Grove Fresh Ltd - Marketing Organic Juices
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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.
The acquisitions, together with increasing sales and profits due to a marked increase in the demand for organic products in the UK, pushed UFI to the 3rd rank in the 2001 Fast Track 100, a ranking of British businesses with the highest sales growth. The company had achieved a sales growth of 185% with total sales reaching £ 18 million in 2000. In the 2000s, GFL's sales continued their healthy growth (Refer Exhibit I for sales turnover of GFL).
Marketing Grove Fresh
GFL marketed its organic juices under the Grove Fresh brand. The company targeted middle-aged people, especially those who came under the 'empty nesters' group. At the same time, the company found that the youth, especially those who were health-conscious, were taking to organic juices in a big way, too.
6] "Juice steals share from traditional breakfast beverage," www.nexnet.co.uk, March 1, 2006.
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