Nudie case study: utilizing grassroots marketing to help build a brand: Industry

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Nudie case study: utilizing grassroots marketing to help build a brand

Published Date: December 2007

Published By: Datamonitor

Page Count: 6

Order Code: R313-29409

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DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS: Nudie was established in 2002 producing fruit smoothies; The market for fruit juice has evolved; Tim Pethick sought consumers' input from the beginning in order to establish the brand; Storytelling and the Internet prove crucial to Nudie's success; Use of the Internet was key to Nudie's success; Nudie has employed innovative and unusual methods of attracting the consumer's attention; Nudie has aimed to involve the consumer every step of the way; Nudie has diversified its product range and is looking at overseas expansion; Product range diversifies with help from a major corporation; Nudie looks to overseas development and global presence
APPENDIX: Case study series; Methodology; Secondary sources; Further reading; Ask the analyst
List of Figures: Figure 1: Nudie's website features a video clips section, which presents a novel way of promotion; Figure 2: Distinctive vans and a hot air balloon have helped to create publicity for Nudie; Figure 3: Nudie has increased and diversified its product portfolio

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