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Marketing recommendations designed to build greater awareness of the Hjordnära brand in Stockholm

Jorge, Tous; Mierins, Alexandra Sarah and Chung, Lyndon (2011)
Department of Business Administration
Abstract
The motivations for this study stems from Hjordnära’s interest to both, build greater brand awareness in Stockholm, and increase its ability to take market share in the organic dairy segment. Hjordnära is a small organic dairy producer owned by Skånemejerier, Sweden’s third largest producer of dairy products. A decision was made for Hjordnära to enter the Stockholm market in February 2011, after successful sales throughout southern and western Sweden. A market research study was conducted to gain insights on organic dairy products from consumers in Stockholm. These findings, along with information about Hjordnära, competitors and the environment were analyzed to formulate and suggest marketing recommendations in Stockholm for autumn 2011... (More)
The motivations for this study stems from Hjordnära’s interest to both, build greater brand awareness in Stockholm, and increase its ability to take market share in the organic dairy segment. Hjordnära is a small organic dairy producer owned by Skånemejerier, Sweden’s third largest producer of dairy products. A decision was made for Hjordnära to enter the Stockholm market in February 2011, after successful sales throughout southern and western Sweden. A market research study was conducted to gain insights on organic dairy products from consumers in Stockholm. These findings, along with information about Hjordnära, competitors and the environment were analyzed to formulate and suggest marketing recommendations in Stockholm for autumn 2011 and beyond. Our analysis suggests that Hjordnära needs to continue with their push strategy to encourage distribution channels to carry their products, and at the same time, make a more concerted effort with their pull strategy in the new market. Our marketing recommendations cover both push and pull strategies, with a particular focus on the latter. These recommendations are formulated under the marketing mix framework using the “four Ps”: product, price, place and promotion. The “four Ps” allow us to explore different tactics to improve brand awareness and increase demand from consumers, both of which are critical for a company to successfully position itself in a new market. (Less)
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author
Jorge, Tous; Mierins, Alexandra Sarah and Chung, Lyndon
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Management of enterprises, organic food, organic dairy, stockholm, hjordnära, brand awareness, marketing recommendations, branding, Företagsledning, management
language
Swedish
id
2006941
date added to LUP
2011-06-02
date last changed
2012-11-12 11:35:55
@misc{2006941,
  abstract     = {The motivations for this study stems from Hjordnära’s interest to both, build greater brand awareness in Stockholm, and increase its ability to take market share in the organic dairy segment. Hjordnära is a small organic dairy producer owned by Skånemejerier, Sweden’s third largest producer of dairy products. A decision was made for Hjordnära to enter the Stockholm market in February 2011, after successful sales throughout southern and western Sweden. A market research study was conducted to gain insights on organic dairy products from consumers in Stockholm. These findings, along with information about Hjordnära, competitors and the environment were analyzed to formulate and suggest marketing recommendations in Stockholm for autumn 2011 and beyond. Our analysis suggests that Hjordnära needs to continue with their push strategy to encourage distribution channels to carry their products, and at the same time, make a more concerted effort with their pull strategy in the new market. Our marketing recommendations cover both push and pull strategies, with a particular focus on the latter. These recommendations are formulated under the marketing mix framework using the “four Ps”: product, price, place and promotion. The “four Ps” allow us to explore different tactics to improve brand awareness and increase demand from consumers, both of which are critical for a company to successfully position itself in a new market.},
  author       = {Jorge, Tous and Mierins, Alexandra Sarah and Chung, Lyndon},
  keyword      = {Management of enterprises,organic food,organic dairy,stockholm,hjordnära,brand awareness,marketing recommendations,branding,Företagsledning,management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Marketing recommendations designed to build greater awareness of the Hjordnära brand in Stockholm},
  year         = {2011},
}