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Food & drink case studies: targeting distinct consumer groups (Mecca Cola, Compass, Go-co)
Company Profile, March 2004, 236  €


Description

Table of ContentsIntroductionThis report on Mecca Cola, Compass and Go-co forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors.
Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.Reasons to PurchaseGain insight into the methods used by important industry players to give them a competitive edgeIdentify specific areas for operational improvementsCapitalize on the knowledge of experienced companies when entering a new niche or market


Sommaire
 
Table of Contents
 
ABOUT DATAMONITOR 2
 

 
WHAT IS THIS REPORT ABOUT? 3
 

 
INTRODUCTION 7
 

 
CASE STUDIES 8
 

 
Go-co bars - creating a new product segment 8
 

 
Word of mouth promotion 9
 

 
Nurture our World - emphasize key nutritional and ethical issues 11
 

 
Innovative theatre-style cooking arena 12
 

 
Mecca Cola - new marketing opportunity in politics 14
 

 
Marketing to the masses 15
 
CONCLUSIONS 16
 

 
RESEARCH METHODOLOGY 17
 
RELATED RESEARCH 18
 

 
List of Figures
 

 
Figure 1 Go-co bars
 
8
 

 
Figure 2: Go-co advertising in Ibiza 10
 

 
Figure 3: Live theatre cooking in colleges 13
 

 
Figure 4: Mecca Cola - ``Don't drink stupid, drink with commitment`` 14
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