Page 85 - Tyrrells Flip Teaching Guide

Product: Natural, nutritional, tasty and ethical.

Promotion: No advertising. Branding is used to drive sales

based on quirky packaging design.

Distribution: High end independents under Chase added to
by Milner with a drive to bring on board the major

supermarkets.

6: Financial Analysis

Under Chase financial strength and growth was very strong.

But under Milner growth, revenue and profit took off.

7: Review and Revise

Chase’s marketing strategy worked and worked well
achieving all the objectives Chase set.

However, under Milner who operated to a higher level of

ROI the strategy developed further and faster.

The maintenance of Chase’s purpose, ethos and objectives

could not be sustained, given the objectives of venture

capital investment, and were subsequently eroded.