A case study in adding value to Organics. Oct 2003. Content. Glenisk Company Introduction Modern Consumer Trends Brand Positioning / Personality Irish Fresh Dairy Market Consumer targeting The future…. Company Introduction.
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A case study in adding value to Organics
Glenisk, Killeigh, Co.Offaly, Ireland
- No.1 Organic yogurt brand in Ireland!
- 2002Sales of €10.0M @ RSP!
- Brand growth of +40% year on year!
- 3.5m+ litres organic milk per year!
- 4,000+ tons of Yogurt per year!
“Our mission is to create delicious, Organic, Irish dairy products, from 100% Organic natural ingredients, avoiding the use of any obscure, flavorings, additives and preservatives.
The consistent high quality of our products is paramount!”
- Vincent Cleary.
Fresh Dairy Market
Market size = 126 Million in 2002
Total market growth of +24%
The Natural Health sector is the fastest growing sector at +59% growth!
Modern Consumer trends
HEALTH Drivers and their effects
Source: Datamonitor 2003
`NO Preservatives NO Additives NOChemicals
NO Flavorings NO Stabilisers NO GM Free
Glenisk Brand Essence:
The core Truth driving
Personality of the brand:
Brand character traits
Values of the brand:
Emotional values end
User derives from brand.
Benefits of the brand:
Functional benefits which
the end user derives from
Attributes of brand:
CSO Census 2002
ROI = 3,917,336
+8% in six years.
NI = 1,685,267
TOTAL = 5,602,603
NPD - Organic Consumer Targeting
Source: Datamonitor 2002
Clear Organic Brand positioning will be vital
-The key to success in the organic sector is to focus first and foremost on identifying and targeting specific consumer groups that feel strongly enough about your specific Product benefit to pay a little extra for it.-Manufacturers need to address the issue of clear organic brand positioning!-At present, all organic products are positioned very broadly as ‘natural and organic’ with few making explicit references to the specific Product benefits inherent to the brand!For Example: No artificial additives or chemicals, Improved levels of naturally-occurring nutrients, GM Free, Improved animal welfare.free of artificial growth hormones, pesticide residues or genetic modifications