Background Christchurch, New Zealand was the home town of 100% organic baby food company, Green Monkey. Founded by sisters, Lizzie Dyer and Charlotte Rebbeck in 2002 (Green Monkey Ltd, 2013).
The two sisters set out to create 100% organic baby food that was traceable and sourced from only certified New Zealand producers. No other baby food manufacturer within the New Zealand market could claim these same principles, creating a unique opportunity for Green Monkey (Bradley, 2011). Mission.
Green Monkey uphold a strong mission, to see a sustainable way of producing their products without harm to the environment, but also to take the most of what the New Zealand pristine environment has to offer (Green Monkey Ltd, 2013). Allowing the customer to trace where the products primarily come from is key to Green Monkeys mission statement. Value Proposition Green Monkeys value proposition is to offer information about each part of the sold product, allowing customers from around the world to see what is in the product.
Offering a product that is affordable and of a high standard for small children is one of Green Monkeys founding principles.
Size Five employees make up the vital role of managing, marketing and maintaining the highest quality Green Monkey products. Production of Green Monkey is out sourced to a factory in Christchurch, New Zealand, due to high demand. Type of products Green Monkeys product range covers products such as growing up milk powder, meat and non-meat baby food pouches (Appendix 1). All of the products offered by Green Monkey are 100% Organic with no additives.
Target customers.
The target customers that Green Monkey focus on are in a niche market where parents are concerned about what is in their babies foods. Green Monkey uphold top customer relations to ensure the security within the niche market. Segmentation Base As Green Monkey cannot compete on price alone, their demographic has adapted to high to middle income families in Australia, China, Dubai and New Zealand (South, 2012). Green Monkey follow a differentiation focused strategy as they are in a niche market. According to VALS psychographics research innovators are more like to purchase organic foods (Strategic Business Insights, 2009-2012).
Appendices Appendix 1: Example of Green Monkey products Sourced from business. newzealand. com: http://business. newzealand. com/vBY4ddA/media/1185202/GreenMonkey_Event. jpg ?
Reference List Bradley, S. (2011). Green Monkey Organic Baby Foods Happy Planet – Happy Monkeys. Retrieved April 7, 2013. from Bord Bia Irish Food Board: http://www. bordbia. ie/industryservices/brandforum/CaseStudies/Green%20Monkey%20Organic%20Baby%20Foods. pdf South, G. (2012). Small Business: Making it in China – Green Monkey. The New Zealand Herald, [online] 28th September.
Retrieved from: http://www. nzherald. co. nz/business/news/article. cfm? c_id=3&objectid=10837054 Ecofind. co. nz (2013). Green Monkey – organic baby food | ecofind. co. nz. [online] Retrieved from: http://www. ecofind. co. nz/food-drink/green-monkey-organic-baby-food/ Greenmonkey. co. nz (2002). Green Monkey | Organics born naturally. [online] Retrieved from: http://www. greenmonkey. co. nz/ Strategic Business Insights. (2009-2012). Sample demographic and behaviours. Retrieved April 7th, 2013. from Strategic Business Insights:
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