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Copella Fruit Juices Case Study: managing the transition from family business to mainstream expansion

Published by: Datamonitor

Published: Aug. 20, 2009 - 15 Pages


Table of Contents


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

Abstract

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


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