Question: organic food products are on the rise with global markets...
Organic food products are on the rise with global markets showing continued increases in sales. Such growth is based on an increase in organic food brands and product varieties, but also due to an increase in consumer demand. For years, producers and marketers have worked hard to raise consumer awareness for organic food and over time consumer perceptions seem to have changed. When developing a marketing campaign, marketers need to understand consumer perceptions in order to address these in their communication strategy.
In this case study assessment, you will be required to (Part A) research consumer perceptions of organic food and to develop an understanding of how marketers can or should consider these in their marketing campaigns. You will then (Part B) utilise your findings to analyse and evaluate how Organic Valley is addressing or considering consumer perceptions in their recent marketing campaign and do an overall evaluation.