Gardenburger Advertising Strategy (B) Case Solution
This case is second in the series on the topic. The CEO of the company brought together the board and his executive team to discuss the firm’s marketing strategy in 1997, which until then consisted primarily of print advertisements in food service trade publications, trade shows, off-invoice promotions with vendors, in-store 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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