Backdrop Christchurch, New Zealand was the home town of 100% organic baby food business, Green Goof.
Founded simply by sisters, Lizzie Dyer and Charlotte Rebbeck in 2002 (Green Goof Ltd, 2013). The two sisters set out to produce 100% organic baby food that was traceable and procured from just certified Fresh Zealand suppliers. No other baby food company within the New Zealand marketplace could assert these same principles, creating a one of a kind opportunity for Green Monkey (Bradley, 2011). Quest. Green Goof uphold a solid mission, to get a sustainable way of producing goods without trouble for the environment, but also to adopt the most of what the New Zealand pristine environment can give (Green Goof Ltd, 2013).
Allowing the customer to trace in which the products generally come from is key to Green Monkeys mission statement. Benefit Proposition Green Monkeys value proposition is to offer details about each section of the sold merchandise, allowing buyers from around the world to see precisely what is in the product. Offering an item that is affordable and of an increased standard for small children is usually one of Green Monkeys beginning principles. Size Five workers make up the vital role of managing, marketing and maintaining the best Green Monkey products. Development of Green Monkey has gone out sourced to a factory in Christchurch, New Zealand, because of high demand.
Kind of products Green Monkeys product range covers items such as developing up dairy powder, various meats and nonmeat baby food pouches (Appendix 1). All of the goods offered by Green Monkey happen to be 100% Organic with no ingredients. Target buyers. The target customers that Green Monkey focus on are within a niche market in which parents are concerned with what is in their babies food.
Green Goof uphold top customer relations to ensure the reliability within the niche market. Segmentation Basic As Green Monkey are unable to compete in price alone, their demographic has adapted to large to central income people in Australia, Cina, Dubai and New Zealand (South, 2012). Green Goof follow a differentiation focused strategy as they are within a niche market. In accordance to VALS psychographics study innovators are definitely more like to order organic food (Strategic Organization Insights, 2009-2012).
Appendices Appendix 1: Example of Green Monkey products Found from organization. newzealand. com: http://business. newzealand. com/vBY4ddA/media/1185202/GreenMonkey_Event. jpg? Reference List Bradley, S. (2011). Green Monkey Organic Baby Foods Cheerful Planet Happy Apes. Retrieved The spring 7, 2013. from Ligne Bia Irish Food Board: http://www. bordbia. ie/industryservices/brandforum/CaseStudies/Green%20Monkey%20Organic%20Baby%20Foods. pdf South, G. (2012). Small enterprise: Making it in China Green Monkey.
The New Zealand Herald, [online] 28th September.