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Duchy Originals case study: operating in the organics market during an economic downturn

Published by: Datamonitor

Published: Mar. 4, 2009 - 13 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The recession could negatively impact organic food players like Duchy Originals
Duchy Originals is a 20 year old brand that has profited from the organics boom
However, the brand has reported falling sales due to the downturn's impact upon the organic food market
Duchy Originals has restructured its business to cope with the downturn
The company has reduced its product SKU numbers to be more relevant to its original principles
Duchy Originals' pack sizes are now smaller and therefore more affordable
The company is focusing on better communicating its ethical business practices, re-launching its website as part of this strategy
The company aims to profit from rising interest in herbal medicines with a new line focused on this area
Duchy's new organic seed line could capitalize on the growing interest in home-grown food
Duchy Originals' long-term plans could broaden the brand into new countries and across new categories
The company plans to grow into a £200m business, aided by expansion in the US and India
Duchy Originals plans to enhance its distribution online and through food service channels
The company could allow the Duchy symbol to be used on other brands that reach its quality standards
Future success could hinge on how consumers respond to Duchy's downturn strategies
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Duchy Originals' new product launches are designed to focus more strongly on the company's original principles
Figure 2: Duchy aims to capitalize on growing interest in herbal remedies with three new launches
Figure 3: Duchy's new line of organic seeds could capitalize on the growing consumer interest in home-grown food

Abstract

Introduction

This report on Duchy Originals 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 Prince of Wales' brand is coping with the downturn and the strategies it has in place to help enhance growth.

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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