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Nudie case study: utilizing grassroots marketing to help build a brand

Published by: Datamonitor

Published: Dec. 25, 2007 - 6 Pages


Table of Contents


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


Abstract

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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