South African Rooibos industry : opportunities and constraints with special reference to the German consumer market

Over the last decade a South African product, namely Rooibos, has conquered the German consumer market. It initially started as a small trend amongst health conscious people, developing into a staple product, to being difficult nowadays to imaging Rooibos not being available for sale. As Rooibos gained popularity on the extremely competitive German food market, marketing strategies had to change accordingly. To reach the mass market, it was necessary to market Rooibos at the discounters and supermarkets, important for the German grocery industry. Advertising also played an important role as through TV and pring media many consumers can be approached and therefore product awareness increased.

Grantor dc:publisher.institution

Marketing

Year dc:date.issued

2004

Author dc:creator

• Gress, Tobias

Advisor dc:contributor.advisor

• Brice, Helen

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/11427/5818

OAI identifier oai:identifier

oai:open.uct.ac.za:11427/5818