Abstract
Capilano is the market leader in Australia's honey processing sector. The company exports to 52 countries, accounting for over 90 per cent of all retail-packed honey exported from Australia, making Capilano one of the most widely distributed Australian food brands internationally. Capilano differentiates itself on quality - the unique and premium taste of Australian honey. However, it has faced many challenges on the road to market leadership. As the product is in the mature stage of its product life cycle, targeting new segments, developing new uses and new forms ofpackaging, is essential. In recent times, health-conscious consumers and watchdoggroups have called attention to sugar's negative health consequences, linking high levels of consumption to diabetes, obesity, heart disease and high blood pressure.Capilano has, to date, escaped the backlash against refined sugar and has managed to successfully differentiate its product from other sugar substitutes. Like all food companies, it has to be very careful that it doesn't contravene Federal or state advertising laws.
Journal
SAGE Business Cases
Publication Name
N/A
Volume
N/A
ISBN/ISSN
N/A
Edition
N/A
Issue
N/A
Pages Count
N/A
Location
N/A
Publisher
SAGE
Publisher Url
N/A
Publisher Location
London
Publish Date
N/A
Url
N/A
Date
N/A
EISSN
N/A
DOI
10.4135/9781473977488