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Success: Harmless Harvest Coconut Water - Having Strong Premium and Ethical Credentials

  • April 2015
  • -
  • GlobalData
  • -
  • 16 pages

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Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Harmless Harvest's raw coconut water has succeeded in the US thanks to its credible premium and ethical approach to beverage production.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Harmless Harvest considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends has this product innovation capitalized on?

- What can I learn from the success of Harmless Harvest?

Key Highlights
Harmless Harvest has extended the coconut water category with the launch of its raw and organic beverage.

The company has received Fair for Life certification due to its commitment to responsible sourcing and an ethically sound supply chain.

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