Nudie case study: utilizing grassroots marketing to help build a brand
Datamonitor
December 25, 2007 6 Pages - SKU: DFMN1666918
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Introduction
This report on Nudie forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the Australian company has utilized innovative marketing involving consumer input wherever possible, to help establish the brand.
Scope
Highlights
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.
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Nudie was established in 2002 producing fruit smoothies
- The market for fruit juice has evolved
- Tim Pethick sought consumers' input from the beginning in order to establish the brand
- Storytelling and the Internet prove crucial to Nudie's success
- Use of the Internet was key to Nudie's success
- Nudie has employed innovative and unusual methods of attracting the consumer's attention
- Nudie has aimed to involve the consumer every step of the way
- Nudie has diversified its product range and is looking at overseas expansion
- Product range diversifies with help from a major corporation
- Nudie looks to overseas development and global presence
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- List of Figures
- Figure 1: Nudie's website features a video clips section, which presents a novel way of promotion
- Figure 2: Distinctive vans and a hot air balloon have helped to create publicity for Nudie
- Figure 3: Nudie has increased and diversified its product portfolio
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