juice
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Price:
As organic products were considered environmental friendly and by using them customer felt that they were making positive choice to safeguard the environment.
Place:
market for organic products as they did not use the agent middle men and As wholesalers they in their directly distribution channel. further
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Promotion :
did
their
advertisement
through
women
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Targeting:
GFL targeted middle aged people (Under empty nester Health conscious people like youngster.
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Positioning:
GFL adopted one of the best strategy to position
their product by launching an organic product which is purely an extract of fruit and vegetables and with no extra added preservatives, color and additives.
Also
the
unusual
combinations
of
fruits
and
PEST --------------------------------------------Analysis
------------------Political Analysis
countries standards)
Controversial advertising campaigns which hampered Fruits and juices imported from USA and other
were
not
examined
properly(SOIL
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Economical Analysis
In 2006 due to shortage of fruit and vegetable supply they had to import the fruits from the USA and other countries which had direct impact on countrys economy.
Social Analysis
Due to organic farming since 1994 the fertility of the land is preserved and giving higher yields in the future. Organic juices rich in nutrition helped the heart disease patient and others with different health concern.
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Technological Analysis
They used farming
E-retailing helped product look attractive which added many new customers
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SWOT ANALYSIS --------------------------------------------Strengths: ------------------ High quality of product Product diversification (fruit juices to vegetable juices) Strong customer base Organic and eco-friendly products Health conscious drink Consumers willing to pay extra 20-30% for organic drinks Innovative marketing strategy Effective distribution channel Appealing communication 60% market share in 2006
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Weakness:
Supply and production shortage of fruits in UK Excessive dependence on imports New product development (NPD) is affected as
sourcing of organic ingredients matching the required standards is difficult. This affects future sales.
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Opportunity:
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Threats:
In 2006, demand for organic juices had stabilised. Slowing market growth Growth in number of players operating in organic segment Eg: Everfresh juice corporation, Holiday juice Ltd.
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Conclusion:
GFL J Gr E O r l r Fr l i l l i i t i Lt
Futur