Gardenburger Advertising Strategy A Case Solution

Case Solution

In 1997, Lyle Hubbard, CEO of Garden hamburger, a producer and internet internet marketer of veggie burgers and meat alternative products, had referred to as together his executive team to talk about Garden burger's advertising strategy, which for the time being had composed mainly of print ads in food service trade guides, industry occasions, off-invoice promotions with entrepreneurs, in-store sampling, and radio advertising. When Hubbard turned up at Garden hamburger, he'd wanted to make a rapidly growing, highly lucrative company for veggie burgers in the small health food niche for the consumer mainstream. He believed that response to achieving this strategy was creating national distribution inside the greatest funnel, the grocery funnel (which Garden hamburger had only broken 30% by the beginning of 1996) finding with flavor variety (but generally focusing around the veggie patty versus. growing into other meat options) and creating broad consumer awareness and trial.

Excel Calculations

Questions Covered

1.       Problem Statement

2.       Possible Alternatives

3.       Discussion of advantages and Disadvantages of Proposed Alternatives

4.       Catering to Both Segments

5.       Sticking to Niche Market

6.       Recommended Action Plan