Consumer Perceptions of Organic Food and Organic Valley's Marketing Campaign

This report analyzes consumer perceptions of organic food and the role of marketing in communicating organic food to consumers. It also examines Organic Valley's marketing campaign and justifies its approach.

Consumer perceptions of
organic food and Organic
Valleys marketing campaign

Table of Contents
INTRODUCTION.................................................................................................................................3
Task A...................................................................................................................................................3
1. Consumer perception of organic food............................................................................................3
2. Role of marketing in communicating organic food to consumers..................................................4
Task B...................................................................................................................................................6
3. Analysis of Organic Valley Campaign about addressing consumer perceptions............................6
4. Justification of marketing approach of company...........................................................................7
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9

INTRODUCTION
Consumer perception is defined as how consumer approaches company products in
the target market. Marketing is a process that enables companies to convey about the
products significance to target customers. This report is based on the case study of Organic
Valley Company. Henceforth, report will analyse about the consumer perception towards
organic food. Impacts of marketing in communicating about organic food to potential
customers will also assess in this report. Furthermore, reports will also analysis about organic
valley’s marketing campaign. Justification will also summarise on the marketing approach of
company.
Task A
1. Consumer perception of organic food
Perception of consumers towards organic food can be summarised in the following
manner.
Chemical free: Organic food is produced in farms with the support of traditional farming
approaches. Due to the farming process involve in producing organic food consumer
perception in respect to organic food is too be chemical free and natural (Denver and et.al.,
2019). It has received a huge response across the globe from the consumer as the food
consumes no chemical in producing the food. Many researches has justified that people look
more keen to buy such food products produced organically as consumes no chemical
ingredient in farming process which assures good health also.
Fresh food: Organic food carries the perception in front of consumers of a fresh food as
compare to such food produced from other farming methods. The food has been in a huge
fashion as it provides more freshness as compare to other food produced from chemical and

other modern techniques. Consumers also carry the perception that organic food stays fresh
for long time due to natural ingredients as compare to other chemical food products.
Natural: Consumers carry perception about organic food is of the natural food products. The
food is produced in farming with the natural farming techniques that indicates the
characteristic of organic food to be of the natural food (Hashem and et.al.,2018). Opinions
consumers carry about the organic food is that the food consist up with all natural ingredient
food products must carry such as vitamin and other natural elements. Due to all the natural
elements involves the food is treated as the healthiest food products as compare to other
chemical produced food products.
Healthy food: Organic food products carries perception in front of the consumers and society
is of the healthy food products. Organic food produced in farms with tradition food
production technique which make the food more healthy and tasty for all the consumers. As
the food product contains tradition farming techniques organic food consist with all
ingredients a food must possess that also assure good health by such products.
All the above elements indicate about the people perception in respect to organic food
products.
2. Role of marketing in communicating organic food to consumers
Marketing is defined as a process to convey the features and usability of the products
to all potential consumers of company. Marketing campaigns of Organic Valley Company
called “Call us crazy, but its working” played the following role in communicated about the
food products with all potential consumers.
Convey product features: Marketing campaign run by Organic Valley Company could
effectively convey all the features associated with the products of company (Mørk and et.al.,

2017). This is a crucial role marketing play for companies as it improves the product presence
in the market. By conveying all the features of the product company management influence
the product demand d in the market.
Advertisements helps in better understanding about product: Visual advertisement
involve in marketing campaign enables consumers to get the better knowledge about all the
features and ingredients involved in the organic food products. Visual advertisements
improve the interest of consumers in collecting information about the products. As the
advertisements improve the interest of people in respect to the use of products it directly
improves the sales potential of company in target market.
Improve positioning of product: Marketing campaign run by Organic Valley Company has
supported company in conveying the features of products to right consumers. Positioning is a
crucial element involve in marketing plan which enables company management to research
the right consumer base of for product (Nandi and et.al., 2016). With the support of product
positioning company convey the product to right customers based on many factors like social
and other factors. Marketing campaign frame by is also based on the target customers of the
product. Marketing campaign of Organic Valley Company targeted potential consumers
based on the market research that supports company to convey all the essential information
about the products to right customers.
All the points mentioned above indicate all the roles marketing campaign play to
communicate the product detail to company’s potential customers.

Task B
3. Analysis of Organic Valley Campaign about addressing consumer perceptions.
Organic Valley Company has launched the marketing campaign call “Call us crazy,
but its working” to promote the organic food products of company. Company also promoted
products with the support of video marketing campaign. The campaign has addressed the
consumer perception in the following manner.
Conveyed product features: The video marketing campaign of Organic Valley Company
could effectively convey all the advantages of the organic farming technique and food
products. Company shoots the video with the support of farmer’s involved in organic farming
that has also improved the authenticity of the campaign (Paulson and et.al., 2018). Reliability
play huge role in achieving the objectives behind a campaign. Due to huge competition
several fake products are available in the market that attracts consumers on the name of
organic food products. Marketing team of Organic Valley Company has involved all aspects
involve in organic farming process to address the consumer trust issue in respect to
authenticity of products. By showing different factors involved in organic farming company
management could effectively address the perception of consumers in respect to organic
farming.
Highlighted advantages of organic farming: The objectives of the Organic Valley
Company behind launching the campaign to make consumer aware about the organic food
products. Promotional campaign significantly addressed all the advantages and benefits
consumer will address by using the organic food products. Company has also given huge
emphasis on improving the health care with the support of organic food products. Society
carries the huge perception about organic food products to be healthy and tasty. Marketing
campaign covers all significant benefits arises by using organic food products.

Emphasis on utility: Video marketing campaign launched by Organic Valley Company put
huge emphasis on the utility of the organic food products. Marketing team shoots the video in
farms representing different stages involve in farming process to produce products. The aim
of the campaign is to make people aware about the significance of organic food products in
the health of society (Prada, Garrido and Rodrigues, 2017). The advertisement covers all
perceptions developed by people about organic food such as healthy, chemical free, natural,
tasty and other associated people’s perceptions. The advertisement highlights all such
perceptions that have also improved the significance and reliability of the products.
The campaign launched by Organic Valley Company has covered all perceptions
established by people in respect to organic food products.
4. Justification of marketing approach of company
Marketing campaign launched by Organic Valley Company named as “Call us crazy,
but its working” effectively addressed all aspects of the organic food products. Company
completed the video advertisement in the farms to represent different factors involve in
organic farming technique and process. The idea of the marketing campaign does not only
stick to branding of company but rather it focuses on conveying the significance and
advantages involve in organic food products (Sarumathi, 2017). Company has also covered
all the different perceptions of the society in respect to the benefits of the organic food
products. The entire campaign is based on the importance of the organic food in respect to
improving the health care of people and children’s. Marketing team of Organic Valley
Company has effective improved the authenticity of the campaign by showing all aspects
involve in producing organic food. The concept of organic farming is very old as all farmers
in the initial stages used the technique. Along with conveying about different aspects of the
organic food marketing team also give proper emphasis on improving the brand value of
company. Marketing campaign also show the involvement of company in supplying organic

food products to customers. The whole campaign was effective enough to engage with all
potential consumers of organic food products. The way comp[any projected different aspects
of the organic products was well designed but in future company can focuses on making it
more detailed about different techniques. Detailing will improve the significance and also the
knowledge of the people about organic food products and its farming process.
(Yue, Liu and Wei, 2017)
CONCLUSION
Report has concluded about different perceptions of consumers such as chemical free,
natural, fresh, healthy and other perceptions related to the organic food products. Marketing
play a huge role in conveying about the food products to its potential consumers by
highlighting about features of products, improving knowledge and other factors. Marketing
campaign of company was effective as it projects different aspects of the products like
advantage, features and utility associated with organic food products.

REFERENCES
Books and Journals
Denver, S. and et.al., 2019. Consumer preferences for ‘localness’ and organic food
production. Journal of Food Products Marketing. 25(6). pp.668-689.
Hashem, S. and et.al.,2018. Motives for buying local, organic food through English box
schemes. British Food Journal.
Mørk, T. and et.al., 2017. Determinants of citizen acceptance of environmental policy
regulating consumption in public settings: Organic food in public
institutions. Journal of cleaner production. 148.pp.407-414.
Nandi, R. and et.al., 2016. Consumer motives and purchase preferences for organic food
products: Empirical evidence from a consumer survey in Bangalore, South
India. Journal of International Food & Agribusiness Marketing. 28(1). pp.74-99.
Paulson, K. M. and et.al., 2018. Role of organic carbon sources and sulfate in controlling net
methylmercury production in riverbank sediments of the South River, VA
(USA). Geomicrobiology Journal. 35(1). pp.1-14.
Prada, M., Garrido, M. V. and Rodrigues, D., 2017. Lost in processing? Perceived
healthfulness, taste and caloric content of whole and processed organic
food. Appetite. 114. pp.175-186.
Sarumathi, S., 2017. A study on consumer’s knowledge and willingness to pay for organic
food products (in Pondicherry region). International Journal of Innovative Research
in Management Studies (IJIRMS). 1(12). pp.35-40.
Yue, L., Liu, Y. and Wei, X., 2017. Influence of online product presentation on consumers’
trust in organic food. British Food Journal.
Online:
Marketing campaign organic valley company, 2020. [Online]. Available through:
< https://www.forbes.com/sites/willburns/2017/09/20/organic-valleys-new-ad-campaign-is-as-
wonderfully-organic-as-the-foods-they-produce/#ea4896c46cb6>.