Gardenburger Advertising Strategy (A) Case Solution
This case talks about Gardenburger, which is a synthetic meat business. In 1997, its chief executive officer called upon his executive team and discussed the firm’s marketing strategy, which until then had consisted primarily of print advertisements in food service trade publications, trade shows, and off-invoice promotions with vendors, instore sampling, and radio advertising. He'd needed to create a fast growing, highly profitable business by taking veggie burgers from a little health food market to the consumer mainstream, when Hubbard arrived at Gardenburger. He considered that key to realizing this strategy was establishing national supply in the biggest station, the market channel (which Gardenburger had just penetrated 30% by the start of 1996); innovating with flavor assortment (but usually focusing on the veggie patty vs. growing into other meat choices); and creating comprehensive consumer awareness and trial.
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: April 22, 2003
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