Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
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https://casecent.re/p/20351
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Abstract
Founded in 1977, Colorado-based White Wave gained popularity in 1996 with the unveiling of its soy milk brand - ''Silk''. From a little known product that was relegated to the shelves of few specialised natural food stores Silk has come a long way to become the only ''white beverage'' to have established a distribution network across the US. This case study helps in understanding as to how White Wave was able to make use of the environmental concerns, an aging population, a shift in demographics and the endorsements about the medicinal benefits of soy products to successfully market Silk as an alternative to milk.
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Abstract
Founded in 1977, Colorado-based White Wave gained popularity in 1996 with the unveiling of its soy milk brand - ''Silk''. From a little known product that was relegated to the shelves of few specialised natural food stores Silk has come a long way to become the only ''white beverage'' to have established a distribution network across the US. This case study helps in understanding as to how White Wave was able to make use of the environmental concerns, an aging population, a shift in demographics and the endorsements about the medicinal benefits of soy products to successfully market Silk as an alternative to milk.