[s MyCalStateLA - Home x | Kuli Kuli CASE.pdf: BUS 5000-01 ( x Microsoft Word - JCRI Volume 6 X + X @ @ File | C:/Usersorma/Downloads/Kuli%20Kuli%20CASE.pdf www.herbalife.com/... Toyota Financial Ser. * Payment - Interjet b Bing Is MyCalStateLA YouTube New Tab EDD Employment Devell.. M Gmail YouTube PV Maps 5 Cal State Apply | Su.. G Google Microsoft Word - JCRI Volume_6 30 Jan 2021 - JCRI_VOLUME_6_DEC_28_2020.... 5 / 39 | - 100% + Journal of Case Research and Inquiry, Vol. 6, 2020 143 | were, where to enter, and what type of entry made the most sense to Kuli Kuli (Zachary et al. 2015). In the same way that Sambazon had introduced acai, Mama Chia introduced chia seeds, and Guayaki introduced yerba mate, Kuli Kuli introduced moringa to the U.S. (Company Records 2019). The success of quinoa, acai, chia, and more recently kale as a superfood supported the CEO's conclusion that superfoods were not only popular, they also were "sticky" and created profitable, durable new product categories. The five-year Kuli Kuli success story attracted direct competitors to the U.S. moringa market, and Sun Foods, MRM, and Organic India were the top three other moringa brands (Company Records 2019). Kuli Kuli competed with the three firms on moringa powder since none of them had ready-to-eat moringa products, and only one was a B Corp (Company Records 2019). Kuli Kuli products also competed indirectly with other powder brands (i.e., Navitas), energy shots (i.e., Guayaki and Red Ace), and bars (i.e., Clif Bar). Kuli Kuli Moringa as First Market Entry in Superfood Industry As mentioned, when Kuli Kuli entered the moringa superfood market, management had to decide how to enter, who were the major stakeholders, where to enter the market, and what types of entry made the most sense for the company strategic plan. Kuli Kuli had developed trusted supply chain relationships with moringa farmers in Africa and elsewhere, enjoyed loyalty among some retail customers, and had growing brand name recognition with consumers based on its own work and first-mover advantages. While building these key relationships, Kuli Kuli did not attempt to employ highly competitive low-cost, low-price, high-volume marketing strategies used by many first-to-market movers. Instead, the company sought a value-based differentiation marketing approach (Company Records 2019). For example, Kuli Kuli was one of the few firms to hold an active FDA Generally Recognized as Safe (GRAS) Notice for moringa. Therefore, Kuli Kuli had a unique opportunity to introduce this new superfood to the U.S. market and create an entirely new category. Given the high cost of developing a GRAS Notice, some smaller food companies were deterred from entering the moringa space while larger Kuli Kuli JCRI PDF Kuli Kuli CASE.pdf Show all X