Read the case study and do you make the call question answers. For question 9-36 I need two factors and for question 9-37 I need two alternatives
Marketing in Action Case Real Choices at Blue Diamond Do you know how many different ways there are to enjoy an Summer Olympic Games. Almond Breeze was available for the almond? According to agricultural cooperative Blue Diamond USA Volleyball team members, coaches, trainers, chefs, and nu- Growers, quite a few! After a price spike for almonds earlier in tritionists as a good alternative to dairy beverages this decade, a market correction has occurred, prices have fallen, and demand has risen. Mark Jansen, Blue Diamond Growers The snacks are baked, not fried, and contain no genetically President and CEO, says "I think almonds are more appropri modified organisms (GMOs), gluten, artificial ingredients, or ately valued from a price standpoint, and I think we're in a place fs. They are promoted as ideal for snacking or as a where we can get back to encouraging and growing fundamen- tasty appetizer. Examples of flavors include Smokehouse, tal consumer demand for almonds around the world." Much ofPepper Jack Cheese, Cheddar Cheese, and Hint of Sea Salt that growth will likely be through product development Nut Thins are a crunchy cracker made with rice and nuts. A recent growth approach for Blue Diamond is a line of The California Almond Grower's Exchange began in 1910, hoey-flavored products. The new theme is applied across its and today it represents the world's largest tree nut processing Snack Almonds, Nut Thins, and Almond Breeze brands (exam- companies, serving more than 3,500 growers. The cooperative ples: Honey Dijon Almonds, Honey Almond Milk). Al Greenlee, produces over 80 percent of the world's almond supply. TheDirector of Marketing at Blue Diamond Growers, asserts, "Honey cooperative offers almonds in a range of forms and markets its is growing in popularity as a great natural alternative to sugar products through the Blue Diamond Growers, which is dedi- cated to discovering and building customers by establishing new cessfully to spark new growth opportunities. The question is, products, finding new uses, and creating new opportunities how do they keep up the momentum? Core brands include Blue Diamond roasted almonds, Almond Breeze almond milk, and Nut Thins nut and rice cracker snacks You Make the Call Clearly Blue Diamond is using products and branding suc- The original product, snack almonds, already comes in many tasty varieties but that doesn't stop Blue Diamond from seeking out 9-35. What is the decision facing Blue Diamond? new ways to grow the brand. The latest family of flavors is branded 9-36. What factors are important in understanding this dei- Bold," with tastes described as "bold, brash and daring enough to stand out in any crowd." Example flavors include Sriracha, 9-37. What are the alternatives? lalapeno Smokehouse, Wasabi &Soy Sauce, and Habanero BBQ. sion situation? 9-38. What decisions) do you recommend? 9-39. What are some ways to implement your recommen- Because of growing consumer desire for lower fat and more nutritious alternatives, milk drinkers have been seeking al- ternatives to dairy. Almond Breeze Almondmilk is low in calories and saturated fat, and is a good source of calcium and vitamin E. These benefits are one of the reasons why USA Volleyball adopted the product as its Official almond milk for the 2016 dation
