...Introduction According to the case study, Odwalla Juice Company was founded in 1980 when three musicians in an effort to raise money to fund music school programs, had the idea of selling freshly squeezed juice to small businesses within their immediate community. The trio invested $200 in juicing equipment and started a “fresh juice revolution”, which was intended to meet the growing demand for organic foods & beverages by consumers across the country. The company started relatively small with the founders personally squeezing, packaging and transporting these juices to local restaurants that existed in their community. However the company experienced rapid growth in the early 90’s and by 1995 it has increased its product line and expanded operations well beyond the local market. Odwalla was able to captivate consumers through the creativity of the company’s founders who were also very passionate about social responsibility and the need to ensure the health and wellbeing of the community. This philosophy was also reflected in the company’s core values and company vision which read “Odwalla, a breath of fresh intoxicating rhythm, living flavor, soil to soul, people to planet, nourishing the body whole.” The company’s core values also touted a philosophy or honesty, integrity, personal responsibility and environmental awareness, just to name a few. In an attempt to effectively meet the needs of its customer base, the company leadership employed a business model that was...
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...The organizational structure, ownership and growth of ‘Innocent Drinks’ from its beginning to the present date In 1998, three Cambridge University graduates, Richard Reed, Adam Balon and Jon Wright sold their first drinks, smoothies, from a stall at a music festival in London after spending six months on writing the recipes with only £500 as the starting capital. “Should we give up our jobs to make smoothies” were written on a banner in front of the stall. There were two bins marked as “Yes” and “No” next to the stall and people were asked to throw their empty bottles into either one of them. Only three bottles were found in the “No” bin after the festival. As the result, they resigned their own jobs, decided to run the business of a drinks company by the format of partnership. After that, they needed to find investment because of the lack of capital for their establishment. Luckily, after several times of unsuccessful application for the borrowing of the bank, Mr. Maurice Pinto, a wealthy American businessman, decided to invest £250,000(£250,000 were invested by a wealthy American businessman called Mr. Maurine Pinto), which make them taken the step to success. The workforce of the company increased from three to six in 1999. The first overseas office was open in the capital of Ireland, Dublin, in 2000. It is the first stage for them to promote their products to other countries outside the UK. One year after their establishment, innocent drinks start to sale their products...
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...Odwalla (pronounced "odewalla") is the health-conscious juice company which began a couple of decades ago when Greg Steltenpohl, Gerry Percy and Bonnie Bassett began squeezing fresh oranges on a $200 hand juicer. The company was growing strongly with annual sales rising 30% per year and approaching $90m. The company had established a strong brand with enormous customer loyalty. On October 30, 1996, everything changed. Health officials in Washington state informed the company that they had discovered a link between several cases of E. coli 0157:H7 and Odwalla fresh apple juice. The link was confirmed on November 5. As the crisis played itself out, one child died and more than 60 people in the Western United States and Canada became sick after drinking the juice. Sales plummetted by 90%, Odwalla's stock price fell 34%. Customers filed more than 20 personal-injury lawsuits and the company looked as though it could well be destroyed. What did the company do? Odwalla acted immediately. Although at the point where they were first notified the link was uncertain, Odwalla's CEO Stephen Williamson ordered a complete recall of all products containing apple or carrot juice. This recall covered around 4,600 retail outlets in 7 states. Internal task teams were formed and mobilised, and the recall - costing around $6.5m was completed within 48 hours. What the company didn't do was to avoid responsibility. On all media interviews, Williamson expressed sympathy and regret for all those affected...
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...Vivian Delisle Strategy Consultants……………. Odwalla Inc.: Apple Juice E-Coli Outbreak by Managing Post Crisis Tradedgy Course OL690: Corporate Social Responsibility Instructor: Mike Davis Date: October 30, 2012 Introduction: Odwalla juice company has a devastating tradedgy occur, the year was 1996 and a young girl died and at least 70 others were injured from drinking their apple juice tainted with a poisonous bacteria. The company pleaded guilty to criminal charges for violating FDA safety laws and had to pay $1.5 million in fines. Odwalla was considered a great socially responsible company with an ethical conscious so you have to ask what happened? Analysis: Odwalla is a juice company that had produced unpasteurized and fresh premium juices. The executives in the company boasted of their commitment to society and had positioned the company as a New Age brand of juice. People paid more for this juice as compared to the usual store brands or Motts, ect… The company was in business for 20 years before the outbreak. The juice was tainted with E. coli 0157:H7 bateria. Odwalla had a great maketing campaign that focused on its social responsibility that was believed by their stakeholders; their employees, creditors, and customers all believed Odwalla was a great company. When the crisis hit Odwalla removed the product but had a hard time swalling the “responsibility” pill. Even though Odwalla continued to improve their manufacturing processes they “sidestepped...
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...Customers found that the productions which from Odwalla are not safe, they may stop buying them which may cause the low sales. As another stakeholder in this case, the shareholder of Odwalla should make efficient decision which could get the company out of the trouble. I think what they should do is to recall the product from the stores which they supplied to. Also, providing some safety solutions which would be more effective. Another thing which they could do is to reform the company in terms of company’s regulation, brand name and the slogans which they used in their advertisement previously. By doing these, they would get a both short-term and long-term benefit. If I were the CEO this company, I would definitely recall the product as well. Although e-coli is rare, when it happens it will make bad effects on people with weak immune systems. Deciding to recall the product and make immediate improvement is more important for both sides of us and customers. We should make more good changes on the product which may increase the credibility of our company. It will uphold his fiduciary responsibility to Odwalla’s owners, and also upholds the rights of costomers. Thinking that if the CEO did not decide to recall the product, it may cause many bad influence. There would be a lawsuits waiting for Odwalla and the stock may go down. The CEO acted appropriately and with ethics which may earn the credibility and the stock may go...
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...Odwalla, Inc. case study Odwalla which is a company making fresh juices and juice blends was founded in 1980 by three musicians with $200 investment. They got their inspiration from a book "100 Businesses You Can Start for Under $100" during a visit to a bookstore. The founders started to squeeze and bottle the juice, and delivered to stores and restaurants. They collected fund to expand their business, and named their business. After several different juice operations joined Odwalla within 10 years, the company grew rapidly with various products, but facing more challenges. Base on the large demand of orange juice, Odwalla always had sourcing problems of best oranges; and also, the shelf life of orange juice was a big problem and cost more expense of the company. In the winter of 1990- 1991, Odwalla almost broke down because of financial problems. In the meantime, a former investment banker- Stephen Williamson invested in Odwalla, and became the CEO of the company. His unique version made an important change in the company’s development, and got Odwalla out of this crisis, even grew stronger in the following years. There was a high growth of the company in to nationwide during the year from 1993 to 1996 by purchasing several other companies in different states, diversifying product, and adding more nutrients. Another factor was that Odwalla’s product display in retail stores gave customers a unique and bright view. Odwalla became the leader in the beverage industry in...
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...Chelsea Nelmes, MangerDATE: October 31, 1996SUBJECT: E.Coli Outbreak Regarding Odwalla Product Odwalla over the years has been known for their high standards when it comes to preserving nutritional and savoury products. Odwalla’s fundamental skills that purposefully developed these standards have possibly triggered a downfall amazing products. Community expectation and boost products success is my central determination here, not to identify the areas surrounding the company’s emergency. Business Problem Odwalla claimed that their juice was fresh from the fruit and without the pasteurization process that was used by other juice producers. Odwalla company has had fast growth when it comes to production, this is concerning because production strains has become more important than safety concerns. Odwalla prides itself in producing all-natural juices. The safety of the fruit juices has not been a high priority with the growing business. Apple juices are not pasteurized to keep them all natural. On October 30, 1996 the Health Department believed that sixty six people had become sick of E.coli from drinking Odwalla juices over a period of time. This company emergency has affected patrons of Odwalla, the surrounding community, and could perhaps have extended effects on Odwalla finances. Critical Issues With the E.coli outbreak at Odwalla there have been questions pertaining to whether Odwalla followed proper protocol when it comes to the hygiene of the company and the pasteurization...
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...1 { { { Management Communication in Transition This book will argue that management communication is the central skill in the global workplace of the twenty-first century. An understanding of language and its inherent powers, combined with the skill to speak, write, listen, and form interpersonal relationships, will determine whether you will succeed as a manager. At the midpoint of the twentieth century, management philosopher Peter Drucker wrote, “Managers have to learn to know language, to understand what words are and what they mean. Perhaps most important, they have to acquire respect for language as [our] most precious gift and heritage. The manager must understand the meaning of the old definition of rhetoric as ‘the art which draws men’s hearts to the love of true knowledge.’”1 Later in the twentieth century, Harvard Business School professors Robert Eccles and Nitin Nohria reframed Drucker’s view to offer a perspective of management that few others have seen. “To see management in its proper light,” they write, “managers need first to take language seriously.”2 In particular, they argue, a coherent view of management must focus on three issues: the use of rhetoric to achieve a manager’s goals, the shaping of a managerial identity, and taking action to achieve the goals of the organizations that employ us. Above all, they say, “the essence of what management is all about [is] the effective use of language to get things done.”3 The job of becoming a competent, effective...
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...Beverage Companies Attempt to Maintain Sales in the US and Western Europe with New Products Sales of traditional carbonated sodas are flat or declining in the United States and much of Western Europe. In 2005, for the first time in 20 years the number of cases of soda sold in the United States declined. Case volume in 2005 was down 0.7 percent, to 10.2 billion cases. Coke's flagship brand, Coca-Cola Classic, was down 2 percent, and original Pepsi from PepsiCo was down 3.2 percent.”1 This trend is continuing; when Coca-Cola reported its first quarter profits and sales in April of 2007, it stated that “sales in North America, as measured by unit case volume growth, declined 3 percent.”2 Soft drink companies are not giving up, however, on sales growth in the US and Europe. CocaCola Co. and PepsiCo have created new soft drinks to combat declining sales growth of traditional carbonated soft drinks in these regions of the world. These “substitute beverages” include such products as vitamin waters, fruit drinks, and energy drinks. As consumers in North America and Europe move away from traditional soda, many are simply switching to “enhanced” water beverages. “Sales of enhanced water jumped from $80 million in 2001 to $245 million the following year, and could top $600 million in the next year or so, according to New York-based Beverage Marketing Corp.”3 “While carbonated soda's share of the market is shrinking, alternative beverage sales are jumping as much as 50% a year. And energy...
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...Running head: PROBLEM SOLUTION : GLOBAL COMMUNICATIONS Problem Solution: Global Communications Mordecai Nagba University of Phoenix MMPBL/500 July 18, 2011 Problem Solution: Global Communications Because of the high competition in the telecommunication industries, Global Communication is finding it difficult to make profits in the communications industry. The company stock price has dropped to 50% in value and Global communications is facing challenges in make it appreciate again. Global communication has number of increase competitors again the company. The company has to create difference way in the competition. GC must have to address to the current issue and find better opportunities that will help grow the company in better direction. However, choosing the right problems that have the most opportunities will help Global communication to stay competitive in the telecommunication industries. The main issue and opportunities in Global communication is their competitors and the stock price dropping. Management does not have better relationship with the Union members, employees, and stakeholders who are the backbone of the company. In this paper the subject is the communication problem facing Global Communication, and will figure the opportunities and issues. With the best alternative and an optimal solution was provided with this issues, Global communication will use the model of making decision and solving problem skill. This paper will also present...
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...Image control is vital to organizations if a firm is observed by its investors to be accountable for an event it facilitated, executed, arranged, encouraged, or allowed to transpire, the company’s persona will be smeared and needs to be reestablished. Benoit’s concept of appearance establishment provides an outline to examine a firm’s resolutions to negative publicity and how the firm’s image is restored as a result of the responses. A beneficial solution to analyzing image restoration offers can be found through the transmission of various research areas in Benoit’s Theory. What are the results of the Erickson et al. study? How useful are the results for managers and leaders? Findings in Erickson et al. study show that corrective actions are utilized by management approximately 87% of the time. It also discovered that 35 firms out of the 133 companies with quantifiable disadvantages use different image restoration communication strategies which result in non-corrective action responses for 49 firms. Scapegoating is the most commonly exercised method with as good of intentions as the next. Organizations that use these tactics show that management does not want to assert responsibility. These useful results allow establishments to recognize that communication strategies arrange for perception into management’s replies to the weaknesses interior supervision and its use of remedial action to circumvent prospective catastrophe. It gives the opportunity to see what they are doing...
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...TABLE OF CONTENTS Executive Summary ...................................................................................................................................3 Situation Analysis - Background ...............................................................................................................5 SWOT Analysis ..................................................................................................................................7 Key Problem to be Solved ..................................................................................................................9 Key Strategic Campaign Decisions - Objectives .....................................................................................10 Target Audience................................................................................................................................11 Brand Position...................................................................................................................................12 Campaign Strategy...................................................................................................................................13 Media Strategy - Objectives ....................................................................................................................15 Selection............................................................................................................................................16 Media Planning and Buying...
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...Table of contents Introduction……………………………………….………2 Mojo Media Executive Summary Objectives Situation Analysis.......…………………………………...5 Historical Context Industry Analysis Market Analysis SWOT Competitor Analysis Objectives…………………………………………….…12 Quantitative Benchmarks & Time Frame Budgeting……………………………………………..13 Method & Amount Strategy …………………………………………………14 Target Market Campaign Strategy Execution…………………………………....…………17 Creative Objectives & Strategies Creative Testing Media Plan………………………………………37 Objectives Strategies Choices Scheduling and Budgeting Integrated Marketing Communications Evaluation………………………………………………46 Criteria for Success-Measurement Methods Marketing Recommendations Conclusion……………………………………………..48 1 INTRODUCTION Mojo Media MoJo Media is a full service advertising agency dedicated to providing companies with creative, executable, and effective ideas. We specialize in helping brands take their company to a whole new level. By working personally with each client, we are able to develop creative solutions to transform the brand. We would like to thank Naked Juice for inviting our advertising agency to design an advertising campaign. We are confident that our advertising ideas will put some mojo into the way consumers see your juice products. 2 INTRODUCTION Executive Summary Naked Juice presents an affordable and unique way for consumers to maintain healthy eating habits in an on-the-go environment. The brand has relied on its healthy share of...
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...always been easy for Coca-Cola. Many countries have banned the use of Coca-Cola products, claiming that these products are “threatening public health” and “encouraging obesity.” Many labor practice suits have been filed against the mega beverage company with accusations of “child labor sweatshops” and “discrimination in providing health care benefits to workers.” In addition, the beverage industry has been flooded with competitors introducing new soft drink products, such as Pepsi, along with soft drink alternatives, such as Gatorade, bottled water, fruit juice, and energy drinks. Coca-Cola has faced the challenge by introducing new beverage brands including Sprite, Fanta, Minute Maid, Simply Orange, Fresca, Vitamin Water, Smart Water, Odwalla, and Powerade. In light of the obstacles Coca-Cola has overcome, the company has remained true to its commitment to provide quality, refreshing, and satisfying products to consumers. In order to ensure each product tastes the same across the globe, Coca-Cola continues to keep the beverage recipes secret with tightly controlled manufacturing facilities. CocaCola has never lost sight of its goal to be the best beverage company in the world. Now, let us take a closer look at Coca Cola’s journey to...
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...billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current chairman and CEO is Muhtar Kent. {draw:frame} Its motto is 'To benefit and refresh everyone who is touched by our business.' The Coca Cola brands include Barq's Coca-Cola Coke Zero Dasani water Diet Coke Glacéau Fanta Fresca Full Throttle Fuze Hi-C {draw:frame} {draw:line} Lift Mello Yello Minute Maid Monster Energy distributed by Coca-Cola, made by Hansen Natural Odwalla Powerade Pibb Relentless Sprite Tab Thums Up Urge...
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