Here is a great case study. What happens when the company that holds 40% of the carrot market brings in a former Coca Cola marketer to run the company? Well, he conducts market research and then brings on big name ad agency Crispin Porter + Bogusky. Together they go after new ways to increase our consumption of the orange veggie — and not promoting its healthiness. An interesting marketing tale is told in “How Carrots Became the New Junk Food” (Fast Company, March 22, 2011). This story is still being written; we do not yet know if it will sell more carrots.
What do you think? Will this strategy work? What other tactical marketing suggestions would you have for Bolthouse? Think about each of the four Ps – or other target markets?