To complete the assignment, you will need to do the following: Read the article entitled "Growing Greenhouse," review the material covered in Chapter # 11 and Chapter # 12 and answer the following questions:

1. Identify any two external forces that impact marketing decisions and briefly explain how Greenhouse is affected by each of these forces. Note that you only need to provide one Greenhouse specific example for each of the two external forces that you have identified.

2. With Greenhouse's access to customer data, explain how Greenhouse can effectively use CRM to attract, retain and extend the value of its customers over the lifetime of the relationship.

3. Evaluate the effectiveness of Greenhouse's glass bottle packaging in fulfilling the four basic functions of a package.

Be sure to clearly label each question when providing your answer. It is not necessary to provide an introduction or a conclusion. Please just simply answer the questions.

15 I strategyonline.ca Growing Greenhouse The Toronto-based brand started small and is now set to sprout up across Canada and beyond. n Yonge Street there's a near-constant din of screeching tires. honking horns and dinging bicycle bells. But turn off the busy street and into Greenhouse's tiny peak-roofed house, and one feels as ifthey've walked into the soothing calm of a health store bythe ocean. With its wood floors, white-tiled walls and rows of drinks in almost every hue under the rainbow. the brand's first shop feels like something out of California, not Toronto. That's no coincidence. (Io-founders Emma Knight and Anthony Green were living in LA. when the pair decided to export the coldpressed icice craze to their hometown. Greenhouse started making and selling cold-pressed iuice out of its little shop in January 2014. Since then the brand has grown a cult-like following in the Greater Toronto Area {GTA} and is now on the cusp of becoming a national brand. By 2020, Greenhouse aims to have 1,500 points of sale via its stores. as well as through distribution deals with shops both big and small. across Canada and beyond. BY MELISSA DUNNE While some iuice brands have oundered over the years. Greenhouse blossomed because of a unique reteit strategy that saw it team up with likeminded brands. Much of the company's success in creating awareness for its brand stems from dedicated Greenhouse counters that it placed in unexpected places. like ower shops. indie cafes, bookstores and yoga studies. "We want to be everywhere our customers took," says Knight. Along with pop-ups in places like the Art Gallery of Ontario. the brand {with Knight as its director of brand and marketing. Green as the company's CEO, and third eo-founder Hana James as operator) now has 16 points of sale and employs approximately 120 people. Greenhouse handles marketing in-house. The creative department includes Knight, two copywriters, a designer, a photographer and a stylist. It also hired a eld-marketing expert to bring all direct marketing inhouse earlier this year. By mid-2014, Greenhouse started offering online retailing, D fermented drink and cold-pressed juice space in the past few years. The Canadian company's Cali-cool look, from its stores to its bottles, has always been key to the brand's success. The original glass bottles, featuring a simple line drawing of its first store stamped on silver-hued lids became synonymous with Greenhouse (the logo also appears prominently on the windows of some of the specialty stores that stock its products). Each bottle featured a fun flavour name, like Gold Rush, and its ingredients were listed on the front of the bottle. Greenhouse debuted new bottles this year, which now have brown-paper labels, with the names and ingredient lists intact. The original branding, packaging and environmental graphics were conceived by designer, Sarah Dobson, and won a Wallpaper* magazine design award in 2015. Dobson's designs made Greenhouse instantly Instagrammable. The brand now has more than 40,000 followers on the social media platform. "Word of mouth really helped us," recalls Knight. "And on Instagram - it was a photogenic, brightly-coloured product, [so there was a] kind of digital version of word-of-mouth." But Knight and Green aren't only focused on products that look good, they want them to taste good and make customers feel good, too. Making high-quality drinks using only natural and organic ingredients allowed the brand to sell its products at a premium. When Greenhouse first launched, its products sold for between $2 for a shot up to $16 for a bottle of cold-pressed juice. A broad range of city-dwellers from hip millennials to Baby Boomers were willing to shell out, says Knight. And as the company expands outside Toronto, the co-founders are confident Canadians in smaller, suburban markets will also have a thirst for Greenhouse products. Knight, who is the voice behind the brand, takes great pains to speak to a broad base of potential customers. The ex-journalist has a knack for writing snappy copy that appears on everything from storeingredients allowed the brand to sell its products at a premium. When Greenhouse first launched, its products sold for between $2 for a shot up to $16 for a bottle of cold-pressed juice. A broad range of city-dwellers from hip millennials to Baby Boomers were willing to shell out, says Knight. And as the company expands outside Toronto, the co-founders are confident Canadians in smaller, suburban markets will also have a thirst for Greenhouse products. Knight, who is the voice behind the brand, takes great pains to speak to a broad base of potential customers. The ex-journalist has a knack for writing snappy copy that appears on everything from store chalkboards to email blasts to its Instagram feed. Knight's goal is to communicate that Greenhouse is a brand that welcomes everyone. subscriptions and delivery. Online purchases now account for about Above, clockwise "There's been a concerted effort to just be honest and forthright 10% of sales. And the brand has eight bricks-and-mortar stores, from left: Bottles Greenhouse products can also be found in specialty stores, such of Greenhouse's and do it all with a singular voice," says Green, who used to work in the Almondmilk wrapped film industry in California. "At the end of the day we had initial success as Pusateri's Fine Foods, The Big Carrot and Highland Farms. And just by being who we are and it's just like, let's stay true to that." recently, it began distributing its products in 24 GTA Loblaw stores. in its new packaging, featuring brown-paper In L.A., Knight didn't like the vibe of the city's many juice shops, Slowly but surely, Greenhouse has evolved into a functional labels; The brand offers which she felt subscribed to a militant "all-or-nothing mentality." beverages company, selling drinks in six categories, including: six types of functional beverages, including Greenhouse aims to be inclusive and open-minded - no sanctimonious cold-pressed juices, nutmilks, probiotic tonics, hydrators, boosters and mini bottles of boosters; vegans in sight. Its shops have a community feel, where customers cleanses. Functional beverages are generally defined as any drink that claims to provide a health benefit to the consumer, such as kombucha. Wood replicas of are warmly greeted, and questions and sampling are encouraged. Greenhouse's first little While the store design and the product packaging have been The global market for functional beverages is set reach an estimated shop near Yonge Street, important to the brand's success, sampling at its locations has been $105.5 billion USD by 2022, according to Research and Markets. which inspired the Greenhouse used to compete mainly against other local juice brand's logo and name. crucial to turning curious lookie-loos into paying devotees. Knight explains winning over skeptical shoppers means she and other staff shops, such as Elxr Juice Lab, Refuel Juicery and Village Juicery. have spent lots of time "talking about what the product actually is, how But, as the Greenhouse brand grows and expands into new categories, we make it... It's really just been we're in the business of explaining." it's now in direct competition with more established brands. California- Knight will soon be doing more explaining thanks, in part, to based GT's Living Foods' kombucha drinks, for example, are sold Greenhouse's new 35,000-square-foot facility in Mississauga, Ont. alongside Greenhouse's pink-hued kombucha at Loblaw stores. The Back in 2014 the market was flooded with cold-pressed juice Toronto-based brand is also up against global behemoths such as brands. Not all survived. Toronto's Union Juice shuttered in 2016. Starbucks, PepsiCo and Coca-Cola, which have bought into both the And in the U.S., Organic Avenue closed permanently in 2017.Juice Co.," new bottle labels simply read "Greenhouse," helping to clarify that the brand now sells everything from juice to kombucha to protein bars. The simple line drawing inspired by the store that started it all remains. The brand redesigned its packaging for national distribution, adding both French and English, nutritional information and bar codes. While there is more text on the packaging, the Cali- cool aesthetic remains. And as the brand goes from a cult following to reaching a mass audience, its co-founders knew they had to drastically reduce prices, while still maintaining quality. So the company, backed by a government loan, developed a new manufacturing method called "light filtration," which ultimately means Greenhouse drinks now have a much longer shelf life and lower price tag. Its beverages are now approximately 40% cheaper, ranging from $2 and $8. Greenhouse new bottled beverages will be sold in several big and small stores outside of Toronto, from national grocery stores to indie shops. "Our mission is to offer widespread access to plant-based products of the highest nutritional quality," Knight explains. For now, the co-founders are laser-focused on bringing Greenhouse to the masses here in Canada. But eventually they'd like to open stores back in California, where the idea for a little cold- pressed juice shop was first planted.But, there's still money to squeeze out of the Right, from top: Emma cold-pressed juice category. In the U.S., the market Knight, Greenhouse's is set to reach $8.1 billion USD by 2024, according co-founder and to a report from Wintergreen Research. There are no director of brand and readily available comparable stats on Canada's cold- marketing, co-wrote a pressed juice market, but Canadians are increasingly national best-selling, plant-based cookbook; purchasing 100% natural juice products versus "juice One of Greenhouse's drinks" (which contain up to 24% actual juice or sleek stores, located in nectars), says a Euromonitor International report. the heart of Toronto's The co-founders also want to feed customers financial district. plant-based bites, as well as drinks. There's an increased appetite in Canada for plant-based food. A 2018 poll for Dalhousie University found 7.1% of Canadians consider themselves vegetarians, and 2.3% say they're vegans. To feed this demo, Greenhouse now sells plant-based snacks. And its Union Station shop teamed up with Foodbenders to sell healthy meals. While Greenhouse remains focused on functional beverages, Knight co-wrote The Greenhouse Cookbook, to help position her company as an authority on healthy eating (and drinking). As a result of its diversification efforts, earlier this year the brand debuted what it's dubbed "Greenhouse 2.0." While it was originally branded as "Greenhouse