Copella Fruit Juices Case Study: managing the transition from family business to mainstream expansion
Datamonitor
August 20, 2009 15 Pages - SKU: DFMN2429894
|
|
Introduction
This case study on Copella forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the brand has managed to retain its values despite threats from private labels and frequently changing owners.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
|
- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Introduction
- Copella has experienced a complex corporate history with change being the only constant
- Copella had a family business beginnings but is now backed by a large corporate parent
- Copella has been careful to maintain its 'down-home' image under corporate ownership
- PepsiCo recognizes the authentic variation in Copella juices
- Copella has attempted to minimize its environmental footprint and communicate it to consumers
- Copella seeks to maintain its appealing brand image through cause-related public relations marketing efforts
- Copella also uses new media to communicate with consumers
- The juice market in the UK offers producers significant growth potential
- The UK juice market is heavily fragmented
- Conclusions
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Juices market value (US$ m), UK, 2003-2013
- Table 2: Juice drinks market value share by company, UK, 2003-2008
- List of Figures
- Figure 1: Copella's website has informed the brand's entire promotional approach
- Figure 2: Societal marketing can help boost the persona of a brand
- Figure 3: Copella embraces new media to communicate with consumers
Share this report
Other tasks Related Markets Juices Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
