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商品編號： M305A 出版日期： 2003/04/22 作者姓名： Grier, Sonya;Chang, Victoria 商品類別： Marketing 商品規格： 21p 再版日期： 地域： Oregon 產業： Retail trade;Food 個案年度： 1994 - 1997
商品敘述：
In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive team to discuss Gardenburger''s advertising strategy, which until then had consisted mainly of print ads in food service trade publications, trade shows, off-invoice promotions with distributors, in-store sampling, and radio advertising. When Hubbard arrived at Gardenburger, he had wanted to create a rapidly growing, highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. He believed that key to achieving this strategy was establishing national distribution in the largest channel, the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996); innovating with flavor variety (but generally focusing on the veggie patty vs. expanding into other meat alternatives); and creating broad consumer awareness and trial.
涵蓋領域：
Business history;Entrepreneurship;Innovation;Advertising strategy;Distribution;Marketing strategy;Brand management;Strategy
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