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"Green Branding" as an effective positioning strategy for Irish agri-food products in the German market: Key learnings from the success of the Kerrygold® brand

  • The interest in topics such as the environment, health and sustainability has increased dramatically in recent years, due to concerns about global warming and demographic change, giving way to the concept of “green branding”. This bachelor thesis proposes the application of a green branding strategy in order to position Irish agri-food products in the German grocery retail market, and explores its potential effectiveness and current relevance. Firstly, this work intends to offer an overall understanding of the characteristics and implications of a green branding strategy. Secondly, it analyses the connection with Ireland as a country of origin for agri-food products, by putting forward the different arguments for its suitability for the respective products. Finally, the key learnings regarding the successful implementation of a green branding strategy are discussed, based on a real-life best-practice case. This research employed previous academic and trade literature to develop a theoretical foundation for understanding the concept of green branding in a marketing context. Various forms of industry, consumer and retail insights were used to identify the extent of demand for green brands in Germany and to analyse strength and weaknesses of the Irish agri-food industry in this regard. An expert interview with the Marketing Manager for Kerrygold in Germany was conducted to uncover points arising from the best-practice application of a green branding strategy. The findings indicate that there is significant theoretical and practical evidence to suggest that the application of a green branding would be an effective positioning strategy for Irish agri-food in the German consumer market.
Author:Hannah Riordan
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/02/28
Release Date:2019/06/04
Tag:Consumer behaviour; Green branding; Kerrygold; Marketing; Sustainability
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Open Access:Frei verfügbar
Licence (German):License LogoEs gilt das UrhG