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 company displayed its trademark The Organic Juice Co. (Refer Exhibit III for the company logo) prominently in its packing. Ad agency HDM Total Communications was engaged for promotions and marketing. GFL placed ads in the print media, especially the weekend supplements of national newspapers, women's magazines and food titles.
The UK market for organic juices began to slow down in the mid 2000s. It was a far cry from the torrid pace of growth witnessed in the early 2000s (Refer Exhibit V for the UK market for organic NFC citrus juice). Moreover, the number of players operating in the organic segment of the juice market had also seen an increase. As if these difficulties weren't enough, the organic citrus market had become increasingly vulnerable to supply shortages. The organic citrus juice market, especially orange juice, accounted for around 40% of GFL's sales...
Exhibit I: Sales Turnover of Grove Fresh Ltd
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