Capilano Honey

McCarthy, Breda (2015) Capilano Honey. SAGE Business Cases.

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Capilano is the market leader in Australia's honey processing sector. The company exports to 52 countries, accounting for over 90 per cent of all retail-packed honey exported from Australia, making Capilano one of the most widely distributed Australian food brands internationally. Capilano differentiates itself on quality - the unique and premium taste of Australian honey. However, it has faced many challenges on the road to market leadership. As the product is in the mature stage of its product life cycle, targeting new segments, developing new uses and new forms ofpackaging, is essential. In recent times, health-conscious consumers and watchdoggroups have called attention to sugar's negative health consequences, linking high levels of consumption to diabetes, obesity, heart disease and high blood pressure.Capilano has, to date, escaped the backlash against refined sugar and has managed to successfully differentiate its product from other sugar substitutes. Like all food companies, it has to be very careful that it doesn't contravene Federal or state advertising laws.

Item ID: 39545
Item Type: Article (Case Study)
Copyright Information: © Breda McCarthy 2016. In accordance with publisher's policies, the Author Accepted Manuscript of this article is available Open Access from ResearchOnline@JCU.
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Case study included in online database SAGE Business Cases.

"SAGE Business Cases is a collection of easy-to-use, accessible case studies, specially Business cases commissioned and curated to help students understand theoretical concepts in practice. The collection offers accessible and quality real-life cases on today's most vital topics to support student understanding of real-world problems that professional face." --

Date Deposited: 23 Jul 2015 04:03
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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